Long live the trend! Why we're always looking for something new

Another new trend? Some might roll their eyes. Too fast-moving, incomprehensible and superficial, completely arbitrary – all of these things can be accused of trends. But in truth, there's so much more to them. Trends also provide insight into human needs – and an economic driver that shouldn't be underestimated.

Left: Trend jewelry from Leonardo Ciao. © Leonardo

Trends as a mood booster and for a sense of community

Trends are wonderful! Just think of the summer of 2023, when the Barbie movie suddenly made the whole world discover their love for pink and rose, and for many fans, going to the cinema became a virtual mini-runway—and brightened up people's everyday lives beyond that.

The mass phenomenon created a good mood – and prompted every fashion, jewelry, and watch label to hop on the pink Barbie bandwagon. The result: pink and light blue watch faces, polka-dotted and floral dresses, cute petticoats, pink scarves and blazers, pink hats, pink diamonds, and pink rhinestones. It was a very feminine trend that dominated this summer two years ago and certainly gave some people a new sense of fashion. It was dubbed "Barbiecore."

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The core behind the preferences

A brief discussion of Anglo-American trend culture—since most trends still make their way across the pond to Europe: The word "core" essentially just means "core" in English, but added as a suffix, it describes which topic fans choose as the proverbial "core" of their current mood and their lives. A quick reminder: the degree to which some people align themselves with trends can sometimes be truly "hardcore." Notice something?

In addition to "Barbiecore," the fashion and decor world also knows "vintagecore"—a relatively self-explanatory term—and "cottagecore," which could be roughly translated as "country house romance." "Campcore" describes the aesthetic of an outdoor lifestyle, characterized by earthy and natural tones, down jackets, and suede shoes.

If you'd like to get a more detailed picture of these trends and styles, you'll find them on Pinterest using the terms mentioned above. Feel free to try creating your own words. The internet may even have examples like "footballcore" or "golfcore." The term "-core" is actually quite useful.

Breaking out of everyday life and finding identity

Evil tongues might claim it's foolish to collectively chase every new trend. One could also imply peer pressure. Where does that leave individualism?

But in truth, trends and individualism aren't mutually exclusive. In the case of "Barbiecore," there was Ken in addition to Barbie. Regardless of gender, every Barbie fan or motivated imitator could find something to participate in the "Barbiecore" trend.

At the same time, Barbie's dreamland, with its pastel colors, symbolized a welcome escape from everyday life. That's what trends are for, too. They are fast-moving and volatile, they have something adolescent about them – and admittedly, teenagers are often the ones who follow these trends the most. They often generate them themselves and ensure that they are passed on. Social media like TikTok and Instagram give trends additional momentum and reach. The rapid change of styles and preferences is an important part of finding one's identity. It's good that our society gives people space to experiment, to put on a skin, so to speak, and to shed it again if it doesn't fit. Anyone who works in retail and follows trends with their products can see themselves as helping young people find their identity – and of course, all other people who have already left their teens.

Creativity and continuity

What is "in" for a while will eventually become "out" again. That's a good thing and part of a creative process, both socially and individually. But "out" doesn't really mean much more than that a large part of society has stopped following the trend. Anyone who has discovered a new side to themselves through the trend or a fashion style they like can of course keep it. There's nothing bad or broken about it, it's just not "in fashion." You can and should take "fashion" seriously, but you don't have to. After all, it also reflects social norms. Sometimes it's good to follow them, sometimes breaking away is the right decision.

We also know that trends repeat themselves – see "vintagecore." This, too, can bring out the cynics. "Trends aren't actually anything new!"

True. Trends express a sense of life and a mood, sometimes even aspirations. If you delve a little deeper into the subject, it becomes understandable why the bright and colorful 80s, 90s, and 2000s (trend names "Retrocore" and "Y2K") are making a comeback. Millennials (born between 1980 and 1996), now a potent target group, are influencing consumption—and thus also the range of products available—with their longing and nostalgia for a carefree childhood.

A little bit Nostalgia and longing

Want some examples? Take a look at Casio's popular retro watches, Pandora's Disney collections, or the special collections of TAG Heuer Racing watches featuring the world's most famous plumber, Super Mario. The money flows into consumer goods that bring us joy and that we can identify with because—watch out, trend!—they helped shape our identity as we grew up. People are happy to spend large sums to recapture some of that feeling from back then—albeit in a different form. Because the expensive TAG Heuer watch with Mario on the display also signals: "I used to play video games, now I have a successful career."

Trends aren't simply created by someone in a fashion studio—even if "The Devil Wears Prada" claims otherwise in the famous scene with azure knitting powder. Trends are formed by people's needs and desires.

Why else would someone want to style themselves like Barbie, like a heroine from a Jane Austen novel, or like a swashbuckling cowboy in the Wild West? These are all very obvious examples and may sound like clichés. But sometimes we need that too: bold, clichéd, unmistakable clarity.