Gothic is Mainstream: Here's How To Make The Most Of It
- Chelsey Moore
- Oct 13
- 3 min read
Gothic revival isn’t a trend to me. It's likely not a trend for you either.
It's the interests we've carried with us our entire lives. It's the thing that has made us... strange.
But, gothic aesthetics and media aren't underground right now. It's everywhere... Walking red carpets. Haunting headlines. Worn by celebrities like Jenna Ortega, Julia Fox, Charli XCX, and even Brooke Shields.
Even your cousin who used to call your style ‘Halloween-y’ is wearing a corset top and thinking about bleaching her brows.
While it can be fun to see the world finally catch up, it may also feel like the subculture and media you’ve loved your entire life are being encroached upon.
BUT, as a dark aesthetic and gothic brand, it’s the perfect time to leverage this “trend” as it continues to grow.
Mainstream attention means more eyes on YOUR gothic brand
It also means more competition as businesses hop on the bandwagon.
This is the time to make your brand magnetic, memorable, and impossible to replicate.
Leverage the Popularity
You’re already a dark aesthetic, gothic brand, so it makes sense to leverage the popularity of this moment to grow your own audience.
It’s not about forcing yourself into a trend, it’s about showing up where the gothic surge is happening and letting people discover you there.
If your style leans dark but isn’t strictly ‘gothic,’ take time to research how your vibe connects to the original roots of the aesthetic. The more you understand the lineage, the easier it becomes to weave yourself into the larger conversation in a way that feels authentic.
Tips:
Pitch yourself for features in niche and mainstream press covering the gothic trend (fashion mags, blogs, zines).
Use currently trending hashtags like #GothFashion, #DarkAesthetic, or event-specific ones (#WednesdayAddams, #GothicRomance).
Post reactive content: for example, share your take on the gothic looks from an awards show the day after.
Create Your Brand's World
An aesthetic can attract attention of course, but a lifestyle brand will keep them coming back.
Anyone can post moody photos or wear all black (duh), but your audience will remember the brands that give them a world to enter.
When you build a world, you’re not just riding a visual style, you’re creating an environment people want to revisit, explore, and talk about.
That’s what keeps you relevant long after the trend cycle moves on.
Tips:
Name your products, services, or collections in a way that feels like part of your brand’s “lore”.
Use recurring motifs and symbols across your visuals, packaging, and copy.
Share behind-the-scenes to make your process part of the story.
Create ongoing series that keep people invested in your universe.
Remember, Your Brand Is Eternal
The gothic wave will bring new eyes but the real work begins AFTER they’ve found you.
The trend will introduce people to your brand but it's your job to keep them engaged and shopping long after the trend dies out.
This is where YOU come in. Your story, your values, and the personal fascinations that make your brand YOURS.
The goal is to turn fleeting attention into lasting connection. Trends are seasonal but your brand should feel eternal.
Tips:
Draw from your personal history and long-term fascinations for inspiration (not just the current Pinterest mood board).
Keep your core color palette, brand symbols, and voice consistent so they’re recognizable no matter what’s trending.
Create something you can be known for: it can be a product/ service or even the way you make content.
This is YOUR moment as a Gothic Brand...make it last!
History shows that each gothic revival lasts about 2–4 years before evolving into something new.
If you only ride the aesthetic, you’ll fade when it does. BUT, if you build your brand to last, you’ll endure long after the crowds drift away… like a true creature of the night.
Want to work with a gothic brand designer that goes beyond trends to reach the dark heart of your business??
I'm currently booking.
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