Thirty years after the golden era of Britpop, Oasis is touring, Topshop is back, and Britain’s cultural power is once again peaking.
In music, PinkPantheress’ new mixtape ‘Fancy That’ is wrapped in a vibrant collage of cult British iconography – tartan checks, red phone boxes, references to British royalty - fusing heritage with pop culture. On socials, Amelia Dimoldenberg exports Britain’s dry wit and sarcastic humour through her ‘Chicken Shop Date’ series. Meanwhile on TV, Lena Dunham’s Netflix hit ‘Too Much’ romanticises London through the eyes of a young American woman – a millennial addition to the American-girl-meets-British-boy rom-com canon, alongside The Holiday and Notting Hill. Add to that the incredible momentum of British sports, crowned by the Lionesses’ historic win, and suddenly, Britain feels iconic again.
But Britain has always been iconic. Think Punk culture, Burberry, Kate Moss, grime…
So, what’s different about this new British revival?
To understand why this trend is taking shape now and what it is telling us about people’s shifting values, we contextualised it within today’s macro landscape. Socially, widening gender divides and masculinity in flux are contributing to a climate of fragmentation. And whilst we may be more technologically connected than ever, loneliness is on the rise - especially amongst the youngest . Add to that the rising cost of living, climate change and the tense political polarisation in the country, and the resulting picture is one of uncertainty.
These forces explain why culture is leaning so heavily on heritage and symbolism: amidst chaos and anxiety, national identity offers an anchor by fuelling a sense of constancy and belonging.
Surfacing at a moment of political polarisation, we looked at culture to surface the emergent semiotic codes of British identity which are reflective of broader cultural shifts. Brands that tap into these codes can dial up their meaning and difference by leaning into new expressions and conversations around Britishness.
Our main finding? Familiar British tropes are being reimagined and remixed to create something fresh. This is Cool Britannia 2.0 – an inclusive, playful and at times ironic reinterpretation reflecting modern Britain.
Three of the manifestations of Cool Britannia 2.0 we’re seeing emerging are:
1. Great Britons: Reclaiming British symbolism
The Union Jack has long been a potent symbol of British identity and patriotism. In today’s polarized climate, its meanings are more complex than ever. Youth culture is reclaiming British symbolism and the flag to paint a more inclusive picture that puts Black British excellence at the fore. From Nia Archives sporting a glittery Union Jack tooth gem, to Stormzy or Central Cee wearing it on vests and beanies with pride, the Union Jack is being reclaimed as a canvas for creativity – especially in Britain’s vibrant rap, grime and jungle scene.
British Nigerian and Indian fashion brand Ahluwalia further challenges traditional representations by staging campaigns in front of iconic heritage sites like Big Ben but featuring casts that reflect the diversity of modern Britain .
Brand takeaway: British symbols of the past can be reimagined by brands as emblems of inclusivity, creativity and belonging in modern day Britain.
2. 'Soft Armour': Portrayals of masculinity
A softer version of manhood is emerging in Britain. Where British masculinity was once rooted in stoicism and a ‘stiff upper lip’, a gentler version is gaining ground – one that embraces vulnerability and confronts complex topics such as mental health.
On screen, Stephen Graham embodies working-class grit and fragility in equal measure in Netflix’s Adolescence. In music, South Londoner Sampha approaches masculinity through the lens of vulnerability and honesty, whilst actor and rapper Ashley Walters shares his personal reflections on fatherhood and masculinity in his viral A View From a Bridge video.
Actor Daniel Craig’s campaign for global luxury house Loewe embraces oversized knits, colourful prints and loosely styled hair to portray a softer, more eccentric take on masculinity - a stark contrast to Craig’s stoic, hyper-polished James Bond persona.
Brand takeaway: There is an opportunity to offer counter-narratives to traditional masculinity, portraying men as multidimensional characters and highlighting their strength through empathy and self-expression.
3. Dark Decadence: New status signalling
Decadence is back with a bang. In response to prevailing doom-and-gloom narratives and economic austerity, people are embracing fantasies of maximalism and indulgence as a form of escapism.
In film and TV, depictions that upend class expectations and redefine the archetypal British villain are seen in movies such as Saltburn or series Rivals. Beyond the screen, decadent experiences - from the Belmond luxury trains to Harrods’ Baccarat Bar - signal status through curated extravagance. This version of Britishness fuses heritage with sensual, maximalist flair, blurring the lines between old-money luxury, curated excess and the relentless pursuit of power.
Brand takeaway: There is an opportunity to lean into maximalist indulgence and aspirational status, drawing inspiration from cult British characters and heritage aesthetics to create memorable experiences.
This exploration of Britishness through the lens of culture teaches us about the importance to balance timeless heritage with timely disruption.
Iconic British brands have already begun reimagining their DNA in creative ways to resonate with modern consumers.
Burberry’s collaboration with TikTok star Bemi Orojuogun (aka ‘Bus Auntie’) blends iconic London landscapes (red double decker buses, cult telephone boxes) and the recognisable Burberry check via a culturally relevant partnership. John Lewis ‘Tableau’ campaign captures the vibrant tapestry of British life throughout history until today and the brand’s enduring role as a day-to-day trusted companion. Global players are joining in, too: Adidas’ ‘Original Forever’ partnership with Britpop band Oasis celebrates two icons by reimagining the band’s classic 90’s style for today.
So, what does that mean for brands that want to leverage on this emerging Cool Britannia wave?
1. Reinforce your DNA, while reimagining its expressions: The strongest brands stay true to their roots yet act with agility to supercharge their cultural vibrancy.
Are you in touch with the most emergent conversations, manifestations and partnerships around Britishness that help you build Meaningful Difference?
2. Identify the right ‘slice’ of Britishness for your brand: British culture is not a monolith – the cultural codes of Britishness are deeply regional, rich in nuance and layers.
Do you know the singular and most ownable take on Britishness for your brand – and how that pushes beyond stereotypical tropes and London-centric views of Britain?
3. Constantly refresh your understanding of British culture today: Neither culture nor identity are fixed - they constantly evolve in line with societal and generational shifts.
Brands that thrive, proactively refresh their understanding of Britishness and anticipate where culture is headed.
Do you have the right cultural intelligence to decode these shifting signals – and do you act on them before your competitors do?
To access our full set of seven cultural manifestations and cultural map of Britishness, please get in touch with lisa.balestrieri@kantar.com and hari.blanchbennett@kantar.com
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