Welcome to Arthnova’s September 2025 edition, where global brands and cultural icons converge to shape the future of business. September was a month of reinvention, from fashion houses reframing heritage to tech giants embedding AI into consumer experiences. Campaigns blurred the line between performance and storytelling, while collaborations showed that culture is no longer borrowed by brands, it is co-created with them.
This month’s issue explores a pivotal moment in brand evolution: the shift from rigid identity to fluid reinvention. “Icon Style Beauty,” our September theme, captures how brands are finding power in asking questions rather than making declarations, and how celebrity partnerships are becoming creative co-authorships rather than simple endorsements.
Our cover celebrates Emilia Clarke, whose partnership with French spirits brand Pegasus Distillerie represents a new model of celebrity collaboration. With her signature cocktail “Le Emilia,” she demonstrates how modern icons blend sophistication with accessibility, creating lifestyle experiences that resonate across generations.
Inside This Issue: September’s Defining Moments
Nike Revives “Just Do It” with “Why Do It?” Global Campaign
Nike relaunched its most iconic slogan with a bold twist: “Why Do It?” Featuring LeBron James, Carlos Alcaraz, Caitlin Clark, and Shreyas Iyer, the campaign reframes the phrase from motivation to meaning, speaking to a generation that values purpose alongside performance.
Maybelline New York Names Miley Cyrus as Global Face
Maybelline announced Miley Cyrus as its newest global spokesperson. The partnership goes beyond ambassadorship, Cyrus will lend her voice to revamped versions of “Maybe it’s Maybelline” while shaping creative direction for upcoming campaigns.
Jaguar Land Rover Begins Recovery After Cyberattack
Jaguar Land Rover announced plans to partially restart manufacturing operations following a cyberattack, securing a £1.5 billion UK government loan. The incident underscores the critical role of cybersecurity and crisis management in automotive operations.
Balenciaga Relaunches Fragrance Line Under Kering Beauty
Balenciaga announced the revival of its fragrance business with 10 new perfumes, headlined by Le Dix, the brand’s original 1947 scent reimagined. The relaunch integrates fragrance into the house’s core identity under creative director Pierpaolo Piccioli.
John Lewis & Deliciously Ella Launch Playful Tableware
British retailer John Lewis partnered with food personality Deliciously Ella to launch a whimsical vegetable-themed tableware collection. The collaboration blends artistry with functionality, creating a narrative around sustainability and lifestyle innovation.
Emilia Clarke Launches Signature Cocktail with Pegasus Distillerie
Emilia Clarke partnered with French spirits brand Pegasus Distillerie to introduce “Le Emilia,” her signature cocktail. The collaboration included curated tasting events in London and Paris, blending celebrity influence with premium craftsmanship.
GapStudio Celebrates Style Across Generations
Gwyneth Paltrow and daughter Apple Martin starred together in GapStudio’s Fall 2025 campaign, shot by Mario Sorrenti. Designer Zac Posen created a 38-piece capsule blending 1990s and 1960s aesthetics, turning denim into a statement of legacy and modernity.
Ralph Lauren Introduces AI Stylist “Ask Ralph”
Ralph Lauren launched “Ask Ralph,” an AI-driven fashion assistant integrated into its app offering personalized styling advice. The feature transforms shopping into an interactive experience, merging technology with fashion heritage.
Toyota Launches Strategic Investment Arm TIP
Toyota Motor Corporation announced Toyota Invention Partners Co., Ltd. (TIP), a strategic investment subsidiary with ¥100 billion capital. TIP will accelerate collaborations across mobility, robotics, and AI, signaling Toyota’s transformation beyond traditional automaking.
Samsung Hosts Global AI Forum to Shape the Future
Samsung held its ninth annual AI Forum on September 15-16, bringing together leading AI scholars and industry experts. The event showcased Samsung’s commitment to integrating AI across products, positioning itself as a global leader in foundational AI technology.
Beyond the Headlines: Strategic Shifts
Our “Beyond the Headlines” section captures additional September movements:
- Tesla unveiled its own ride-hailing app, integrating autonomous driving for eco-friendly transport
- Oracle announced headquarters relocation to Nashville to tap into local tech talent
- Binance CEO received a three-year prison sentence for regulatory violations, marking major crypto crackdown
- Harvard reversed its SAT-optional admissions policy to maintain academic standards and diversity goals
Why September 2025 Matters
This issue documents fundamental shifts in how brands maintain relevance:
- Question Over Command: Nike’s evolution shows how legacy slogans can become conversations rather than declarations
- Celebrity as Co-Creator: Miley Cyrus and Emilia Clarke partnerships demonstrate celebrities shaping brand narratives, not just endorsing them
- Heritage Reinvention: Balenciaga and Ralph Lauren prove tradition becomes advantage when paired with modern innovation
- Generational Storytelling: GapStudio’s campaign shows how brands can create emotional resonance across age groups
- Technology Integration: From Ralph Lauren’s AI stylist to Samsung’s forum, tech is becoming foundational rather than accessory
September reaffirmed that reinvention is what keeps brands alive. Nike turned its slogan into a question, Maybelline handed the mic to Miley Cyrus, and luxury houses like Balenciaga reclaimed lost territory through strategic evolution.
The winners will be those who know how to transform without losing their core.
Get exclusive insights, in-depth analysis, and visual storytelling from the month that redefined brand reinvention.
