1. Goldfish goes gourmet.

Since having a kid, I’ve rediscovered Goldfish crackers—the snack that wins over both kids and adults, even if we parents might not always admit it. Now, Goldfish is reeling in those adult holdouts with a limited-edition rebrand as “Chilean Sea Bass,” a name usually reserved for posh (and overpriced) dinner menus. They're still the same addictive little swimmers that somehow disappear by the handful, whether you're five or fifty. It's just that now they come with a side of ironic self-awareness and a garnish of sophistication.

Behind the campaign is Mischief, the agency famed for its viral stunts, and they’ve struck internet gold once again. The move taps into the trend of “permissible indulgence,” blending nostalgia with a sophisticated twist. It’s a reminder that a good rebrand doesn’t always mean reinventing the product; sometimes, it’s about spotlighting what’s already beloved—by every generation.

2. A lifeline for the grieving.

In a small Japanese garden, there stands a phone booth with a peculiar feature: it's not connected to anything but the wind. The "Phone of the Wind" (or "Kaze no Denwa") is a vintage rotary phone in Otsuchi that lets people "call" those they've lost, their words carried away by the breeze. Its creator, Itaru Sasaki, initially built it to process his cousin's death, but after the devastating 2011 tsunami claimed 15,500 lives, it became something bigger – a portal where grief could take the shape of mundane updates, unsaid goodbyes, or simple "I miss yous."

I first learned about it on an episode of This American Life, and it's stuck with me ever since. The concept has resonated with others too, with wind phones now appearing globally, from Ireland to Oregon. In our hyper-connected world, where every call expects an answer, there's something profound about a phone that's meant to ring forever, its power lying not in the connection it makes, but in the comfort it offers to those who still need to make the call.

3. Moon's new must-have: Prada.

In what might be the most extreme case of "dress for the job you want," Prada is taking their iconic red stripe where no fashion house has gone before – the Moon. The luxury brand has partnered with Axiom Space to design NASA's next-generation spacesuit for the 2026 Artemis 3 mission, proving that even in zero gravity, Italian style still carries weight. The AxEMU suit comes with all the lunar essentials: advanced cooling, carbon dioxide removal, and yes, that signature Prada touch that makes even the most utilitarian gear look ready for Milan Fashion Week.

This isn't just about making astronauts look fabulous while collecting moon rocks (though that's certainly a plus). Prada's expertise in technical materials and ergonomic design is being put to work creating precision-engineered suits that can handle the harsh lunar environment. Sometimes the best innovations come from unexpected pairings, like putting a luxury fashion house in charge of your spacewear. After all, if you're going to take one small step for humankind, you might as well do it in style.