Rachel Choi is a Behavioural Analyst at Canvas8. With a degree in Archaeology and Anthropology from Oxford University, she has an interdisciplinary understanding of behavioural and cultural patterns across societies. She has a love for stories that capture the nature of human experience, through writing, media, or material culture. Outside of work, you can find her attending exhibitions, oscillating between overthinking and head-empty-just-vibes, or rewatching her favourite (usually Studio Ghibli!) films.


Gen Z and Y are using the visual language of fashion to express themselves, driving a boom in the popularity of brands that have personality, humour, and nostalgic allure. Y2K is still going strong, with older fashion brands being revived, but with a modern twist. Mid-2000s’ tween brand 

 caters to Gen Y parents’ nostalgia. And, in a surprising post-cancellation renaissance, 2016’s “most hated retailer” 

 has managed to both win back Gen Y and find relevance among Gen Z, with its nod to heritage and classics in a more inclusive format. Y2K cult classic 

wave to fulfil hedonistic desires. The ironic and the weird are also being embraced, as some choose to showcase their personas through absurd humour. In response to popular demand, Converse brought back its 

, a staple of subculture communities of the early 00s, and drawing on the 

trilogy in its hyper-self-aware ad campaign, 

 combines two iconic brands that people love to hate (and hate to love).

Brands are breaking through the noise of social media by responding to a desire for more authentic, less polished, and relatable comms, tapping into the cultural zeitgeist to connect with (often chronically online) audiences. For London Fashion Week 

 combines internet virality and demand for novel collabs. Leaning into the desire for irreverence, 

, with its avant-garde, creative approach, resonates with Gen Z as a humorous, edgy brand that works with misfit, unconventional creators. People are also seeking to push the boundaries of personal aesthetics and express their personal beliefs: 

 are finding escapism in nomadic aesthetics that blend traditional with contemporary styles, and 

 references show how individuals are shunning polished visuals and exploring the macabre as a subversive way of processing solemn realities. However, with faith in traditional authority declining, fringe beliefs are entering the mainstream, and that includes fashion: rapper 

’s ‘protective’ streetwear line leans into techno-sceptical conspiracy theories.

The kidult boom is showing no signs of stopping, with people looking for escapism and relief in playful fun and naivety. 

 brought playful wonder to the luxury runway, reminiscent of childhood memories and imagination, and 

 has brought back scrunchies, evoking nostalgic playfulness and creating a dedicated fashion community. 

’s collection of Y2K-inspired, customisable watches fuse whimsical aesthetics and expressive fun. Recent viral trends among 

, such as dopamine dressing, the Maillard trend, Mint Mambo, and Tyndall, all lean into the notion of using fashion and colour psychology to signal their identity and express their emotions. 

 has tapped into this movement, launching a pastel-hued, whimsical pop-up event that makes for prime social media content.

of people from the UK and US agree they want to make the most of their time on this earth

Gen Z’s Y3K aesthetic envisions the year 3000 through the nostalgic lens of Y2K retrofuturism, offering Gen Zers a new way to express themselves. Brands can respond by matching their desire to experiment with identity and blur the lines between the old and the new, the digital and the physical.

How Y3K became Gen Z’s futuristic fashion frontier

Fashion trends are evolving among Chinese Gen Zers, who are reacting to changes in the economy and society. Showing their emotions through colour-centric trends like Dopamine and Tyndall illustrates how fashion is being used as a tool for self-expression and protest.

How Chinese Gen Zers use fashion to express their emotions

The resurgence of techno music and rave culture is striking a chord among younger generations, and the fashion world is taking note. As Prada and Courrèges collaborate with DJs and party collectives, how can brands successfully embrace rave’s sense of hedonism and in-the-know exclusivity?

Why techno culture is defining what's in style in 2024

Cult beauty brand Glossier got worldwide coverage when it partnered with the USA women’s basketball team for the Paris 2024 Olympics. As women’s sports finally get the attention they deserve, beauty brands can explore opportunities in a previously male-dominated market.

Why Glossier levels the field for active beauty buffs

Fandoms are gathering offline, with IRL events creating connection and combating loneliness amid global uncertainty. From look-alike contests to immersive experiences, fans crave belonging, purpose, and escapism, and brands are tapping into shared passions to foster community and cultural engagement.

