Fashion: ‘Boom boom’ fashion is having a moment as Canadians dress against economic uncertainty
- InsightTrendsWorld
- 5 days ago
- 13 min read
Why it is the topic trending:
Emergence of a New Fashion Trend: The article introduces "boom boom" fashion, a distinct and attention-grabbing aesthetic inspired by the 1980s, which is capturing attention in fashion circles and beyond.
Link to Economic Conditions: The trend is directly tied to the current economic uncertainty in Canada, suggesting a sociological aspect to fashion choices.
Coined Term by a Trend Forecaster: The term "boom boom" was specifically coined by a notable trend forecaster, Sean Monahan, who has a history of identifying significant fashion shifts, lending credibility and interest to the topic.
Contrast with Previous Trends: The "boom boom" aesthetic is presented as a reversal of the recent "quiet luxury" trend, highlighting a significant shift in fashion preferences.
Relatability and Accessibility: The article notes that Canadians are finding ways to achieve this high-end look while staying on a budget, making the trend relatable to a wider audience beyond the truly affluent.
Overview:
The article discusses the emergence of "boom boom" fashion in Canada, a bold and visibly affluent style inspired by the 1980s, characterized by power suits with exaggerated shoulders, high-slit skirts, and vibrant colors. Coined by trend forecaster Sean Monahan, this aesthetic signifies a desire to project wealth and success, particularly in the face of economic uncertainty in Canada. It stands in stark contrast to the previous "quiet luxury" trend and is being embraced by fashion-conscious Canadians, many of whom are finding budget-friendly ways to participate in this trend, reflecting a "fake-it-till-you-make-it" era.
Detailed Findings:
"Boom boom" fashion is a wave of loud, 1980s-inspired, visibly affluent dressing, including power suits with exaggerated shoulders, high-slit skirts, and vibrant hues.
The trend has been seen on catwalks, red carpets, and the streets of major fashion capitals like London, Paris, and New York, and is now appearing in Canadian fashion hotspots.
Trend forecaster Sean Monahan coined the term "boom boom" in December 2024, having previously identified "normcore" and "vibe shift" trends.
Monahan observed people shifting from sneakers to loafers, followed by an increase in menswear, fur, pleated pants, and classic silhouettes.
"Boom boom" pieces aim to signal status and excess through traditional craftsmanship (though they can now be manufactured cheaply).
Fashion-conscious Canadians are adopting this aesthetic as a signal of financial success, regardless of their actual financial situation.
The trend is seen as a response to financial uncertainty in Canada, including the Canada-U.S. trade war and higher living costs, as highlighted by a March 2025 survey where 83% of Canadians were adjusting financial plans.
The unemployment rate for Canadian graduates under 25 was 11.2% in the first quarter of 2025, the highest rate to start the year in two decades (excluding the pandemic).
Natalie Michie, style editor of Fashion Magazine, sees "boom boom" as a way of "reclaiming a bit of power in a time that we feel so powerless."
The trend is linked to "lifestyle dysmorphia," where social media skews perceptions of what financial achievements are normal at a certain life stage.
"Boom boom" is a reversal of 2023's "quiet luxury," which emphasized understated, neutral designer pieces.
The aesthetic embraces a "sleazy and conspicuous wealthy effect" but originates from a place of insecurity.
Young Canadians are finding affordable ways to achieve the "boom boom" look, such as buying vintage designer suits (e.g., Giorgio Armani) or dupes from online retailers like AliExpress.
Marie Minimo, a theatre producer and marketer, wears a dupe for Issey Miyake purchased from AliExpress, acknowledging concerns about affording basic necessities despite participating in the trend.
Key success factors of product (trend):
Nostalgia: The 1980s inspiration taps into a sense of nostalgia for a decade associated with bold and powerful fashion.
Visual Impact and Statement: "Boom boom" fashion is inherently attention-grabbing and allows individuals to make a strong visual statement about their perceived success and confidence.
