The Pulse - 05/30/25

Pulse Check: Making The Pulse–Meet The Editorial Team

Powered by curiosity, creativity, and clockwork precision, the Editorial Team at BMF blends sharp storytelling with seamless execution. From bold ideas to buttoned-up sends, we track the culture, shape the narrative, and deliver every edition with intention–and impact. Meet them here. ➔

BMF Connects With Avery Akkineni

BMF founding partner Brian Feit sat down with Avery Akkineni, CMO of VaynerX to break down building for the now, moving with intent, and why the future of marketing is all about co-creation—not control. ➔

Photo via Belmond

Following a two-year restoration, BMF Client, Belmond reopens Splendido this June with interiors reimagined by Martin Brudnizki. The redesign balances heritage and modernity–restored frescoes, hand-painted ceramics, and warm, layered textures throughout. Italy’s first Dior Spa debuts on the rooftop, bringing a new sense of indulgence to the Riviera classic. Learn more about the renovation here. ➔

Photo via Sunglass Hut

BMF client Sunglass Hut is taking their new Own Your Moment campaign on the road with a nationwide tour celebrating bold self-expression and personal style. Kicking off in Los Angeles in May with Jamie Chung, the campaign will travel through the country, stopping in Nashville in June, and closing out in Chicago in July. Each stop will feature interactive events with talent who embody confidence and self-expression, including country stars MacKenzie Porter and Jake Etheridge, Maya-Camille Broussard, and WNBA star Breanna Stewart. Shop now. ➔

Photo via SPANX

Swimsuit season? Handled. Our client SPANX is making waves with a swimwear collection that smooths, sculpts, and stays put—no wardrobe malfunctions here. From one-pieces with hidden shaping power to bikinis that actually support, these pieces are designed for flatter and function. Whether you're poolside, boat-bound, or chasing the UV across Europe, this is your go-to summer uniform. Shop here. ➔

Photo via LA Pride

Get ready to shine, shimmer, and sashay, Los Angeles. BMF is proud to be the creative partner behind this year’s LA Pride Parade and Festival, returning Sunday, June 8, 2025, to transform Hollywood Boulevard into a technicolor celebration of love and queer joy. The parade kicks off at 11:00 AM between Highland and Cahuenga, while LA Pride Village opens at the same time between Argyle and Bronson with free entry, live performances, 80+ vendors, sponsor activations, food trucks, and full-service bars. So mark your calendar, we’ll see you on the boulevard. ➔

Photo via ZO Skin Health

When the sun’s out, your SPF game needs to be strong–and smart. No gatekeeping: this is the sunscreen we’re packing all summer. Our client, ZO Skin Health, has a lineup that goes beyond UV protection–it shields against blue light, infrared rays, and pollution, all while feeling luxe on skin. Dermatologist-approved and selfie-ready–shop the summer lineup here. ➔

Photo via The Hedges Inn

Palm Beach pink landed in East Hampton just in time for MDW. The team behind The Colony Hotel just took over The Hedges Inn, giving the storied 13-room property a pastel-soaked makeover for the East End crowd. Think Americana meets South Florida flair: Matouk linens, beach buggies, and Swifty’s classics on the menu. With bonfires, trivia nights, and plenty of rosé, it’s shaping up to be the chicest new summer address–snag a room here. ➔

Photo via Avant Gardner

Summer’s go-to dance floor just got a serious upgrade. The Brooklyn Mirage returns with a sleek new look–towering timber structures, wraparound visuals, and an even bigger stage for the city’s late-night legends. The season lineup’s already heating up with names like Eric Prydz, Peggy Gou, and the return of Planet Pride bringing its signature celebration of sound, identity, and community back to the Mirage. This is one of summer’s most essential stops. Check out the full summer lineup here. ➔

Photo via From New York With Love

Hugh Jackman returns to the stage with From New York, With Love, a summer must see concert residency at Radio City Music Hall. Blending Broadway classics, cinematic hits, and personal stories, the show delivers a heartfelt tribute to the city that shaped his career. With high production value and Jackman's signature charisma, the experience is part musical, part memoir, and all New York magic. Get your tickets here! ➔

Photo via @miamoretti

The song of the summer just dropped. Step inside My House –Mia Moretti’s latest release featuring spiritual guide and cultural force Shaman Durek. Out now on Shaboom Records, the track is a hypnotic blend of deep house beats and cosmic energy, built to move both body and spirit. Ethereal vocals meet grounding basslines in a soundscape that feels as much like a ritual as it does a release. Add it to your rotation – My House is open. ➔