Why fandoms are gathering offline in search of connection

A fire at Kantamanto market in Ghana has led to damage at one of the world’s largest second-hand markets. As circular fashion continues to gain momentum, brands will need to show a deep commitment to proactively tackling textile waste by investing in initiatives that extend the life of garments.

Ghana’s market fire highlights textile waste problem

Walmart’s Wirkin, a dupe of Hermès’ iconic Birkin bag, has gone viral on TikTok. The meme has reignited the debate around luxury, authenticity, and accessible fashion, and underscoring how dupe culture is pushing brands to demonstrate value beyond their labels.




Wirkin vs. Birkin: Walmart’s dupe stirs TikTok debate

California and New York have become the first states to ban the sale of clothing that contains PFAS, with California’s law extending to non-apparel textiles. State lawmakers are increasingly banning ‘forever’ chemicals in response to environmental, health, and safety concerns.

PFAS textiles ban address forever-chemical concerns

US-based tech company Archive is transforming the future of resale by creating models for mega-brands ranging from New Balance to Oscar de la Renta. From trade-in programs to custom auction features, it’s tapping into American desires to make second-hand shopping feel premium.

How Archive connects eco-fashionistas to premium resale

Leaning heavily into traditional notions of masculinity, Trump’s cologne launch has sparked debate about the future of men’s grooming. With gender conservatism on the rise in the US, experts think representations of masculinity in this space will grow increasingly polarized.

Trump fragrance line reflects masculinity split

Founded in London’s King’s Cross in 2013, modern spectacle maker Cubitts is making waves across the Atlantic. Its latest theatrical store design meets the growing demand in experiential, highlighting how brands are blending storytelling and immersive experiences redefining retail engagement.

Cubitts targets experiential lovers with theatrical shop

Pantone’s Color of the Year for 2025 is Mocha Mousse, a muted brown in the red-orange family. The color is meant to evoke a sense of calm and connection to the Earth in a seemingly increasingly unstable world, linking to our desire for comfort and all-encompassing forms of wellbeing.

Pantone’s Color of the Year taps comfort and wellbeing

Dior has unveiled a new concept store in Bangkok, cementing Thailand’s status as a luxury hotspot. As Thai shoppers become more discerning in their luxury behaviours, local resonance should no longer be an accessory to global brands’ strategies but a core part of their DNA.

Dior’s Bangkok store writes new chapter in Thai luxury

In an era dominated by AI, social media filters, and tweakments, body horror aesthetics are challenging traditional beauty norms and exploring the tension between humanity and technology. By embracing imperfection, distortion, and the macabre, this movement redefines self-expression for a new generation.

Body horror aesthetics are so hot right now

Telfar is giving Canal Street counterfeit vendors authentic Telfar bags to sell at reduced prices to their customers. The disruptive move critiques elitism in high fashion while sparking debate on balancing accessibility, cultural relevance, and long-term brand value in a dupe-driven market.

Telfar gives fake bag dealers authentic products to sell

Fashion designer and Germany’s Next Top Model judge Kilian Kerner has been commissioned to create new uniforms for Berlin’s bus, subway, and tram drivers. As social cohesion becomes more precarious in the country, brands can tap into creative ways of reinvigorating local identity and pride.

BVG creates positive commutes with hyper-local uniforms

After an intense selection process, Chanel has appointed Matthieu Blazy as its new artistic director, marking its first major designer hire in 40 years. By choosing an insider favourite, the luxury fashion house is prioritising craftsmanship and innovation over celebrity appeal.

Chanel appointment prioritises craft over celebrity 

As well as contributing costumes to a Timotheé Chalamet-led biopic, Levi’s has announced a capsule collection featuring recreations of Bob Dylan’s wardrobe. Brands are finding new ways to enter the cultural conversation, leveraging their connection to iconic histories to reach new audiences.

Levi's taps rock and roll heritage in Bob Dylan capsule

Saint Laurent has channelled the resurgence of reading and cultural nostalgia in a holiday campaign inspired by Proust’s In Search of Lost Time. Featuring John Waters, Charlotte Gainsbourg, and Addison Rae, the spot taps into a renewed appetite for intellectual pursuits and cultural cachet.

YSL leverages cultural currency in holiday campaign

As more Australians with disposable income bolster the country’s travel industry, the luggage brand July has responded by expanding its affordable luxury offerings. Selling both style and practicality, it has met the needs of travellers seeking a bespoke touch as they head abroad.

