The biggest controversy of the week? This influencer-studded brand trip.

And what it says about the future of brand trips.

Hello hello! A lot has happened over the past couple of weeks.

First off, we were featured in another Vogue Business article, written by Amy Francombe, titled: “We are entering the era of radical honesty. What does it mean for brands?” We talked all about Kylie’s viral comment on social media and that infamous Steve Madden interview we all loved. This was such an honor, a huge thank you to Amy for including us!

Next up, we posted about Emma Grede’s new collaboration with UPS, as part of their ongoing campaign with Coco Gauff. Not only did Emma repost it on her Instagram, but she said she “LOVES” our account “so MUCH!!!”:

Emma Grede is our #1 inspiration, so this was a total pinch-us moment. Still not over it, never getting over it.

We also partnered with Pinterest to highlight their incredible co-branded product in collaboration with Emma Chamberlain’s Chamberlain Coffee. We interviewed Nadine Zylstra, Global Head of Programming and Originals at Pinterest, asking her all about their decision to step into the world of tangible products, the creative process with Emma, and how they predict brands will use the platform in the next year. It’s really great, we highly recommend checking it out.

And for today’s letter, we have a lot to cover - from unpacking Waterboy’s Tulum brand trip, to the most viral social formats, why beauty brands are obsessed with branded kiss cams, Tubi’s big creator push, Alix Earle’s custom can with Poppi, and so much more. Here we go: