Category
Fashion
Inclusive Formulas
Trend cluster
Category
Legacy
Branding
Celebrities establish legacy brands in the fashion industry.
5.7
Trend score
Trend
What is the Legacy Branding trend?
Legacy Branding: Following the footsteps of a select few, more celebrities are using their popularity to establish fashion houses as their legacy brands. This route allows celebrities and influencers ownership over their image--and the opportunity to establish themselves outside of rapidly-changing modern trends.
Insight
The consumer insight behind the Legacy Branding trend
The modern consumer has a short attention span--and they're inundated with ads and content for "flash in the pan" trends that they may invest in, but will soon move past. This shift has heightened with social media in the mix--creating opportunities for familiar pop-culture mainstays to establish their brands and products as "aspirational" or investments pieces--rather than taking the "authentic" route that the influencer market has made so popular.
Trend themes
Themes within the Legacy Branding trend
Three behaviours holding the trend together01
Legacy Branding
More celebrities are using their popularity to establish fashion houses as their legacy brands, offering ownership over their image and establishing themselves beyond fleeting trends.
02
Versatile Maternity Capsules
Themed maternity collections, like Savage X Fenty's, allow new moms to maintain style and sexiness with versatile pieces that cater to their needs, such as removable bra cups for breastfeeding.
03
Nostalgic Winter Intimates Campaigns
Winter campaigns, like SKIMS' holiday campaign, draw inspiration from vintage magazines, creating a nostalgic aesthetic that reinvents winter fashion with unique visuals and partnerships.
Industry implications
What the Legacy Branding trend means for industry
Where the trend changes the playbookFor
Fashion
The fashion industry can reference the trend of celebrities establishing legacy brands to explore opportunities for collaboration and creating aspirational, timeless fashion pieces.
For
Maternity
The maternity industry can focus on creating versatile capsule collections that prioritize style and functionality for new moms, allowing them to feel confident and comfortable during and after pregnancy.
For
Intimates
The intimates industry can draw inspiration from nostalgic winter campaigns and collaborations, incorporating unique visuals and partnerships to create a distinct aesthetic that resonates with consumers.
Workshop question
How is your brand aligning with rapidly evolving trends while prioritizing longevity?
Trend signals
Trend signals for Legacy Branding
Trend score 5.7 out of 10, from popularity 71%, activity 78%, freshness 21%.
Popularity71%
Activity78%
Freshness21%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Legacy Branding trend
4 featured examples from Jun 3, 2022 to Jan 23, 2024CategoryFashion
Nostalgic Winter Intimates Campaigns
SKIMS' Holiday Campaign Was Inspired by Vintage Magazines
This campaign by SKIMS introduces a reinvented winter aesthetic in the fashion industry, appealing to customers seeking nostalgic and unique styles for the holiday season.
CategoryPop Culture
Ribbed Cotton Celebrity Apparel
Harry Styles' Pleasing Ribbed Offers Cozy Staples
The fashion and apparel industry is influenced and expanded by the introduction of celebrity apparel lines, providing consumers with new fashion choices.
CategoryPop Culture
Celebrity Shapewear Dresses
Victoria Beckham Launched her 'VB Body' Form-Fitting Midi Dress
The fashion industry can leverage the VB Body collection's popularity to promote the integration of shapewear into mainstream fashion.
CategoryFashion
Versatile Maternity Capsules
Savage X Fenty Releases a Maternity Collection Inspired by Rihanna
The release of Savage X Fenty's maternity collection presents disruptive innovation opportunities for brands in the maternity fashion industry to create stylish and versatile clot…
