Set the tone
Words we love… moments (the currency of culture)
Lily Clamp
Junior Account Manager
The word “moments” has always carried weight - a meaningful point in time, long remembered or quickly forgotten. But today, moments are more than a passing second; they have become cultural currency.
From TikTok trends to pop culture, moments shape how we experience the world. In an era where trends rise and fall at unprecedented pace, these moments act as anchors, influencing our relationship with music, fashion, and social media.
Amy Francombe said it best in Vogue Business, describing 2024 as the year of “algorithmic whiplash and a closet full of regrets.” The era of micro-trends - once dictating choices with ruthless speed - is fading, leaving something more genuine in its place: the vibe.
Moments no longer need to be curated or forced into rigid categories - they happen naturally, unfiltered, and often unexpectedly. They capture a feeling, an energy, a mood. While tied to specific times or places, their impact lingers long after.
Take Brat Summer, for example - a movement blending music, fashion, and attitude into a lifestyle. Kayla Marci, senior retail analyst at EDITED, notes how its influence extended beyond clothes. “It offered both escapism and relatability,” she explains, moving away from prescriptive “core” aesthetics.
This shift signals a cultural rebellion, where authenticity beats artifice, and we reject instant gratification for a more uncompromising vision (second shout out to Charli and her BRITs speech.)
Ultimately, “moments” has evolved from its Latin roots - once a brief instant or force of change - into the heart of culture itself. No longer just fleeting events, moments now shape our attitudes, tastes, and identities. They are the stories we live by and share.
In a world that moves faster than ever, we’re learning to appreciate what feels right now. Moments have become the currency of culture, lasting far beyond the instant they’re created.
