The Gimmick Fatigue

For the last five years, fashion has been dominated by "The Moment." The spray-on dress. The robot dogs on the runway. The MSCHF red boots.

But according to new data from The Business of Fashion, engagement with these viral stunts is dropping. Consumers are bored of the circus.

Calculated Risk

The recent Golden Globes red carpet showed the new strategy: Calculated Risk. Stars wore vintage archival pieces or custom gowns that were beautiful, not just weird. It signals a return to:

• Timelessness: Investing in pieces that retain value.
• Quiet Luxury: The trend that won't die.
• Storytelling: Brands are selling the heritage, not just the shock value.

What This Means for 2026

Expect runways to be quieter. The focus will return to the clothes themselves—fabrication, cut, and silhouette. It might be less "shareable" on TikTok, but it's much more sellable in the boutique.

Read the full industry report.