Stephanie Paterik

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VOLUME 3. PRESENTED BY ADWEEK.

A curated list of the people, places and things influencing what we'll consider fashionable and beautiful next.

As a cornerstone of the advertising and marketing community, Adweek has been an unparalleled resource for leaders across multiple industries to think better, create better, deliver better. That's why we're excited to welcome 160over90 to our Brandweek stage and share their Next Nouns cultural dispatch with you. It's a resource that will help you see around the cultural corner more clearly and with more insight.

We report on this truth every day: creativity is the bloodline for the brand marketing ecosystem. And the massive shifts we've seen across the cultural landscape have led us all to better understand that, today, brands are no longer just brands. They, and we that steward them, also represent ideals and purpose. Who and what we show matters as much as what we don't.

As presenting partner of this 3rd volume of Next Nouns, we are highlighting some of those People, Places and Things who will influence the cultural conversation next--160over90's goal is to help the industry expand what and who is considered beautiful and fashionable.

Please take a close look at Page 16...something we should all keep in mind.

Stephanie Paterik

Stephanie Paterik Editor in Chief, Adweek

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If there's one macro theme across these pages, it's that there's no longer any such thing as a macro cultural status quo (white male patriarchy aside)... and that a kid we've not yet heard of, a writer, photographer, editor, brand creator, producer whose work maybe we've seen and heard without knowing whose talents it reflected, are all shaping the world as it will be next.

Beauty, gender, age, masculinity, femininity, who can wear what and who can't are all simply social constructs to which we've given our allegiance for decades. What's considered fashionable and beautiful and not, what's desirable and not, what's culturally permissible and not, has long been based on the ideals and standards distributed to the many by a few. But change comes fast. Sometimes. The absolute diversity of that now seen as fashionable, beautiful, permissible, acceptable, masculine, feminine, appropriate, cool wasn't not so very long ago. To the contrary, the consistent representation, idolization and fetishization of homogenous forms, styles, cuts, looks, shapes, colors, history and culture, conspired to tell us that things that are like X are beautiful but things that are like Y (or Z) aren't. Today, influence is often hyper-and algorithmically--distributed, causing social constructs about what and who we consider fashionable and beautiful, to change in all kinds of ways and all kinds of fast, as the cultural aperture opens more widely. It's not too long ago that TikTok and TikTokers didn't exist, let alone that they'd yield greater influence on who and what we consider fashionable and beautiful than Vogue.

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Which is why this 3rd volume of Next Nouns, in partnership with Adweek, helps you see around culture's corner, identifying some of the People, Places and Things challenging traditional notions of what's considered fashionable and beautiful, and influencing what will be--next. TBH, doing this was harder than we thought. Unlike volumes 1 and 2, we had to consider more than the arc of any one Noun's individual trajectory but their cultural influence as well. We had to identify Nouns creating new norms, a task made all the more challenging because we live and market in a world of infinite cultural "sub-reddits"...communities and collectives unfolding within communities and collectives like so many nesting dolls. (Are "norms" even really a thing, any more?) As you'll see the Nouns we've curated here for you, tapping the insights of the culture-makers and minders across Endeavor's eco-system, aren't just shaping cultural conversations, they're shaping cultural expression.

But now, and thanks to the Nouns below, we're all beginning to see and think differently, which of course means we'll need to market differently. In the end and as the saying (mostly) goes, what's fashionable and beautiful is in the eye of the beholder. So, along with Adweek, we invite you to behold these Next Nouns and, as always, to let us know what you think at nextnouns@

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Identity can be a messy and evolving thing, especially when yours doesn't conform to "traditional" expectations, norms, or ideals.

Enter Richie Shazam, who is helping others become more comfortable transcending and sometimes rejecting societal standards about who can be, wear--and rock--what.

Richie represents a magnificent cultural collision of what's coming next in fashion and beauty. She's an actress, photographer, model, muse and TV hostess of the Fuse docuseries Shine True. She's also among those making it clear that gender is just another social construct which, if it doesn't fit, you shouldn't wear.

A star on the rise who's already partnered with the likes of Prada and Instagram, Richie gives voice to the queer, the brown, the intergenerational, the gendernonconforming and the non-binary; to all those who find comfort and truth in the spaces between.

While she often embraces the fantastical, it's in service of both being true to herself and helping redefine the who, what, and how of self-expression for the rest of us.

Of her impact on others she says they see that

" If Richie can do it, I can do it too."

Beautiful.

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*Richie Shazam is an IMG Client

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We first got tipped to Omer last December by Nouns alum 24KGoldn, whose gold-certified debut album, El Dorado, was co-produced by Omer.

The 21 year-old Israeli-born producer, guitar player, writer, and self-proclaimed "Grammy nominated loser" is quickly becoming a chart-topping influence machine.

Omer's musical stylings and work with artists as diverse as Goldn, Lil Nas X on Montero; The Kid Laroi (Stay w/ Justin Bieber & Without You), Travis Barker, Machine Gun Kelly, and Miley Cyrus, is shaping what millions hear as beautiful.

