Cluttercore: Friendly Chaos

Gen Z is driving the Cluttercore trend, a maximalist aesthetic that embraces "friendly chaos" and celebrates unique, authentic interiors as a rebellion against minimalism.

Themes

Authenticity and Transparency Reign Supreme , The Power of Community and Connection , Values-Driven Consumption

Timeframe

near-term

Subcategories

Brand Management Consumer Behavior Cultural Exchange Market Trends Social Media

Impact areas

Advertising Interior Design Product Design Social Media Marketing

Detailed Analysis

Originating on TikTok, Cluttercore is a visual trend challenging the minimalist aesthetic. Driven by Gen Z, it emphasizes the value of sentimental items and personalized spaces. "After the #oldmoney boom, #cluttercore is taking over social media with more than 35M new weekly posts. The trend was set in motion by Gen Z, who wanted to celebrate the value of interior items that make their places unique and authentic." This translates into multilayered compositions, maximalist videos, and chaotic, colorful backgrounds filled with carefully curated details. Brands like DoorDash and YouTube have incorporated Cluttercore elements into their campaigns, creating a nostalgic mood for their target audience.

Context Signals

Over 35 million weekly posts on social media with the #cluttercore hashtag DoorDash Super Bowl ad featuring a maximalist style YouTube Lounge at Coachella showcasing chaotic, colorful backgrounds

Edge

Cluttercore could evolve beyond visual aesthetics and influence other areas like fashion, music, and event design. Brands can leverage Cluttercore to create immersive experiences that resonate with Gen Z's desire for individuality and self-expression. The trend's emphasis on sentimental items could lead to a resurgence of vintage and antique markets.

Click to access the source report