Affordability (in some forms): The trend can be accessed by a wider range of consumers through vintage finds and affordable dupes, democratizing participation.
Response to Economic Anxiety: In times of uncertainty, the desire to project an image of stability and success can be a powerful motivator in fashion choices.
Rebellion Against Minimalism: After the "quiet luxury" trend, "boom boom" offers a bold and maximalist alternative, appealing to those seeking a change.
Key Takeaway:
The "boom boom" fashion trend in Canada reflects a desire to project an image of affluence and power during a period of economic uncertainty. Fueled by 1980s nostalgia and a reversal of minimalist trends, Canadians are finding both high-end and budget-conscious ways to embrace this bold aesthetic, highlighting the complex relationship between fashion, economic anxiety, and social perception.
Main Trend:
The main trend is the emergence of a bold, maximalist fashion aesthetic ("boom boom") in Canada as a response to economic uncertainty, marking a shift away from minimalist "quiet luxury."
Description of the trend:
Fashion as Economic Armor: This trend describes the phenomenon of individuals using bold and visibly affluent fashion as a way to project confidence and financial stability during times of economic hardship. The "boom boom" aesthetic, with its 1980s-inspired opulence, serves as a form of "economic armor," where individuals attempt to counteract feelings of powerlessness and insecurity by outwardly signaling success, even if their actual financial situation is precarious. This trend highlights the psychological role of fashion in navigating societal anxieties and aspirations.
What is consumer motivation:
Projecting Confidence and Success: In times of economic worry, individuals may feel a need to outwardly project an image of confidence and financial well-being.
Nostalgic Escapism: The 1980s were a period of perceived economic boom for some, and the fashion may offer a form of nostalgic escapism or a desire to emulate that era.
Seeking Attention and Standing Out: The bold and vibrant nature of "boom boom" fashion allows individuals to stand out and make a statement, potentially as a form of self-assertion.
Participating in a Trend: As the "boom boom" aesthetic gains popularity, there is a motivation to be fashionable and align with current styles.
Coping with Economic Powerlessness: By projecting an image of affluence, individuals may be subconsciously attempting to regain a sense of control or power in the face of economic uncertainty.
What is driving trend:
Influence of High Fashion and Runways: The trend originated on catwalks and red carpets, setting the stage for broader adoption.
Social Media and Trendsetters: Fashion influencers and early adopters on social media are likely playing a role in popularizing the "boom boom" aesthetic.
Reaction Against Minimalism: The shift away from "quiet luxury" indicates a desire for more expressive and visually impactful fashion.
Economic Context: The underlying economic anxiety in Canada is a significant driver, as it influences the psychological needs that fashion choices might address.
Coined Term and Trend Identification: Sean Monahan's identification and naming of the trend helps to solidify and popularize the concept within fashion discourse and among consumers.
What is motivation beyond the trend:
Cyclical Nature of Fashion: Fashion trends are known to be cyclical, and a return to the bold styles of the 1980s is a natural progression in this cycle.
Desire for Experimentation and Fun: After a period of more subdued styles, consumers might be seeking more playful and expressive fashion choices.
Expression of Individuality: While participating in a trend, individuals often find ways to personalize it and express their unique style through bold and attention-grabbing pieces.
Description of consumers article is referring to:
The consumers the article refers to are primarily fashion-conscious Canadians, particularly those who are aware of and influenced by current fashion trends and who are navigating the current economic climate. This group likely includes:
Younger Adults (e.g., graduates under 25): Facing high unemployment rates, they may be drawn to the "fake-it-till-you-make-it" aspect of the trend.
Fashion Enthusiasts: Individuals who actively follow fashion trends through magazines, social media, and other channels and are eager to adopt new styles.
Individuals Concerned About Economic Uncertainty: Those who are feeling the impact of the Canada-U.S. trade war and higher living costs and may be seeking ways to project confidence.
Budget-Savvy Shoppers: Those who are finding creative and affordable ways (vintage, dupes) to participate in the "boom boom" trend despite financial constraints.
