As entertainment digitalises, fashion becomes the real-world badge of fandom, transforming virtual pop moments into wearable statements of loyalty
Fandom Evolution +9%
The digitalisation of entertainment has intensified the relationship between pop culture moments and the fashion industry. As entertainment is increasingly consumed through digital platforms, fashion emerges as a more tangible connection to beloved franchises, characters, and stories. Owning branded apparel allows fans to not only show their loyalty but also to bring their fandom from the virtual world into physical reality.
Facts:
The rise of Whimsigoth (+64%) reflects a growing desire for a personalised, moody aesthetic that fuses gothic drama with whimsical warmth.
From BookTok to the catwalk, the Dark Romance aesthetic (+90%) is infusing women’s fashion with moodiness and mystery.
Method Dressing, where actors channel the spirit of the film they are promoting through carefully curated red carpet looks, surged by 182% in Q1 2025 compared to Q1 2024.
The connection between fashion and memes (+35%) highlights the fluidity between our online and offline identities.
The renewed fascination with Vintage Hollywood (+24%) reflects a longing for timeless glamour and nostalgic cultural icons.
From product relaunches to leveraging style icons of the past, the beauty industry is capitalising on the allure of Cultural Revival (+31%).
This Column is curated by Elena Marinoni, Trend Forecaster at NextAtlas and Director of Education at Istituto Marangoni Dubai.
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