“Neo-medievalism” is gaining momentum as a consumer trend, reflecting a nostalgia for medieval aesthetics and distancing from modern technology.
The intriguing concept of “neo-medievalism,” highlighted by Wonderhood Studios, is capturing consumer attention. This trend embraces the medieval era’s rich aesthetics while challenging the omnipresence of digital culture. Wonderhood Studios’ analysis relies on data from social media and sources like Google Ngram, culminating in an annual report that forecasts consumer trends for marketers. With a backdrop of fading contemporary styles, neo-medievalism is poised to dominate the consumer landscape in 2025.
Jack Colchester, Wonderhood’s head of data and insight, articulates the essence of this trend by emphasizing its dual appeal: a longing for the past and a deliberate shift away from constant online engagement. Colchester suggests that the future is medieval, pointing to elements like cloaks, blacksmith craftsmanship, and mead as integral components of this revival. Colchester describes the movement as a rejection of ultra-modern, uniform experiences, advocating instead for creativity that transcends digital limitations.
The fashion world is already reflecting this trend, as evidenced by prominent entertainment events. At the MTV VMAs, artists like Camila Cabello and Chappell Roan donned medieval-inspired outfits, with chainmail making a notable appearance. These instances on the runway correlate with increasing search data; English-language Pinterest inquiries for ‘medieval core’ jumped by 110%, while ‘chainmail necklace’ and ‘castle house plans’ saw a 45% increase. Such data hints at the growing appeal of medieval influences, echoing Wonderhood’s predictions.
Music, too, is reimagining medieval sounds. ‘Bardcore,’ a style that blends medieval music with modern elements, has gained traction on platforms like TikTok. To capitalize on this trend, Teenage Engineering released a beat machine stocked with medieval sounds, adding a unique twist to contemporary music creation. This shift not only highlights current consumer interests but also signifies a deviation from on-screen norms.
Mead, a medieval staple, is experiencing a resurgence. Shows like ‘Game of Thrones’ have popularized this ancient drink, contributing to a commercial boom. Market research forecasts a substantial growth in global mead sales, projected to ascend from $592 million in 2024 to an impressive $1.4 billion by 2032. Technavio anticipates an even larger increase, projecting a rise of $2.7 billion by 2028. This growing interest is supported by Google Ngram data suggesting the drink’s increasing popularity. Its appeal to younger consumers lies in its lower alcohol content, chemical-free composition, complex flavors, and its role in sustainability efforts.
Therefore, neo-medievalism, while somewhat playful, represents a significant consumer shift away from the sameness of digital culture. Colchester remarks that the key to standing out in 2025 will be embracing visible creativity that resists algorithmic uniformity. In a world overwhelmed by digital mediocrity, adopting a bold neo-medieval style offers a path to authenticity and distinction.
As we move towards 2025, neo-medievalism promises to reshape consumer preferences by challenging modern norms with its historical charm. This trend not only caters to nostalgia but also champions individuality and creativity in an increasingly homogenized world.
Source: Businessinsider