Why July designs luxe luggage for cost-savvy travellers

Manchester City FC has launched a design competition for fans to create its future kit using AI. This initiative shows how brands can leverage AI technology and tap into desires for co-creation to give fans a greater stake in product innovation, thereby deepening their connection.

Manchester City invites fans to co-create kit with AI

Nike has partnered with renowned make-up artist Isamaya Ffrench to create two fresh colourways of the Air Max Dn. The collab draws inspiration from women athletes whose influence extends from the field of play to the fashion world, further blurring the boundaries between fashion, sport, and beauty.

Nike x Isamaya Ffrench collab bridges beauty and sport

Standing in line has moved from an inconvenience into a signifier, as people queue for hours at sample sales and pop-ups to socialise and feel part of something exclusive. This shift reflects how younger generations seek community and status through shared experiences rather than just purchases.

Queuing becomes status symbol at fashion sample sales

Hosted in a different city each year, Chanel's Métiers d'Art fashion show took place in China for its 2024/25 run. The tension among audience responses reflects growing scrutiny of global brands’ cultural nods, as audiences demand deeper, more authentic engagements in China's evolving luxury market.

Chanel fans call for greater nuance in Chinese designs

Skims is venturing into the winter market via a high-profile collaboration with The North Face, creating a capsule collection of elevated staples. The partnership joins a growing trend of fashion-sport tie-ups aimed at merging aesthetic appeal with technical performance.

Skims x The North Face collab blends style and function

As the fashion and automotive worlds collide, luxury streetwear brands Kith and Aimé Leon Dore are leading a transformation of classic BMW and Porsche models. This reflects a broader shift as cars become style statements, speaking to Gen Z's focus on cultural relevance over traditional car culture.

Gen Z drivers seek cultural relevance from car brands

Fashion stans started joining the queue for Chopova Lowena’s bi-annual sample sale in December 2024 as early as 3am. But the queue – as an endurance test and a temporary community for the fashion-focused – became a destination in its own right, showcasing a growing subculture around sample sales.

Chopova Lowena sample sale draws queues of Gen Z stans 

With its strong preference for tangible, authentic experiences, Gen Z is redefining the shopping landscape. How can brands successfully blend online convenience with engaging in-store interactions, while also staying true to the ethical and sustainable practices that Gen Zers value?

Why Gen Zers are going to the store to do their shopping

Louis Vuitton celebrated its first anniversary on Discord with an immersive game for its online community. As people are drawn to playfulness and fun from luxury brands, there’s an opportunity to deepen loyalty by appealing to niche digital communities for connection and belonging.

Louis Vuitton deepens connection through video games

Bottega Veneta has launched a capsule collection inspired by the work of beloved American author-illustrator Richard Scarry. Offering a keyring belt, cushion, and a woven intrecciato leather notebook, the brand's exploration of childhood wonder and awe feeds into the comforting appeal of nostalgia.

Bottega harnesses nostalgia for capsule collection

French start-up La Vitre’s screen helps link stakeholders within the luxury fashion industry with live translation, close-up product views, and high-resolution life-sized videos. Experts have highlighted that AI and VR will be key disruptive forces for the luxury sector in 2025.

Human-sized video screen transforms luxury fashion

Nostalgia, global permacrisis, and a rejection of perfection have led to a sea change and the revival of messier, more chaotic cultural aesthetics. How can brands engage with this ever-shifting trend landscape while maintaining the integrity of their identity and customer loyalty?

Why messy aesthetics signal rebellion against perfection

Deliveroo and Hurr have partnered to offer on-demand rental for luxury dresses, delivered in as little as 20 minutes within central London. This partnership speaks to a growing desire for convenient and sustainable fashion solutions, positioning fashion rental as a mainstream practice.

Deliveroo offers fashion fans an on-demand rental option

Sustainability is a key concern for people. But how are luxury fashion brands helping or harming this cause? Investing in true quality and supporting new sustainable raw materials is helping to boost sustainability across the industry, but greenwashing remains a persistent problem.

Why sustainable R&D is luxury's trust-building opportunity

An Italian programme is crafting partnerships that seek to promote ethical design and production processes. The collaboration's highlight the benefits of blending cultural heritage with innovative approaches, showcasing how both tradition and modernity can drive sustainable fashion.

Italian fashion initiative uplifts mountain community

In an era in which Gen Z and Y value authenticity, athletes transformed the 2024 Olympics into a canvas for personalisation – and beauty and fashion brands were on hand to collaborate. But how exactly did athletes become our new cultural vanguards?

