When K-pop girl group Blackpink’s Lisa shared her fascination for Labubu toys on a Vanity Fair YouTube video, uploaded in November last year, it became an instant trend with fans eagerly seeking to collect it. Created by Hong Kong-based artist Kasing Lung in 2015, Labubu is a quirky, elf-like toy with a mischievous grin, featured in the storybook series The Monsters Trilogy. Partnering with toy company Pop Mart in 2019, Labubu’s surprise packaging boosted its popularity. The craze grew slowly but steadily, and cut to 2025, the “ugly doll” became a rage globally, aided by endorsements from celebrities like Kim Kardashian, Dua Lipa, Rihanna, Madonna, and Bella Hadid among many other international stars.
The weird-looking doll with teeth sticking out is now a pop culture phenomenon globally. Even Bollywood stars — from Ananya Panday to Twinkle Khanna — have jumped on the bandwagon, showing off their Labubus on social media, propelling the toy’s mainstream appeal in India. Unboxing videos, videos on the haul, and DIY customisations under hashtags like #LabubuDoll and #LabubuCollection have made it a highly sought-after collectible, significantly contributing to Pop Mart’s revenue growth to $1.8 billion in 2024, and long queues at the stores.
Bella Hadid carrying a bag with the Labubu doll bag charm
The Labubu, most commonly being flaunted as a bag charm so far, is now going beyond the scope of a mere accessory — from dressing their Labubus in diamonds and designer clothing to taking them for holidays, people are taking the craze to a different level.
“It started as curiosity, but there’s something so quirky and oddly adorable about Labubus. Anyway, I love soft toys. I love how it brings a playful edge to fashion. It’s hard to resist a trend that doesn’t take itself too seriously! I do collect soft toys but the Labubu hit different. It brought back carefree childhood joy. I’m all grown up, so a little piece of childhood nostalgia is of no harm,” said fashionista Davina Thacker.
The Labubu craze is only an instance of many such temporary trends influencing people’s lives for no apparent reason, and creating an impact on the planet in contemporary times. Recent viral trends driven by influencers and social media platforms like Instagram and TikTok are exacerbating the environmental impact of the fashion and lifestyle industry. As more consumers turn to slow fashion and thrifting, the rapid production and consumption of pop culture-inspired clothing, accessories and beauty standards raise serious concerns. Influencer and celebrity marketing perpetuate a cycle of overconsumption, demonstrating how consumers play a crucial role in this issue.
However, pop-culture influenced trends is not new. Many millennials who grew up in the ’90s remember Hello Kitty, the adorable cat with a bow and an invisible mouth. In any classroom, it was common to find kids with Hello Kitty-themed items like pencil cases, bags, and water bottles. Created by Japanese artist Yuko Shimizu in the ’70s, Hello Kitty became a major international success, generating a $8 billion industry by 2013, as reported by CNN. Last year, she celebrated her 50th anniversary with new fashion and lifestyle collaborations, reviving her charm. Similarly, Pokémon’s Pikachu dominated the ’90s and early 2000s, appearing on various accessories and clothing.
Viral Pop Culture Trends of Recent Times
The Evil Eye
The evil eye symbol has been prominent across various cultures for centuries, holding deep meaning and significance. While its usage dates back to Mesopotamian, Egyptian, and Greek civilisations, Greek designer Ileana Makri is credited with introducing it to the luxury market in the late 1990s. Its recent resurgence can be attributed to the power of social media.
Gigi Hadid sporting a Martha Calvo evil eye neckpiece
Traditionally used for protection, its popularity has surged as individuals sought symbols of positivity in uncertain times post-pandemic. As people made their social media comeback with their ostentatious social media lives, the evil eye emerged as a protective symbol to ward off envy. This renewed interest in the symbol also aligns with growing post-pandemic fascination with spirituality and wellness, and meaningful accessories that express individuality. The hashtag for the evil eye gained over a million users on social media, prompting designers to incorporate it into fashion, accessories and home decor. The evil eye’s versatility has also made it a favourite among designers. It further led to the trend of talismanic jewellery, which introduced many other symbols, including the Hamsa hand. “Far from a passing trend, ‘The Eye Promise’ collection was a sacred gesture, reimagined through the lens of modern craftsmanship. As the house’s first foray into talismanic jewellery, it struck an immediate chord with our clients. It became one of our fastest-selling collections — a testament to the timeless allure of protection, reinterpreted as something symbolic and profoundly giftable,” said Kaabia Grewal, co-founder of Outhouse Jewellery that explored the trend through a collection.
