Fashion: Gothic: From Subculture to Global Trend

InsightTrendsWorld
Sep 19
7 min read

What is the 'Gothic Aesthetic' Trend?: The Rise of Radical Cuts

This trend describes a dominant fashion aesthetic inspired by the gothic subculture.
It is characterized by a shift towards a darker side of fashion, with key elements like corsets, radical cuts, and long coats.
The aesthetic is progressively conquering the streets of major capital cities.
It expresses a certain disenchantment with the world and a rejection of established norms.

Why it is the topic trending: Cultural Echoes of a World in Crisis

The renewed enthusiasm for gothic fashion dates back to 2024 and originated from the punk movement of the 1970s.
The first season of the "Wednesday" series (2022), starring Jenna Ortega, played a major role in bringing the trend to the forefront. Ortega became a fashion icon for her gothic-inspired red carpet outfits.
Other cultural productions have also contributed, including the film "Nosferatu" (2024), the remake of "Beetlejuice" (2024), and the book "How to Be a Goth" (2024).
The Palais Galliera exhibition on designer Rick Owens, an iconic figure of the underground, has also significantly influenced the trend.

Overview: From Dark Disenchantment to High Fashion The overarching trend is the revival and mainstream adoption of the gothic aesthetic, which has moved from an underground movement to a dominant force in high fashion and street style. This shift reflects a certain societal mood of disenchantment and is being adopted by consumers as a form of expression and rejection of established norms. This trend is not a fleeting moment but a sustained movement with deep cultural roots.

Detailed findings: The Many Faces of Gothic Fashion

The Trend's Variations: The gothic aesthetic today encompasses several variations, allowing it to adapt to multiple market targets.
'Boho Goth': This variation combines the dark gothic style with the free and natural spirit of bohemianism.
'Gothic Western': This style blends the romanticism of Johnny Cash with a rebellious and dark spirit.
'Goth Glam': This variation, as the name suggests, combines the darkness of gothic with a glamorous aesthetic.
The 'New Dynasties' Forecast: For autumn/winter 2026-27, experts predict a new kind of gothic trend called "New Dynasties," which will feature a highly radical silhouette.
The Dramatic Coat: The centerpiece of this new gothic trend will be a dramatic, sculptural, and ample coat, often in black or deep red.

Key success factors of product: The Metrics of Darkness

Iconic Pieces: The trend is driven by the strong performance of key gothic-inspired ready-to-wear items and accessories.
Jewelry Boom: According to Klarna, gothic jewelry is booming, with sales of cross-shaped rings up 85% and bat-shaped rings up 69%. Cross earrings saw a 120% increase.
Ready-to-Wear Growth: Ready-to-wear is thriving, with corsets up 43%, fishnet bodysuits up 86%, velvet tops up 90%, and velvet coats up 134%.
Beauty's Dark Turn: Black lipstick is a major hit, with sales increasing by 738% in one year.
Brand Collaborations: Collaborations like the Dr. Martens x Wednesday campaign reinforce the trend's mainstream appeal and commercial viability.

Key Takeaway: A Metaphor for a World in Crisis The most critical takeaway is that this fashion trend is more than just an aesthetic choice; it is a cultural metaphor. The gothic trend, with its emphasis on dystopian universes and dark themes, resonates with consumers who feel disenchanted with the world and see it as a reflection of a world in crisis.

Core trend: The Subversive Aesthetic The core trend is the progressive adoption of the gothic aesthetic, which is defined by its subversive nature and its rejection of established norms. It represents a shift towards a darker and more radical form of self-expression in fashion.

Description of the trend: A Return to the Dark Side This trend describes a widespread movement in fashion and beauty that embraces a darker aesthetic. It is a rebellion against overly sanitized or cheerful trends, and it manifests in clothing with radical cuts, long coats, and a color palette dominated by black and deep reds.

Key Characteristics of the Core trend: Radical, Dystopian, and Sculptural

Radical Silhouette: The trend is defined by a highly radical silhouette, with pieces like corsets and long, sculptural coats taking center stage.
Dystopian Influence: It is directly influenced by new fascinations with dystopian universes, reflecting a world in crisis.
Sculptural Design: Pieces are often dramatic and sculptural, prioritizing form and volume over traditional simplicity.
Dark Color Palette: The primary color palette is black and deep red, which embodies the trend's darker, more emotional tone.

Market and Cultural Signals Supporting the Trend: From Screens to Streets

Cultural Productions: The success of the "Wednesday" series, the films "Nosferatu" and "Beetlejuice," and the book "How to Be a Goth" all signal a renewed cultural interest in the gothic genre.
High-Fashion Endorsements: The trend is supported by major fashion houses like Balenciaga, Dior, and Rick Owens, which are showcasing gothic-inspired pieces on the runway.
Exhibitions and Icons: A retrospective on designer Rick Owens, a key figure in the underground scene, adds an intellectual and artistic layer to the trend's resurgence.
Sales Data: Concrete sales data from platforms like Klarna shows a significant boom in gothic-inspired items, confirming its commercial viability and consumer demand.

What is consumer motivation: A Rejection of the Norm

Expression of Disenchantment: The primary motivation is the consumer's desire to express a certain disenchantment with the world and to rebel against what they see as a world in crisis.
Rejection of Established Norms: Consumers are motivated by a desire to reject established fashion norms and to embrace a style that feels more authentic and subversive.
Identity and Subculture: The trend allows consumers to align themselves with a specific aesthetic and subculture, providing a sense of identity and belonging.

