We’re back again with the DATS trend report for July.
With the summer ‘silly season’ well underway, July has presented some interesting, and in some cases, controversial trends.
Slogan cakes have become a trendy element of marketing, ‘gorpcore’ is rife and Big Brother is back. We’re very excited.
However, on the other side, the ‘Clean Girl Aesthetic’ is a great example of a trend gone wrong. Whilst the hashtag has generated millions of views, the term ‘Clean Girl’ - which is meant to embody someone who has sleek hair, minimal makeup and healthy lifestyle habits, has turned sour.
This might seem harmless, but several publications have commented on the privilege that’s embedded within the trend, alongside the gentrification and exploitation of a style which was once worn and upheld minority groups. Moreover, with money and consumerism often holding up the ability to be a ‘clean girl’, there’s an implication that those who are not able to keep up with the lifestyle are, in some ways, unclean.
The commentary also shows how important it is to understand the background behind trends before partaking, particularly when incorporating this into your brand.
It’s safe to say we’re intrigued to see what August brings!