These consumers are likely occasional to frequent shoppers of clothing and accessories, influenced by high fashion, social media, and a desire to align their outward appearance with current trends and their aspirations. Their shopping motivations include staying stylish, expressing themselves, and potentially signaling a certain status or confidence to others.
Conclusions:
The "boom boom" fashion trend in Canada is a compelling example of how fashion can reflect and respond to broader societal and economic conditions. The desire to project affluence during times of uncertainty, coupled with the cyclical nature of fashion and the accessibility of the trend through various means, has led to its emergence among fashion-conscious Canadians. This trend highlights the complex interplay between personal aspirations, economic realities, and the messages we convey through our clothing.
Implications for brands:
Opportunity for Bold and Colorful Designs: Brands can capitalize on this trend by creating clothing and accessories that embody the bold, 1980s-inspired aesthetic.
Marketing that Addresses Economic Concerns (Subtly): Marketing campaigns could subtly tap into the desire for confidence and projecting success during uncertain times.
Inclusion of Affordable Options: Offering more accessible versions of "boom boom" style pieces can attract a wider range of consumers.
Highlighting Vintage-Inspired Collections: Brands could promote vintage or vintage-inspired items that align with the "boom boom" aesthetic.
Engagement on Social Media: Utilizing social media to showcase and promote "boom boom" looks and engage with fashion-forward consumers is crucial.
Implication for society:
Fashion as a Barometer of Economic Sentiment: The trend illustrates how fashion can serve as an indicator of underlying societal feelings about economic conditions and personal financial well-being.
Influence of Social Media on Perceptions of Wealth: The article touches on how social media contributes to distorted perceptions of financial norms, which can fuel trends like "boom boom."
Democratization of High Fashion Trends: The ability for consumers to access high fashion looks through more affordable means (vintage, dupes) demonstrates a democratization of fashion.
Implications for consumers:
Opportunity for Expressive Styling: Consumers have a chance to experiment with bold and attention-grabbing fashion choices.
Potential for Budget-Friendly Participation: The trend can be accessed without necessarily spending a fortune, thanks to vintage and dupe options.
Navigating the "Fake-It-Till-You-Make-It" Mentality: Consumers may grapple with the pressure to project an image that doesn't align with their actual financial situation.
Implication for Future:
Potential for the Trend to Evolve: "Boom boom" fashion might evolve over time, incorporating new elements or adapting to changing economic circumstances.
Continued Influence of Economic Factors on Fashion: Economic conditions will likely continue to play a role in shaping fashion trends in the future.
The Cycle of Maximalism and Minimalism: The fashion world may continue to oscillate between periods of maximalism, like "boom boom," and minimalism, like "quiet luxury."
Consumer Trend (name, detailed description):
Aesthetic of Economic Confidence (Regardless of Reality): This trend describes the consumer behavior of adopting a fashion style that overtly projects wealth and financial security, particularly during times of economic instability or personal financial worry. The "boom boom" aesthetic, with its emphasis on visible luxury and bold, affluent-seeming pieces, exemplifies this trend, where individuals use fashion as a tool to communicate an image of success, whether or not it accurately reflects their actual economic status.
Consumer Sub Trend (name, detailed description):
Strategic Impression Dressing: This sub-trend focuses on the conscious effort of consumers to select clothing and accessories specifically to create a desired impression of wealth or success in social and professional settings. Within the "boom boom" context, this might involve carefully choosing vintage designer pieces or well-executed dupes to convey an image of high-end style without the full cost.
Big Social Trend (name, detailed description):
The Performance of Identity in the Digital Age: This broad social trend highlights how individuals increasingly curate and perform aspects of their identity, including their perceived socioeconomic status, through their online and offline presentations. Fashion choices, particularly those amplified by social media, become a key element in this performance, with trends like "boom boom" offering a visual language for constructing a specific image.