What is motivation beyond the trend: The Pursuit of Artistic Expression

Aspirational Style: Beyond the initial drivers, consumers are motivated to emulate the style of high-fashion brands like Balenciaga and Dior, or cultural icons like Jenna Ortega.
Artistic Expression: The trend, with its sculptural and radical elements, allows consumers to engage in a form of artistic expression through their clothing.
Versatile Adaptation: The various sub-genres like "boho goth" and "goth glam" allow consumers to adapt the trend to their own personal style, providing a deeper, more lasting motivation than a simple trend.

Descriptions of consumers: The Culturally Aware Rebel

Consumer Summary: The consumer is a culturally aware individual who is likely a fan of series, films, and books in the gothic genre. They are disenchanted with mainstream fashion and are actively seeking a style that reflects their rebellious spirit and their view of a "world in crisis." They are open to radical silhouettes and dramatic styling.
Who are them?: The trend is being adopted by people in capital cities and is influenced by major fashion houses, suggesting it appeals to both a mainstream and a more niche, fashion-forward audience.
What is their age?: Not specified, but the references to "Wednesday" and "Beetlejuice" suggest an appeal to a broad range of ages.
What is their gender?: Not specified.
What is their income?: The trend's presence on high-fashion runways suggests it appeals to a high-end market, while its availability on platforms like Klarna indicates accessibility to a broader consumer base.
What is their lifestyle?: Their lifestyle is one that is plugged into current cultural productions, a desire for authenticity, and a willingness to challenge established norms through their aesthetic choices.

How the Trend Is Changing Consumer Behavior: A Darker, More Radical Closet

Adopting Radical Items: Consumers are changing their behavior by adopting once-niche items like corsets, fishnet bodysuits, and black lipstick into their daily wardrobes.
Shifting Aesthetic Preference: The trend is shifting consumer aesthetic preferences away from traditional styles towards a darker, more dramatic, and sculptural look.
Investing in Statement Pieces: The rise in sales of key items like long coats and velvet clothing indicates that consumers are investing in statement pieces that define the gothic aesthetic.
From Subculture to Mainstream: The trend is changing consumer behavior by encouraging them to embrace elements of a subculture that has now become a mainstream fashion statement.

Implications of trend Across the Ecosystem: A New Direction for Fashion

For Consumers: Consumers have a wider range of expressive options, but may face pressure to adopt a more radical aesthetic to stay on trend.
For Brands and CPGs: Brands must innovate with darker color palettes, radical cuts, and new textures like velvet to meet consumer demand. The booming sales data from Klarna shows a clear commercial opportunity.
For Retailers: Retailers must adjust their inventory to reflect this new trend, stocking more corsets, long coats, and dark accessories. The success of black lipstick indicates a need to update beauty offerings as well.

Strategic Forecast: The New Dynasties of Gothic

The "New Dynasties" Silhouette: Première Vision experts forecast a new kind of gothic trend for autumn/winter 2026-27, with a highly radical silhouette defined by a dramatic and sculptural coat.
Dystopian Influence: The trend will continue to be influenced by dystopian themes, reflecting a global societal mood and translating it into fashion.
Beauty's Dark Future: The beauty world will also see a new kind of gothic, with vibrant and even bioluminescent pigments and sharp make-up.
Revival of Iconic Figures: The launch of the Boloria brand by designer Olivier Theyskens, a figure of romantic gothic aesthetics, is expected to renew the genre and bring a new level of innovation to the trend.

Areas of innovation: A New Era of Dark Design

Sculptural and Ample Silhouettes: Innovating with new designs for dramatic, ample, and sculptural coats and other ready-to-wear items.
Dark Beauty Products: Developing new beauty products, such as black lipstick and dark eyeshadows, that are both visually striking and high-quality.
Hybrid Aesthetic Lines: Creating new fashion lines that blend gothic with other aesthetics like bohemianism or western, to appeal to a wider consumer base.
Textile Innovation: Innovating with materials like velvet and new textiles that can be used to create the trend's signature textures and looks.
Biometric and Dystopian-Inspired Beauty: The development of new beauty products with vibrant, even bioluminescent pigments and sharp make-up that resonate with a dystopian fascination.

Summary of Trends:

Core Consumer Trend: The 'Rebellious Aesthetic' is the core trend, with consumers actively seeking out a darker, more radical style to express their disenchantment with societal norms.
Core Social Trend: The 'Wednesday' Effect' is a social trend where pop culture, and specific media figures, are driving and popularizing once-niche subcultures.
Core Strategy: The 'Subculture to Mainstream' strategy is the core approach for brands, involving the adoption of an underground aesthetic and scaling it for a broader market.
Core Industry Trend: The 'Fusion of Fashion and Culture' is an industry trend where high fashion and pop culture are increasingly influencing and reflecting each other.
Core Consumer Motivation: The 'Quest for Authenticity' is the primary motivation, with consumers seeking a style that feels authentic to their personal worldview and rebellious spirit.

Final Thought: The Power of Fashion as Expression The resurgence of the gothic aesthetic is not merely a passing fad but a powerful example of how fashion serves as a mirror to society. By reflecting a sense of disenchantment and a desire to reject established norms, the trend is giving consumers a way to express their personal view of the world. This signals a new era where fashion is not just about what is seen on the runways but about how it resonates with a deeper, more emotional, and societal truth.