trend is a worn-out word, yet it still dominates fashion conversations. more than how they begin, it is worth noticing how they die faster than ever. jelly shoes, labubu, hair bow, stanley cup, the old money aesthetic or boho: all became huge trends only to vanish. the endless speed of content creation is the greatest enemy of trends themselves. creators need to speak about everything all the time, inflating cycles that collapse before maturity. brands that rush into this noise pay the price: products flop, strategies age in weeks, and collections turn into cultural and material waste.
there is, however, a counter-movement. many brands, including luxury houses, are now focused on timeless pieces, investing in durability and reinventing eternal trends. instead of chasing the next viral moment, they bet on products that outlive the noise. sometimes, not creating a frenzy around an item becomes the best form of publicity, allowing the piece to speak for itself and grow in relevance over time. sustainability is not only about organic fabrics but also about slowing consumption and reshaping rhythm.
the row
hermès
this early burnout has also changed partnerships: hyperactive influencers are replaced by quieter profiles who deliver aura instead of noise. perhaps this is the real lesson for 2026: not to avoid trends altogether, but to choose which ones deserve time, investment, and attention. in a saturated world, resisting hype may be the boldest statement.
cláudia cavaleiro the editor in chief for CINCO editorial. born in '82 in coimbra, she is graduated in philosophy from the university of coimbra. passionate about books and podcasts in a geek kind of way, she always find something interesting to research. loves to bring awareness to social problems and loves working at CINCO!
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