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Authenticity Takes Center stage: How Brands Are Embracing ‘Real People’ in a Shifting Cultural Landscape
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A growing emphasis on independent creators and everyday consumers is reshaping the world of style, prompting major brands to prioritize authenticity and human connection. This shift was a central theme at ADWEEK‘s Brandweek 2025 event in Atlanta on Monday, where marketing executives discussed emerging trends and strategies for engaging modern audiences.
The Rise of ‘Real’ Over Aspirational
For years, many brands focused on projecting an idealized image of style and success. However, a fundamental change in consumer expectations is forcing a reevaluation of these tactics. luggage and lifestyle brand Béis provides a compelling example of this evolution. According to a senior company official, Béis’s social media content “was completely different” just a few years ago, heavily focused on aesthetics and aspiration. “Now, the way that culture has changed, we’ve leaned into making our employees the face of things.”
This strategy of “humanizing the brand” is evident in recent campaigns. Earlier this year, Béis featured its own staff in a promotion for a new line of travel products created in collaboration with Gap. The brand further solidified this approach on Monday with the launch of another joint product line with Selena Gomez’s Rare beauty, again starring real Béis employees.
Gap Reconnects with the Zeitgeist
Gap is also actively working to align its brand identity with current cultural trends.The apparel giant has strategically partnered with influential stars and creators whose messages resonate with its target demographic. In August, Gap launched a highly accomplished denim campaign featuring the girl group Katseye. The campaign cleverly blended Y2K nostalgia with the cultural conversations surrounding recent denim advertisements, including those featuring Sydney Sweeney for American Eagle.
The campaign’s impact was critically important, garnering 400 million views in just three days and generating over 8 billion impressions, according to the brand. “Were we expecting 8 billion impressions? No,” stated Faby Torres, global CMO at Gap, during the Brandweek discussion. “But we were hoping to become viral, and more importantly for us was making sure that our community was engaging and sharing.” Torres emphasized that Gap’s core purpose is to “champion originality and self-expression.”
Sephora Champions Diversity and Inclusion
Beauty retailer Sephora has long been committed to equity and inclusion, and continues to refine its approach to meet the evolving needs of its diverse customer base. “Beauty is self-expression,” explained Anne Cambria, Sephora’s senior vice president of marketing for brand, retail, creative, and insights.”And our job as a brand is to help amplify the diverse voices and wanting to be the most diverse beauty retailer there is. In humanizing that, sharing the stories, sharing the client stories, their journeys with beauty, [we can achieve that].”
Recent initiatives demonstrate this commitment. Last month, Sephora collaborated with Rare Beauty on a campaign focused on youth mental health. In August, the company became an official partner of Athletes Unlimited Softball League, a professional women’s sports organization. Simultaneously, its “The Perfect Shade For You” campaign celebrated diverse identities throughout the Asia Pacific region.
Cambria underscored the importance of understanding and responding to the needs of Sephora’s broad community. “How do you have this authority as a brand or retailer in this world where it is indeed all about self-expression
