From runway returns to courtroom drama, October gave brands plenty of ways to turn heads, and gave us plenty to unpack.
Can a Brand Earn Its Wings Again?
Few brands illustrate the highs and lows of cultural relevance quite like Victoria’s Secret. After years of criticism over narrow beauty standards, a runway hiatus, and efforts to embrace greater inclusion, the brand continues to navigate competing expectations: bringing back the fantasy longtime fans remember while facing questions about whom that fantasy celebrates. This year’s show reignited those conversations, but the attention was undeniable. The October 18 event drew a reported peak of 3.64 million concurrent livestream viewers, up 33% from last year. Kylie Jenner’s surprise debut in the returning Fantasy Bra joined appearances from Gigi and Bella Hadid, Adriana Lima, and other recognizable runway names. Barbara Palvin also received praise from fans for returning to the runway just six weeks after welcoming her first child, adding a personal milestone to the evening’s headline moments. Together, these appearances gave audiences across fashion, entertainment, and celebrity culture a reason to tune in, and something to talk about afterward.
The marketing story extends beyond the runway. Kylie’s walk to JADE’s “Angel of My Dreams” brought fresh attention to the 2024 single, which reportedly saw a 2,049% jump in U.S.-based Spotify streams following the show. Fans kept the moment circulating through shared clips and reaction videos, turning a runway appearance into a music discovery moment. That’s where the spectacle becomes something bigger: audiences pick their favorite moments, add their own commentary, and introduce them to people who never watched the show. For brands, the opportunity is to create moments people want to carry forward themselves. Victoria’s Secret’s challenge is turning that attention into a lasting connection with consumers who may love the spectacle while still questioning the brand.
Court Is in Session. Dress Accordingly.
Stripes, sneakers, and a little brand confusion landed in the legal spotlight this month. Adidas is challenging White Fox’s four-stripe clothing, alleging that the designs and promotional images pairing them with Adidas sneakers could lead shoppers to believe the brands are connected. White Fox disputes the claim, arguing that its stripes are decorative. Meanwhile, 7-Eleven dropped its lawsuit over Nike Air Max shoes featuring its familiar orange, green, and red color scheme and a planned July release, ending the case without a ruling on infringement. Different disputes, but the same underlying question: when does a recognizable design become a brand association? Both cases highlight how much brand identity lives beyond a logo. Colors, patterns, and styling can tell consumers who you are before they ever see your name, and that recognition is worth building carefully.
Coming Soon to a Feed Near You
Film is having a moment, and the conversation is spilling well beyond the theater. A24’s You Can See Everything, the Elizabeth Holmes documentary from Nathan Fielder and Lance Oppenheim, arrived this month after a secretive rollout and widely shared teaser fueled curiosity about an unexpected pairing. Meanwhile, the buildup to The Hunger Games: Sunrise on the Reaping is becoming an event of its own. Released clips give fans something to dissect, remix into edits, and debate, keeping the conversation moving long before opening night. Even securing a ticket became its own competition, with reports of ticketing sites crashing or displaying errors as advance sales opened. Fans aren’t just waiting to watch, they’re already joining in through theories, discussions, and the community surrounding the film. For marketers, that anticipation is a powerful part of the experience, building cultural momentum before the first ticket is scanned.
Sweet Treats. Sour Neighbors.
Sour Patch Kids took their Oreo “rivalry” out of the comments and onto the street with an outdoor stunt in the UK for their “Not As Sweet As They Look” campaign. Special-build billboards in London and Bristol showed the mischievous candies tearing into neighboring Oreo ads, bringing their social-media antics into the physical world. The rivalry is all in the family: both brands belong to Mondelēz International, making this a carefully staged case of sibling mischief. The wider campaign ran across Great Britain and Ireland throughout September and October. What makes it work is the consistency: the same mischievous personality, expressed in a way that suits a different medium. It’s a fun reminder that an integrated campaign doesn’t have to mean repeating the same ad everywhere. Give a familiar idea a fresh execution, and even a billboard can keep the conversation going.
In the Feed
Pinterest Makes Ad Buying Easier
- Pinterest launched Programmatic Deals on October 26, allowing advertisers in select markets to buy its display and video ads through platforms like Amazon Ads, Google Display & Video 360, and Yahoo DSP. The update makes Pinterest easier to incorporate into broader media campaigns, helping brands reach users as they explore ideas and plan purchases. In an early Moroccanoil test, Pinterest reported additional audience reach and a higher click-through rate than the brand’s average video and display campaigns.
Meta Faces a $25 Billion Privacy Judgment
- A New Mexico judge ordered Meta to pay $25 billion after a jury found Facebook misled users about how their personal data was protected and shared. The case stems from the Cambridge Analytica scandal, in which millions of users’ data was collected without their consent and used for political targeting. Meta says it will appeal the ruling.
Instagram Goes Long
- Instagram is testing “Features,” a format allowing select creators to share horizontal videos up to 90 minutes long. Alongside it, the platform is testing links from short Reels to full videos—think discovering a podcast clip and tapping straight into the episode. Currently being tested with creators in Brazil and the U.S., the move could give brands more room for storytelling while keeping audiences on Instagram from first impression to full-length viewing.
See you next month!