# Music-Inspired Fashion Ventures Upstream is the First Fashion Streaming Service Powered by Music By Lima Kalim | Published 2024-07-09 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/fashion-streaming-service References: [instagram](http://instagram.com/upstrm_official/?hl=en)  [Upstream](https://www.trendhunter.com/trends/upstream-1) is the first [fashion streaming service](https://www.trendhunter.com/trends/multi-revenue-fashion-platforms) powered by music. The platform is an [iPhone](https://www.trendhunter.com/trends/apple-upgrade) app that uses music and video to enhance the consumer's shopping experience. Members can subscribe or use a pay-as-you-go service to try items. The returned items are cleaned and steamed professionally to ensure sanitation. Also, Upstream combines shopping with music discovery and social user-generated content from over 250 fashion and over 350 music creators, bringing together retail and entertainment. The streaming service launched in the UK and plans to expand to the US and Europe. For now, it is available for download on the iPhone's Apple App Store. Upstream's carefully selected product stream acknowledges the value of items from past collections. By effectively managing surplus stock from different seasons, the service minimizes its environmental impact while simultaneously encouraging the reuse of its products for secondary purposes. Image Credit: Upstream ## Trend Insights (Trend Hunter) - Score: 5.8/10 - Popularity: 70% | Activity: 80% | Freshness: 25% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [New Ventures](https://www.trendhunter.com/newventures) ## Key Themes ### Why This Trend Is Growing - **Music-driven Shopping Experiences:** By integrating music and fashion, this trend enhances the shopping experience with multimedia engagement. - **Sustainable Fashion Streaming Services:** This trend focuses on reducing environmental impact through the managed reuse and recycling of fashion items. - **Social User-generated Content Platforms:** Combining retail with music discovery and social content creation adds an interactive layer to consumer engagement. ### Industries Being Reshaped - **Fashion Retail:** Fashion industry players can leverage music streaming to offer more immersive shopping experiences. - **Digital Entertainment:** The digital entertainment sector benefits from integrating social and multimedia elements into e-commerce platforms. - **Sustainable Fashion:** Sustainability-focused industries can capitalize on managing surplus stock and promoting reuse through fashion streaming. ## Related on Trend Hunter - [Music-Themed Fashion Apps](https://www.trendhunter.com/trends/upstream.md) - [Livestreamed Fashion Campaigns](https://www.trendhunter.com/trends/amazon-fashion-europe.md) - [Personalized Streaming Merch Features](https://www.trendhunter.com/trends/spotify-merch-hub.md) - [Immersive Video Shopping Experiences](https://www.trendhunter.com/trends/asos-live.md) - [Music-Informed Fashion Collections](https://www.trendhunter.com/trends/roc-nation-and-moncler.md) - [Personalized Fashion Advice Tools](https://www.trendhunter.com/trends/urban-stylers.md) - [Artist-Led Music Streaming Stores](https://www.trendhunter.com/trends/soundcloud-store.md) - [Multi-Revenue Fashion Platforms](https://www.trendhunter.com/trends/multi-revenue-fashion-platforms.md) - [Regenerative Designer Fashion Shows](https://www.trendhunter.com/trends/endless-runway.md)