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 did you really expect us to have a list without Sabrina Carpenter on it!? From iconic brand partnerships to an SNL special for the ages, our Talent & Partnerships expert, Sheila Hozhabri, picks out what really makes the pop icon so enduring.
Sabrina Carpenter
The Breakthrough Moment
After a massive 2024 with “Espresso”, expectations for Sabrina Carpenter were high in 2025. She delivered in a big way – kicking off the year with 2 Grammy wins and a memorable performance, followed by an appearance on the SNL 50 special, where she participated in part 2 of the Domingo skit alongside Pedro Pascal, Martin Short, Molly Shannon, and Bad Bunny.
The Cultural Shift
Unlike many female pop stars who have broken through over the past few years, Carpenter has been working at this for years – her last album ‘Short n’ Sweet’ was her SIXTH studio album. In an industry where many artists don’t get the opportunity to release more than 2 albums without delivering a #1 hit, Carpenter’s mainstream success is a reminder that labels shouldn’t give up so quickly on artists.
Why Sabrina Carpenter Matters
Breaking the ‘Disney Curse’: Carpenter successfully shed her Disney Channel image without the public mental health struggles many of her peers went through. She’s become a mainstream pop star with chart-topping hits and major tours, solidifying her status and breaking the ‘Disney curse’.
Authenticity & Empowerment: A leader in a new wave of pop feminism, Carpenter’s music and public persona focuses on self-love, empowerment, and humor, even while navigating messy relationships in her lyrics.
The Endurance Play
Sabrina Carpenter’s relevance isn’t just about her music; it’s about how she leverages her personality and relatable narratives, social media, fashion and brand partnerships, to connect with her audience, becoming a multi-faceted figure in pop culture.