# Youth Envy Childlike looks signify a shift in what it means to be beautiful. By [Armida Ascano](https://www.trendhunter.com/Armida), Chief Insights Officer | Published Jun 26, 2013, updated Jul 2, 2013 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/youth-envy ## Key Figures - Trend score: 4.0/10 - Evidence articles: 6 ## What is the Youth Envy trend? **Youth Envy:** Though youth has been associated with beauty for quite some time, only recently has the cosmetic and fashion industry shown unabashed interest in truly childlike looks. Youth envy invites a more girly, lighthearted aesthetic; a refreshing change from the hard lines and solid colors of the recent minimalist wave. This phenomena shows that, while consumers are becoming more comfortable with their age, the nostalgia of youth still makes for an attractive marketing strategy. ## At a Glance - Evidence: 6 featured examples - Articles from: Sep 14, 2012 to Jun 25, 2013 - Published: Jun 26, 2013 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Experience](https://www.trendhunter.com/megatrend/experience), [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness) ## Audience - Gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Youth Envy trend ### Youth Envy The trend toward childlike looks in cosmetic and fashion industry invites a more girly, lighthearted aesthetic and nostalgia for youth that can be capitalized on by brands. ### Iconic Feminine Critter Cosmetics Disney and OPI's new Minnie Mouse nail polish collection is an example of partnering with beloved fictional characters to create new product lines that tap into fans' nostalgia. ### Wild Arcade-Inspired Fashion Collections drawing on pastimes from the 90s, like Lazy Oaf's Nasty Gal Summer line inspired by arcades and bowling, show how nostalgia can be leveraged to create unique collections that tap into customers' desire for fun, vibrant clothing. ## What the Youth Envy trend means for industry ### For Beauty Industry Brands in the beauty industry can collaborate with iconic fictional characters and create nostalgic product lines that tap into customers' fond memories. ### For Fashion Industry Clothing brands can use nostalgia for pastimes of the 90s to create unique designs and collections that appeal to customers who grew up in that era. ### For Gaming/Arcade Industry Gaming and arcade industries can partner with fashion and beauty conglomerates to create cross-promotions and merchandise, tapping into customers who love both fashion and gaming. ## Trend signals for Youth Envy Trend score 4.0 out of 10, from popularity 55%, activity 57%, freshness 8%. - Popularity: 55% - Activity: 57% - Freshness: 8% ## Examples of the Youth Envy trend 6 featured examples from Sep 14, 2012 to Jun 25, 2013. - [Kitty Clothing Collaborations](https://www.trendhunter.com/trends/hello-kitty-forever-collection): The Hello Kitty Forever Collection is Cute and Cuddly for Winter (Category: Fashion) Implication: The apparel industry can benefit from collaborating with popular fictional characters to offer unique and nostalgic clothing collections that appeal to consumers. - [Collegiate Couture Captures](https://www.trendhunter.com/trends/a-magazine-italy-ritorno-al-college): A Magazine Italy 'Ritorno al College' Editorial Goes Back To School (Category: Fashion) Implication: The fashion industry can capitalize on developing the back-to-school fashion trend and creating new innovative fashion lines perfect for the new school year. - [Girly Gossamer Fashion](https://www.trendhunter.com/trends/asos-molly-goddard): The ASOS Molly Goddard Collection is Sweet and Dreamy (Category: Fashion) Implication: Opportunity for retailers to explore new and whimsical collections by collaborating with emerging designers - [Adorable Animated Apparel](https://www.trendhunter.com/trends/kawaii-not-dress): The 'Kawaii Not?' Dress Would be an Charming Look for a Holiday Party (Category: Pop Culture) Implication: Fashion companies can benefit from incorporating popular animated characters into their designs. - [Wild Arcade-Inspired Fashion](https://www.trendhunter.com/trends/nasty-gal): The Lazy Oaf for Nasty Gal Summer 2013 Collection is 90s-Themed (Category: Fashion) Implication: Trend in arcade-inspired and food-inspired clothing opens up opportunities for fashion and apparel companies to develop unique clothing lines with playful and nostalgic designs th… - [Iconic Feminine Critter Cosmetics](https://www.trendhunter.com/trends/girly-disney): Girly Disney Character Minnie Mouse Gets Her Own Fashion Line (Category: Fashion) Implication: Fashion brands can seize the opportunity to collaborate with fictional characters and create exclusive collections that drive consumer excitement and engagement. ## Recent trend clusters - [Crown Care](https://www.trendhunter.com/protrends/scalp-care-routine) (Fashion) - [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) ## Trending in Fashion - [Lifestyle Subscription Advent Calendars](https://www.trendhunter.com/trends/fab-fit-fun-advent-calendar) - [Paisley-Shelled Collector Sneakers](https://www.trendhunter.com/trends/paisley-shelled-collector-sneakers) - [Modular Winter Wardrobes](https://www.trendhunter.com/trends/moose-knuckles-fallwinter-2026) - [Fruit-Inspired Digital Watches](https://www.trendhunter.com/trends/themed-wristwatches) All articles: [Fashion](https://www.trendhunter.com/fashion)