Photo via Rolling Stone

Prepare yourselves, ‘Lorde Summer’ is almost upon us. Lorde is back with Virgin, her fourth studio album dropping June 27, marking a bold and intimate evolution of her sound and persona. The synth-pop lead single “What Was That” hints at a sonic return to form, while her upcoming Ultrasound World Tour kicks off this fall, with a show at Madison Square Garden in October. See when Lorde comes to a city near you here. ➔

BMF has linked up with Flash GEA (jē), NYC’s breakout DJ and genre-mixing producer with a cult following and a sound that’s lighting up the city’s most iconic rooms. Known for blending big room techno with gritty acid house, @flashgea is the go-to selector for brands, tastemakers, and underground heads alike. For this edition of The Pulse, Flash curated a playlist of the summertime anthems–listen here. ➔

BMF tapped fragrance tastemaker Kudzi Chikumbu, aka Sir Candle Man, for a seasonal pick that turns up the heat in all the right ways. His current go to? Midnight Cactus by LAFCO. With notes of cedarwood, raspberry, and cactus blossom, this scent captures the feeling of a luxury retreat in the desert–sun-soaked days, berry cocktails and a breeze that carries laughter and memory. Shop here. ➔

Photo via Unsplash | Clay LeConey

The Hamptons is where the city escapes to summer. From shingled beach houses to sunset soirées, it's a sun-drenched playground for New Yorkers looking to unwind—or turn up. Whether you're posting up in Montauk, popping into a brand pop-up in East Hampton, or just chasing the next lobster roll, consider this your guide to the season out East. ➔

Stay Ahead of the Curve.

Photo via @jacquemus

Jacquemus has arrived on the Riviera. This summer, the French maison takes over Monte-Carlo Beach with its first-ever beach club collaboration – reimagining the iconic destination through a sun-soaked, striped-lounger lens. Think lemon-yellow parasols, crisp cocktails, and cinematic minimalism at every turn. Check out the launch teaser here and follow along for booking details as they drop. ➔

Photo via Dolce & Gabbana

Dolce & Gabbana’s latest Light Blue campaign is a reminder to marketers: sometimes, the most viral campaigns don’t need to be complicated–just Theo James and Vittoria Ceretti, half-naked in Capri. The sun-drenched film marks 25 years of the iconic scent with the new “Capri in Love” editions, bottled with notes of fig, jasmine tea, and patchouli. Shop the fragrance and check out the campaign video that's been making waves this week here. ➔

Photos via Audry Peters

Every summer, the fashion flock heads to Europe–but this year, we’re tuning in for Audrey Peters. The fashion and lifestyle influencer coined her travel series The Audrey Olympics, and honestly, it fits. Her Euro summer is equal parts style showcase and itinerary inspo, making her one to watch—and a permanent fixture on our travel mood board. Follow along here to see where she goes next. ➔

Photo via Louis Vuitton

Zendaya rides into summer for Louis Vuitton x Murakami: Chapter 3, a sun-drenched campaign shot along the Mediterranean and bursting with playful nostalgia. Murakami’s cult-favorite cherry motif makes its return–this time splashed across Capucines bags, Speedy's, and raffia mules with cherry-heel details.This isn’t just a collab–it’s a collectible summer moment. Available now here. ➔

Photo via World Pride

In 1975, a small but mighty group gathered in D.C. for the city’s first Pride. Fifty years later, that local legacy is taking the global stage – because WorldPride is happening now. From now through June 8, Washington, D.C. is the global capital of Pride—marking 50 years of LGBTQ+ celebration with parades, protests, parties, and powerful conversations. It’s not just a milestone – it’s the ultimate summer celebration of identity, freedom, and joy. Come through and learn how to be part of history here. ➔

Summer basketball season just got a glow-up. Rihanna’s Fenty Beauty and Fenty Skin have joined forces with the New York Liberty in a first-of-its-kind WNBA partnership–bringing Fenty-branded warm-up gear, in-arena activations, and beauty with a message straight to Barclays Center. As the Liberty heat up their summer title run, this collab lands at the perfect intersection of sports, culture, and glam. ➔

Photo via Abercrombie & Kent

Abercrombie & Kent and Condé Nast Traveler are joining forces to launch Curated Escapes, a global, multi-year partnership blending editorial storytelling with immersive luxury travel. Each itinerary is co-created by A&K’s travel experts and Condé Nast Traveler’s editors, offering insider access and cultural depth across standout destinations like Sonoma and Japan. Book your curated escape and learn more here. ➔