A navigation tool for facing our tenuous relationship with trends in what feels like a chaotic moment in culture.

Hypercycle, a term I used and wrote about as early as 2021, is a handbook, not a forecast and a document designed as an aid in navigating our hyped-up world. 

Of course, trends will remain relevant, and will continue to impact the direction of fashion and society; however, in their current form it is becoming nearly impossible for the average consumer to delve into something before it becomes irrelevant or drowned out.

Providing a moment of pause, Hypercycle contains insights from leading voices in the space and is a timely opportunity to assess, un-confuse and reignite the need to nurture true originality and authenticity.

🌀 We've confused trend virality with trend validity and many other aspects of how trends can function to create preferable futures for people and the planet, not serve hype.
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​Hypercycle is not a typical forecast, it's designed as a handbook with 2 chapters:​
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​1️⃣ The Pain: an honest (and at times painful) assessment seeking transparency and accountability for creative industry professionals who act as cultural producers, what I call mythmakers, working in design, fashion, innovation, online creators, foresight professionals, PR, marketing, and communications. This chapter can also resonate with end users (consumers).
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​2️⃣ The Medicine: a set of propositions on methods and principles, some data-related, some nature-led, some about reclaiming authenticity, and some around cultural and media literacy. And more... With a set of actionable steps, we call Sense Checks inspiring reflection and action.​

Having collaborated with Gung Ho Communications for over 5 years this has been one of the reports we've worked on the hardest because there was a significant amount of unpacking.
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🙏 Thank you to the Gung Ho team with a big shout-out to Jonathan Yates Luke Henebry Frankie Kealey Gareth Davies James Benn Paul Phedon​
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👁 Last but not least, the report features leading voices across fields in the creative industry. Thank you for your contribution, time and insights.
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• ​Guillaume Dacquet - Former Head of Strategic Planning & Foresight at LVMH Beauty, Global Marketing Director for the Estée Lauder Companies

• ​Rachel Arthur - Sustainability Strategist and Writer, author of UNEP's Sustainable Fashion Communication Playbook

• ​Cecile Poignant - Strategic Futurist, Speaker, Educator and Editor.

• ​Nayara Moia Ericson - Global Cultural-Tech Research Director, founder of Scandi Insights

• ​Ally Kingston - Creative lead Purpose Disruptors​

• ​Matt Klein - Cultural Theorist + Digital Anthropologist + Quant Futurist + Strategist + Writer ZINE​

• ​Mobbie Nazir - Global Chief Strategy Officer at We Are Social​

• ​Anush Mirbegian - Creative Director and Strategist

• ​Felicia Pennant - Season Zine Founding EIC - Award-winning journalist and creative storyteller

• Saher Sidhom - Founder + CEO of Hackmasters​

• ​Seán Boyle - Co-founder of unitmode + ex-head of sustainability at Twitter + ex-Facebook

• ​Kish Lal - Writer and Editor

• ​Cecile Poignant - Strategic Futurist, Speaker, Educator and Editor.

By Geraldine Wharry

Go to https://www.gunghoco.com/spotlight/hypercycle