Future+ Codes of Culture | Issue 84

Where GenAI, wellness collectives, and couture retrospectives all intersect

It's finally Friday, and T-1 week away from taking some time out for the summer. We will pause our newsletter for the first 2 weeks of August for a much-needed break.

This week has been all about high-speed crossovers and slow-burn influence. From London’s record-breaking heat to Formula 1 fever, the summer's cultural calendar is racing ahead.

Tommy Hilfiger just hit the gas on brand storytelling, embedding itself into F1: The Movie and reviving its motorsport legacy through a fictional racing team and curated events in China. It’s more than a product play; it's cultural choreography. And it’s not the only brand rewriting its strategy.

From fashion houses betting on local wellness leaders to Netflix integrating GenAI across its ecosystem, influence is shifting from broadcast to embedded. Brands are no longer just sponsoring culture; they're participating, producing, and in some cases, engineering it.

Even Somerset House is weighing in, examining how identity itself is being digitally sculpted with its newest “Virtual Beauty” exhibition. Finally, Versace’s grand London retrospective reminds us of an era when spectacle was analogue, yet no less calculated.

Scroll on for our deep dive on the 5 stories shaping the week across luxury, fashion, tech, and culture.

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