According to Allianz’s aptly titled United in Pessimism report, Europeans have a bleak view of how the future will look – over 50% are not feeling optimistic about their future prospects. Our Doom Dressing microtrend explores how this increasingly disillusioned and cynical group are translating their mindset into an apparel and aesthetic movement, at odds with Dopamine Dressing’s uplifting and mood-boosting feel.
On TikTok, #avantapocalypse videos have now amassed 3.6bn views, where users share their eerie goth outfits, often deconstructing, repurposing and upcycling second-hand pieces in the process.
To match this mindset, brands are crafting dystopian universes, as featured in Burberry’s autumn 2022 campaign film, Night Creatures, featuring a faceless, many-legged creature. On runways, spring/summer 2023 collections contained a profusion of punk and grunge looks – from AVAVAV’s Moonster XXL boots to Victor Barragán’s premium ‘trash’ outfits.
Beyond design, this doomsday fashion take is reflecting grim realities with raw, unkempt and dystopian brand narratives and universes to convey a multi-layered message, calling out climate inaction, social injustice, political unrest and economic downturn.
For 2023, expect the Doom Dressing trend to head towards more absurd and irreverent accessories and aesthetics.