What should brands post with the I don’t care, I love it trend?

Product close-up and packaging detail shots New drop or launch reveal footage BTS footage of a brand decision that went too far in the best way Founder or team reacting to a finished campaign Customer unboxing or first-reaction clips

I don’t care, I love it

Updated August 2, 2026

Lifestyle

Example 10:06

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What is the I don’t care, I love it trend?

Set to the Icona Pop lyric "I don't care, I love it," the format pairs the audio with footage or text that names something objectively extra, irrational, or over-the-top, and fawns over it without apology or caveats. Brands use it to celebrate a new drop, a packaging detail, or a campaign decision the way a superfan would.

Where did the I don’t care, I love it trend come from?

"I don't care, I love it" is a lyric from "I Love It," a song by Swedish synth-pop duo Icona Pop featuring Charli XCX. The track was written by Charli XCX alongside producers Patrik Berger and Style of Eye. Charli XCX passed the composition to Icona Pop after deciding it did not suit her own direction. Released as a single in Sweden in May 2012, the song gained broader international traction after it was featured in the HBO series Girls in early 2013, reaching No. 7 on the US Billboard Hot 100 and No. 1 on the UK Singles Chart by mid-2013. The chorus, in which Icona Pop and Charli XCX shout "I don't care / I love it," became cultural shorthand for gleeful, unbothered enthusiasm. The audio clip circulated on TikTok as a sound bed for brand and creator content framing something small or niche about a product with an ironic but sincere endorsement.