Reframing the Year Ahead: A Knot Perspective
The New Year is well underway, and with it comes the echoes of resolutions urging us to close the gap between who we are and who we want to be.
January remains a commercially potent moment - a time when brands capitalise on our desire for change, promising transformation with a single purchase. But this isn’t new. As Virginia Woolf once wrote, “The eyes of others our prisons; their thoughts our cages.” Brands often sell us an idealised version of ourselves, one that relies on external validation.
This notion still resonates: we often buy into the fantasy of a future, polished self. Take the luxury world’s obsession with transformation - devices and gadgets that promise reinvention. But deep down, we know that an air fryer or LED Light Therapy Face Mask alone won’t change our habits - it’s what we choose to put in it, day after day, that makes the difference.
That’s where subscription services have found their moment. Instead of promising overnight change, they promote gradual progress. Don’t just buy the sleek gadget or a one-off health product; subscribe to curated experiences that seamlessly fit into your lifestyle. Incremental moments, built over time, often outlast any grand gesture.
But whether it’s The Potion or The Plan, meaningful change only happens with a shift in mindset. The most impactful brands inspire us to think differently. A recent Yale study showed that older adults with positive beliefs about ageing live an average of 7.5 years longer than those who view ageing as decline. How we think profoundly shapes our mental and physical well-being. The smartest brands understand this.
Consider Soho House - their approach isn’t just about beautiful interiors; it’s about fostering belonging and shared experiences. Or the enduring legacy of Coachbuilt, which has reframed whisky not as a drink reserved for tradition-bound moments but as a symbol of exploration, blending moments of joy and craftsmanship. Similarly, Fabergé has reimagined fine jewellery, not just as a possession but as a marker of life’s most treasured milestones.
So rather than a fleeting resolution, why not embrace 2025 with something deeper: a shift in perspective. Reframe luxury as something lived and shared, not just owned. See your home not as a finished space but as an evolving narrative. Let your successes be something built with others, not in isolation.
At Knot, we believe in the power of reframing. It’s how brands - and people - move beyond fleeting change to lasting impact.
Here’s to new ways of thinking, creating, and connecting in the year ahead. Wishing you a bold and meaningful 2025.
Sophie Williamson (Founder and Creative Lead) and Claudia Nicolson (Head of Brand)