We are all familiar with the 'Trickle Down' paradigm whereby the elite hold sway over the direction (or 'flow') of a trend. Over time, marketers and advertisers have used this thinking to find endorsers (e.g. celebrities, athletes, etc.) to help promote and sell their products. Currently, brands and retailers are turning this theory on its head and tapping into people who are not yet established (e.g. up and coming artists) to organically endorse their brands. One of the coolest examples of the trickle-up model can be seen in H&M's ART BY collection. ART BY allows H&M to collaborate with up-and-coming designers and artists in an effort to not only build up their cultural capital (read: cool factor), but also to help jumpstart the careers of promising creatives. Look out for the trickle-up!