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It’s never too early for brands and retailers to be thinking about Holiday 2023.
Using a proprietary algorithm, a new from report retail analytics firm Trendalytics identified the themes and trends revving up for the season and where they are going next.
Influenced by history, nostalgia and TikTok’s penchant for turning a simple trend into a full-blown lifestyle, Holiday ’23 is building off emerging trends and adding a festive punch of color, texture and glitz.
Festum
More is more in Festum, the Trendalytics theme centered on feathers, mismatched prints and unexpected pops of color. “Maximalism meets merriment as unbridled holiday joy shines through,” it said.
The theme takes a turn from traditional holiday glam trends, however, with heaps of individualism.
The “weird girl aesthetic,” a new anti-fashion take on normcore that mixes colorful patterns, textures and playful accessories, is influencing this direction. “On TikTok, fashion enthusiasts are experimenting with re-worn pieces and excessive layering as they find that one person’s weird is another’s wearable,” the report said.
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Fashion’s obsession with the ’90s and Y2K lives here as well, adding to Festum’s eclecticism. Searches for Y2K fashion are up 71 percent compared to last year, while searches for Y2K makeup are up 176 percent.
An “eruption of color and texture” is also brewing on social media. Trendalytics reports the maximalism hashtag has over 330,000 posts on Instagram and over 302 million views on TikTok. Average weekly searches for maximalism are up 6 percent compared to last year.
Red orange, rose violet and cerulean “allow maximalism to flourish”—a sentiment with the theme’s pumped-up silhouettes.
Feather-trimmed pajamas are among the key Festum items for women. Despite their sleepwear origins, the luxe pajamas have become the post-pandemic loungewear alternative to party dresses. Wide-leg pants, which Trendalytics said have seen a 105 percent increase in searches, are an important canvas for Festum’s explosion of color. Bubble clogs—a bulbous style popularized by Simon Miller and the fashionista’s alternative to clogs—are in demand as well, with searches up 604 percent compared to last year.
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In men’s, look to vintage silhouettes like men’s flared pants. Trendalytics said the ’70s style has seen a 116 precent increase in searches compared to last year, and upcoming collaborations like Gucci’s retro partnership with Harry Styles is only bound to draw more attention to the decade’s signature styles. Men’s printed floral suits (up 79 percent year-over-year) and beaded necklaces (up 55 percent year-over-year) are also on deck.
Festum’s impact on home décor is evident in checkerboard print rugs, antiques, and tinsel holiday décor. Cozy fragrances like pumpkin spice, apple cinnamon and ginger candles enhance the holiday story.
Sierra
Sierra may be the most understated trend in Trendalytics’ holiday forecast, but it is no less nuanced. Influenced by nature, slow living and sustainability, Sierra tees up opportunities for retailers to invest in sustainable basics (in olive green, cream and duck egg blue) and elegant pearl embellishments.
“Elevated basics and modern workwear are gaining new life on TikTok,” Trendalytics said. Brands like Aritzia, Abercrombie & Fitch, and Djerf Avenue are leading the way as Gen Z turns trousers and a white tee into the latest ‘It’ outfit.
The pared-down look mirrors the suburban lifestyles consumers are embracing. New opportunities to work remotely are driving millennial and Gen Z-ers to trade in their big city dreams for less densely populated areas, resulting in more comfort-driven and versatile wardrobes.
This shift is evident in Sierra’s key items for men: knitted shirts and cable knit jumpers. Trendalytics reported that searches for each have climbed 106 percent and 86 percent year-over-year, respectively. Meanwhile, men’s crossbody bags are shaping up to be an essential for employees toting their laptops home more frequently.
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Must-haves for women include oversized suits, pearl barrettes, and knit balaclavas, which were arguably the hottest winter accessory last year and show no signs of slowing. Trendalytics said searches for knit balaclavas are up 212 percent over last year.
For home, expect to see vintage (or vintage-looking) hard suitcases and wood ladder shelving serve as charming surfaces for global knickknacks.
Reign
Coming down from Queen Elizabeth II’s platinum jubilee celebrations and another smash season of “Bridgerton,” Reign taps into consumers’ intrigue with all things regal.
“At the intersection of glamour and romance, Reign brings indulgence and femininity to the holidays,” Trendalytics said. “No expense is spared as party attire and opulent decor transform the season into one fit for modern royalty.”
The essence of Reign already exists in the market. Ongoing trends in romantic fashion (think corsets, sheer blouses and toile skirts) and dopamine fashion are part of the glamorous story, while Hollywood’s fascination with historical fiction and royalty adds new layers to the look.
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Plum, gold and “Bridgerton blue” make up Reign’s luxurious color palette. The colors add new dimension to must-have items like women’s beaded skirts and silk corset. Heels accented with bows underscore the theme’s overt take on femininity as well as embellished nails and hair gems.
For men, Reign paints a more sensual picture. Key items include satin suits, sheer shirts and lingerie. Searches for the latter Fenty-approved category are up 25 percent compared to last year.
Modern chandeliers, embroidered pillows and ceramic pendant lights carry the theme into home. Expect to see romantic scents like musk, rose and jasmine gain traction in the home fragrance category.
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