Many of today’s most talked-about brands are cashing in on society’s desire for the past. An era that didn’t orbit around technology, algorithms, and the pressure to always be “on.” Whether it’s an idealised version of reality or not, the craving for slowness, simplicity, and genuine human connection is something consumers are increasingly chasing.
Brands have clocked this shift, and in the last few years, we’ve seen them lean into a nostalgic aesthetic – building entire worlds that echo this sentiment. Old-school photography (hello camcorders and photobooths), 90s fashion icons plastered across moodboards (Carolyn Bessette-Kennedy hasn’t had a day off) and vintage-inspired products.
The Ultimate Muse: Carolyn Bessette-Kennedy
But here’s where it starts to feel off. Many of these same brands are selling this slow, considered lifestyle at full volume across every social platform, every day. The marketing may nod to a quieter time, but the execution is anything but. They post constantly, recycle trends at speed, and create content designed to keep up with the masses. The result? A disconnect between what’s being said and how it’s being delivered.
If a brand really wants to lean into this era, everything from their posting cadence to their creative output needs to align. One brand that’s mastered this balance is Jacquemus. Founder Simon Porte Jacquemus has been vocal about rejecting AI and content-for-content’s-sake. Instead, the brand invests in creativity that feels distinct, human, and true to their world. They don’t overwhelm their audience with daily posts or try to be everywhere all at once.
Jacqemus Founder: Simone Porte Jacquemus
This can be seen in their now annual summer switch off. Since 2021, the brand has paused all product drops and associated marketing throughout August. It’s a deliberate move that signals to their audience that the same care poured into their products extends to how – and when – they choose to show up. Rather than following the industry norm of year-round content, the brand encourages its community to do the opposite: slow down, switch off, and embrace a seasonal reset.
This summer, rather than launching a campaign, Jacquemus quietly released a three-part video series capturing the essence of summer. Le Pain (bread), Le Miel (honey), and La Récolte (the harvest) were short films celebrating slower routines, time in nature, and the beauty of simple, intentional living. No products in focus. Just storytelling.
Summer Series: Le Pain (bread), Le Miel (honey), and La Récolte (the harvest)
Looking ahead, the brands that will succeed – especially in the premium space – are those that scale back the noise. Who focus less on being everywhere, and more on creating something worth waiting for. They’ll build in-person communities. They’ll post less, but say more. They’ll value creativity and craft over content quotas.
