Every month, Jean-Baptiste Chiara slips into the shoes of a hype ethnologist to decipher the trends shaping the collective unconscious of the moment. Today: why is everyone talking about vibes , auras , and dreaming of being a totem animal? Spoiler: fashion is going wild again.

Vibe, aura, energy… These new words of cool flooding the networks reflect a culture that is increasingly sensory, instinctive, almost animal. Brands must therefore speak to our senses more than to our reason. What if the infrasensory has become the new form of power?