More specifically, Omer's bringing a new, guitardriven sound to pop and hip-hop, in a way that reminds some of the influence the late, great Charlie Watts' drum playing had on rock and roll.

His stylings aren't just reflected in the music he helps make but also in how he shows up... often in a skirt, his dyed bright red hair, and with a savoir flair that is undeniably giving a you-do-you "permission" to a new generation.

Oh, and while we don't traffic in gossip here at Next Nouns, his rumored relationship with Addison Rae has brought only more eyeballs and ears to his work and his influence on the culture of sound for sure.

(Thanks, Goldn!)

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She's got 80+ million followers-- so what exactly makes her "next?" This 20 year-old Fillipino-American singer and TikTok star is among those

leading the change in how Western culture watches and

listens to Asian women.

--women who've historically been excluded from shaping this culture, or simply stereotyped within it.

Bella's got the fourth largest following on TikTok in the world after merely two years on the platform. Her songs and videos for "Build a Bitch," "Barbie Meets Frankenstein" and "Inferno" tell the stories of some of the truths of her young life; with her vulnerability making her relatable and providing others (80+ million of them) the comfort of knowing that there's someone out there just like themselves.

The way Bella has built her image and manifested her voice is complex yet iconic. From not uttering a word in her inaugural TikTok videos, to releasing raw music that touches upon trauma and sexism, to interviews that are extremely personal, she has built her way to pop stardom in an untraditional way that has made her more popular than the likes of veteran TikTok stars we're constantly marketed about.

While popularity only sometimes confers influence, Bella's does indeed. She's important culturally because, among other reasons, hers is, as quoted in the NY Times, "the kind of face historically excluded from Western pantheons of beauty."

But not any longer.

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Iddris Sandu is changing your future in all kinds of ways.

When he was barely a teen he was interning at Google. Since then he's consulted for Twitter, SNAP, Apple, Rihanna, the White House, Uber, Instagram, Kanye and more as product designer, visionary, and accessible advocate for technologies like AI and biometrics.

With the gone-too-soon rapper, entrepreneur and community philanthropist Nipsey Hussle Iddris, now 23, created the world's first "smart retail" store: Nipsey's "The Marathon Store" ---fusing technology, shopping and content into the fabric of a innovative digital experience.

Iddris's contributions to our future are not just about inventing it but about helping us to understand how AI and biometrics will change everything from the products in our

kitchens to the cities we live and work in.

Through his companies ETHOS, spatial LABS, and haltLABS Sandu aims to redefine how we think of vertically integrated technologies.

From geolocation search features, to autonomous vehicle safety software , to state-of-the-art blockchain applications, this future-focused rockstar remains mindful of the need to look back--and reach back--as we move ahead. He wants to ensure that technology--and those who are able to create it--becomes more inclusive, ridding it of its institutional biases.

To these ends, he's working with inner city students in LA and kids in Africa, ensuring they've got access to the tools and information they'll need to succeed, and that their visions of a more beautiful future can become their reality.

Pro-social change is always hard-fought, and always beautiful.

At the heart of Hannah Reyes Morales' work lie two themes: physical and emotional safety, and challenging singular expression. As a human, photographer and National Geographic Explorer, she celebrates the former while rejecting any traditional notions that the beautiful has any one definition.

Her own words about her recent work, "Redefining Beauty," a project with another one of this volume's Nouns, Robin Givhan, speak better than any we might otherwise share:

"I spent time exploring the beauty standards impacting women, and took a close look at those who are

seeking to redefine them."

In runways, hair salons, basketball courts, and inside homes, I spoke to women about what beauty means to them."

On this journey she shot the likes of Halima Aden, the first hijab wearing super-model, to highlight the enormity of the hate crimes perpetrated in Brazil against those identifying as LGBTQ+; as well as JoAni Johnson, a 60 year-old Black woman, who`d spent her lifetime not being white and blonde and blue-eyed, while being told that was what beauty was. (She is now walking runways and modeling for the likes of Fenty too.)

Hannah's work has been featured around the world from The Washington Post, to The Southeast Asia Globe, National Geographic, Newsweek Japan, and Al Jazeera.

To spend time on her Insta feed is like a hot shower of possibilities. Like all the Nouns featured here, she's opening the aperture (sorry!) on where, who, and how we see and consider what's fashionable and beautiful.

hannah.ph/

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*Iddries Sandu is a WME Client

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Benjamin Askinas credits include Harpers, VMan and C-Heads among many others. He is influencing how the fashion industry portrays those it presents as beautiful, and what it presents as fashionable.

He's shot models and celebrities from Cara Delavigne, Timothee Chalamet, Post Malone, and The Weeknd -- the latter with his head bandaged during the AMA's and VMA's as the artist's reflection on "the absurd culture of Hollywood celebrity and people manipulating themselves for superficial reasons to please and be validated."