Outhouse Jewellery evil eye collection
Celebrities like Jennifer Aniston, Gigi Hadid and Dua Lipa have helped popularise the evil eye trend, while luxury brands such as Givenchy, Alexander McQueen and Chanel have released collections featuring the symbol, further encouraging the aspirations of fashion enthusiasts. Calcutta-based event stylist Pepsi Kalwani Hazrat of UD Events and More chose an evil eye decor for her own mehndi ceremony. She said: “I wanted something that was not only visually striking but also deeply meaningful as I embarked on this beautiful journey of a new chapter in my life. The evil eye theme felt like the perfect choice. Incorporating this motif into my mehndi felt like a powerful and auspicious way to start the festivities, surrounding myself with positive energy and blessings.”
Karl Lagerfeld Bag Charms
Cara Delevingne carrying a Karl Lagerfeld bag charm
Karl Lagerfeld’s Bag Bugs, also known as Karl Lagerfeld Bag Charms, were a brilliant marketing strategy that solidified the brand’s iconic status and contributed in creating lasting consumer memories. Introduced during Fendi’s 2013/14 Autumn/Winter show at Milan Fashion Week, these eye-catching collectibles featured replicas of Karl Lagerfeld’s head, and were made from luxurious materials. The furry charms, symbolising Lagerfeld’s playful design sensibility, quickly became sought after by fashion enthusiasts. Its limited-edition marketing strategy also added to rapid sales. Priced between $700 and $1,450, they reflected individuality and personal expression, influencing trends in bag accessories for years to come. Celebrities and fashion icons, including Cara Delevingne and Kendall Jenner, were often seen sporting these charms, further increasing their popularity.
The Fendi 2013/2014 Autumn/ Winter show that launched the Karl Lagerfeld bag buggies
Meme Culture
In recent years, one trend that majorly influenced streetwear is the Internet-induced global phenomenon of meme culture. Memes have a unique language of expression that draws from various cultures, inspiring fashion brands to create designs that resonate with wider audiences. It is an expressive and individuality-driven personal style. The influence of social media and celebrities in popularising memes has transformed them into a fashion movement that merges humour with style through graphics and catchy texts. The digital engagement fostered through meme culture also facilitates innovative collaborations between fashion brands and meme creators, thus affecting consumer aspirations further.
Victoria Beckham in a meme t-shirt
Commenting on the trend influencing fashion, Sunando Banerjee, co-founder of Bongmade, a homegrown T-shirt brand in Calcutta that works with memes, said: “When we started Bongmade in 2020, our core idea was to celebrate Bengali culture in a language that today’s generation relates to. Memes, for us, are like parar morey adda (modern-day street gossip). So, turning memes into wearable art was like taking a piece of inside joke from the Internet and wearing it proudly on your chest. At the same time, we wanted to break the stereotype of local designs. Memes made it fun, irreverent, and hyper-local — exactly what we stand for. The first few drops of meme-based tees sold out faster than we expected. We got so many texts from people saying how they thought our prints resonated with their daily life. What’s even more special is that it created conversations. Definitely, the 18-30 age group has been the most enthusiastic but what surprised us is how people in their mid-30s and even 40s also resonate with some of the memes — especially the ones that have a retro Bengali twist or a nod to classic movies, literature, or school life. At the end of the day, humour connects generations — we just package it in cotton.”
Bongmade as the official merchandise partner of Srijit Mukherji’s film Dasham Avatar created this meme t-shirt featuring a dialogue from Baishey Srabon
Stanley Tumblers
Janhvi Kapoor with her Stanley Tumbler
Stanley has capitalised on contemporary cultural trends through social media and influencer marketing, garnering a loyal following. The hashtag #StanleyCup has received 7.2 billion views on TikTok, as reported by BBC last year, showcasing the tumblers as eco-friendly alternatives to single-use cups. While made from durable stainless steel, their popularity has led to overconsumption, going against their sustainable image. Stanley’s ability to adapt to consumer preferences made it a fashionable collectible for most consumers, trying to create an image of being eco-conscious. This online sensation has permeated households worldwide in recent years. Many Bollywood stars have posed with it for their social media pages, including Alia Bhatt, Janhvi Kapoor and Ananya Panday.
