The First to Know. How Hipsters and Mavericks Shape the Zeitgeist

Brand strategist Dr. Lida Hujic’s book ‘The First to Know: How Hipsters and Mavericks Shape the Zeitgeist’ documents the rise of key tastemakers and influencers in the last 20 years, with a focus on famous Hoxtonites like Gareth Pugh, Henry Holland, Cassette Playa and queen of nu rave, Namalee Bolle (above, with her band Namazonia) plus Parisians who formed cool collective ‘la hype’ and many others who have shaped trends across the world. It charts the birth of such institutions as MTV, Boombox and Paris concept store Colette and explores how they have shaped society. Originally aimed at students, marketeers and brand-builders, the book has grabbed the attention of a much wider audience and has fast become one of intellectual must-reads.
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