Victoria Buchanan @VictoriaFutures Twitter profile

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@IamJoPaLo

Victoria Buchanan

@VictoriaFutures

8 months

this stopped me in my tracks today.

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Victoria Buchanan

@VictoriaFutures

8 months

"No one said that having kids would be cheap. But should preschool cost almost a third of your income"

The Festering Burden of UK Child Care

It’s unbelievably expensive

www.bloomberg.com

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Victoria Buchanan

@VictoriaFutures

5 years

I’d literally rather drink contaminated water thanks.

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Victoria Buchanan

@VictoriaFutures

8 months

Today, England is one of the most expensive places in the world to take care of young children, relative to income. It's wild to think parents can be spending on average, 29% of their income on childcare.

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Victoria Buchanan

@VictoriaFutures

13 days

after 10 years of optimization and growth hacking. I am personally very happy to see that proper ad copy writing is back.

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Victoria Buchanan

@VictoriaFutures

17 days

Caffè RIMOWA in collaboration with La Marzocco ☕️

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Victoria Buchanan

@VictoriaFutures

2 years

@moorehn it's astounding that they say they are so good at criticism yet incapable of turning that lens on themselves. 😂

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Victoria Buchanan

@VictoriaFutures

8 months

@monolilium what is scarce is cool.

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Victoria Buchanan

@VictoriaFutures

5 months

@DLVermeer EBay had a massive problem with this too.

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Victoria Buchanan

@VictoriaFutures

8 months

@laneburner nail on head.

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Victoria Buchanan

@VictoriaFutures

16 days

In the end, this was the vibe shift.

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Victoria Buchanan

@VictoriaFutures

2 years

The age of anti-ambition. Doing the bare minimum, retiring early and idling for pleasure is increasingly aspirational as a new generation opts out of productivity culture and an unhealthy obsession with success.

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Victoria Buchanan

@VictoriaFutures

8 months

Want to make sure the excellent author of this piece also gets their due. The article behind this cover is here 👉

Eloise Hendy

@EloiseHendy

8 months

I wrote about feeling too financially insecure to have a child, and how people are being priced out of parenthood, for my first @StylistMagazine front cover! 👶💸

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Victoria Buchanan

@VictoriaFutures

2 years

You might remember last year I got obsessed with the return of the Yuppie & the hyper-optimism of 1980s corporate culture. Well 80's advertising is now back, serving up advertorial vibes. 👉

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Victoria Buchanan

@VictoriaFutures

4 years

I stopped using Instagram 8 weeks ago and can honestly say a lot of my anxiety has melted away. I don’t think we are supposed to be living life knowing the mostly performative moments of so many other peoples lives.

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Victoria Buchanan

@VictoriaFutures

2 years

LVMH acquired jeweler Tiffany & Co. for $15.8 billion in January 2021, and since then, Alexandre Arnault, son of billionaire and LVMH CEO Bernard Arnault, has revamped the brand to attract younger buyers. Here’s how 👉

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Victoria Buchanan

@VictoriaFutures

2 years

Yuppie culture is back with a side of ironic gesturing 👉 “It’s not so much about flaunting your wealth as it is taking cues from Masters of the Universe past.”

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Victoria Buchanan

@VictoriaFutures

8 months

This seems like a good example of what happens when you throw a magazine pop up on your list of creative ideas without a really unique idea of why your brand should be doing the thing. Not sure what Jill Sander is really trying to say with this?

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Victoria Buchanan

@VictoriaFutures

8 months

@mkathrynorourke @moorehn it's of course more nuanced than that. broader social change offers tons of other reasons why women have delayed or chosen against children. ...but the sharp effect of rising childcare in UK is something to pause and reflect on in this moment.

The Festering Burden of UK Child Care

It’s unbelievably expensive

www.bloomberg.com

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Victoria Buchanan

@VictoriaFutures

2 years

In an age of uneasy affluence, luxury is becoming less and less about collecting highly prized items and possessions. “Today we live in the age of conspicuous egalitarianism. The trick is to signal discernment while conveying everyman casualness.” The new lessons of luxury 👉

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Victoria Buchanan

@VictoriaFutures

5 years

What is the point of Airbnb now that it’s more expensive than a hotel with worse service?