Worldwide Social Trend (name, detailed description):
Fashion as a Response to Global Economic Anxieties: While the article focuses on Canada, the tendency for fashion trends to reflect broader economic anxieties is a worldwide phenomenon. Throughout history, and in various cultures, periods of economic hardship or uncertainty have often coincided with shifts in fashion, as individuals use clothing to communicate, cope, or even rebel against prevailing conditions. "Boom boom" could be seen as a localized manifestation of this global tendency.
Social Drive (name, detailed description):
The Desire for Social Mobility and Aspiration: Fashion often serves as a marker of social status and a means of aspiration. The "boom boom" trend, even when adopted by those facing financial challenges, can be fueled by a desire for upward social mobility or a longing to project a lifestyle they aspire to achieve. This social drive motivates the adoption of fashion trends that symbolize success and affluence.
Learnings for brands to use in 2025:
Understand the Psychological Drivers of Trends: Fashion choices are often influenced by deeper psychological needs and societal conditions, such as economic anxiety.
Balance Accessibility with Aspirational Branding: Brands can cater to a wider audience by offering both aspirational, higher-end pieces and more accessible options that align with key trends.
Monitor Social Media for Trend Adoption at All Income Levels: Pay attention to how consumers at different economic levels are interpreting and participating in trends.
Authenticity in Marketing is Crucial: While the "boom boom" trend has an element of "faking it," brands should still strive for authenticity in their messaging and avoid being perceived as tone-deaf to economic realities.
The Power of Nostalgia Remains Strong: The 1980s influence highlights the ongoing appeal of nostalgic fashion references.
Strategy Recommendations for brands to follow in 2025:
Create Collections that Offer "Boom Boom" Elements at Various Price Points: Design a range of clothing and accessories that capture the essence of the trend but are accessible to different budgets.
Showcase Styling Options for Achieving the Look on a Budget: Use marketing content to demonstrate how consumers can incorporate "boom boom" elements into their wardrobes without overspending (e.g., through thrifting, vintage, or more affordable brands).
Highlight the Confidence-Boosting Aspect of the Trend: Frame marketing messages around the idea of using bold fashion to feel empowered and confident, regardless of financial status.
Collaborate with Influencers Who Represent a Range of Financial Backgrounds: Partner with influencers who showcase realistic and budget-conscious ways to participate in the trend.
Consider Limited-Edition "Boom Boom" Capsule Collections: Create small, focused collections that embody the trend, potentially at more accessible price points to generate excitement.
Final sentence (key concept) describing main trend from article, and what brands & companies should do in 2025 to benefit from trend and how to do it.
The "boom boom" fashion trend, driven by a desire to project economic confidence amidst uncertainty, signifies an opportunity for brands and companies in 2025 to offer bold, 1980s-inspired styles at various price points, while subtly acknowledging the underlying anxieties and empowering consumers to express a sense of success through their clothing, regardless of their actual financial situation.
Final Note:
Core Trend: Aesthetic of Economic Confidence: Using bold fashion to project wealth during economic uncertainty.
Core Strategy: Offer Accessible and Empowering "Boom Boom" Styles: Cater to a range of budgets and focus on the confidence-boosting aspect of the trend in marketing.
Core Industry Trend: Fashion as a Reflection of Socioeconomic Conditions: Fashion trends often mirror and respond to broader societal and economic sentiments.
Core Consumer Motivation: Projecting Success and Confidence: Consumers are motivated to adopt this trend to outwardly signal financial well-being and personal power.
Final Conclusion:
The "boom boom" fashion trend in Canada provides a fascinating glimpse into the psychology of consumer behavior in the face of economic challenges. By understanding the motivations behind this trend and the ways in which consumers are engaging with it, brands can strategically position themselves to meet the evolving needs and desires of their audience in 2025, offering fashionable and empowering options that resonate with the current cultural and economic climate.
Core Trend Detailed: description.
