For years, authenticity has ruled the marketing playbook. Brands scrambled to appear real, relatable and down to earth; leveraging influencer culture, behind-the-scenes content and raw, unfiltered storytelling to connect with consumers. But in 2025, relatability has reached a breaking point.
Take the ‘paparazzi campaign’ trend, once a clever marketing tactic, which has become formulaic. Balenciaga, Bottega Veneta, Moschino and Jimmy Choo have all staged ‘candid’ celebrity moments in recent years, later repurposing them as advertisements. “The thing is, we now see right through this,” wrote Vogue’s José Criales-Unzueta, reflecting a growing audience fatigue.