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Victoria Buchanan

@VictoriaFutures

2 years

Audio is such a big opportunity for brands. 👉 Soho House just relaunched their Spotify channels, with six key playlists representing the sounds of the House

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Victoria Buchanan

@VictoriaFutures

7 months

Real talk. Remember when the internet was a place for hobbies, writing about your favorite band and connection with friends. The monetization of everything did this.

The New Yorker

@NewYorker

7 months

Instagram ushered in the age of self-commodification online, but TikTok and Twitch have turbocharged it, @chaykak writes. The barrier to entry is higher and the pressure to conform stronger.

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Victoria Buchanan

@VictoriaFutures

2 years

This is so embarrassing.

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Victoria Buchanan

@VictoriaFutures

2 years

Cool to see the thinking behind those Gucci campaigns 👌🏻

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Victoria Buchanan

@VictoriaFutures

2 years

This is SO cool. Lego created a set of resources and an idea for a "feelings jar," so that kids can build an expression of their emotion. It's all about helping parents to help their child express their emotions in healthy ways. 💥

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Victoria Buchanan

@VictoriaFutures

13 days

a fun morning to dive into the Nike running archives.💥

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Victoria Buchanan

@VictoriaFutures

5 years

A strategist just sent me a CV that is 6 pages long and all I can think is wow your couldn't even strategise yourself.

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Victoria Buchanan

@VictoriaFutures

1 year

"Pure effervescent enrichment."

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Victoria Buchanan

@VictoriaFutures

2 years

@thekingmob @Emily_Sundberg Yup the 80’s advertorial is back!

Victoria Buchanan

@VictoriaFutures

2 years

You might remember last year I got obsessed with the return of the Yuppie & the hyper-optimism of 1980s corporate culture. Well 80's advertising is now back, serving up advertorial vibes. 👉

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Victoria Buchanan

@VictoriaFutures

4 years

Can someone explain to me why loads of 22 yo girls have decided to become life coaches?! (Am I being too cynical?)

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Victoria Buchanan

@VictoriaFutures

2 months

Veja opened a sneaker cleaning and repair store in Paris offering a space where skilled cobblers can breathe new life into old shoes. 👉 I absolutely LOVE this.

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Victoria Buchanan

@VictoriaFutures

9 months

Billie made a game based on real-life setbacks and the pitfalls of daily life for women. It’s the game women hate playing: people-pleasing, overthinking, multitasking, over-apologizing, etc. 😅

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Victoria Buchanan

@VictoriaFutures

3 months

Birkenstock x Tekla understood the assignment

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Victoria Buchanan

@VictoriaFutures

10 months

Anti-AI sentiment is rising 👩‍💻

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Victoria Buchanan

@VictoriaFutures

1 year

Musicians will own the next-generation of creative agencies. ✨ Skepta, Kendrick Lamar, Donald Glover and Pharrell are all exploring ways to harness their influence and use it in a way that better serves them.

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Victoria Buchanan

@VictoriaFutures

2 months

If anyone is interested to go on a journey to understand the roots of subcultures and how they operated but also what modern subcultures look like today I can highly recommend a few good shows / resources. 👉

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Victoria Buchanan

@VictoriaFutures

10 months

In Tokyo, Isabel Marant has teamed up with Japanese artist Yutaka Sone to create Yellow House 🌼

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Victoria Buchanan

@VictoriaFutures

1 year

Vogue Portugal team has partnered with a creative production house to create (using Midjourney) an AI-generated fashion cover. ✨

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Victoria Buchanan

@VictoriaFutures

11 months

Learning about the metamodern. “Metamodernism oscillates between a modern enthusiasm and a postmodern irony, between hope and melancholy, between naiveté and knowingness, empathy and apathy, unity and plurality, totality and fragmentation, purity and ambiguity.”

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Victoria Buchanan

@VictoriaFutures

3 years

Men - just wondering, have you ever been described as a "force of nature."

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Victoria Buchanan

@VictoriaFutures

3 years

Can a tone of voice be a competitive advantage to a brand? Anyone got any good writing on this?

