As pandemic restrictions continue to loosen, rave culture is surging
Trend - Rave culture is becoming more popular in everything from fashion and accessories, to nightclub experiences that take place virtually. This resurgence blends nostalgic themes with contemporary lifestyles.
Insight - The distancing measures put in place around the world over the last two years have put a damper on various forms of nightlife. Now that these measures have loosened, Millennial and older Gen Z have felt the need to "make up for lost time," and take part in various experiences that they've missed out on. Everything from playful experimentation with fashion to taking part in the changing nightlife industry are ways for consumers to break out of social lulls.
Insight - The distancing measures put in place around the world over the last two years have put a damper on various forms of nightlife. Now that these measures have loosened, Millennial and older Gen Z have felt the need to "make up for lost time," and take part in various experiences that they've missed out on. Everything from playful experimentation with fashion to taking part in the changing nightlife industry are ways for consumers to break out of social lulls.
Workshop Question - Which post-pandemic trends are most relevant to your brand and customers?
Trend Themes
1. Rave Culture Resurgence - The post-pandemic era has influenced the resurgence of 90s rave culture in fashion, VR, and the nightclub industry, presenting opportunities for innovative collaborations, immersive experiences, and nostalgia-driven designs.
2. Retro Rave-inspired Fashion - Retro rave-inspired fashion is a growing trend, with fashion designers and streetwear labels offering collections inspired by rave and club culture from the late 80s and 90s, presenting opportunities for playful experimentation with fashion and the development of edgy, colorful designs.
3. Mythological Jewelry Lines - Jewelry brands inspired by mythological themes, like Sita Abellan's Lilith Jewelry collection featuring rave and techno motifs, are gaining popularity among consumers who are looking for statement pieces, offering opportunities for unique and eclectic designs that capture people's imagination.
Industry Implications
1. Fashion and Apparel - The fashion and apparel industry can leverage the resurgence of rave culture and retro rave-inspired fashion by offering collections that capture nostalgia, experimentation, and social rebellion.
2. Nightclub and Entertainment - The nightclub and entertainment industry can innovate by leveraging immersive VR experiences, like Desperados and Elrow's VR club, that allow people to break the barrier of distance and enjoy events as never before.
3. Jewelry and Accessories - The jewelry and accessories industry can capitalize on the popularity of mythological and symbolic themes that appeal to people's emotions and values, offering jewelry that connects with people's identity and passions.
