# Designer Play Fashion brands add a sense of whimsy to their packaging. By [Vasiliki Marapas](https://www.trendhunter.com/Vasiliki.Marapas), Research Advisor & Writer | Published Apr 22, 2015 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/designer-play ## Key Figures - Trend score: 4.6/10 - Evidence articles: 6 ## What is the Designer Play trend? **Designer Play:** Challenging the common perception that the fashion industry takes itself too seriously, brands are opting for playful packaging intended to delight consumers. By choosing novelty over sophistication, fashion retailers are attracting a more youthful demographic; one that prioritizes experience over exclusivity. ## At a Glance - Evidence: 6 featured examples - Articles from: May 3, 2013 to Apr 21, 2015 - Published: Apr 22, 2015 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence) - Megatrends: [Simplicity](https://www.trendhunter.com/megatrend/simplicity), [Naturality](https://www.trendhunter.com/megatrend/naturality) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Themes within the Designer Play trend ### Playful Packaging Fashion brands are opting for playful packaging intended to delight consumers, attracting a more youthful demographic; it represents an opportunity for companies to differentiate themselves by creating unique and distinctive packaging designs. ### Functional Packaging Designers are exploring ways to make packaging not only visually appealing but also more functional, by creating innovative designs that can be repurposed and reused; companies can reduce waste and cater to a growing eco-conscious consumer base. ### Iconic Packaging Packaging designs are taking inspiration from icons, symbols, and everyday objects, producing memorable and easily recognizable packaging that can help companies create a strong brand identity and increase brand awareness. ## What the Designer Play trend means for industry ### For Fashion In the fashion industry, playful and functional packaging designs can attract a more youthful and eco-conscious audience, while iconic packaging designs can help companies create a strong brand identity. ### For Consumer Goods Consumer goods companies can benefit from playful and functional packaging designs that not only attract new customers but also reduce waste and cater to an eco-conscious consumer base. ### For Retail Retail companies can increase brand awareness and create a more memorable customer experience by using iconic packaging designs that are easily recognizable and reflect the brand's values and personality. ## Workshop question How does your brand currently surprise and delight consumers? What's an aspect of your offering you could focus on in order to do this? ## Trend signals for Designer Play Trend score 4.6 out of 10, from popularity 61%, activity 70%, freshness 8%. - Popularity: 61% - Activity: 70% - Freshness: 8% ## Examples of the Designer Play trend 6 featured examples from May 3, 2013 to Apr 21, 2015. - [Crumpled Clothing Cartons](https://www.trendhunter.com/trends/eas-socks-packaging): EAS Socks Packaging Reference the Slumping Accessories Stored Inside (Category: Marketing) Implication: Opportunities for clothing brands to incorporate unique packaging designs that align with their brand identity and add value to their products. - [Pizza-Inspired Packaging](https://www.trendhunter.com/trends/clothing-packaging): This Clothing Packaging Design Takes The Shape of a Pizza Box (Category: Fashion) Implication: The clothing industry can incorporate pizza-inspired packaging designs to enhance brand image and create a memorable unboxing experience. - [Tubular T-Shirt Packaging](https://www.trendhunter.com/trends/t-shirt-tube): Don & Brook's T-Shirt Tubes Communicate with Modern Hieroglyphs (Category: Marketing) Implication: Integration of minimalist packaging and graphic labeling concepts to enhance branding in the fashion industry. - [Clothing-Modeled Cartons](https://www.trendhunter.com/trends/plaji-packaging): Plaji Packaging Proposes the Storing of Garments in Aptly Shaped Boxes (Category: Marketing) Implication: Creating tailored and visually appealing packaging solutions can help brands in the retail industry enhance their brand identity, engage customers, and differentiate their product… - [Eggcellent Underwear Packaging](https://www.trendhunter.com/trends/freshly-laid): The Freshly Laid Fashion Briefs Show Off Plucky Branding (Category: Fashion) Implication: Fashion brands can adopt quirky packaging to enhance their brand image and create a memorable unboxing experience. - [Shoe Packaging Purses](https://www.trendhunter.com/trends/shoe-packaging-box): Sara Palen's Ida Hillebjork Shoe Packaging Box Doubles as a Bag (Category: Fashion) Implication: Innovative shoe packaging solutions can revolutionize the way footwear brands package and present their products, appealing to consumers seeking convenience and sustainability. ## Recent trend clusters - [Scaled Restraint](https://www.trendhunter.com/protrends/small-luxury-watches) (Fashion) - [Sneaker Theater](https://www.trendhunter.com/protrends/sneaker-theater) (Fashion) - [Ritual Systems](https://www.trendhunter.com/protrends/ritual-systems) (Fashion) - [Athletic Styling](https://www.trendhunter.com/protrends/athletic-styling) (Fashion) ## Trending in Fashion - [Paisley-Shelled Collector Sneakers](https://www.trendhunter.com/trends/paisley-shelled-collector-sneakers) - [Fruit-Inspired Digital Watches](https://www.trendhunter.com/trends/themed-wristwatches) - [Deluxe Beauty Advent Calendars](https://www.trendhunter.com/trends/classic-and-prestige) - [Modular Winter Wardrobes](https://www.trendhunter.com/trends/moose-knuckles-fallwinter-2026) All articles: [Fashion](https://www.trendhunter.com/fashion)