The Psychology Of Trends: Why We Love, Adopt, and Leave Them

Part 1—A deep dive into trends

Last week, I found myself staring at a tattoo on my left ribs. It’s not something I often see. It’s tiny. Easily hidden. A faint whisper of a moment in time. But there it was staring back at me in the mirror, a reminder of my younger self.

At the time, it was all the rage. A minimal, delicate, and oh-so-trendy design. But now, less than ten years later, it feels old, outdated. Not oh-so trendy anymore. And that’s when I had that horrible stomach drop feeling. Had I fallen so hard for a trend, that I marked it on my body…permanently?

Being on top of trends is crucial in art direction, but realising how impactful they can be got me thinking. So, after the initial spiralling passed, I started to think about trends more broadly: How do they infiltrate every corner of our lives? Why do we adopt them with such fervour? And, more importantly, why do we abandon them just as quickly?

One piece of feedback I’ve consistently received in my roles over the years is that I always think bigger. I question everything, dive deep, and become almost obsessively curious—whether it’s about human behaviour, the psychology behind our choices, or even why we’re collectively infatuated with something as specific as Miu Miu. From falling into rabbit holes about the mysteries of Egyptian pyramids to dissecting our love affair with micro-trends, I overthink in the best way. So, with my tattoo serving as the catalyst for this latest introspection, I thought I’d unpack what I’ve learned about trends—how they take hold of us, why they feel so magnetic in the moment, and who really benefits when our infatuation inevitably fades.

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📚Chapter One: The Anatomy of Trends

At its core, a trend is a collective movement. It starts small—often in the shadowy corners of culture that feel almost secret. Like whispers only the “cool kids” can hear.

From there, it grows. Exponentially. One moment it’s niche and new, the next, it’s everywhere—your best friend’s mum is wearing it, and your local café has dedicated their rebrand around it. Trends can be anything: a particular shade of green, a way of layering clothes, an obsession with iced matcha lattes, or even ways of speaking (remember when everything was “on fleek”?)

But what makes trends stick? At first glance, it might seem random, like a chaotic swirl of coincidences. In reality, there’s a deep undercurrent of human psychology at play. We’re wired to connect, to mirror, to belong. Behind every trend lies the concept of social proof—the idea that we look to others to guide our behaviour, especially when we’re unsure. Trends offer us a kind of shorthand for coolness and acceptance. When we see something spreading like wildfire, our brains take it as a cue: This is what’s in. This is what will make you part of the group.

Take the rise of Scandi minimalism—a movement that swept across interiors, wardrobes, and Instagram feeds alike. Was it just about clean lines and neutral palettes? No. It was a way of saying, I’m sophisticated, considered, and totally unfazed by clutter. Every beige jumper and mid-century coffee table was a silent signal of belonging to this aesthetic tribe.

Or the mob wife aesthetic—a moment where everyone suddenly decided that leopard print, gold chains, and faux-fur coats weren’t just the uniform of a 1980s soap opera villain but a badge of cool. It was everywhere: Instagram grids, fashion week runways, even your neighbour’s Tesco run. But was it really about the love for gaudy glamour? Not quite. It was about belonging to the tribe. A signal to say, I’m in on the vibe. And then, as quickly as it arrived, it’s gone. There’s already reports that in 2025, the oversized hoops will be tucked away, and the animal print replaced by the “Lord’s Wife Aesthetic”.

In the next few weeks I’ll be doing an Ask Me Anything type article. If you have Qs, feel free to drop them here.

📚Chapter Two: Where Do Trends Come From?

Irving Penn, Beyond Beauty

This is what really fascinates me: once you start spotting the patterns and understanding the pathways of a trend, you can catch them on their rise. Because trends don’t just materialise out of thin air; they’re carefully orchestrated, influenced, and nurtured by players across culture.

Think of trends as a finely tuned ecosystem with key drivers: designers, influencers, celebrities, subcultures, and, increasingly, algorithms. These are the gatekeepers of cool, subtly shaping what we see, consume, and, eventually, obsess over.

For decades, the fashion industry operated on a predictable top-down model. The power players—Chanel, Dior, Gucci—dictated the style agenda with their runway shows, sending ripples through the industry. Editors at Vogue and Harper’s Bazaar would amplify these ideas, defining what would dominate wardrobes the following season. From there, retailers would interpret these trends for the masses, delivering them to boutique racks and high-street rails alike. It was slow, linear, and tightly controlled.

