Party Soft

PRESENTED BY VIVRELLE

Happy Thursday, Future Party. We here at TheFutureParty know a thing or two about partying — if you’ve been part of our community since the beginning, you’ll remember that we used to throw some of the coolest parties in LA (facts). These days, young people are partying a little differently, trading Jose Cuervo for cold plunges. We’ve got more on that below… but also, does anyone want to go do a cold plunge (aka any beach in LA right now) sometime soon?

Young people still want to party… but they want to do so by drinking less, going out earlier, focusing on hobbies, and, most importantly, prioritizing meaningful connection with others.

Why It Hits: The COVID pandemic deeply isolated people, especially those who were young and single. Many missed formative parts of high school and college and now feel like they didn’t get the social memories that typically define those life tentpoles. That desire to party is now colliding with a growing sober movement, a renewed interest in analog hobbies, and a post-dating app era.

Behind The Parties: Nightlife is going to look a little different over the next decade, per Insider.

Last Call: The new nightlife trends are driven by people being more transparent about their needs — the need to feel better, still get a good night’s sleep, and engage their minds as much as their bodies… all while doing it in the company of others, so they feel less alone.

Or, as Brian Cho, cofounder at Patron (a VC firm that invested in Sweatpals), put it: “Social fitness is a new social currency.”

Next Round: It may be a stretch to imagine your local club hosting a chess club earlier in the evening, but nightlife establishments could be leaving money on the table by not catering to these new trends before their normal business hours.

If you’re looking to take your style to the next level this new year, look no further than Vivrelle.

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Having brand logos from mainstream luxury labels emblazoned across clothing is cooling in popularity, as tastemakers opt for logos that signal something more ethereal — community and experience.

The Fashion Statement: During the 2010s, “logomania” was everywhere — look no further than that one friend with “Gucci” splashed in bold font across their entire outfit. But now, those logos communicate little more than wealth and status… which aren’t the social signifiers they once were. Today, where you made memories — or which community you belong to — is what’s cool.

Between The Stitches: Logomania is getting more niche.

Fit Check: Thomaï Serdari, professor at New York University and director of the school’s luxury and retail MBA program, told BOF that the logo shift is happening because “Gen Z doesn’t want to be told what to like and what to wear. They want to discover.” And Jackie Cooper, chief brand officer at communications firm Edelman, adds that “for Gen Z, it’s not about the brand endorsing them, it’s about them endorsing the logo.”

In other words, clothing has become an extension of their authenticity.

Next Style: The coolest fits may soon look like walking billboards for your local economy — a shift that could drive  a surge in demand for local artists and designers.

The acceleration of content production has left media teams in a bind — flush with valuable content, yet struggling to find and monetize it. This upcoming webinar aims to change that.

Industry experts from Forrester Research, ESPN, Reuters, and more will unveil their playbook on video and image AI — and why it’s critical to monetizing content in 2026 and beyond.

Don’t miss it. In just one hour, you’ll gain actionable content workflow insights from leaders with decades of media and entertainment experience.

Register for the webinar on January 14th at 10am PST / 1pm EST.

28.2% of you voted Daily in yesterday’s poll: How often do you think about your gut health?

“I have I.B.S., so daily symptoms and issues are a part of my life.”

“I have Celiac, so my gut definitely tells me when something is off!”

“The gut is the real brain!! Without it, everything else glitches out. I’m big on kefir — such a great source of probiotics!”

“I take a probiotic and lactoferrin and make turmeric milk daily to improve my gut health and reduce inflammation in the intestines.”

“I was reminded of the importance of good gut health on a recent tropical vacation with friends, where the change in food (and daily alcohol intake) did a number on nearly everyone except me and a friend. Thankful that some of my favorite foods are fermented!”

Let’s keep the conversation going. Join our Poll Of The Day newsletter, so your opinions can shine. Discover how your views line up with your peers’, check out cool insights, and have some fun. It’s data with personality.

🎥 IMAX’s annual ticket revenue grew 40% to $1.28 billion — a new record.

📺 Disney announced it will add vertical videos to Disney+ to personalize the user experience.

🏅 NBCUniversal is mixing advertising for its Olympics coverage with Chris Nolan’s upcoming movie, The Odyssey.

💰 Discord officially filed to go public, potentially as soon as March.

🩻 OpenAI wants you to connect your medical records to ChatGPT… but not for diagnosis or treatment. Okay.

🫠 Despite reports of Grok rampantly creating deepfake nudes of minors, xAI has raised $20 billion in funding.

₿ Morgan Stanley announced that it’s filed to launch Bitcoin and Solana ETFs.

📦 Amazon’s new “Buy For Me” feature is creating a lot of headaches for retailers.

👟 End of the NFT era: Nike quietly sold off RTFKT last month.