“We've seen a backlash against 'clean' aesthetics, which has paved the way for a resurgence of 'indie sleaze' and maximalist, messy visual narratives infused with gangster wives.” says Marta Indeca, senior foresight analyst at a strategic consulting firm. Future Research Institute. “Like most TikTok-driven ‘cores’ or aesthetics, the mob wives trend had no clear origins, but is the result of movements and counter-movements amplified by algorithms.”
Molly Rooyakkers, a data analyst and market researcher at Style Analytics, points out how quickly the gangster wife trend has seeped into mainstream consciousness. She believes this is because creators are keenly aware that jumping on new aesthetics and trends early leads to virality and high engagement. She also points out how this trend of potentially appropriating Italian-American and Bucciona aesthetics has been controversial, generating conversations and even more engagement in the comments sections of related posts. Masu. And with fur at the center of the trend, new questions are being raised about the sustainability of both real and fake products.
Rooyakkers warns that while people are accepting a little more messiness in their fashion choices, that doesn't mean brands need to change their entire product line to fit the mob wife look. She argues that small changes to campaigns and marketing can be an effective way for brands to capitalize on viral trends without losing authenticity or becoming too caught up in fast-moving cycles.
right place at right time
When your brand's existing aesthetic matches new trends, you have the opportunity to make the most of it. Luxury faux fur brand Maison Attia has seen an increase in influencers and stylists wanting bolder items like Linda coats since fall, which it blames on the viral trend. “I think fashion is always cyclical and the younger generation is always a little bit rebellious,” says Gustave Maison Rouge, co-founder of the Maison He Atia.
TikTok content
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Second-hand shopping platform Depop, on the other hand, has a dedicated curation team that monitors the brands and products users are searching for, lists what's most frequently available, and shows which products are featured on its search page. I am using it as a guide.
“As the home of circular fashion, we tend to see a lot of cross-pollination of trends between Depop and other social media platforms. Our community looks for inspiration on Depop and talks about it on TikTok. and vice versa,” a Depop spokesperson said, adding that they are promoting faux fur coats on their explore page to keep up with the trend. The aesthetics of a gangster's wife.
fur questions
Fur coats are arguably the most popular item in the mob wife aesthetic, but their increased demand has raised important ethical and sustainability concerns. How brands respond will largely determine what happens next.