How beauty is tapping into Gen Z's shifting sports attitudes

Miu Miu's SS25 show featured an artist-curated newspaper with links to cultural criticism texts and image-less ads. As luxury brands redefine their aesthetic codes and associations, they have the opportunity to surprise people with provocative and unexpected collaborations.

Miu Miu's SS25 show courts shock-led fashion audiences

Streamers are going viral on TikTok for playing Roblox’s Dress to Impress game, a competitive dress-up experience. As people look for a reprieve from their daily lives, and as economic and environmental concerns stunt fashion lovers IRL, Dress to Impress offers a fun and communal route to escapism.

Streamers playing Dress to Impress go viral 

Gen Z is redefining athleisure as more than just workout gear – it's a lifestyle statement woven into their values, fitness goals, and identity. Prioritising durability and brand connections over big names, they seek labels that foster community through shared experiences and authentic engagement.

Why are Gen Zers sporting luxury athleisure?

The Four Seasons has introduced luxury pyjamas as part of its Four Seasons at Home line, which honors the brand’s hospitality heritage and offers an entry point for those who can’t afford a hotel stay. The move aligns with a luxury trend towards accessible experiences amid economic constraints.

Four Seasons pyjamas offer an at-home luxury experience

As e-commerce casts doubt over the future of physical stores, Dover Street Market reaffirms the importance of experiential spaces in luxury retail. Integrating fashion, art, and emerging designers to revolutionise the customer experience, the famed store is shaping fashion commerce.

How Dover Street Market inspires fashion rediscovery

Drest's app connects users with real-world fashion brands, collections, and designers through interactive games. This move seeks to democratise fashion knowledge while offering brands an opportunity to build deeper loyalty and engagement by rewarding digital interactions with real-world gains.

Drest enhances app with gamified fan-led experience

Luxury brand Moschino is leaning into absurdism with the release of a bag modelled on a stalk of celery. Blending humour and hyper-realism, the move speaks to a growing appetite for self-aware humour within the industry, which may be particularly appealing to meme-savvy young shoppers.

Moschino lures luxe buyers with hyper-real celery clutch

As Americans embrace second-hand shopping for its affordability, creativity, and community value, resale has evolved from an eco-conscious option to a mainstream approach. Canvas8 spoke to eight Americans to uncover the motivations behind their switch to pre-loved fashion.

Why Americans are buying second-hand fashion

As British shoppers embrace second-hand fashion for affordability and individuality, resale has shifted from an ethical choice to a mainstream movement, aligning with both personal values and financial pressures. Canvas8 spoke to six Britons to unveil the reasons behind choosing pre-loved pieces.

Why Britons are buying second-hand fashion

Bumble and Puma India have partnered to create a bespoke running event for single Gen Zers and Yers, combining fitness and dating. The event comes at a time when young people around the world are looking for unique experiences that blend wellbeing, community, and even romance.

Puma and Bumble partner for singles-only running event

Trump's victory has sent the fashion industry reeling, with proposed tariffs threatening global supply chains and potential environmental rollbacks endangering sustainability goals. The response reflects a sector caught between commercial pressures and growing demands for social consciousness.

Fashion industry begins to react to Trump victory

Fashion newsletters are transforming how we engage with style, offering personalised, curated content that appeals to consumers fatigued by fast fashion. By fostering direct connections between readers and experts, newsletters emphasise thoughtful, high-quality choices over fleeting trends.

How newsletters are reshaping fashion’s future

In the midst of wars, political turmoil, and economic degradation, people are looking to fashion to offer escapism and plain old (and new) fun. They’re seeking playfulness that transcends perfection and are more open to weird and experimental takes.

So unserious

People increasingly want to stand out and be playful with their fashion choices, and this converges with the rise of tech-enabled personalisation. While fashion remains rooted in the sense of group identity and belonging, people want to feel like their purchases are made for them and leave some space for creativity.

Customisable styles

For today's climate-conscious shoppers, function is becoming top priority as people seek to protect themselves from intense weather. At the same time, following the rise of ‘gorpcore’ and ‘quiet luxury’, people no longer want to choose between style, function, and comfort, attracted to sleek yet practical solutions.

Functional fits

What do people want from functional clothes in the era of climate adaptability? How are personalisation technologies changing fashion? How are people getting ahead with practical sustainability measures? Why is fashion becoming so playful and unserious?

