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.
And we conclude our ten picks in truly international style – a South Africa-born German influencer, based in the US, who has evolved from TikTok creator to fashion industry collaborator through strategic evolution, not reinvention…
Nara Smith
The Breakthrough Moment of 2025
Smith starred in SKIMS’ Holiday 2025 campaign alongside her husband Lucky Blue Smith and their children – a significant brand partnership with the Kim Kardashian-founded label that validated her evolution from TikTok creator to fashion industry collaborator.
The Cultural Shift
From Mormon “trad wife” curiosity to legitimate brand builder – Smith proved that carving out a niche, timing your expansion and building genuine expertise creates longevity beyond viral controversy.
Why She Matters
Turning cultural scrutiny into cultural capital: Smith hasn’t shied away from being in the spotlight over the past few years since she married Lucky Blue Smith. She was labelled a Mormon influencer and “trad wife,” which generated both fascination and criticism. Rather than retreat, she leaned into growing her own online audience as a springboard for something bigger.
Strategic evolution, not reinvention: Whilst she made her name on TikTok with her beautifully styled recipe content, Smith understood that trend-led viral content has a shelf life. Courting controversy is fine to get your name out, but in 2025 she proved her staying power: launching her own products and a significant brand campaign with the Kardashian brand SKIMS.
Whilst she made her name on TikTok with her beautifully styled recipe content, Smith understood that trend-led viral content has a shelf life. Courting controversy is fine to get your name out, but in 2025 she proved her staying power: launching her own products and a significant brand campaign with the Kardashian brand SKIMS.
Building expertise and commercial value: Smith moved from “internet personality” to legitimate brand partner. She didn’t abandon what made her interesting – she expanded it. That’s the difference between chasing the next trend and building a sustainable platform.
The Endurance Play
Smith demonstrates that the right timing, longevity and niche focus can keep you relevant beyond a viral hit point. She’s not just a creator – she’s building a brand. And in 2026, we’ll see whether she continues to expand that equity or whether the novelty fades.