# Compulsive Buying Fashion Shows Brain & Beast's Show Addresses the Dangers of Retail Therapy By Andrea Kurucz | Published 2019-02-10 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/brain-beast References: [instagram](https://www.instagram.com/brainandbeast/) & [brainandbeast](http://brainandbeast.com/) More and more people are living with 'Oniomania,' which speaks to a person's urge or compulsion to purchase something that they do not need, and this condition was addressed in a [fashion show](https://www.trendhunter.com/trends/couture-for-a-cause) by Brain & Beast. The talented Spanish design brand, Brain & Beast, made a surreal satellite collection on 23rd edition of 080 Barcelona Fashion days. The collection is helping to face reality from the positive point of view while spotlighting the relationship between [therapeutic fashion objects](https://www.trendhunter.com/trends/retail-therapy1) and emotional outlets. Brain & Beast proposes mixing garments which combine emotion and reason, with a very strong influence from [contemporary culture](https://www.trendhunter.com/trends/balenciaga-by-demna) without leaving out oodles of sophistication and a serious sense of humor. Each piece featured on the runway comes equipped with a purposefully oversized price tag, reminding consumers to think about their shopping habits. ## Trend Insights (Trend Hunter) - Score: 6.4/10 - Popularity: 96% | Activity: 88% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### Why This Trend Is Growing - **Emotional Fashion:** Designing clothing items that serve as emotional outlets for individuals, a trend that addresses issues of compulsive buying and retail therapy. - **Fashion as Therapy:** The trend of using fashion as a form of therapy, creating clothing items that help individuals deal with mental health issues such as oniomania. - **Price Tag Awareness:** Making consumers aware of their shopping habits with the use of oversized price tags on clothing items, a trend that aims to curb compulsive buying habits. ### Industries Being Reshaped - **Fashion:** The fashion industry can tap into the trend of creating emotional fashion items, providing a new market for clothing that serves as an emotional outlet for individuals with mental health issues. - **Mental Health:** The mental health industry can utilize the fashion as therapy trend to incorporate clothing as a form of treatment for patients with compulsive buying and other mental health issues. - **Retail:** Retail businesses can capitalize on the price tag awareness trend by using oversized price tags on clothing items, encouraging consumers to think before they make a purchase and potentially reducing returns or exchanges. ## Related on Trend Hunter - [Conceptual Memory-Themed Fashion](https://www.trendhunter.com/trends/paranoid-fw25.md) - [Retail Overconsumption Campaigns](https://www.trendhunter.com/trends/coachtopia-1.md) - [Edgy Backpack-Centric Fashion Shows](https://www.trendhunter.com/trends/at-the-edge-of-time.md) - [Pattern-Heavy Fashion Capsules](https://www.trendhunter.com/trends/needles-new-collection.md) - [Wild Animal-Decorated Gowns](https://www.trendhunter.com/trends/schiaparelli-lion-head.md) - [Therapy-Inspired Retail Concepts](https://www.trendhunter.com/trends/retail-therapy1.md) - [Monster-Adorned Capsule Collections](https://www.trendhunter.com/trends/capsule-collections.md) - [Futuristic Statement Fashion](https://www.trendhunter.com/trends/the-future-is-not-set.md) - [Identity-Exploring Clothing](https://www.trendhunter.com/trends/shapes-we-take.md)