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The Hype #067 The Hype #067

Welcome to The Hype. Our fortnightly drop of culture from Hyperactive HQ. Bringing you our top selects from the worlds of brand experience, marketing, entertainment and technology.

Gymshark’s modest billboard, in collaboration with Muslim fitness influencer Leana Deeb is “the first of its kind to celebrate the millions of women that wear modest clothing each and every day”, says the retailer. Gymshark makes history by championing the underrepresented community of lifters.

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Another FAD? Or fantastic marketing? L’Oréal launched their Infallible Matte Resistance lipstick with the CGI spectacle posted via their Tiktok channel.

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Beware The Tabi Swiper… as a TikTok user took to the platform revealing a suspenseful story of the high-fashion thief terrorising the bedrooms (wardrobes) of New York! SSENSE is one of several brands including Maison Margiela that have joined the conversation around the ordeal.

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