Lifestyle & Culture | VML

Oura Ring

McDonald's announce Godzilla x Sanrio Social City Meal US Community

Kawaii kaiju

Diptyque introduced a Water Counter at its London Maison on New Bond Street. Courtesy of Diptyque

Haute hydration

Four Gen Z adults in casual clothing sit side by side outdoors in late afternoon light. They are smiling, conversing, and holding beer bottles, framed by string lights and pine trees in the background.

Gen Z's nowism

Courtesy of Furtenbach Adventures

High-friction travel

A woman stands in a darkened digital gallery interacting with a digital image of orange toadstool mushrooms on a black screen.

Next-wave immersive art

Birdwatching in the Dauphine Alps. Courtesy of Emmanuel Rondeau

Rewilding tourism

Photography by Min An. Courtesy of Pexels

Happiness economy

A blurry, motion-effect photo of a person stretching outdoors against a bright blue sky. They are standing on one leg and holding their other foot behind them to stretch their quadricep, with the sea visible on the horizon in the background.

Five wellness trends to watch

A rooftop terrace featuring a square swimming pool with checkered tiling. The pool deck is made of matching brown and beige square tiles, furnished with a wooden side table, a lounge chair, and sun loungers. In the background, green trees meet the blue ocean under a clear sky.

Safe haven travel

CANNES, FRANCE - JUNE 24: Francine Lacqua, Demis Hassabis and a guest onstage for 'The Future of Creativity with Demis Hassabis' on Day 3 of Cannes Lions 2026 on June 24, 2026 in Cannes, France. (Photo by Shane Anthony Sinclair/Getty Images for Cannes Lions)

Cannes Lions 2026: Key Trends

Two women chat on a sofa. One woman is black with an Afro hairstyle wearing a black sweater with white spots, and the other is a white woman with a wavy bob in a geometric colour block sweater.

Gen X's power era

An outdoor, paved courtyard area filled with people socializing in front of industrial-style buildings. Some people are sitting at wooden picnic tables and high-top bar stools under beige umbrellas, while others walk through the space. In the background, there are shipping containers, brick buildings, a white car parked on a lower rooftop, and a large, stylized bow sculpture pointing toward the sky on the right.

SXSW London 2026: Trends and insights

Neo humanoid. Courtesy of 1X Technologies

The humanoids shift

Quartz concept ring. Courtesy of Modem and Retinaa

Proof of humanity

Photography by Hani Almuzaini. Courtest of Pexel

Olfactory archaeology

DogTV

Five pet care innovations