# Unhinged Couture Fashion obsession is equated with madness as consumers covet high-end goods. By [Michael Hemsworth](https://www.trendhunter.com/Michael.Hemsworth), Contributing Researcher | Published Jul 29, 2014 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/psycho-couture ## Key Figures - Trend score: 4.9/10 - Evidence articles: 4 ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Aug 26, 2013 to Jul 29, 2014 - Published: Jul 29, 2014 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Themes within the Unhinged Couture trend ### 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. ### 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. ### 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. ## What the Unhinged Couture trend means for industry ### For 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 for Unhinged Couture Trend score 4.9 out of 10, from popularity 56%, activity 84%, freshness 8%. - Popularity: 56% - Activity: 84% - Freshness: 8% ## Examples of the Unhinged Couture trend 4 featured examples from Aug 26, 2013 to Jul 29, 2014. - [Freaky Figurine Photography](https://www.trendhunter.com/trends/love-magazine-springsummer-2014-walker): Tim Walker Shoots Insanity for Love Magazine Spring/Summer 2014 (Category: Pop Culture) Implication: The disruptive innovation opportunities in the fashion industry include creating avant-garde designs inspired by porcelain figurines and experimenting with unconventional makeup a… - [Insane Asylum Fashion Campaigns](https://www.trendhunter.com/trends/alexander-wang-fallwinter-20142015): The Alexander Wang Fall/Winter 2014/2014 Ads Feature Prison Cells (Category: Fashion) Implication: 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… - [Contemplative Menswear Lookbooks](https://www.trendhunter.com/trends/nepenthes-out-dust-rial): The NEPENTHES 'Out Dust Rial' Catalog is Full of Bold Prints (Category: Fashion) Implication: Innovative photography and design trends in menswear fashion leading to new sales opportunities and ways to stand out in a crowded market. - [Stylishly Quirky Fashion Ads](https://www.trendhunter.com/trends/nk-fall-2013): The NK Fall 2013 Campaign Stars Model Vika Volkute (Category: Fashion) Implication: Disruptive innovation opportunities lie in incorporating quirkiness and playfulness into fashion advertising campaigns. ## 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)