There is one notable exception: the “recession core” trend, which includes making your own beauty products and finding hairstyles that need little maintenance. TikTok posts featuring “recession core” are increasing by more than 3000 per cent week on week, and average views of tagged videos are up about 1000 per cent week on week, according to Trendalytics. This reflects the current obsession across society and finance with spotting recession indicators, from sardine-themed fashion (because the fish are cheap and filling) to longer hemlines (said to fall in tough times).
The ‘MAGA woman’ trend on Tiktok.Credit: Tiktok/@angelialayton1
There are few, if any, actual products referencing the trend, underlining the challenges for brands of such online conversations coalescing around broader cultural, economic and political themes. These are far more difficult for retailers to navigate than having the right width of jean leg or latest fruit-print dress.
Take “Boom Boom”, at the other extreme from “recession core”, which emphasises 1980s-inspired excess, perhaps reflecting the Trump era’s embrace of money and power. The catwalks for the northern-hemisphere autumn featured fur, big shoulders and, at Prada’s Miu Miu, even exaggerated bras.
While the minimalism of the past couple of years has been good for some luxury houses, such as Brunello Cucinelli, Prada and LVMH’s Loro Piana, for others, such as Kering’s Gucci, it has been a disaster. Many companies would love to see a return to logos and more ostentatious dressing. But whether they would fully embrace conspicuous consumption – against the current backdrop of tariff-driven anxiety – is another matter.
Boom Boom emphasises 1980s excess: Hilary Swank wears a Miu Miu outfit at the Paris fashion show for spring/summer 2025.Credit: AP
Even more daunting are politically driven movements, beginning with “trad wife”, which espoused traditionally female roles, and morphing into the more overt “MAGA woman” look, characterised by sheath dresses, high heels, flowing tresses and plumped-up lips. Creator Suzanne Lambert took this even further, parodying so-called “Republican Beauty” for too-pale concealer and clumpy mascara, racking up 6.4 million TikTok views in the process. Few brands have weighed in despite the potential to sell products.
The “Mar-a-Lago face” has probably peaked, but given the fracturing of society it may not be the last divisive trend to emerge. That presents a dilemma for companies. Yet Cassandra Napoli, head of marketing and events at trend forecaster WGSN, told me that consumers are increasingly prioritising “ethics over aesthetics”, voting with their wallets and spending their time with businesses that reflect their values. “Not getting political will not be an option,” she said, even if it was a double-edged sword.
Perhaps the narrative that’s most concerning for fashion and beauty companies is that of buying less, or nothing at all. Underconsumption has been gaining ground for the past year or so, showcasing a simpler life – streamlining beauty regimes and wearing vintage clothes, for example, are in vogue right now. Brands can respond by focusing on fewer product lines but more meaningful “hero” items, or embracing vintage in their selections.
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That’s a hard pill to swallow if you believe the whole raison d’etre of the consumer economy is to sell. Making sure stores had enough leopard print and chunky gold jewellery to meet mob wife’s gaudy tastes feels almost quaint now.
Bloomberg
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