Messi X Stanley 1913 Edition
Tollywood actress Susmita Chatterjee, who has often been spotted with the Stanley Tumbler, shared how the “stay hydrated in style” marketing strategy of Stanley Tumbler influenced her choice. She said: “I don’t follow trends at all. When everybody started using these sippers, I started getting them as gifts! The reason I use it regularly is because I only drink water if I have it with me rather than a regular plastic bottle. It is stylish, goes with my personality and undoubtedly feels good. I haven’t ever bought one. All of the seven-eight I have are all gifts but I like using them.”
Matcha
Matcha, the anti-aging and weight-loss ingredient that went viral this year, is a finely ground powder made from specially grown and processed green tea leaves. Originating in China and gaining popularity in Japan, matcha, rich in antioxidants, helps protect against cell damage and inflammation. matcha has become popular in lattes, smoothies, desserts, and savoury dishes, and it is also influencing fashion with its vibrant green shade, leading to new collections, thus making it a wardrobe essential for fashion enthusiasts.
Bella Hadid with a glass of matcha
Matcha has become a cultural phenomenon, particularly among younger generations. The matcha market, as mentioned in the The Business Research Company website, is valued at $3.84 billion in 2024, is projected to grow to $4.24 billion in 2025, and $6.48 billion by 2029. Its rising popularity across generations has raised sustainability concerns. The rise in demand is also contributing to its escalating prices. “One evening on a random video call, my best friend and I were talking about the matcha obsession and ordered a pouch off Nykaa. We loved how it made us feel — calm, clear and focused. No crash, no caffeine anxiety — just really good energy. From there, it turned into a full-blown obsession for us. We tried the Indian ones and 26 different matchas from Japan. We’ve read, researched, tasted, and the entire ecosystem got us thinking. We officially launch our own matcha brand in 25 days, but we’ve already started popping up at events, and the response has been so exciting, especially from the 21-35 crowd. For them, matcha isn’t just a health drink — it’s a vibe. It’s ritual, energy, aesthetic, and intention all wrapped into one,” said Aashna Sharma, 23-year-old and former coffee addict and young entrepreneur, who started her matcha brand Gua Cha in December 2024. “We’re betting on matcha because we don’t see this as a passing ‘craze’. It’s upgraded caffeine with unmatched health benefits. A better way to energise. It fits perfectly into how this generation wants to live. We’re not riding the trend. We’re building the future of it,” she added.
The matcha market is experiencing significant online growth, too, with e-commerce platforms playing an increasingly important role in brand visibility and consumer engagement. Celebrities such as Gigi Hadid, Kylie Jenner, Jessica Alba, Gwyneth Paltrow, and Bella Hadid have been spotted enjoying matcha, further fueling its popularity. Matcha’s association with the “clean girl” aesthetic and its use in skincare products have further enhanced its appeal across generations.
A shirt from Shuffling Suitcases’s Matcha Collection
Indian apparel brand Shuffling Suitcases had launched a matcha-inspired collection for summer this year, which was available exclusively at their online store. “We launched the matcha collection as a vibrant celebration of colour, culture, and current cravings. We were inspired not just by the trend, but by how people are embracing all things green — whether it’s in their skincare, fashion, or daily rituals. The response online was immediate and enthusiastic. Our community resonated with the freshness and creativity of the collection. It wasn’t just about the colour; it was about the mood it evoked. Trend-based collections like this often generate a strong emotional connection — consumers love to see brands tapping into the cultural moment in a way that still feels authentic and elevated,” said Devyani Kapoor, founder of Shuffling Suitcases.
Crocs
The MSCHF X Crocs ‘Big Yellow Boots’ unveiled at Paris Men’s Fashion Week in 2023
Crocs, the slip-resistant and water-friendly shoes introduced in 2002, have gained popularity far beyond water sports enthusiasts and almost revolutionised the footwear industry. Their unique foam clog design, made from lightweight Croslite material, offers comfort and versatility for both casual and formal looks, with an edgy statement style appeal.
Justin Bieber’s collaboration with Crocs
Endorsed by celebrities like Post Malone and Justin Bieber, Crocs have appealed to the younger generation, too. Collaborations with luxury brands such as Balenciaga, and art collective MSCHF have expanded their reach into the luxury fashion market as well. While limited-edition designs, such as Shrek Crocs and Lightning McQueen Crocs made them highly desired by fashion enthusiasts, influencer marketing made them a cultural phenomenon.
