How many people care about the latest product? And what really makes a brand influential?
Dazed recently released a report on the future of youth culture, drawing on insights from over 3500 Dazed readers worldwide, as well as a team of leading experts. The report, The Era of Monomass, shows how the world is changing, offers a reflection on what was, and shares insight into what comes next. When it comes to culture and fashion, here are the key takeaways – download the full report here.
WE’RE BORED OF COLLABORATIONS
While the end of the 2010s saw street culture infiltrate high fashion and high-low collaborations become the norm (think Balenciaga x Crocs, Ikea x Virgil Abloh), in the 2020s, the hype-driven collaboration just doesn’t make as much impact as it did before. The disruption of the elitist world of luxury via partnerships with unexpected brands has certainly had an impact on the fashion landscape, but with the pandemic further exposing the industry’s wastefulness, don’t expect everyone to have the same energy for another million product collabs.
MINIMALISM IS BACK
In times of economic recession, luxury tends to go low-key. For the 2020s, the logo-less luxe of Bottega Veneta under Daniel Lee – recognisable for its square-toed mules and squishy leather pouches – is more enticing than the OTT, in your face graphic pieces of the late 2010s. Think of this shift as the fashion equivalent of clueless celebrities getting panned for gloating about their multi-million dollar houses during the pandemic – in times of crisis and economic hardship, it’s bad taste to boast.
LUXURY IS EXPERIENCE
37% of people said that luxury is as important as experiences, which means 63% think it isn’t. Although in China, consumers are predicted to make up half of the luxury market by 2025, 41% of survey respondents there believe that luxury is nonessential – which is 20% higher than in other countries. Still, while luxury is rebounding in China after Covid, brands need to adapt to the ways young people are changing their consumption habits.
HAVING A POINT OF VIEW IS WHAT MAKES A BRAND INFLUENTIAL
According to our audience, 70% of people think that having a point of view is what makes a brand influential – compared to just 14% who say creating the latest product is what marks influence. As proved by this year so far, brands need to be part of cultural conversations – using their weight for influence and to step in where others are failing. With funding for the arts consistently under threat, brands can offer alternative sources of support and foster genuinely “authentic”, sustained connections with culture rather than one-off branding opportunities.
CROSS-CULTURAL CONVERSATIONS ARE ON THE RISE
From K-beauty to K-pop, to the rise of Lagos as a cultural hub, and the explosion of stars like Rosalía and J Balvin, today our tastes transcend borders. While pop culture was previously dominated by the West, today it’s normal to see BLACKPINK fans waiting outside Paris fashion shows screaming to get a glimpse of their beloved Lisa. With the rise of social media, other markets are able to break out into the mass in new ways, leading to a truly global culture driven by cross-country conversations.
For more insights, download the full report from the Dazed Studio site here.