In a world where virality has long been seen as the ultimate achievement of a digital campaign, it’s time to rethink what truly matters for a brand.
Virality, with its global allure, has been the symbol of success. But what if real impact didn’t lie in the masses, but in the intimate conversations within our circle of friends?
This is where the concept of frirality comes in — born from the blend of friend and virality. The neologism was coined by a Snapchat executive to describe the kind of influence that spreads within more intimate, private networks — like those between friends or trusted groups — as opposed to traditional virality, which aims to reach a vast public audience. It’s about the influence sparked within small, trusted networks.
Unlike virality, which strives to reach millions, frirality focuses on the power of recommendations within close circles, where influence feels more genuine and enduring.
In future marketing, brands will need to stop chasing viral success and start focusing on personal connections. A product shared with a friend or recommended in an intimate conversation can have a deeper impact than any viral post. True influence lives in small, trusted groups — and that’s where marketing needs to evolve.
In the 1980s, Dapper Dan turned knock-off Gucci designs into a true cultural phenomenon in Harlem. In the 1990s, Aditoff challenged Adidas, Krappa went up against Kappa, and Le Shark found itself in court with Lacoste. Once upon a time, big brands feared and fought bootlegs. Today, they’ve realized that pushing them away isn’t just futile—it’s counterproductive.
The pioneer of this mindset shift was none other than Gucci, who in 2018 launched a collection with its once most feared imitator: Dapper Dan.
Now, the best bootleggers are being celebrated, legitimized, and even monetized—thanks to the explosive rise of "dupes" amplified by social media and influencer culture.
Among the stars of this revolution is GalXBoy, a South African talent redefining streetwear, turning himself into an iconic brand and embracing a win-win marketing strategy.
More and more emerging labels and independent designers are using bootlegging as a tool for gaining visibility and building a genuine connection with their audience. Consumers—drawn to inclusivity and cultural cross-pollination—now admire the brands that not only tolerate but openly celebrate imitation.
Imagine being able to control your dreams—just like in Inception. The U.S.-based startup Prophetic is working to make that possible with Halo, a device that uses high-frequency sounds to help dreamers become more aware and even manipulate their dreams.
Set to launch in late 2025, the device is built on the Morpheus-1 system, which generates neural activation sequences designed to enhance lucid dreaming.
Halo leverages cutting-edge tech like EEG (electroencephalogram) and fMRI (functional magnetic resonance imaging) to gather brain data during sleep and create detailed maps of dream-related brain activity.
Its developers believe the benefits go far beyond lucid dreaming. Studies suggest it could even boost performance in daily life—training your mind while you sleep. Whether this is science fiction or a new frontier in technology for the unconscious, we’ll find out not just by living, but—most importantly—by dreaming.
The Fashion Tech designer is reshaping the fashion landscape by merging ready-to-wear, sportswear, and artificial intelligence. The goal? To create garments that respect circular economy principles—promoting sustainability and material traceability to ensure long-lasting use and responsible recycling.
In this green transition for fashion, where smart materials and advanced technologies are the keywords, brands like Loro Piana, Moncler, and Decathlon are now major supporters of the new Master’s programs in Fashion Tech.
These programs aim to train a new wave of professionals equipped to tackle the challenges of a sector increasingly intertwined with innovation and environmental responsibility. With the integration of technologies like blockchain for material traceability and wearable tech to foster interaction between garment and user, future designers aren’t just sketching clothes—they’re redesigning an entire way of life.
Soon, only what minimizes waste and maximizes durability and transformation will be worthy of the label “fashion.”
