Oh my goth

Collage of black items. Black and white staircase at left. Black marble cube with a book and glass of water on top. Black woman wearing black clothes and black glasses. A hand with black nail polish holding a back skull-shaped planter. East Asian in a black hat, dress and scarf. Hanging black lamps.

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 you might expect. Goth business casual, goth baby clothes and even goth kitchen decor are all trending up.

Black woman and East Asian man in black clothing against a black and white striped backdrop.

Black candle, white and gray 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 like metalhead makeup 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, cozy, 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 like cybergoth on the rise. As for Gen Z? They’ll channel their 90s not-stalgia through searches like 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 pajamas in a holiday 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 pajamas 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. Pin of an aerial view of a table setting with black bowl, gray cloth napkin, black plate and black spoon on a dark gray table. Text reads dine in the dark, shop charcoal china. Description reads explore black dinnerware.

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