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Top Visual
Trends 2025
We've analyzed Instagram's top brands to bring you the latest and most influential trends, saving you the hassle of finding them yourself. Stay tuned for a curated look into what's shaping visuals in 2025.
Old-school journaling continues to thrive across social platforms, especially in beauty and lifestyle. Handwritten notes, photo booth strips, taped labels, and scanned paper textures bring a personal, tactile quality that stands out in polished digital feeds.
Crown Affair — a mindful haircare brand focused on clean ingredients and elevated rituals to transform daily routines into moments of care and intention.
Australian-based TSU LANGE YOR, meaning “to long years” in Yiddish, is a lifestyle brand presenting a vibrant fusion of scent and design.
Mirror Water — a modern self-care brand offering grounding, plant-powered rituals and body care designed to help you slow down and reconnect.
Saie — a clean beauty brand blending high-performance formulas with sustainable practices, creating effortless makeup that’s good for your skin and the planet.
In 2025, brands are increasingly pulling back the curtain, sharing behind-the-scenes moments to foster authenticity and emotional connection. Whether it’s raw studio footage, production prep, or candid snapshots, this trend builds intimacy by showing the process, not just the product.
Lexxola creates contemporary eyewear designed for modern city living, blending style, function, and cultural relevance.
La Joya Cantina is a Lisbon-based restaurant offering a curated dining experience with a focus on quality ingredients and a relaxed yet refined atmosphere.
Charlie Beads is a Los Angeles-based brand creating heirloom pieces from deadstock fabrics, blending playful designs with sustainable practices to craft unique, timeless garments.
Aiayu is a sustainable fashion brand that has been creating responsibly made wardrobe staples since 2005, focusing on high-quality natural materials and timeless design.
Mixed media content continues to dominate trends by combining diverse elements like illustration, photography, and digital manipulation to create dynamic visuals. Artists and brands use contrasting textures and materials such as paper, cardboard, photographs, and found objects to add depth and storytelling to their creations. This approach bridges traditional and digital art forms, resulting in striking, innovative aesthetics that engage audiences.
Sunnei is an Italian menswear and womenswear label.
Australian-based TSU LANGE YOR, meaning “to long years” in Yiddish, is a lifestyle brand presenting a vibrant fusion of scent and design.
Paper art / folded clothing for Carton Magazine, Sandy Liang, Prada.
Sculptural fine jewellery & piercing studios.
In 2025, tablescapes turn dreamlike with playful forms, gravity-defying centerpieces, and whimsical designs inspired by surrealist art. Gen Z and millennials bring surrealism home, making every detail an enchanting escape.
Axel Arigato is a people-powered brand grounded by an inclusive vision, refined aesthetic, and focus on craft and culture.
An ethereal collection of wearable sculptures forged using glass. Each piece has been made by hand and is one of a kind.
RiRa is a new destination for extremely cheering contemporary home objects.
Sculptural fine jewellery & piercing studios.
Inspired by the popularity of chef-centric shows such as "The Bear", even mainstream brands like Zara are embracing this trend, evidenced by their collaboration with Los Angeles-based restaurant Sqirl. More than just pop-ups, these fashion brands are crafting product launches as curated dining experiences, collaborating with food artists and decorators to serve style on a plate.
A collection of easy seasonal staples featuring signature iconography from the Los Angeles based restaurant SQIRL.
HUR introduces, educates and connects women globally by delivering curated, intellectual, unfiltered content through a style lens.
Designed for chefs, adapted for all.
Fine and ethically handmade jewellery from pure, recycled gold and silver.
This trend celebrates community-driven fitness activities, emphasizing not just personal health but also collective wellness and motivation. In line with insights from Vice, young people today crave wellness content that not only informs and motivates but also inspires. They seek narratives that weave together the threads of health, wellness, and community engagement, showing that wellness is not just about rigorous exercise but also about finding joy and connection in the activities they undertake.
