# Antithetical Opulence As the concept of luxury peaks, brands revert to the opposite. By [Michael Hemsworth](https://www.trendhunter.com/Michael.Hemsworth), Contributing Researcher | Published Apr 28, 2014 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/antithetical-opulence ## Key Figures - Trend score: 4.5/10 - Evidence articles: 6 ## 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. ## At a Glance - Evidence: 6 featured examples - Articles from: Jun 13, 2013 to Mar 6, 2014 - Published: Apr 28, 2014 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Antithetical Opulence trend ### Luxury Fatigue As luxury is becoming more common, consumers are looking for originality and entertainment in lowbrow culture. ### Fast Food Couture Designers are exploring the world of fast food as inspiration for high-fashion. ### Grocery Store Runways Fashion designers are incorporating grocery stores and supermarket settings for runway shows. ## What the Antithetical Opulence trend means for industry ### For 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 for Antithetical Opulence Trend score 4.5 out of 10, from popularity 60%, activity 67%, freshness 8%. - Popularity: 60% - Activity: 67% - Freshness: 8% ## Examples of the Antithetical Opulence trend 6 featured examples from Jun 13, 2013 to Mar 6, 2014. - [Upside-Down Chinatown Editorials](https://www.trendhunter.com/trends/photographer-martin-tremblay): Photographer Martin Tremblay Stuns with Upside-Down Photos (Category: Pop Culture) Implication: Photographers can find disruptive innovation opportunities by exploring unconventional techniques and concepts. - [Grocery Store-Themed Runways](https://www.trendhunter.com/trends/chanel-fall-2014): The Chanel Fall 2014 Fashion Show Had a Bold Grocery Store Setting (Category: Luxury) Implication: Opportunity for fashion designers and brands to innovate by incorporating unconventional themes and settings into their collections and runway shows - [Haute Hamburger Couture](https://www.trendhunter.com/trends/moschino-by-jeremy-scott-fallwinter-2014): Moschino by Jeremy Scott Fall/Winter 2014 is Fast Food Flawlessness (Category: Fashion) Implication: Opportunity for fashion industry brands to explore bold and unique designs inspired by fast food and junk food. - [Fast Food Inspired Accessories](https://www.trendhunter.com/trends/hamburger-scarf): The Hamburger Scarf by Antoine Peters is Deliciously Chic (Category: Fashion) Implication: Fast food chains and brands could collaborate with fashion designers to create branded fashion lines based on their products. - [Fast Food-Worshipping Editorials](https://www.trendhunter.com/trends/cr-fashion-book-issue-three): CR Fashion Book Issue Three Unorthodoxly Cherishes Couture (Category: Pop Culture) Implication: Brands and designers can incorporate fast food culture and aesthetics to create unique collections. - [Food Coma Fashion Editorials](https://www.trendhunter.com/trends/vogue-italia-december-2013): Agnete Hegelund stars in Vogue Italia December 2013 (Category: Pop Culture) Implication: The fashion photography industry can incorporate concepts of food coma and arranged destruction aesthetics to create visually striking editorial content. ## Recent trend clusters - [Aromatic Utility](https://www.trendhunter.com/protrends/aromatic-utility) (Fashion) - [Channel Blending](https://www.trendhunter.com/protrends/channel-blending) (Fashion) - [Aromatic Bodycare](https://www.trendhunter.com/protrends/aromatic-bodycare) (Fashion) - [Smile Cosmetics](https://www.trendhunter.com/protrends/smile-cosmetics) (Fashion) ## Trending in Fashion - [Fruit-Inspired Digital Watches](https://www.trendhunter.com/trends/themed-wristwatches) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) - [Elegant Bookbinding-Inspired Shoulder Bags](https://www.trendhunter.com/trends/boky-bag) - [’90s-Inspired Fall Essentials](https://www.trendhunter.com/trends/quince-and-jason-bolden) All articles: [Fashion](https://www.trendhunter.com/fashion)