Do you remember the Indie Sleaze, Gorpcore, and Clean Girl aesthetics that were all the rage in 2023?
Only one of them (the Clean Girl aesthetic) is still relevant in 2024. Now, it’s all about the Mob Wife Aesthetic, Coquette Core, Office Siren, and Grandpa Core.
For beauty, fashion, or lifestyle brands aiming to connect with Gen Z and Millennials, adopting a social-first, always-on strategy is the difference between being the cool, on-trend brand or the brand getting left in the dust by competitors. Staying ahead of aesthetic trends not only keeps your brand relevant and ahead of the curve but also positions you as a leader.
These trends have helped countless brands go viral overnight (and become household names in the process), and here’s how you can get in on them, too.
Top 5 Aesthetic Trends to Watch
In 2023, we saw a “less is more” approach. It was the year of monochromatic fashion, slicked-back buns, light natural makeup, and minimalism. But consumers are seemingly tired of these clean and polished looks and are starting to experiment more with their style. Hence why these aesthetics that are the complete opposite of “clean girl” are trending.
Trend cycles move at the speed of light, and it may feel daunting for brands to participate in these trends. Some trends are such a flash-in-the-pan they can be over before your campaign is even finished! But there are still fun and creative ways for brands to participate without changing their whole product line and vibe, especially with social-first content.
So, let’s dive into the hottest “aesthetics” and trends on social right now, and explore how brands can participate in 2024.
1. Mob Wife Aesthetic
The Mob Wife Aesthetic is the latest trend circulating on TikTok and Instagram. Think big hair, french tips, fur coats, cheetah print, and loud luxury – a complete contrast to the clean girl look. Consumers are racing to their grandma’s house to borrow vintage fur coats, or purchasing faux fur from leading retail brands.
This trend emerged at the perfect time considering HBO’s “The Sopranos” just celebrated its 25th anniversary. Adriana La Cerva and Carmela Soprano are the blueprint for the “Mob Wife Aesthetic” with their iconic outfits that many are trying to recreate on TikTok. A lot of inspiration can also be taken from Sharon Stone in “Casino”, Karen in “Goodfellas”, and Connie Corleone from “The Godfather Part II”.
It is important to note that this style has been around for decades, and there has been backlash on social media from people saying this lifestyle shouldn’t be glamorized and that it’s even cultural appropriation. So this trend should be taken with a grain of salt and any brand planning to participate in it should be aware of these sentiments.
Here’s the video that started it from TikTok Creator Kayla Trivieri:
2. Eclectic Grandpa/Grandpa Core
In Pinterest’s 2024 Trend Report, one of the top trends they identified was “Eclectic Grandpa”‘. The report showed a 65% increase in searches for “grandpa core” and a 135% increase in searches for “eclectic clothing style”.
TikTokers are creating outfits inspired by this nostalgic style which consists of baggy clothing, vintage hats, socks and loafers/sneakers, cardigans, and anything you would probably find your grandpa wearing. The dad sneaker has been cool for a while now, and this trend takes it to a whole other level.
These days, it seems like everyone is echoing Macklemore when he said, “No, for real, ask your grandpa. Can I have his hand-me-downs?”. TikTok creator StyleGF breaks down this trend and how you can achieve the Eclectic Grandpa look for yourself:
3. Coquette Core
Coquette Core went viral in December 2023 with bows on Christmas trees, in hair, and even on pets. In the second half of 2024, it continues to enchant audiences with its ultra-girly flair. While the literal definition of “coquette” points to being flirtatious, as an aesthetic Coquette Core has nothing to do with the male gaze. Instead, It is a romantic girly style that leans into hyper-femininity with a vintage edge thanks to its emphasis on lace, flowers, frills, and bows.
Coquette core videos that have gone viral typically feature dogs & cats wearing bows with Lana Del Rey playing in the background. Hopping on this trend is easy enough for brands: Engage with popular songs and trends, like Lana Del Rey’s tracks, to amplify your message.
