Year in Review with… Mima Creative’s Jemima Chamberlain

What was your pick of the style guides in 2025?
The Hello Kitty and Friends Inflatables style guide immediately caught my eye. Reimagining the characters and stylising them as balloons is such a unique and fresh twist that I’ve not seen before, yet it still stays true to Sanrio – with classic icons, bold bubble writing and themes of friendship.

I also love the inclusion of a group style guide and separate ones for individual characters as it gives you plenty of assets and room to play around with the design. Overall, it felt playful, cohesive and full of personality!

What has been the biggest design or business challenge you faced this year?
The rise of AI. It can feel quite defeating and disheartening when AI-generated content is chosen over art made with genuine thought, love and care. Not only is it harmful to the environment, but it also produces generic, uninspiring ‘art’ and poses a risk to artists and designers whose craft is built on skill and originality. I think it’s important going into 2026 that we seek out authentic, human creativity in a time where AI is advancing and increasing in popularity.

What development in licensing and design took you most by surprise in 2025?
The growth of the kidult sector! It has been growing for years, but I feel this was the year it took on a huge leap, most notably reflected in the success of Labubus, whose key demographic has been Gen Z and Millennials. It’s been exciting to see people embrace their inner child, choosing to express themselves by accessorising everything from their bags and keyrings to phone cases, offering an insight into their personality and passions.

“I’ve been inspired by bold minimalism a lot this year.”

I’ve also noticed a rise in licensed apparel for young adults, and recently I’ve been extremely impressed with the Stranger Things x ASOS and Lazy Oaf x Peanuts collections. Both ranges pay homage to their license whilst keeping the designs fresh, trendy and unique, which I’d love to see more of next year!

What design trend caught your eye in 2025?
I’ve been inspired by bold minimalism a lot this year. I’ve always loved using strong typography to elevate my work – this year I’ve found that pairing it with vibrant colours and simple, effective patterns really brings a design to life.

I also think that ever since Brat, more people have been paying attention to how negative space can impact their art and that sometimes less is more. This year I’ve really experimented with typography and have found it extremely satisfying… From chrome and liquid effects to contrasting retro and serif fonts – and discovering different ways to make them pop.

What design or business development from outside of licensing has influenced you most this year?
As a self-professed trinket collector, the rise in junk journaling and scrapbooking is something I’ve loved to see this year. I’m obsessed with seeing how people accumulate eclectic stickers, trinkets and photos – and create collages with everyday items like train tickets and receipts. It’s such a fun way to romanticise the ordinary moments. The kitsch, cluttered aesthetic feels both nostalgic and refreshingly authentic. What inspires me most is how it proves that art doesn’t need to look perfect to be meaningful – it comes from genuine emotion and experience.