When to Follow the Trend: A Strategic Guide for Fashion & Lifestyle Brands

Trends come and go at lightning speed in today’s digital world, but not every trend is worth your brand’s attention. While hopping on the latest viral moment can boost visibility, the real key is knowing when a trend aligns with your brand identity and when it’s best to let it pass.

So, how do you decide? Here are four key factors to consider before embracing a trend in your fashion or lifestyle brand’s marketing strategy.

1️⃣ Positive Messaging is Key

If a trend reinforces your brand values and promotes positivity, it might be worth considering. Trends that foster inclusivity, sustainability, or empowerment often resonate with audiences on a deeper level and enhance your brand’s reputation.

Example: Many brands embraced the “quiet luxury” trend because it aligned with values of craftsmanship, timeless style, and subtle elegance rather than flashy logos.

2️⃣ Stay True to Your Brand Essence

Not all trends fit every brand—especially in luxury and high-end fashion. Some trends lean towards humor, casualness, or mass appeal, which may not align with a brand that prides itself on sophistication and exclusivity. Authenticity should always take priority over popularity.

Example: A luxury fashion house is unlikely to participate in fast-moving, comedic TikTok trends, but it might embrace a storytelling trend that enhances its prestige, such as showcasing artisans at work.

3️⃣ Look Beyond Sounds—Focus on People

Trends aren’t just about catchy sounds or viral video formats—they can also be about personalities and collaborations. Brands that strategically partner with the right influencers or cultural figures can create trend-driven content while maintaining authenticity.

Example: Zara’s collaboration with TikToker Mathis, the French chef, worked because both share a refined yet accessible aesthetic. This partnership felt organic, making the trend feel tailored rather than forced.

4️⃣ Trend Longevity Matters

Some trends fade within days, while others define entire cultural movements. Before jumping in, ask yourself:

✔ Will this trend still be relevant in a few months?

✔ Can it be adapted into a long-term content strategy?

✔ Does it align with the lifestyle and values of my target audience?

Example: The 'dopamine dressing' trend, which encouraged bright, bold outfits to boost mood, had longevity because it tied into larger wellness and self-expression movements. Many fashion brands successfully adapted it into their seasonal campaigns.

Final Thoughts: Be Selective, Be Strategic

Not every trend deserves your brand’s attention. The best strategy is to be intentional—choosing trends that genuinely resonate with your audience, reinforce your message, and elevate your positioning.

Trends can be a powerful tool for connection, but only when they align with who you are. Choose wisely, and let your brand lead—not follow.

What’s your take on trend-driven marketing? Do you incorporate trends into your brand strategy, or do you prefer to stay timeless? Let’s discuss in the comments!