Coquette Core vs Barbiecore: What’s the difference?
Coquette Core’s emphasis on pink and all things girly might remind you of Barbiecore (aka ‘Barbie Mania’) but they are not the same thing. Unlike the Barbiecore aesthetic that exploded around the release of the Greta Gerwig film and faded from the TikTok stratosphere in 2023 when the buzz of Barbenheimer was exhausted, coquette core is sticking around.
Barbiecore focuses on loud colors (think hot pink from head to toe) paired with a sense of confidence, fun, and playfulness that draws inspiration from the ‘more is more’ vibe of the 80s. Coquette Core, on the other hand, has more of a focus on soft pastels and lighter accents of pink.
4. Clean Girl Aesthetic
The “Clean Girl Aesthetic” was a dominant trend in 2023, and it’s still going strong in 2024. This trend is all about simplicity, with an emphasis on natural makeup, neutral tones, and classic styles. But this trend goes beyond beauty and fashion – it is a lifestyle.
Fans of the Clean girl aesthetic also love pilates, having a clean and minimal home, and focusing on self-improvement through healthy eating, exercise, and routines.
This trend fills the “For You Page” with clean girl makeup tutorials, minimal fashion/capsule wardrobe videos, aesthetic daily vlogs, and slicked-back bun tutorials. Many Beauty, Fashion, and Wellness brands can get onboard by emphasizing natural beauty, health, and minimalist styles while also partnering with influencers in their marketing efforts.
5. Office Siren
Office Siren is a sleek revival of ‘90s and ‘00s corporate fashion. This trend combines sophisticated workwear with sleek accents — think thin-framed glasses, dress pants, turtle necks, bold lips, bold nails, high socks, and more. It reflects a growing interest in sustainability and upcycling, with Gen Z gravitating towards vintage and second-hand fashion.
Most of the aesthetic trends gathered here stem from iconic fashion eras, and the Office Siren is no exception. Its archival fashion pieces from the ’90s and ‘00s show that Gen Z is still very much into sustainability, upcycling, and vintage clothing.
A cool way for brands to hop on this trend is leveraging influencers who post trend reports or fashion commentary, and have them recreate makeup or outfit looks utilizing your brand’s offerings. Social-first GRWM content is particularly effective for raising awareness and brand lift.
The TikTok post below is not only a great makeup tutorial for the Office Siren trend, but it’s also a shining example of how beauty and wellness brands can jump on these trends by partnering with influencers to create social-first content that feels authentic and organic.
Bonus Trend: Vintage, Upcycling, and Sustainability
You may have noticed that “vintage” is mentioned in every trend we talked about except the Clean Girl aesthetic. This focus on vintage clothing illustrates a shift towards greater social responsibility, particularly amongst Gen Z, and it has led younger generations to favor eco-friendly fashion brands as they explore more sustainable practices such as thrifting and upcycling.
For instance, the Mob Wife Aesthetic emphasizes faux and vintage furs, marking a clear movement away from new fur products. This reflects a broader environmental consciousness. Luxury winter coat-maker Canada Goose is a particularly strong case study of the benefits of embracing the values of Gen Z and millennials and their potential to become loyal, life-long customers.
In fact, 62% of Gen Z prefer sustainable brands – they are even willing to pay more for it – and millennials and Gen Z both see climate change as one of the most pressing issues of our time, to the point where it’s affecting their shopping habits and purchase decisions.
While sustainability is directly opposed to many brands’ default mode of always trying to boost sales by getting customers to buy, buy, buy, it’s also a chance for brands to show the steps they’re taking to be better stewards of the environment while at the same time showing eco-conscious shoppers that they are aligned with their values.
Underconsumption Core
Consumer’s vintage and eco-conscious values shine in the “Underconsumption Core” trend taking over social media this summer. Connecting to the clean girl aesthetic as well, this trend represents a shift towards minimalist living and sustainability.