Glass Skin
Korean skincare, or K-beauty, has gained worldwide popularity for its focus on skin health and luminosity, significantly boosted by social media platforms like TikTok and Instagram. It led to an exponential increase in searches for Korean skincare. The glass skin trend emphasises natural ingredients, which are now widely accessible through e-commerce platforms even in India. This minimalist approach to beauty has led to a booming market, endorsed by the younger generations rooting for clean looks, globally. The flawless, radiant appearance associated with glass skin has been popularised further by social media tutorials on make-up and skincare. The K-beauty market generated millions of dollars in India alone last year.
South Korean singer Jang Won-young of the K-pop girl group IVE endorsing an Innisfree product, a brand that caters to the Korean glass skin demand
Sharing her views and client experience on the trend, Calcutta-based beauty expert Bridgette Jones said: “Between the age group of 16 and 35, a lot of girls are being influenced by social media and trying out different skin trends that are actually marketing gimmicks without doing proper research. I think it’s great that people are prioritising skincare, but it’s also important to remember that perfection isn’t realistic. Let’s focus on healthy, glowing skin and self-acceptance rather than an unattainable ideal.”
Fads and their Environmental and Psychological Impact
The rapid spread of pop culture viral trends through social media, fuelled by influencer culture and celebrity marketing, creates aspirations among consumers, prompting a desire to be part of the “tribe”. These trends perpetuate a vicious cycle of fast fashion driven by social media and influencer culture leading to overconsumption. The fear of missing out (FOMO) can lead to reckless spending on fleeting trends. With increasing purchasing power among generations like Gen Z and millennials, the mentality to invest on trendy pieces or instant gratification can often come without financial strain. This mentality — valuing temporary desires by giving importance to the present without being too thoughtful of the future — contributes to the culture of overconsumption.
“The thing about these trends is, firstly FOMO, everyone is doing, so I have to. Secondly, these are exotic and fairly expensive things that people are obsessing over, so it talks of class. Thirdly, it connects with creating identity and fills a vacuum in life. I don’t think this obsession with trends is only restricted to the younger generation. Surprisingly, I have seen people in their 40s and 50s obsessing over phone covers,” said psychiatrist Jai Ranjan Ram. Citing examples of cases he has dealt with, Dr Ram shares how these obsessions are transient yet sources of great anxiety. “It is worrying that the reference point of our entire social cognition, social identity and belief system has become social media. I encountered a kid who was a follower of BTS and wanted to try the androgynous look. When the parents refused, the child committed a serious suicide attempt. But one year later, he was done with the obsession. This feeling of ‘my friends have it. I want it’ can lead to intense anxiety and low self-esteem and a feeling of life not worth living. Our entire belief system is about how we are socially accepted. The other day, I saw a couple dancing in a bizarre manner under a bridge. I realised they were making Reels. People are being consumed by consumerism. The bubble around us is of algorithm giving us a false understanding that there cannot be a world outside this bubble.”
Overconsumption drives demand, leading to a staggering environmental impact from fast fashion. The industry accounts for about 10 per cent of global carbon emissions, surpassing emissions annually from international flights and maritime shipping combined, as reported by Earth.Org. This cycle also results in significant land and water pollution, as well as a considerable carbon footprint from global shipping. Marketing strategies, such as blind boxes for collectibles, create addictive consumption patterns. Additionally, the social implications of fast fashion are troubling, as the industry often relies on cheap labour and unfair wages, exploiting workers in developing countries.
“Collectibles like Labubu may seem like simple toys, but psychologically, they offer comfort, identity, and connection, quite like the Pokémon cards or Tazos did in the ’90s. There’s also a thrill, a dopamine-driven delight in opening a box without knowing which particular doll you’ll get. The acceptance of Labubu’s quirky look also encourages the acceptance of ‘imperfect’, which is what most of us have felt at any given point in our lives. A form of self-expression and emotional anchor in a fast-paced world, pop-culture collectibles also send a social signal saying ‘I belong’ without saying a word,” said Dr Minu Budhia, psychotherapist and founder, Carring Minds International.
Trends like the Korean glass skin have also set unrealistic beauty standards, having negative psychological impact and creating body image issues, too. The constant emergence of new trends fosters a cycle of disposability, where each trend’s relevance is temporary, resulting in mindless detachment before moving on to the next ‘in’ thing. As consumers, we have the power to effect change by making informed decisions and supporting sustainable practices. By resisting the urge to jump on every trend and valuing personal taste and responsible choices, we can help slow down the detrimental effects of the fast fashion ecosystem driven by pop-culture trends.
Pictures courtesy: Getty, Instagram, websites of brands and agencies