But why are so many of us buying into hype culture, and why now? Is it purely down to savvy marketing campaigns and bigger-than-ever budgets? Or does our collective appetite for shared passions tell us something much more profound about what we all need right now?

In this week’s Stylist Extra digital cover story, writer Jessica Burrell unpicks the mysterious forces driving the modern hype industry – exploring why, from Barbie to Beyoncé’s Renaissance tour, we’re all so invested in buzz.

Sign up to Stylist Extra to read the feature – and discover which products, destinations and cultural moments experts predict will be hyped next in 2023.

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Now, this Barbie is off to mood-board outfit ideas for the Eras tour…

Barbie proves that hype culture has taken over 2023 – discover why in Stylist Extra’s exclusive digital cover story