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Victoria Buchanan

@VictoriaFutures

5 years

And the reason this sucks? Because Facebook doesn’t even believe privacy is a thing on their platform. Case in point from their lawyer:

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Victoria Buchanan

@VictoriaFutures

8 months

Every new restaurant and bakery in NY looks like this now.

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Victoria Buchanan

@VictoriaFutures

10 months

This is such fun world building. Wes Anderson's 'Asteroid City' collaborated with beauty brand Lush to launch a pop-up inspired by the movie. 🌖✨🛸

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Victoria Buchanan

@VictoriaFutures

3 years

With coronavirus cases rising exponentially, people are living at different levels of risk. And it’s causing a strain to relationships >

“I Think He’s Selfish”: How Friendships Have Been Tested During The Pandemic

With coronavirus cases rising exponentially, people are living at different levels of risk. And it’s causing a strain with some of their closest relationships.

www.buzzfeednews.com

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Victoria Buchanan

@VictoriaFutures

1 year

etherealness 🌬️ By FAN SHI, Junior Art Director at AKQA created in MidJourney

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Victoria Buchanan

@VictoriaFutures

3 years

The issue with trend-led design. Everything eventually starts to look the same. 🔮

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Victoria Buchanan

@VictoriaFutures

2 years

i never saw it put like this before and wow, i feel this hard.

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Victoria Buchanan

@VictoriaFutures

3 months

“You can tell someone’s screen time from their outfit.”

Personal style is trapped in the algorithm’s echo chamber

We’re all witnessing the same online micro-trends and coveting the same items that crowd e-commerce sites. Will sameness prevail?

www.voguebusiness.com

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Victoria Buchanan

@VictoriaFutures

3 years

Do you ever just stop to think: "wow I just lived through the most mental & insane 18 months and I really need to just stop and pause for a minute"

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Victoria Buchanan

@VictoriaFutures

2 years

It's super interesting to see how social media trends & styles of shooting content for tiktok are blurring back into creative direction. eg. left is image from NYT piece about rise of 0.5 selfie vs right is Moncler campaign shot on 360 camera.

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Victoria Buchanan

@VictoriaFutures

9 days

Beautiful running campaign for Patta x Nike - blurring the lines between streetwear, luxury and sport. ✨

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Victoria Buchanan

@VictoriaFutures

3 years

This piece is really something. “Work is in our homes all the time now. Work has very literally gone to bed with us. Work wants to have a serious talk about where this relationship is going.”

The uneasy intimacy of work in a pandemic year

How capitalism and the pandemic destroyed our work-life balance.

www.vox.com

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Victoria Buchanan

@VictoriaFutures

11 months

love that coach created a whole airline inspired experience for their latest pop up. hyper-physicality at its best. ✈️

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Victoria Buchanan

@VictoriaFutures

2 years

Brands increasingly want to build recognition around a distinct colour. Off-White going in on blue.🔵

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Victoria Buchanan

@VictoriaFutures

2 years

Strategy Twitter: “busy arguing about web 3” Me: “have you heard of this thing called climate change?” I wish the strategy industry would get this intense about its role in mitigating the real apocalypse 🔥

Louise Jack

@xloubellxx

2 years

What makes you think that web3 / metaverse is *not* going to be the biggest disruptive change that will occur in your career?

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Victoria Buchanan

@VictoriaFutures

2 years

I have this working theory that the next decade is going to be defined by play, childlike wonder and imagination. 💭 “Play, increasingly, is a way to look at the world around us. For play is to ask what if instead of how come.”

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Victoria Buchanan

@VictoriaFutures

2 years

I am thinking of writing something about how to use trend forecasting to go beyond the hype. How to assess a future opportunity/cut the fluff from the actual potential if you will. Would people be interested?

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Victoria Buchanan

@VictoriaFutures

1 year

Portland getting a Soho House has to be the funniest thing I've heard all year because I'm yet to meet a single person in this city that would be a soho house person 🤣

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Victoria Buchanan

@VictoriaFutures

2 years

Love to see Bottega pushing OOH formats in global key cities. 👉 campaign on a rooftop beneath the flightpath for arrivals at LAX 👉 and then on the floor of the iconic Bondi Icebergs pool in Sydney

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Victoria Buchanan

@VictoriaFutures

8 months

somehow managed to pay off my student loan. just made the final payment. a neighbour once told my mum that kids of single parents don't have much chance. I guess we proved em wrong. onwards.

