Oh my goth
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.
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.
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.
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