Fashion and Style Sector Snapshot: November 2024

“Diamonds are a girl’s best friend,” so sang Marilyn Monroe, but with questions over ethics and the environment, mined stones are falling out of favour. Lab-grown diamonds and recycled precious metals are attracting Gen Y and Gen Z. We explore what’s behind the explosion in ethical engagement rings.

How engagement rings are becoming more sustainable

Stone Island has launched a music platform featuring playlists and live shows, joining brands like KidSuper in expanding from fashion into cultural programming. The move is reflective of how luxury labels are becoming lifestyle curators rather than just clothing producers.

Stone Island music platform taps into subculture

Puig exceeded expectations with its Q3 earnings, bolstered by fragrance and skincare sales and demand in the EMEA region and Americas. As brands within luxury ponder whether to ‘go high’ or 'go low', Puig is opting for an enticing strategy – ‘go niche’ to stand out in a turbulent market.

Puig courts niche audiences within luxury

Designer Colm Dillane has launched a music label dubbed KidSuper Records, with the first music video featuring pieces from the brand's new collection. This move highlights the growing intersection of music and fashion, allowing brands to support local creatives and enhance personal expression.

KidSuper strengthens community ties with music label 

Sport and fashion are becoming more and more interwoven as sports stars front campaigns for high fashion brands and clothing labels make their mark between the lines. Now, the media is catching up as Carine Roitfield unveils a publication dedicated to the intersection of these two worlds.

Carine Roitfield courts fashion-conscious sports fans

The NFL has released a collection of blazers with NY-based brand Veronica Beard for its first official fashion collaboration. People are searching for relatable touchpoints to engage with the world of sports, and cross-sector collaborations can prove pivotal in resonating with casual viewers.

NFL collab speaks to evolving sports fandom expectations

Jacquemus has opened the doors to its first-ever US concept store with a location in New York. The move highlights people's increased appetite for immersive retail experiences that blend hyperlocal connections and unique storytelling to showcase the characters and feelings of various locales.

Jacquemus’ first-ever NY store elicits Parisian pride

An animated film based on research on the lived experiences of garment workers in Leicester has highlighted the human cost behind fast fashion labels. The Stories We Wear aims to raise awareness of local garment exploitation and spotlight the individual role shoppers play in the process. 

Film reveals local human cost of fashion industry

eBay has unveiled the global expansion of its Circular Fashion Fund (CFF), aiming to support fashion start-ups with circular business models. As circularity becomes an expectation across sectors, brands are showing commitment by supporting smaller businesses and collaborative innovation. 

eBay expands fund to support circular fashion 

From Hanya Yanigihara on suit jackets to Virginia Woolf on evening bags, fashion brands are currently having a literature-inspired moment. But drawing design inspiration from authors is no new phenomenon in the world of style, so what’s driving this resurgence in 2024?

Decoding the fashion world’s literary renaissance

The art historical canon is being shaken up at Art Basel Paris 2024 with a section devoted to showcasing non-traditional artists and works. People continue to demand diverse and inclusive representation across sectors, but brands may risk a backlash if it's not done right.

Art Basel Paris spotlights inclusivity in new exhibition

Alaïa has launched the exclusive 'La Table' dinner series in collaboration with We Are Ona. The initiative feeds into a growing trend of luxury brands creating immersive culinary experiences, catering to the desire for exclusive, insider-only events in fashion and arts.

Alaïa’s 'La Table' merges fashion and fine dining

LVMH has inked a ten-year partnership with Formula 1, helping to expand its influence in the sports sector. This collaboration arrives at a time when brands are leveraging the power of fandoms to foster new forms of collective identity while rewriting luxury codes for aspirational buyers.

 LVMH extends reach into sports with F1 collaboration

All-day wearable fitness trackers that monitor our health outside of the gym are changing from bands, straps, and watches into jewellery and luxury goods. Why are people keen for their wearables to be high-fashion items? And how are brands entering this luxury market?

How are fitness trackers competing on cool to win luxury shoppers?

Luxury streetwear label Aries has partnered with Premier League club Arsenal on a 26-piece collection that pays homage to their shared birthplace of North London. Here, geography plays a key role in the credibility of the collaboration, but there are other ways to make co-branding appeal to shoppers.

Arsenal x Aries leans on the appeal of shared experience

Fashion and Style

People are embracing fun and experimental fashion over perfection