Hunter’s a trendsetter, a cool-hunter, one of those people responsible for finding the Next Big Thing and turning a cool idea (an Innovation) into a fad, or even a trend. Employed by various corporations to help catch the wave of popular culture, Hunter acts as a freelance consultant. Not a bad part-time job for a high school kid. Then he meets Jen, an Innovater whose very presence in his life is guaranteed to bring chaos and excitement. Together, they stumble across a conspiracy that strikes right at the heart of the entire culture pyramid, threatening to destabilize the progression of ideas, coolness, and consumerism itself. And it all begins with a single perfect pair of shoes, and a kidnaping. From there, it progresses into wild adventure, nonstop danger, bizarre parties for the “hoi aristoi,” anti-brands, and unexpected ideological clashes. Hunter may know how to spot the beginnings of a trend, but Jen inspires trends; together, they’re a perfect team, if they can just stop arguing.

Westerfeld turns in a great story here, playing on some fascinating concepts, the themes reminiscent of Connie Willis’ excellent Bellwether. The hidden rules that dictate the progression of trends and fads are so well-explored that I find myself paying more attention to the people around me, wondering who among them might just be an Innovator or Trendsetter. Already known for his imaginative science fiction, Westerfeld continues to carve out a name for himself as a YA author with So Yesterday, as well as with his other recent book, The Midnighters: The Secret Hour.