He was also the person behind the camera for the nomakeup-photoshoot at the most recent Miss Universe*, something the pageant, itself reinventing its presentation and interpretations, has been doing since 2016.

"Oh, I can be that, I can be anything. I look just like her."

It's not lost on us here at 160 that there can be some perceived irony in highlighting his work at a beautypageant, but it's because of this, not despite it, that we do. The no makeup shoot, as described by Askinas was "empowering, powerful, and a priority."

What's fashionable and beautiful has long been defined by commercial culture --one where women's beauty has been sold as being inextricably (and often magically) rooted in wearing makeup, and without which her face was not yet "on."

In this context, helping these women get comfortable being shot sans makeup required helping them get past a lifetime of cultural and commercial promises; helping them see their own, unadorned, beautiful.

Why's this important and influencing what comes next? Well, as Benjamin said "we hope that it's an eye-opening experience not just for the women, but for their young fans...young girls looking up to them, maybe they can't relate to all these layers of makeup, but they can see them with their pimples, or their blemishes and their wrinkles, and just see themselves in the contestants and hopefully be inspired like, "Oh, I can be that, I can be anything. I look just like her."



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*Miss Universe is a part of the Endeavor network.

She's the only fashion writer to have won the Pulitzer Prize. But it's her bluntly constructed considerations of who and what is fashionable and beautiful that give time and space to those redefining both; and it's these timely contemplations that find her on this "next" list despite all she's already done.

Givhan's been the Senior-Critic At Large for the Washington Post, and in her decades-long career, has written on race, politics, style and culture--and often their intersection--for Vogue, Essence, The Cut, The New Yorker, and Harper's. Her critic's eye has long been cast on the fashion industry "as a business, as a cultural institution and as pure pleasure."

in August, and of Beyonce's image in Tiffany's new campaign she wrote:

"Her hourglass figure takes the place of Hepburn's gamine frame. The diamond, freighted with the history of colonialism,

hangs around a Black woman's neck. Beyonc? is a sculpture. She's a reimagining of feminine iconography.

She's an entitled sentinel."

Robin's words, reflections of her thoughts and cultural observations, are helping others reimagine what's been and can be. And it`s her recognition of this that makes her words and perspectives so powerful.

She won the Pulitzer for her book The Battle of Versailles: The Night American Fashion Stumbled Into the Spotlight and Made History, a look at the moment in 1973 when fashion literally changed.

But as much as has changed since 1973, as much remains needing to. This writer's appreciation and understanding that culture changing movements can be borne in any moment, makes her voice so influential in a period of cultural upheaval and change.

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"Wouldn't it be great if fashion was a reflection of society instead of society a reflection of fashion?"

It would, and this (we assume rhetorical) question was something the Paris-based fashion writer, Louis Pisano, posed in a recent interview. To be clear, this is exactly what Louis is on a mission to ensure.

A Black queer man raised in a conservative white home, Pisano grew up struggling to reconcile the disparities between how he saw himself, how he wanted to be seen, and how he was allowed to present himself. Not surprisingly, he couldn't.

His youth was one of struggle, as he tried to fit into a hetero-normative white world with rigid interpretations of what masculine was and wasn't. Those struggles shaped him, ultimately leading him to his fierce and unapologetic advocacy for the historically unseen, in particular Black talent trying to get inside the fashion industry,

Paris based, he writes for Harper's on fashion, style, culture and race using his place inside the walls of the traditional fashion ecosystem (and his Insta) as tools to hack at the industry's traditional gatekeepers and gatekeeping--even as he seeks to leverage "the power fashion [has] in determining who you [are] perceived to be."

Louis's words are giving voice to ideas, ideals, and humans long denied it; his influence shaping how so many of those who historically have been told they weren't, they couldn't, they never would, feel seen and represented.

He's also showing us that fashion can change as readily as fashions, that it can be beautiful in ways that not so long ago would've seemed impossible.

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"Wouldn't it be great if fashion was a reflection of society instead of society a reflection of fashion?"

It's not exactly news that fast fashion and over consumption are far less fashionable than they used to be. The "Red Alert" climate emergency the planet is in requires all of us to do more.

Marina Testino, niece of fashion photographer icon, Mario, is a creative director and activist using her platform to transform fashion from one of the world's great polluters to

"...a beautiful industry that has so much potential to make changes and be more conscious."

3 years ago, she wore the same one vermillion suit every day for 2 months, a campaign she called #OneDressToImpress. The effort captured the attention of the interwebs, helping her clarion call for more ecologically sustainable practices in fashion reach new audiences.

Describing what she does as art-ivism, Marina's recently launched a new campaign #LetsGetReel brings the behind-the-scenes work of environmental activists and creators to life in order to create greater transparency in fashion manufacturing.

Her work with Chanel, Fendi, Vanity Fair and Vogue among others, proves she's got audience with iconic brands who have some of us as their audiences in turn.

In this way, she's helping influence the influencers and creating an industry more focused on ensuring that the beautiful isn't just fashionable, but sustainable too.



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