The State of Trends, Courtesy of Matchbook

Written by Natalie Spicer

Viral. Obsessed. Literally life-changing.

In today’s digital landscape, buzzwords are used like every other word. It can feel impossible to decipher what’s actually trending. And how long will a single trend even last once it’s circulated through your TikTok algorithm or local run-down PacSun?

To compile some key takeaways, I polled some of our esteemed Matchbook members to get the true inside scoop on the state of trends today: what trends are good, what trends are bad, why does it happen in the first place and how we can we implement them in marketing business practices?

For years, thrifting has been rising in popularity, but especially with recent economic concerns, “recession core” has many people leaning into underconsumption and sustainability, particularly when it comes to fashion. If people can’t find unique vintage items from their family’s closets, they often turn to thrifting to achieve that antique, nostalgic feel.

With this spotlight on thrifting, “grandpa sweaters” and the “coastal grandma” aesthetic have become especially prevalent, centering around knit materials, worn-in sweaters and baggy silhouettes. According to freshman branding task force copywriter Jayden Bates Bland and sophomore branding task force creative lead Paige Sells, completing the fit with a well-loved pair of Converse or Adidas Sambas will craft the ideal streetwear look.

Colors like butter yellow, cherry red and greige (a warm gray with beige undertones) are especially having their moment with our Matchbook fashionistas.

Best used in the “sandwich method” of styling, such as pairing a cherry red chunky-knit sweater with the same shade of comfortable tennis shoes and a more neutral pair of jeans or pants to break up the outfit, this method is applauded for its ease and cohesion.

Another popular aesthetic is a throwback to the glory days of Coachella, where fringe and florals married in the construction of many “boho” outfits. Though nostalgia certainly plays a role in this style’s return, it can also be attributed to a resurgence in flowy 1970s-style pieces like maxi skirts and crocheted tops.

While many of today’s beloved trends are fashion-based, a few outliers fall more into the lifestyle category.

Many of our Matchbook members praised the return of physical media, particularly digital cameras.

Physical media has been making a comeback over the past few years, driven by technological nostalgia and concerns over vanity fueled by social media. Digital cameras offer a more authentic, pared-down way of capturing memories, encouraging Gen Z to live more in the moment and less through curated images.

Other favorite trends included dirty sodas, or sodas mixed with flavored syrups to create unique beverages, widely available at spots like 7Brew, Dutch Bros and Columbia local favorite Sipz. Micro-retirements, a trend among Gen Z and millennials where people take month- to yearlong breaks from their careers to pursue personal interests and combat burnout, have also gained traction. And, ironically enough, so has trendlessness.

Senior internal director Phoebe Hendon advocates for a life free of societal conformity.

“Do whatever, and embrace the fun that comes with just going with your own imperfect but indulgent self.”

Of course, it’s hard to break totally free from the trend mold. So what trends should be avoided at all costs?

Our Matchbookers offered a wide variety of dislikes, many stemming from fast fashion. From baby tees and random number graphics to barrel jeans and micro-skirts, several of these trends thrive via social media and influencer-driven content.

Take it from Kennedy Brooks, for instance. This freshman experiential copywriter shared her frustrations with fast fashion at events like Coachella.

For years, fast fashion and online shopping have gone hand in hand, breaking down the environment and contributing to unsustainable consumption cycles. Pop culture events like Coachella, once a platform for individual fashion expression, have become another reason to turn to fast-fashion retailers like Shein for disposable, short-lived style.

And don’t get us started on footwear.

Sophomore Parker Brandt, a graphic designer for the branding task force, called out a range of shoes: old man sneakers, flip-flops, boat shoes and, my favorite mention of hers, “when men wear Uggs.”

A handful of lifestyle and pop culture trends made the “no” list too.

Among them: depression-posting, converting school buses into houses, dating apps and the resurgence of thinness.

TikTok, in particular, has contributed heavily to the spread of these more problematic trends.

When it comes to things like depression-posting or the idolization of thinness, social media platforms act as a breeding ground for one person’s insecurities or struggles to rapidly gain traction with a wide audience.

These platforms have also been known to circulate content that glamorizes unrealistic body standards and unhealthy eating habits. In the 2010s, Tumblr became known for this kind of content, and similar trends have resurfaced on TikTok in recent years under new guises.

Regardless of the platform, content that promotes harmful ideals around body image can have real consequences and should be approached with caution.

Across the board, our Matchbookers agreed: social media, influencers and pop culture continue to be the biggest forces shaping what’s trending.

Sells had an insightful take on how social media and online shopping intersect to amplify trends.

“Instagram and TikTok now are able to not only have influencers promoting items or being a blueprint for trends through brand deals and content, but we also have hyperlinks and more easily accessible ways of purchasing items advertised.”

Hendon added that “the economy and the state of personal finance play a huge role in what people can indulge in socioculturally.”

While big names in traditional pop culture like Taylor Swift or the Kardashians, paired with rising influencers such as Emma Chamberlain and Alix Earle, have long shaped what’s in, it’s important for marketers to ask: How can these trends be applied to business strategy?

Trends aren’t inherently bad. But chasing every fleeting moment can dilute a brand’s message. Lasting impact comes from aligning with values and connecting with audiences in an authentic, timely way. It’s not just about being on trend. It’s about being in tune.

So, what lies ahead?

Our Matchbookers are hopeful for more bold looks, bright colors and originality.

Creative makeup, dipped ends, chunky jewelry, flower crowns and sarcastic graphic tees all made the aspirational trends list.

Freshman experiential task force photographer Sarah Henry Harvard added, along with her advocacy for not wearing AirPods or headphones while walking around campus, “#beinthemoment.”

Trends will continue to come and go, some inspiring and some regrettable. But for marketers and brands alike, the key takeaway is this: By paying attention to what matters to Gen Z now, we can better shape meaningful messaging, design experiences that resonate and develop strategies that are both current and culturally relevant.

These are the trends we found. The question is, how can you translate them into business practices that actually connect?