> ## Content Index > Fetch the complete content index at: https://www.protein.xyz/llms.txt > Use this file to discover other available public pages before exploring further. # #721 | Zines, Love & Chaos - URL: https://www.protein.xyz/721-zines-love-chaos/ - Published: 2025-10-03T14:00:34.000Z - Updated: 2025-10-03T14:00:33.000Z - Author: Protein - Tags: Supplement We set fire to our [Compost Theory of Culture](https://www.protein.xyz/brand-briefing-spring-2025/) for our [Autumn BRAND BRIEFING](https://www.protein.xyz/chaos-control/) on Tuesday — exploring why some brands are thriving on disorder while others are doubling down on discipline and what that tension means for the future. This [BRAND BRIEFING](https://www.protein.xyz/chaos-control/) goes deep into the brands, behaviours and cultural signals shaping these two powerful modes with case studies on [Skylrk](https://www.skylrk.com/?ref=protein.xyz), [KFC](https://www.kfc.com/?ref=protein.xyz), [Erewhon](https://www.erewhon.com/?ref=protein.xyz) \+ [Nothing](https://www.nothing.tech/?ref=protein.xyz). For decision-makers, it’s not just about spotting trends – it’s about understanding the cultural tensions your brand will need to navigate next. To access the full presentation you’ll need a[**Protein MEMBERSHIP**](https://www.protein.xyz/membership/)**.** --- [**SEEDS**](https://www.protein.xyz/tag/seeds/) - [**Decentralising Love**](https://www.protein.xyz/decentralising-love/) by Ananya Goel If love is a verb, brands need to act. Cynicism around love today often comes from the way we’ve been trained to measure it: by whether it ends in marriage, whether it produces kin. Historically, locking love into the institution of marriage was essential for centralising kinship and inheritance. But in contemporary life, intimacy, care and belonging are increasingly being decoupled from marriage. - [**Semi Permanent**](https://www.protein.xyz/semi-permanent/) by Kristoffer Tjalve Convenience, it turns out, comes at a cost. The easier something is to capture on a device, the easier it becomes to forget. For brands, this offers a lesson: maybe step back from the growth-hacking mindset that uses cookies and retargeting to cling to attention. If you make yourself too easy to remember, you also make yourself easy to forget. Is losing things online the only way to make them matter? - [**What Does Taste Mean in the Age of AI?**](https://www.protein.xyz/taste-vs-ai/)by Protein Our latest [FORUM](https://www.protein.xyz/tag/forums/) with [Tyler Bainbridge](https://www.instagram.com/tubbytyinthetub/?hl=en&ref=protein.xyz) (Perfectly Imperfect), [Günseli Yalcinkaya](https://www.instagram.com/gunseliiiiii/?hl=en&ref=protein.xyz) (Dazed) and [Rachel Lee](https://www.linkedin.com/in/ycrlee/?ref=protein.xyz) (ex-DigiFairy) tackled some of the most pressing questions about the intersection of human aesthetics and artificial intelligence. As anticipated, the lively discussion — and equally active chatroom — covered a lot of ground. - [**Make Zines, Not Content**](https://www.protein.xyz/make-zines-not-content/) by Protein *Vogue* just hired [Chloe Malle](https://www.instagram.com/chloemalle/?hl=en&ref=protein.xyz) as its new “head of editorial content”, and the title says it all. She’s not editing a magazine – Anna Wintour still presides over that empire – but managing a stream of “content”. For brands, the lesson couldn’t be clearer. Treat content as information and it evaporates. Treat it as world-building and it becomes sticky, valuable, trusted. - [**Messy, Human, Substack**](https://www.protein.xyz/messy-human-substack/) by Protein For years, brands have chased polish and precision. Instagram feeds were grids of perfection; campaigns were rehearsed spectacles. Now, some are testing a different approach. [Substack](https://substack.com/about?ref=protein.xyz), the newsletter platform best known for independent writers, is becoming a space for brands to experiment with voice, immediacy – and, increasingly, a bit of mess. - [**Inside SEED Club #2**](https://www.protein.xyz/inside-seed-club-2/) **\+** [**#3**](https://www.protein.xyz/inside-seed-club-3/) by Protein [SEED Club](https://forum.protein.xyz/?ref=protein.xyz) is our global decentralised research community where 350+ brand strategists, insight journalists and cultural curators sow and grow all the SEEDS you see on Protein. We know who they are, but you don't, so we thought we'd ask them about what they're currently obsessing over. --- Want full access, but not a MEMBER yet? [**Join here**](https://www.protein.xyz/membership/). ---