The Los Angeles–based trend forecaster and writer Sean Monahan is known for his sharp takes on the zeitgeist. Over the past decade, his cultural insights have routinely gone viral—most famously when he coined the term “vibe shift,” a phrase that quickly spread from niche corners of the internet to mainstream outlets like The New York Times and The Guardian. In the early 2010s, he co-founded the trend-forecasting collective K-HOLE with Greg Fong, Sean Monahan, Chris Sherron, Emily Segal, and Dena Yago. Though short-lived, their reports had an outsized influence on the cultural sphere, best known for popularizing the term “normcore”—a concept that began in the art world and ended up becoming a household world an era of anti-style.
Today, Monahan runs 8Ball, his cult-favorite newsletter on Substack that decodes contemporary aesthetics, social dynamics, tech, and the subtle undercurrents of change. If you want to understand why things look, feel, and behave the way they do right now—his writing is essential.
Senior Editor Kate Brown spoke with Sean about his own journey from art school to consulting for brands, and how that path informs his view of the present moment. They discussed institutional decay, the legacy of post-internet art, generational shifts, and the persistent sense that culture has entered a holding pattern. He also offered thoughts on why the 2020s—after several false starts—may finally be congealing into a definable decade.