But in today’s hyper-digital world? That top-down hierarchy has been flipped on its head. Social platforms have democratised trendsetting, turning anyone with a Wi-Fi connection into a potential tastemaker. A viral TikTok, a perfectly crafted meme, or a single influencer's post can ignite a global movement overnight. Take the rise of cottagecore, for instance. What started as a niche online community romanticising pastoral living exploded into a lifestyle trend, shaping fashion, interiors, and even skincare marketing. No glossy magazine or luxury label orchestrated it—it was entirely grassroots, fuelled by digital platforms.

So, where are the most powerful trend incubators today? Let’s dive into the spaces where movements are born…

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1. The Power of Subcultures In The Digital Age

Subcultures have always been fertile ground for trends. But, today? Subcultures are thriving in the digital realm. Niches once confined to geographic regions or physical spaces now have global reach. A niche community in Tokyo can influence a subculture in New York, creating a melting pot of ideas that fuels the trend machine. The power of the internet!

2. Algorithms: The New Tastemakers

Perhaps the most revolutionary shift in trend creation lies, not just on social, but with algorithms. Socials are powered by recommendation engines designed to surface content you’re likely to engage with. This means that trends are no longer dictated solely by tastemakers, but by data-driven patterns. If enough people interact with a certain video, sound, or hashtag, the algorithm amplifies it, pushing it to millions more. Think of all the images that might have languished in forgotten print archives, now enjoying a second life thanks to algorithms. Even the image below—the resurrection of vintage documentary photography and editorials have fuelled modern day trends like the chalet girl aesthetic. Algorithms are the ones resurfacing these visual gems, amplifying their appeal and catapulting them back into the cultural mainstream—proof that what’s old can become new again with a little digital nudge.

Audrey Hepburn in the film Charade, 1963, Getty Images

This has created a feedback loop where user behaviour actively shapes what becomes trendy. Consider the rise of “clean girl aesthetic” videos on TikTok, showcasing dewy skin, sleek hair, and minimalist outfits. The trend wasn’t the result of a celebrity endorsement or a designer campaign—it was born from relatable, bite-sized content that resonated with millions.

What’s fascinating is how brands are beginning to reverse-engineer this process. They’re no longer just responding to trends; they’re actively creating them by leveraging algorithms. For example, a lot of fast-fashion brands, especially brands like Shein, use real-time data to spot emerging trends and produce them at lightning speed. It’s trendsetting by analytics—reactive yet intentional.

3. Celebrities, Influencers, and Their Role

Celebrities and influencers still hold considerable sway in trend creation, but their role has evolved. Rather than dictating trends outright, they validate or amplify what’s already bubbling under the surface.

Back in the ’90s for example, celebrities would step out in a show-stopping look or get papped in a carefully curated outfit, and it would catapult a new trend into the mainstream. Now? Celebrities seem to ride the wave of what’s already simmering. They’re less the architects of trends and more the accelerants. Let me explain.

Take ✨The Hailey Bieber Effect✨ using the Strawberry Summer Makeup trend as an example. Blush was already experiencing a mass revival—in fact, Google Trends data shows searches for cream blush peaking in 2021. So when Hailey introduced her take in 2023, adding her signature "strawberry glow" aesthetic, she didn’t create a new trend—she supercharged it, turning it into a TikTok and Instagram phenomenon almost overnight.

With this in mind, I’ve seen “micro-influencers” becoming very powerful players—perhaps even more influential in some ways. With smaller, highly engaged followings, they act as cultural bridges, introducing niche trends to broader audiences. Think of them as the middle layer in the trend ecosystem: not quite mainstream but no longer underground. And thanks to today’s algorithms, their reach is exponentially greater than it ever could have been pre-social media—still not on par with the likes of Hailey Bieber, but far beyond what was once imaginable.

4. The Memeification of Trends

Lastly, I’ve seen that humour and virality have become crucial components of trend creation. Memes, jokes, and parodies often give trends their staying power—or, conversely, their demise. A prime example is the resurgence of Crocs. Once a fashion faux pas, Crocs made a comeback, thanks to meme culture’s ironic embrace of “ugly” fashion. The brand leaned into this, collaborating with celebrities like Post Malone and Balenciaga to turn the joke into a legitimate trend.

