The people and brands who made a mark in 2025 weren’t just riding viral moments – they fundamentally shifted how we talk, think and behave.
This series celebrates who our experts believe shaped culture in 2025. Some will have been capturing attention for the first time – some may have broken through before and are breaking through again. Because cultural endurance isn’t just about arrival. It’s about reinvention, resilience and knowing when to make your move.
Today, our Creator Director, Laura Smith, picks an account that takes a typically dry subject and turns it into something defining what ‘smart content’ looks like on socials.
Data, But Make It Fashion
The Creator
Data, But Make It Fashion (DMIF) started packaging cultural insights, trends and behavioural patterns in a way that feels clean, current and incredibly shareable on social. They took something usually stuck in decks and dropped it straight into the feed, and people responded.
The Cultural Shift
All the ingredients coming together: blending information + visual storytelling in a way that feels premium, editorial and culturally literate – and lives and breathes on social.
Why ‘Data, But Make It Fashion’ Matters
They’ve quietly set the pace for what ‘smart content’ looks like on TikTok: That mix of clean type, simple graphic cues and straight-to-the-point cultural takeaways is everywhere now. You can see creators and brands lifting the format because it just works — it’s easy to read and hard to scroll past.
They fit exactly where the audience mindset is in 2025: People want less noise and more meaning. DBMIF hits that brief: quick insights, tidy visuals, and enough substance to feel worthwhile without feeling heavy.
They make the uncool feel cool: The whole charm is the contrast — taking something usually flat and unglamorous, like data, and presenting it through a fashion lens. It’s unexpected in a way that feels fresh rather than try-hard.
The Endurance Play
DBMIF aren’t tied to a specific trend cycle – they sit in the growing space between culture and comprehension. As long as people want to understand the world they’re scrolling through, DBMIF remains relevant.