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Victoria Buchanan

@VictoriaFutures

6 years

Thank you @WomeninMarketin I really cannot put into words what it means to win your one to watch award. Such an honour

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Victoria Buchanan

@VictoriaFutures

2 years

Yesterday was my last day at The Future Laboratory after a decade of trend forecasting & making the future happen. I am so grateful to the career I have been able to build because of this magical place.

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Victoria Buchanan

@VictoriaFutures

7 years

@bethjholroyd @leejon_jeffries @callareau @Independent I wish all twitter fights played out like this. 😂

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Victoria Buchanan

@VictoriaFutures

10 months

💕🌺💄🎀👛

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Victoria Buchanan

@VictoriaFutures

2 years

The ancient art of mending is on the rise as people demand longevity from their purchases, driving a growing trend for repair stations and DIY workshops in retail stores. More on the rise of repair, alteration and restoration🧵

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Victoria Buchanan

@VictoriaFutures

1 year

the new hyperreality is here. here for example is someone using Midjourney AI to imagine a collaboration between IKEA and KENZO. It looks like the kind of campaign that would previously require days of creatives shooting in a studio. this was probably created in 20 minutes.

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Victoria Buchanan

@VictoriaFutures

2 years

What is the brief for this creative? “Just vibes” 🍸

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Victoria Buchanan

@VictoriaFutures

5 months

Nore and more brands are going back to quarterly magazines. LOEWE is the latest. ✨

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Victoria Buchanan

@VictoriaFutures

8 months

This is the dream. Is this real?

Fabric

@fabricinternet

8 months

🌞 In the latest version, we introduce "screenshot memory" – where every screenshot remembers where it was captured from and links back to the source. Now when you save a great idea or piece of content, you can always find your way back to the original.

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Victoria Buchanan

@VictoriaFutures

11 months

Powerful statistics highlighting a very possible profound change in women’s lives and therefore society at large 👉

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Victoria Buchanan

@VictoriaFutures

8 months

@dylanviner yes for sure, but in UK specifically the cost of childcare & rent rocketing coupled with low wages seems to be causing many women to pause.

The Festering Burden of UK Child Care

It’s unbelievably expensive

www.bloomberg.com

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Victoria Buchanan

@VictoriaFutures

6 years

@_heyitsrochelle Researchers discovered attractive people get paid better and rise higher up the corporate ladder faster... so I guess yes

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Victoria Buchanan

@VictoriaFutures

10 months

The Barbie rollout is pure world building. Excited to see how it all builds over summer and where it will go once the film has ran it's cinema release. Beyond all the marketing activations, it's hitting pop culture in a way we probably haven't seen since maybe breaking bad?!

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Victoria Buchanan

@VictoriaFutures

1 year

I’m at the point of my career where I just want to spend my time gas’ing others up. From my working class roots, I made it beyond what I thought was possible. Going into 2023 with the mindset of uplifting others. ✨

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Victoria Buchanan

@VictoriaFutures

2 years

🚨 TikTok has quietly filed a trademark for a music streaming service with the US patent office 👀

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Victoria Buchanan

@VictoriaFutures

7 years

Now that Uber doesn't have a CEO, COO, CTO, or CFO, I guess this is the closest it's ever been to a self-driving car company. 😂

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Victoria Buchanan

@VictoriaFutures

2 years

Proof that Barbiecore isn’t just for the girlies.

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Victoria Buchanan

@VictoriaFutures

8 months

@EloiseHendy Could you share a link to the piece? I would love to read it and add it to the thread.

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Victoria Buchanan

@VictoriaFutures

2 months

This is truly wild when you really think about it.

Steve Salter

@Steve_Salter

2 months

We have to shift the culture of consumption. In a world driven by relentless need, restraint is a form of resistance. From brands through to consumers, we need to reposition our relationship with stuff and realise a future that is far more conscious, equitable, and positive.

