Trend or Fad?
Contrary to popular belief, the Marty Supreme jacket isn't everywhere
This piece interrogates the latest cultural fascinations and whether they’re trends or fads. A lot of the time, we're quick to call something a trend without giving it much time to gestate, and before you know it, the cycle is over. Culture moves at a rapid pace these days, and it’s important to remember that what we see on our feeds reflects the bubbles we live in. Just because something is trending in your city or age group doesn’t necessarily mean that it’s universal.
Friendsmas - Trend
Friendsmas isn’t new, and I would argue that millennials didn’t necessarily start this trend either. However, it’s fair to say that a greater emphasis has been placed on coming together to celebrate Christmas with friends, and this isn’t just reserved for December 25th, but also in the weeks leading up to the festive period. As young people increasingly opt out of 9-5 jobs and careers, they don’t get to experience the office Christmas party, and Friendsmas has increasingly become a salve for this. It’s less of a trend and more of a cultural ritual with staying power, as it doesn’t necessarily have to be tied to any particular holiday.
Marty Supreme jacket - Fad
When respected culture and fashion magazines such as Dazed say that everyone’s wearing a particular piece of clothing, you kind of have to take it with a pinch of salt these days. Sure, certain It boys and girls might be wearing the Marty Supreme jacket, but I’m yet actually to see them on the streets of London. If it weren’t so obvious that the jacket was seeded to celebrities and influencers to promote Timothee Chalamet’s new film, then the hype would be believable. Besides, when will we learn that the feed doesn’t translate to IRL adoption?
Miu Miu Literary Club - Trend
Knowledge and the acquisition of it are a luxury in and of themselves these days. With literacy levels falling, showing the world that you possess it may become more coveted in luxury spaces, and Miu Miu has sought to capitalise on this. The Miu Miu Literary Club has proven to be a success for the brand in its second year, following its launch in Shanghai. This goes much deeper than aesthetics and signals that consumers are seeking more profound cultural experiences with brands.
Wicked: For Good - Fad
Granted, the first film did well on its way to becoming the highest-grossing Wizard of Oz film adaptation in 2024. However, many argue that the sequel was overkill. It hasn’t received the best reviews from critics, but that could be credited to audience fatigue. Perhaps there was an opportunity for Universal to develop the story into something more engaging for TV.
No Christmas presents - Trend
My family hasn’t bought Christmas presents for a long time now, especially since my sister and I are adults capable of buying what we want. Maybe this one is less of a trend, since consumerism shows no signs of slowing down, but the more people I speak to about their Christmas traditions, the more I hear of them opting out of gift-giving. You could chalk this down to the cost of living, a rejection of the consumerism that follows Black Friday or people seeking more meaningful moments with loved ones. Personally, I think gift-giving is fine and an act of love, but we don’t need bundles of presents, and I certainly don’t want socks.
Natural mulled wine - Unknown
I’m shocked I haven’t seen this on menus yet as a seasoned natural wine veteran. This isn’t a trend or a fad yet, but somewhere in East London or New York, someone has probably tried this at home. In fact, I’ll experiment this week and will report my findings in the next Trend or Fad piece.
Padel - Trend
Earlier this year, BBC News ran a piece on the unaffordability of padel across the UK, with many forking out over £100 a month to play. Granted, there has been a significant rise in interest in the sport, with 400,000 people playing across the UK; however, the majority of the courts are based in the South East. The Lawn Tennis Association (LTA) has also invested £6 million in the growth of padel across the country. Still, many courts are privately funded, with only a small number of local councils investing in them. However, with no mainstream instead in the spectatorship of high-level padel and the current inaccessibility for low-income people, that surge in interest will begin to plateau. The LTA plans to build 40 padel courts in publicly owned facilities. Still, right now, it’s a trend that may not inspire young children, especially if there are no professional role models they can see themselves becoming.
Matcha - Trend
In 2023, the global matcha market was estimated at $4.3 billion, and retail sales of the powder are up 86% from three years ago. Brands such as Blank Street have certainly contributed to its rise in popularity, and that will surely grow over the next decade, especially as coffee sales continue to decline. However, most places that offer matcha don’t sell ceremonial grade, which has to be grown and cultivated in a particular way. Hot drinks will always remain culturally relevant because of the social rituals imbued, and matcha is another alternative that contains less caffeine than coffee. With its origins in Japan, perhaps it should be given protected status to prevent the sale of matcha-flavoured drinks, as Champagne can only come from the region, and likewise with Parma ham. However, what will avoid matcha from becoming just another fad will be how it transcends association with any niche cultural identity, particularly outside Japan.
Marseille - Fad
A part of me hopes the trend dies because it’s one of the few cities in Europe I genuinely adore, and I know it on an intimate level now. Over the past couple of years, it’s become more popular among Britons, particularly the London creative community, and it’s not hard to see why. It offers a slower pace of life, is on the coast, boasts an array of affordable wine bars and eateries, and has a rich, authentic local culture. Every couple of years, a new holiday destination emerges as the place to be; Santorini, Bali, Thailand, Berlin and Lisbon have all gone through these cycles in the past twenty years. It feels inevitable that Marseille will join this list, but I am also less sure it will, because Paris is a bigger city with a deeper, richer culture in fashion, music, design, and nightlife. Marseille does genuinely feel like the place you move to when you’re done with the partying, hustle culture and general misery of large cities. It’s trendy now, but I think once people realise you actually have to get by on being an interesting person, not on what you do, it may not be as appealing to those who lack a real personality.