Predicting the next set of trends

We often frame fashion cycles by decades, you know, "the 80s," "the 90s", "the 2000s." But time isn’t the only thing that drives the cycle.

We continue to rotate between maximalism and minimalism, but there's also an in-between.

Euphoria's maximalism takeover

In 2019, Euphoria changed trends almost overnight. Aside from being eye catching, Euphoria’s styling encouraged bold self-expression. Each character had their own color palette and makeup style that symbolized their personality. Cassie’s baby pinks and blues signaled a softer, sweeter version of herself. As she starts dating Nate, we see her style change. The audience doesn't need to be told she's trying to look like Maddie, we just recognize it.

Euphoria's make up was bold, with colors you could hardly find in stores. Makeup brands shifted their launches toward bold liners and highly pigmented eyeshadow palettes

As consumers wanted to start creating their own personal style, almost every cosmetic line pivoted to include glitter and bright colors into new launches, and fast fashion brands started mass producing cardigans and dresses with busy patterns.

And then, people get tired.

Everyday you're curating outfits, doing makeup for an hour, and now your room is covered with disco balls and checkered pillows. As Shein and TJ Maxx begin mass-producing these trends cheaply, maximalism starts to feel less expressive and more exhausting. Now consumers find themselves wanting something more visually aesthetic.

Enter the Soft Girl Era

Maximalism burnout, coupled with Covid isolation made us step back. We cared less about statement makeup and more about perfecting our skin (sometimes with a 12-step routine).

Sometimes less is more. As everyone adopts maximalism style, influencers step away making a bold transition to less makeup and more basic fashion.

We didn’t get here overnight. There was an in-between. Neon tones softened into pastel shades of blue, yellow, green, and pink. Instead of wavy checkered patterns and contrasting colors, we had clouds and flowers.

After that we got comfy. The late Princess Diana was once again recognized as fashion icon-- known not only for her "revenge dress" but also for her ability to make a sweatshirt and bike shorts look chic.

Celebrities and influencers further the trend. Hailey Bieber helped cement the trend with the launch of her minimalist skincare line, Rhode (which e.l.f. would acquire in a $1 billion deal). Lara Lee, who pioneered the 2016 makeup influencer era, gets soft with the launch of her clothing and skincare line, MinimLa.

So where are we now?

Personally, I think we're in the in-between. Alongside the soft girl trend exists "mcbling" and "losercore." They trend with younger Gen Z and Gen Alpha. This is a stark difference (maybe even a rebellion?) against plain jane attire.

Soft girls are starting to ditch tinted moisturizers for fuller coverage, quietly wondering if they’ve gone too soft. McBling girls are trading their heavy, sequined Miss Me jeans for Victoria's Secret foldover pants. After all, some of them are starting college or getting their first job, and they want something easier and comfier to wear (while looking cute of course).

And what's next?

As Myspace ended, Facebook began. Forever 21, Urban Outfitters, and American Apparel reigned supreme. We started documenting our every move on social media, which meant we always had to look photo ready. This was another era of personal style.

Some consumers will head towards maximalism with the "Swag Era." Some might do it with chunky necklaces, bodycon dresses and bright heels-- channeling a time when Millennials when clubbing in business casual. And others may seek Jessica Day for "twee" inspo (mixing patterns is an art). Whatever happens next, I suggest stocking up on 2012 BDG skinny jeans and that American Apparel purple hoodie.

You know the one.