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Victoria Buchanan

@VictoriaFutures

7 years

My first ever teacher told my mum I was too bossy and they should be worried about me finding a husband. I was 6. @WEP_UK #notanaprilfools

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Victoria Buchanan

@VictoriaFutures

8 months

@EloiseHendy Congrats on such a thought provoking cover story. You should be so proud ✨✨✨

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Victoria Buchanan

@VictoriaFutures

1 year

It’s all about the joy workout this January at Nike 🙏

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Victoria Buchanan

@VictoriaFutures

1 month

✨

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Victoria Buchanan

@VictoriaFutures

5 months

someone made a folder of agency trend reports and wow, they are so depressing.

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Victoria Buchanan

@VictoriaFutures

2 months

The vulgar, bizarro advertising of the noughties, and what our sense of nostalgia for this era says about our fatigue with the hyper-stimulation of modern culture.

Selling Subversion

Alexi Gunnar unpacks the vulgar, bizarro advertising of the noughties.

dirt.fyi

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Victoria Buchanan

@VictoriaFutures

2 years

I promised myself when I got to Nike I was going to bring the whole VB who has worked so hard in therapy for the last two years to know herself. Today I got to tell my team a tiny bit about my origin story and it finally feels like my vulnerability shame is fading. 💪🏻

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Victoria Buchanan

@VictoriaFutures

5 months

@MrLubin This is truly devastating stuff.

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Victoria Buchanan

@VictoriaFutures

2 years

Kind of proud of how self sufficient & resilient I’ve been moving to a new country and setting up a whole new life on my own. I am the team, the coach and the cheerleader and I’ve shown myself I can really do it ✌🏻

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Victoria Buchanan

@VictoriaFutures

2 years

We never stop needing our parents hey? I may be 32 and a real adult but I can tell you now that the pep talk my dad just gave me on the first day of my new job was everything.

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Victoria Buchanan

@VictoriaFutures

2 years

The first bit of news on my next adventure: I am officially USA approved 👽🇺🇸👏🏻

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Victoria Buchanan

@VictoriaFutures

4 years

Strategy Twitter has gone a bit loopy in the last 3 months and it’s sad to see industry leaders tearing into each other. I think we have to remember the impact of our words more than ever and be more thoughtful in our approach with other other people.

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Victoria Buchanan

@VictoriaFutures

2 years

“Nothing kills numbness like a sensory onslaught—color, sound, hedonism, melodrama, sleaze.”

Welcome to the Era of Unapologetic Bad Taste

The 20-year nostalgia cycle, climate change nihilism, and streaming-era content overload, have converged in a tidal wave of tackiness.

time.com

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Victoria Buchanan

@VictoriaFutures

2 years

A great example of an ad missing “the insight.” 🤷🏻‍♀️ Samsung depicts women running in the dark. Meanwhile no woman I know would ever go for run in the dark. Especially not with headphones in.

janee

@janee

2 years

This is what happens when you don't have a single female creative on your team.

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Victoria Buchanan

@VictoriaFutures

6 years

I'm actually starting to feel a bit uneasy with this new wave female empowerment clubs charging women a lot of money to get access to mentorship/advice. Not sure, but it really feels like some are really just capitalizing in an unfair way #femalefutures

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Victoria Buchanan

@VictoriaFutures

2 years

So Twitter, I moved to Portland. I’m already loving the little spots of green and the vibe of the people. Very good energy. 🇺🇸👏🏻 Coffee and survival tips for thriving as a Brit in this city most welcome. 😊

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Victoria Buchanan

@VictoriaFutures

4 years

Beyond Zoom fatigue, has anyone done any studies on what the long term cognitive effects of constant zooming is? I'm actually starting to think my attention span & style of speech is being impacted...

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Victoria Buchanan

@VictoriaFutures

2 years

Wild swimming is surging in popularity as people begin to understand the healing properties of blue zones. 👉 In Britain, research finds wild swimming has seen a huge 287% increase in popularity since March 2020 with a spike in wild swimming in seas, lakes, lochs and rivers

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Victoria Buchanan

@VictoriaFutures

3 years

Rolex asks what makes a masterpiece? And based on this ad you have to wonder is it being a white man? They couldn’t find a woman or a person of colour. This is why luxury marketers need to WAKE UP.

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