# Legacy Branding Celebrities establish legacy brands in the fashion industry. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Jan 31, 2024 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/legacy-branding ## Key Figures - Trend score: 5.7/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Jun 3, 2022 to Jan 23, 2024 - Published: Jan 31, 2024 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Experience](https://www.trendhunter.com/megatrend/experience) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Legacy Branding trend ### 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. ### 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. ### 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. ## What the Legacy Branding trend means for industry ### For 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 for Legacy Branding Trend score 5.7 out of 10, from popularity 71%, activity 78%, freshness 21%. - Popularity: 71% - Activity: 78% - Freshness: 21% ## Examples of the Legacy Branding trend 4 featured examples from Jun 3, 2022 to Jan 23, 2024. - [Nostalgic Winter Intimates Campaigns](https://www.trendhunter.com/trends/skims-holiday-campaign): SKIMS' Holiday Campaign Was Inspired by Vintage Magazines (Category: Fashion) Implication: 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. - [Ribbed Cotton Celebrity Apparel](https://www.trendhunter.com/trends/harry-styles-pleasing-ribbed): Harry Styles' Pleasing Ribbed Offers Cozy Staples (Category: Pop Culture) Implication: The fashion and apparel industry is influenced and expanded by the introduction of celebrity apparel lines, providing consumers with new fashion choices. - [Celebrity Shapewear Dresses](https://www.trendhunter.com/trends/vb-body): Victoria Beckham Launched her 'VB Body' Form-Fitting Midi Dress (Category: Pop Culture) Implication: The fashion industry can leverage the VB Body collection's popularity to promote the integration of shapewear into mainstream fashion. - [Versatile Maternity Capsules](https://www.trendhunter.com/trends/savage-x-fenty-2): Savage X Fenty Releases a Maternity Collection Inspired by Rihanna (Category: Fashion) Implication: 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… ## Recent trend clusters - [Inclusive Formulas](https://www.trendhunter.com/protrends/inclusive-formulas) (Fashion) - [Formula Specialization](https://www.trendhunter.com/protrends/formula-specialization) (Fashion) - [Aromatic Utility](https://www.trendhunter.com/protrends/aromatic-utility) (Fashion) - [Channel Blending](https://www.trendhunter.com/protrends/channel-blending) (Fashion) ## Trending in Fashion - [Shoppable Swimwear Campaigns](https://www.trendhunter.com/trends/shoppable-swimwear-campaign) - [Matcha Latte Sneaker Pairs](https://www.trendhunter.com/trends/matcha-latte-sneaker-pairs) - [Futuristic Lifestyle Sneakers](https://www.trendhunter.com/trends/new-balance-983) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Fashion](https://www.trendhunter.com/fashion)