Underconsumption Core, particularly popular on TikTok and Instagram, emphasizes using what you already have and reducing unnecessary purchases. Instead of posting about new purchases, users proudly display well-worn, long-lasting possessions, such as scuffed shoes, old mason jars repurposed for storage, and inherited kitchenware.
This movement is partly a reaction to the fast fashion and disposable culture that has dominated for years. Millennials and Gen Z, who have grown up surrounded by cheaply made, short-lived products, are advocating for quality over quantity. The trend also aligns with growing environmental concerns, as reducing consumption helps lower carbon emissions and waste.
“Underconsumption core” is not just about frugality; it’s about celebrating the longevity and utility of items. It’s the ideal aesthetic trend for brands whose identity centers around sustainability and recycled materials. Also, highlighting products that boast durability and the value of long-term use can connect more authentically with the brand’s audience.
How Brands Can Stay Trending with a Social-First Approach
We all know that getting social posts approved can take a lot of time and require multiple revisions with feedback from different stakeholders. That can prevent social teams from being proactive and quickly responding to these trending moments. This is the opposite of what you want on social media because the first one to post, comment, or otherwise respond usually receives the lion’s share of engagement.
But there are several low-lift ways Social Media and Community Managers can hop on trends through a community-based, social-first approach.
Proactive Engagement
Search out opportunities to insert your brand into relevant conversations. Proactive engagement can be as simple as commenting on a popular video discussing the trend. The goal is to find a unique connection between your brand and the cultural moment, and then engage accordingly.
Social Captions
An easy way to build community with social trends is through social captions that cheekily mention or play on them. For example, “Our latest skincare launch is so Coquette Core 🎀” with relevant hashtags.
Text-Based Social Platforms
Platforms like X (Twitter) or Threads have a low barrier to entry, and content can easily be syndicated from there. Example: A jewelry brand could post “Our chunky gold hoops 🤝 Mob Wife Aesthetic” on X. Then on Instagram, the brand could post an image of those gold hoops with the text as the caption.
The power of text and writing is often underestimated or under-utilized since so many platforms prioritize images and video, but text can be the backbone of your social media post and its versatility makes it easily shareable across all platforms.
Memes and Trend-Based Content
Memes are a fun way to participate in trends by putting a lighthearted spin on things while also showcasing brand personality. For example, Gisou leaned into the Coquette Core aesthetic, displaying all their products in a bathroom cupboard and cleverly calling it a 2024 vision board.
Shopping Guides and How-To’s
Another simple, low-lift way retailers can hop on these trends is by creating shopping guides that align with the trend. For example, to use the Mob Wife Aesthetic, a brand can create an Instagram Carousel guide on how to dress like a Mob Wife using products they already sell. The same concept can be applied to TikTok Style Guide Videos, Email blasts, and so on. These guides are a fun and easy way to curate the shopping experience for consumers while participating in a trending social moment.
“Get Ready With Me” videos are all the rage on TikTok. and utilizing influencers for GRWM content can take your shopping guides & how-to’s to the next level. Brands can collaborate with influencers to create GWRMs, tutorials, style guides, and more.
Staying Ahead of the Fashion Curve
Fashion and beauty are at the forefront of some of the biggest social media moments. Creators and influencers are integral parts of the social-first ecosystem because they drive awareness, engagement, and conversions. Influencers and creators have become the new tastemakers and by partnering with them, brands can effectively trend-jack these aesthetics in authentic and engaging ways.
Influencers already have their pulse on the culture, and brands taking a community-based, social-first approach are well-positioned to collaborate with them and become thought-leaders and trendmakers of their own in the fashion, beauty, and lifestyle spaces.
The trends we discussed are what’s currently in right now but as 2024 rolls along, there will be more viral moments and trends popping up. We’ll be there to report when that happens and keep you in the know.
