Category
Fashion
Scaled Restraint
Trend cluster
Category
Unhinged
Couture
Fashion obsession is equated with madness as consumers covet high-end goods.
4.9
Trend score
Trend
What is the Unhinged Couture trend?
Unhinged Couture: The luxury goods market is expanding at an exponential rate on a global level, and this obsession is being equated by brands to fashion madness as editorials focus on asylums and sanitariums. This shift towards dark, edgier aesthetics relates to consumers through shock, treating goods as a guilty pleasure they must attain.
Trend themes
Themes within the Unhinged Couture trend
Three behaviours holding the trend together01
Fashion and Madness
Luxury brands are equating fashion obsession with madness as a way to play on shock value and treat goods as guilty pleasures.
02
Asylum Aesthetics
Fashion editorials and campaigns are tapping into the edgier and darker aesthetics of insane asylums as a new backdrop to showcase luxury goods.
03
Quirky Fashion
A new trend in fashion advertisements is emerging as a call to embrace the playful and quirky sides of consumers, even in the fall season.
Industry implications
What the Unhinged Couture trend means for industry
Where the trend changes the playbookFor
Fashion Retail
Fashion retailers can take advantage of the trend towards insanity and edgier aesthetics to create and showcase collections that cater to the dark yet playful side of consumers.
For
Luxury Goods
Luxury goods companies can market their products as guilty pleasures to consumers with a growing obsession with high-end fashion.
For
Cosmetics
Cosmetic brands can incorporate the edgy and wild beauty looks seen in asylums photography fashion editorials to appeal to consumers looking for bold and unconventional makeup styles.
Trend signals
Trend signals for Unhinged Couture
Trend score 4.9 out of 10, from popularity 56%, activity 84%, freshness 8%.
Popularity56%
Activity84%
Freshness8%
Audience
30%Men
70%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Evidence
Examples of the Unhinged Couture trend
4 featured examples from Aug 26, 2013 to Jul 29, 2014CategoryPop Culture
Freaky Figurine Photography
Tim Walker Shoots Insanity for Love Magazine Spring/Summer 2014
The disruptive innovation opportunities in the fashion industry include creating avant-garde designs inspired by porcelain figurines and experimenting with unconventional makeup a…
CategoryFashion
Insane Asylum Fashion Campaigns
The Alexander Wang Fall/Winter 2014/2014 Ads Feature Prison Cells
Luxury brands can use unconventional environments and styles in their fashion campaigns, such as an insane asylum, to differentiate themselves in the market and attract attention…
CategoryFashion
Contemplative Menswear Lookbooks
The NEPENTHES 'Out Dust Rial' Catalog is Full of Bold Prints
Innovative photography and design trends in menswear fashion leading to new sales opportunities and ways to stand out in a crowded market.
CategoryFashion
Stylishly Quirky Fashion Ads
The NK Fall 2013 Campaign Stars Model Vika Volkute
Disruptive innovation opportunities lie in incorporating quirkiness and playfulness into fashion advertising campaigns.
