# Animated Editorial Fashion brands are debuting their collections in fully digitized lookbooks. By [Kalin Ned](https://www.trendhunter.com/knedelch), Research Writer | Published Mar 19, 2020 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/animated-editorial ## Key Figures - Trend score: 5.4/10 - Evidence articles: 5 ## What is the Animated Editorial trend? **Animated Editorial:** Fashion brands are changing the ways they present their new seasonal capsules to their consumers. Striving to find a medium different than photography, these brands tap pop cultural phenomena such as video games, anime series and virtual models to diversify their approach to product display. ## The consumer insight behind the Animated Editorial trend Pop cultural artifacts like games and animation series impose a strong influence on Millennial and Gen Z consumers who have grown an attachment to some releases. Due to fandoms that are often described as "cult-like," many consumers are delighted when they see their favorite pop culture moments integrated into other industries. As a result, Millennials and Gen Z tend to pay more attention to such initiatives as it not only taps their fandom but also is a novel way of presenting products and content. ## At a Glance - Evidence: 5 featured examples - Articles from: Aug 23, 2018 to Apr 11, 2019 - Published: Mar 19, 2020 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Gamification](https://www.trendhunter.com/megatrend/gamification), [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Animated Editorial trend ### Pop Culture Integration Fashion brands are tapping into pop cultural phenomena such as video games, anime series and virtual models to diversify their approach to product display. ### Virtual and CGI models Brands are featuring virtual models and influencers like Lil Miquela in their campaigns, which represents an entire generation that is revising identity, reality, and storytelling. ### Life Simulation- Inspired Apparel Luxury fashion brands are drawing cues from life simulation games, with pixelated, simplistic designs and virtual world-inspired backgrounds used in promotion. ## What the Animated Editorial trend means for industry ### For Fashion Industry Fashion brands are changing the ways they present their new seasonal capsules to their consumers, reimagining product display through pop culture integration. ### For Luxury Apparel Industry Luxury fashion labels are tapping into pop culture, virtual models and life simulation-inspired designs to bring a sense of authenticity to their collections. ### For Marketing Industry The use of virtual models and pop culture in fashion campaigns represents a new vision for branding, revising identity, reality and storytelling. ## Workshop question How can your brand tap pop culture for marketing opportunities? ## Trend signals for Animated Editorial Trend score 5.4 out of 10, from popularity 73%, activity 79%, freshness 9%. - Popularity: 73% - Activity: 79% - Freshness: 9% ## Examples of the Animated Editorial trend 5 featured examples from Aug 23, 2018 to Apr 11, 2019. - [Life Simulation-Inspired Lookbooks](https://www.trendhunter.com/trends/moschino-sims): The Moschino Sims 4 Collection Takes Cues from the Iconic Game (Category: Fashion) Implication: Luxury fashion brands can explore collaborations with popular video games to create virtual fashion collections that appeal to tech-savvy consumers. - [Acid Rave-Inspired Streetwear](https://www.trendhunter.com/trends/ellesse-spring): The ellesse Spring/Summer 2019 Range Features Vibrant Hues (Category: Fashion) Implication: Disruptive innovation opportunity: Incorporating augmented reality and virtual reality technology into the fashion industry to offer immersive shopping experiences and virtual try… - [Skillfully Illustrated Watch Lookbooks](https://www.trendhunter.com/trends/watch-lookbook): Diesel Taps into Mad Dog Jones for a Surreal Image Series (Category: Fashion) Implication: Disruptive Innovation Opportunity: Incorporate illustrated lookbooks and anime-realism hybrid art into fashion marketing strategies to engage consumers and differentiate brands fr… - [Manga-Inspired Fashion Lookbooks](https://www.trendhunter.com/trends/manga-editorial): This Manga Editorial Debuts Kit Wan Studio's Spring/Summer 2019 (Category: Fashion) Implication: Fast fashion, e-commerce, and luxury brands can all benefit from the disruptive innovations brought about by manga-inspired fashion and cross-cultural fashion trends. - [Virtual Influencer Footwear Campaigns](https://www.trendhunter.com/trends/anniversary-campaign): Ugg's 40th Anniversary Campaign Stars CGI Model Lil Miquela (Category: Fashion) Implication: The fashion industry can explore the potential of virtual influencers like Lil Miquela to increase brand exposure, engage with younger audiences, and drive sales. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)