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📚Chapter Three: The Profitability of Trends

Let’s not forget: there’s big money in keeping us chasing trends. The faster a trend dies, the sooner we’re primed to buy into the next one. Fast fashion brands have built empires on this cycle.

It’s a business model rooted in planned obsolescence. By making trends feel irresistible in the moment but outdated just as quickly, they ensure we’re in a constant state of consumption. This isn’t just limited to fashion; beauty, tech, and even wellness industries follow the same playbook. Remember when everyone swapped their matte lipstick for a gloss or ditched skinny jeans for wide-leg trousers? Each shift was an opportunity to sell us something new.

Thibaut Grevet Photography

Brands also capitalise on our fear of missing out (FOMO), using limited drops, influencer campaigns, and the illusion of scarcity to make us act fast. The rise of “dopamine dressing” during the pandemic is a prime example: the colourful, maximalist trend exploded, convincing us to invest in bold new pieces for a post-lockdown world—until muted, minimalist “quiet luxury” quickly replaced it.

Ultimately, trends are as much about selling an idea as they are about selling a product. They promise transformation—a shinier, cooler, more aspirational version of ourselves. And while there’s nothing inherently wrong with indulging in trends, it’s worth questioning: are we buying what we truly love, or are we just trying to keep up? In this relentless cycle, the most subversive thing we can do might just be to opt out.

Diane Kruger for @harpersbazaares

And in art direction? Well… trends are a bit like bad exes. Tempting, exciting, and, let’s be honest, hard to resist—but ultimately, they can leave you and your client feeling a little empty.

Sure, they’re a goldmine of inspiration, giving you a quick read on what’s culturally hot. But if you’re not careful, you can wake up one day to find your work looking suspiciously like everyone else’s. Trends can be thrilling, yes, but they also have a habit of making originality look like a group project.

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📚Chapter Four: When to Follow or Forget a Trend

So, how do we cut through all the trend noise?

Following a trend can be a bold statement, but knowing when to let it pass quietly by is even more powerful. Sometimes, the chicest thing you can do is trust your instincts—especially when the rest of the world is sprinting in the opposite direction.

Of course, resisting trends isn’t easy. They’re designed to seduce, to promise transformation, to whisper that you’ll be left behind if you don’t join in. But here’s the thing I’ve learned—both from my questionable tattoo and my career: the power of reflection. Separating what truly resonates from what’s just a passing itch. Next time you’re tempted to dive headfirst into the latest trend, ask yourself: Does this align with who I am, or who I’m trying to impress? Will I love this in a year, or will it—like my tattoo—end up as a faintly regrettable relic of a moment I swore was everything?

• In fashion, it’s about patience and self-awareness. Sitting with the temptation before clicking “buy now.” Understanding what feels like you and what feels like noise.

• In art direction, it’s about weaving trends into a narrative that makes sense for the brand—adopting them sparingly, only when they elevate the message or align with the brief.

• In life? It’s about asking yourself: Do I actually love this, or am I just trying to keep up? Because there’s nothing more stylish than knowing exactly who you are—and not needing the approval of a viral moment to prove it.

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The Bottom Line

Trends today are a multi-layered phenomenon. They can emerge from anywhere: a designer’s sketchbook, a micro-influencer’s TikTok, a subreddit discussion, or even an algorithmic quirk. What’s changed is the speed and unpredictability of it all. The traditional gatekeepers of style now share their influence with memes, data, and digital communities.

In this ever-evolving landscape, one thing is clear: trends aren’t just about fashion or lifestyle. They’re a reflection of our collective consciousness—what we value, what we crave, and how we want to be seen.

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Thanks for reading! Later this week, I’ll be sharing part two of this series, diving into how to spot trends for your art direction projects and recognise them before they hit the mainstream.

Also, exciting news—I’m planning a little Ask Me Anything article in the coming weeks now that there are 2,678 of you here! Wow. It’s your chance to get to know me better, ask anything about art direction, creativity, or even something more personal. If there’s a burning question on your mind, drop it in via the link here—I can’t wait to hear from you!

✨✨Ask Me Anything!✨✨

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