Just ask Bravado’s senior director of brand management, Rachel Zucco. “The only way to react to a cultural moment like that is to get really scrappy,” Zucco says. (Wallen’s prior Bravado projects had included a collaboration between the Tennessee native and his beloved University of Tennessee Volunteers.) Camila CabelloCabello’s 2024 album, C,XOXO, was “a big rebrand moment for her,” Zucco says. Perez favors minimalist, black-and-white designs incorporating her own doodles — “that’s her thing, and fans really resonate with it,” Zucco says.