Heimat is a members-only concept fitness club offering an elevated fitness, spa, and dining experience tailored to uplift your body and soul.
Universal Colours’ mission is to provide kits to cyclists that are high-performing, durable, and both ethically and sustainably made.
Blok is an award-winning fitness studio in London.
Moodly® represents a commitment to natural wellness and the pursuit of a better life.
According to Death to Stock, "Glimmers" capture fleeting joy in daily experiences like sunshine or floral scents. Glimmertok, an online community sharing such moments, reflects a shift towards valuing real-life interactions. Brands promote cherishing these micro-doses of joy online, prioritizing authenticity and inclusivity.
Jeremy Allen White's attention to detail is evident as he incorporates the purchase of massive bouquets of flowers from a local farmer’s market into his personal brand, signaling a shift in the paparazzi shot towards emphasizing daily luxuries and blurring the lines between performance and reality.
Natural and organic skincare made on the west coast of Sweden with a simple philosophy: innovation driven by nature.
As food becomes a fashion statement, Gen Z creators shift from luxury unboxing to premium food hauls, highlighting everyday pleasures; organic grocer Erewhon gains traction with influencer collaborations spawning social media phenomena like #Erewhonhaul, while luxury brands like Coach capitalize on culinary experiences, expanding their reach.
Glimmers, brief bursts of joy from mundane moments like sunshine, floral scents, or a ladybug's visit, inspire the emergence of online communities like Glimmertok, prompting brands like Lancome to draw inspiration for collaborations such as with influencer Emma Chamberlain.
Handwritten design, a trend prevalent in the creative industry for years, adds a personalized touch to premium products and digital content, signifying authenticity and setting brands apart in the market.
Italian luxury fashion house founded in 1994 by Consuelo Castiglioni in Milan, Italy.
Café and wine bar in Paris.
Conscious, sustainable & made to last clothing Made in Paris, France.
Wilde House Paper is a sustainable lifestyle paper goods collection created in California.
The current trend features steel, nickel, and polished chrome, making them stand out in design. These metals are not just used in a sterile or industrial way but are being combined with warm woods and colours. This mix adds a stylish and versatile touch to furniture, home goods, and even jewellery brands.
Flower shop and gallery heralding the beauty of nature at its core.
Interior stylist based in Amsterdam.
Tableware for special & very ordinary moments.
Foile is a Sydney-based, independent, female-founded and sustainable beauty brand.
In home, food, and beauty brands, the revival of minimalism highlights everyday items with a simple, captivating appeal, using negative space to underscore the essentials' beauty. This trend adopts a relaxed, unpolished style, transforming the ordinary into the extraordinary.
Tableware for special & very ordinary moments.
Danish digital concept store.
Aeris is a Copenhagen based cocktail brand, handcrafting bottled cocktails to the highest of standards.
Monastery is a boutique skincare brand known for its commitment to clean and natural ingredients.
Contre-jour, or backlighting, is a dynamic photography technique where the lighting comes from behind the subject, casting it in shadow and emphasizing its silhouette. This method, often seen as a challenge due to its ability to overexpose backgrounds, can create dramatic and expressive imagery when skillfully applied, turning perceived flaws into striking visual statements.
Vegan and cruelty-free beauty brand founded by Palestinian DJ duo sisters Simi and Haze.
Modular jewelry to connect concepts and people through self-expression.
plós is the most refreshing, 'take the edge off' stiff drink without the stiffness.
Crown Affair is a haircare brand with clean ingredients, effective formulations, and beautiful handmade tools.
These campaigns feature children in oversized adult clothes, creating playful yet surreal fashion imagery. It reverses roles, with kids as adult fashion icons, blending childhood charm with adult style sophistication, signaling a new trend in fashion marketing.
Simon Porte Jacquemus is a French fashion designer and the founder of the Jacquemus fashion label.
Spanish twin sisters Sayana and Claudia work hand in hand with artisans from around the globe, collaborating with NGOs in Senegal and Nepal to promote local craftsmanship and work towards building long-term relationships with social projects where artisans have an important role for change.
