Category
Lifestyle
Assisted Choices
Trend cluster
Category
Candid
Sincerity
Campaigns are left unscripted and organic for approachability.
5.0
Trend score
Trend
What is the Candid Sincerity trend?
Candid Sincerity: Approachability is often lost in the development of more advanced, modern aesthetics. Seeking to heighten consumer connections, brands are turning to candid photographs and street-style settings to make campaigns easy to relate to. This speaks to a shift in marketing tactics toward more realistic images, as opposed to glamorous, over-processed ones.
Trend themes
Themes within the Candid Sincerity trend
Three behaviours holding the trend together01
Candid photography
Brands shift marketing towards more realistic images using candid photographs and street-style settings to make campaigns easy to relate to.
02
Casual sophistication
The casual sophistication trend encourages people to embrace a chic yet relaxed wardrobe for transitional weather between summer and fall, perfect for inspiring a little wanderlust.
03
Youth rebellion
Today's younger generations inspire a feeling of loneliness and a need for rebellion that is captured by youth-oriented editorials featuring street-side alleyways, backyard balconies and abandoned rooftops.
Industry implications
What the Candid Sincerity trend means for industry
Where the trend changes the playbookFor
Fashion
Fashion industry trends include candid photography, casual sophistication, and youth rebellion, highlighting opportunities for innovative campaigns and looks that appeal to a broader range of demographics.
For
Marketing
Marketing shift towards realism and inclusivity encourages brands to adopt candid photography, highlighting opportunities for innovative campaigns that can appeal to a broader range of demographics.
For
Social
Youth rebellion is a trend that highlights real societal concerns and challenges. Incorporating this trend in campaigns and other social initiatives can provide opportunities to address the needs of younger generations.
Trend signals
Trend signals for Candid Sincerity
Trend score 5.0 out of 10, from popularity 68%, activity 73%, freshness 8%.
Popularity68%
Activity73%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Candid Sincerity trend
5 featured examples from Jan 15, 2013 to May 16, 2014CategoryFashion
Cute Hipster Couple Catalogs
The Urban Outfitters Winter 2013 Catalog Captures Candid Adventures
Opportunity for disruptive innovation in creating new fashion retail experiences that emphasize cozy winter wear and unique photography styles.
CategoryFashion
Casually Sophisticated Lookbooks
The Mango Pre-Fall 2014 Collection Has Perfect Chic Street Wear
The fashion industry has an opportunity to cater to the growing trend of casually sophisticated and transitional clothing.
CategoryFashion
Loitering Youth Editorials
The Teenage Kicks Male Model Scene Exclusive is Rebellious
Fashion brands can leverage this trend to create new clothing lines that resonate with young audiences.
CategoryFashion
City Surfer Editorials
The Brad Kroenig GQ France Fashion Story Highlights Beachy Styling
The 'Surf Sur La Ville' editorial provides inspiration for the fashion industry to create beach-inspired urban clothing lines that cater to the modern urban male.
CategoryFashion
Street-Climbing Candid Lookbooks
The Reebok Classics Spring/Summer Ad is Simple yet Effective
Fashion brands seeking to create a relatable, authentic image for their young target audience through candid and natural videos showcasing their collections.
