The Shift of Social Media: From Content to Culture​

In this on-stage conversation, Tom Barker of Highsnobiety and Giorgia Aubrey, Lead Creative Strategist & Social Consultant, explore how social media is evolving from a content channel into a cultural ecosystem. Drawing on Highsnobiety's role at the forefront of fashion, culture and emerging communities, and Giorgia's experience shaping brand narratives for Nike, Moncler, Versace and MØRNING, they discuss cultural relevance, community building and why the future belongs to brands that participate in culture rather than simply market to it.