The core trend of the Aesthetic of Economic Confidence (Regardless of Reality) is characterized by consumers actively choosing and adopting fashion styles that are overtly associated with wealth, success, and financial stability, particularly during periods marked by economic anxiety, recession fears, or personal financial strain. This trend involves a deliberate emphasis on visible luxury cues, such as recognizable designer elements (even if they are dupes or vintage), bold and attention-grabbing silhouettes reminiscent of eras associated with prosperity (like the 1980s), and an overall presentation that aims to project an image of being financially well-off. The underlying motivation is often rooted in a desire to counteract feelings of insecurity or powerlessness caused by economic uncertainty, with individuals using fashion as a tool to signal confidence and success to the outside world, sometimes regardless of their actual financial circumstances.
Key Characteristics of the Core trend:
Emphasis on Visible Luxury Cues: Even if not authentic, the style incorporates elements traditionally associated with high-end fashion.
Bold and Attention-Grabbing Styles: The fashion is not understated but rather designed to be noticed and make a statement.
Nostalgic References to Affluent Eras: Often draws inspiration from decades perceived as economically prosperous or associated with powerful aesthetics (e.g., 1980s power dressing).
"Fake-It-Till-You-Make-It" Mentality: A willingness among consumers to project an image of wealth even if their financial reality is different.
Accessibility Through Various Means: Participation in the trend is often enabled by more affordable options like vintage finds and dupes.
Market and Cultural Signals Supporting the Trend (bullets):
Increased Interest in Bold, Statement Fashion: A general shift away from minimalist trends towards more expressive and maximalist styles.
Social Media Amplification of "Luxury" Aesthetics: Platforms showcase various interpretations of affluent lifestyles and fashion.
Economic Uncertainty and Consumer Anxiety: Macroeconomic conditions create a psychological environment where projecting confidence becomes appealing.
Accessibility of Designer Dupes and Vintage: The market provides avenues for consumers to achieve the desired look on a budget.
Celebrity and Influencer Adoption of Bold, Retro Styles: High-profile figures showcasing similar aesthetics can further popularize the trend.
How the Trend Is Changing Consumer Behavior:
Increased Spending on Specific Types of Fashion Items: Consumers might prioritize purchasing items that fit the "boom boom" aesthetic, even if it means adjusting spending in other areas.
Greater Emphasis on Visual Presentation and Impression Management: There is a heightened focus on how one's outward appearance is perceived by others, particularly in relation to success and financial status.
More Strategic Shopping Habits: Consumers might be more intentional about their purchases, seeking out pieces that effectively convey the desired image of affluence.
Potential Shift in Brand Preferences: Consumers might gravitate towards brands or styles that align with the "boom boom" aesthetic.
Implications Across the Ecosystem (For Brands and CPGs, For Retailers, For Consumers, bullets):
For Brands and CPGs: Opportunity to cater to the demand for bold and statement-making fashion, potential to offer a range of price points to capture different consumer segments.
For Retailers: Need to stock merchandise that aligns with the "boom boom" aesthetic, opportunity to curate collections that offer both high-end and more accessible options.
For Consumers: Chance to experiment with a more expressive and confident style, potential to navigate economic anxieties through fashion, need to be mindful of overspending or misrepresenting their financial situation.
Strategic Forecast:
The "boom boom" aesthetic will likely continue to gain traction as economic uncertainty persists.
We may see variations and evolutions of the trend as different designers and consumers interpret it.
The trend could influence other areas beyond fashion, such as beauty and lifestyle.
As economic conditions change, the intensity and specific characteristics of the trend may also shift.
Final Thought (summary):
The "boom boom" fashion trend sweeping through Canada serves as a compelling illustration of how societal anxieties and economic realities can deeply influence consumer behavior, particularly in the realm of personal presentation. By understanding the underlying motivations driving this trend—a desire to project confidence and success in uncertain times—brands and retailers can strategically cater to the needs and aspirations of consumers seeking to navigate the current economic landscape through their fashion choices.
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