Category
Fashion
Aromatic Utility
Trend cluster
Category
Antithetical
Opulence
As the concept of luxury peaks, brands revert to the opposite.
4.5
Trend score
Trend
What is the Antithetical Opulence trend?
Antithetical Opulence: The ubiquity of luxury on a global scale is fueling a new-found apathy amid consumers that has them entertained with aspects of lowbrow culture. Comparable to aristocratic obsession with common folk, the movement appears to rebel against high fashion, but also speaks to the wealthy elite that crave originality and that are no longer drawn to images of opulent living.
Trend themes
Themes within the Antithetical Opulence trend
Three behaviours holding the trend together01
Luxury Fatigue
As luxury is becoming more common, consumers are looking for originality and entertainment in lowbrow culture.
02
Fast Food Couture
Designers are exploring the world of fast food as inspiration for high-fashion.
03
Grocery Store Runways
Fashion designers are incorporating grocery stores and supermarket settings for runway shows.
Industry implications
What the Antithetical Opulence trend means for industry
Where the trend changes the playbookFor
Fashion Industry
Exploring themes of lowbrow culture and finding new inspirations for high-fashion.
For
Food Industry
Incorporating fast food and grocery store themes for entertainment and as sources of inspiration.
For
Marketing Industry
Creating unique and out-of-the-box experiences for consumers that increase engagement and attention.
Trend signals
Trend signals for Antithetical Opulence
Trend score 4.5 out of 10, from popularity 60%, activity 67%, freshness 8%.
Popularity60%
Activity67%
Freshness8%
Audience
10%Men
90%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Antithetical Opulence trend
6 featured examples from Jun 13, 2013 to Mar 6, 2014CategoryPop Culture
Upside-Down Chinatown Editorials
Photographer Martin Tremblay Stuns with Upside-Down Photos
Photographers can find disruptive innovation opportunities by exploring unconventional techniques and concepts.
CategoryLuxury
Grocery Store-Themed Runways
The Chanel Fall 2014 Fashion Show Had a Bold Grocery Store Setting
Opportunity for fashion designers and brands to innovate by incorporating unconventional themes and settings into their collections and runway shows
CategoryFashion
Haute Hamburger Couture
Moschino by Jeremy Scott Fall/Winter 2014 is Fast Food Flawlessness
Opportunity for fashion industry brands to explore bold and unique designs inspired by fast food and junk food.
CategoryFashion
Fast Food Inspired Accessories
The Hamburger Scarf by Antoine Peters is Deliciously Chic
Fast food chains and brands could collaborate with fashion designers to create branded fashion lines based on their products.
CategoryPop Culture
Fast Food-Worshipping Editorials
CR Fashion Book Issue Three Unorthodoxly Cherishes Couture
Brands and designers can incorporate fast food culture and aesthetics to create unique collections.
CategoryPop Culture
Food Coma Fashion Editorials
Agnete Hegelund stars in Vogue Italia December 2013
The fashion photography industry can incorporate concepts of food coma and arranged destruction aesthetics to create visually striking editorial content.
