Oh my goth

Collage of black items. A black and white staircase moves from left to centre. A black marble cube has a book and a drink on top of it. A Black woman with long hair is wearing black clothes and black sunglasses. A hand with black nail polish is holding a back, skull-shaped plant pot, beside hanging black lamps. An East Asian woman wearing a black hat, dress and scarf is on the left.

It’s not a phase. It’s a whole deal.

Welcome to the goth-aissance. Goth will make its way into the mainstream this year across all age groups—just not in the ways that you might expect. Goth business casual, goth baby clothes and even goth kitchen décor are all rising trends.

A Black woman and an East Asian man, both wearing black clothing, are against a black-and-white striped backdrop.





Black candle, white and grey cups on a round black table. Black office chair and black sink fixtures.

Creator Spotlight

Beauty Creator and drag artist Lauren Elyse knows how to turn a goth mood into a look. They share tutorials such as metalhead make-up and glam graphic liner—all inspired by alternative music and subcultures. Follow Lauren to find your own goth aesthetic.

‘It’s easy to oversimplify goth into an “everything-black” look. I actually think the world of goth is a way to express your moodiest self. You can go red, smoky, cosy, oversized or even cowboy. Goth isn’t scary to me; it’s fun!’

Local spotlight

Oh my goth in the US

One country that will shout ‘Oh my goth’ from the rooftops is the US, as this trend moves beyond the niche and into the mainstream. Like all good aesthetics, it will extend into the digital realm with searches such as ‘cybergoth’ on the rise. As for Gen Z? They’ll channel their 90s not-stalgia through searches such as ‘mall goth’.

Trending search terms in the US²

Bring this trend to life

If you’re a fashion brand…

Consider gothic elements in your brand imagery. But it doesn’t have to be all or nothing—a goth statement accessory in a high fashion editorial or a pair of gothic pyjamas in a festive photo shoot can be just as impactful as a full-on gothaissance.

If you’re a parenting brand…

Bring goth to the next generation. Feature this aesthetic when promoting baby clothing, newborn pyjamas and costumes. And bring gothic accents into the nursery!

If you’re a home brand...

Paint it black. Showcase romantic, ornamental dark elements from table settings to kitchen appliances, or promote black house exteriors in your creative assets.

Pinterest search results for ‘dark table setting’. Black bowls, dishes, cups, chopsticks and cookware. A Pin of an aerial view of a table setting with a black bowl, grey cloth serviette, black plate and black spoon on a dark grey table. The text reads, ‘Dine in the dark – Shop charcoal china’. The description underneath reads, ‘Explore black dinnerware‘.

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