Sandy Liang is a fashion label based in New York City. Founded in 2014 by Sandy Liang, its designs are inspired by nostalgia, girlhood, and grandmothers in Chinatown.
Spanish twin sisters Sayana and Claudia work hand in hand with artisans from around the globe, collaborating with NGOs in Senegal and Nepal to promote local craftsmanship and work towards building long-term relationships with social projects where artisans have an important role for change.
The trend of featuring older models in campaigns has been around for several years, breaking the conventional age barriers in the industry. It continues to capture audience attention by challenging stereotypes and celebrating diversity in beauty and style at all ages.
Handcrafted jewelry designed using natural materials.
Effortless Scandinavian minimalism since 1993.
Modern sustainable fine piercing jewellery brand from Brisbane, Australia.
LAMAREL is a Swiss brand offering fair fashion for accessible prices.
It celebrates eclecticism, where contrasting styles and periods are mixed, resulting in a vibrant, 'lived-in' look that feels personal and unpolished. This approach to visuals rejects the clean, minimalistic design philosophy, instead embracing a more realistic, human approach to decor and style that can be seen as a reflection of real-life complexity and individuality.
Artisanal mezcal handmade in Oaxaca with a recipe passed down by Yola’s grandfather from 1971, now bottled in our all-female facility.
Office is an unorthodox approach to fashion and creative culture at large. The magazine is a collection of original personalities and uncommon lives.
Copenhagen based craft brewery.
Cuup is a lingerie startup with affordable, minimalist bras and undies.
Blurry photos, harsh flash, half-eaten food, digital cameras from 2004 - this trend departs from traditional photography, focusing on candid moments over technical perfection. It values authenticity and the story behind each photo, capturing real-life emotions. This is a return to photography's roots as a storytelling medium, emphasizing genuine, unfiltered moments.
Australian label seeks to blend morning into night by blurring the lines between ready-to-wear and sleepwear.
Saie offers clean, skincare-infused makeup formulated by beauty experts.
A holistically sustainable underwear brand that creates everyday essentials in long-lasting quality and style.
F. Miller makes luxury personal care products from natural, botanical ingredients.
Many photos are taken from an angle that adds depth and interest. This angled perspective can create a more dynamic composition, leading the viewer's eye through the scene, and often gives a sense of candidness or a snapshot feel, rather than a straight-on, formal view. This approach is commonly used in lifestyle and design photography to give a sense of being in the space or part of the moment.
Fashion brand founded in NYC produces everyday accessories that marry versatility with creativity.
Foile is a Sydney-based, independent, female-founded and sustainable beauty brand.
Buenos Aires based pajamas & outwear brand.
Tableware brand cooking playfull tables from France.
The collage visual trend is about creating a new perspective by juxtaposing different photographs. Merge parts of two photos, combining human features with fashion or natural textures with humans, creating a surreal, perception-challenging image. This technique can create surprising visual dialogues and plays on recognition and form.
Homme Girls is a women's fashion magazine and brand that only features menswear.
Tableware for special & very ordinary moments.
Modern skin solutions that elevate the form and function of skincare.
Paloma Wool is a Barcelona-based fashion brand focusing on local production and collaborations with artists, ceramists and photographers.
Moving away from the irony-filled content of the past few years, we're now seeing a refreshing trend of optimistic messaging, often accompanied by nature-driven aesthetics. This shift towards celebrating the beauty and tranquility of nature in our digital spaces is a welcome change.
Natural and organic skincare made on the west coast of Sweden with a simple philosophy: innovation driven by nature.
Launched in Portugal in 2021, Friends of a Farmer is a Slowness initiative to regenerate our soil, awaken the farm and cultivate a community.
Buenos Aires based pajamas & outwear brand.
Haircare brand from Australia, designed to make the daily hair routine a ritual, to celebrate the longevity of healthier hair.
This photography trend captures subjects in a minimalist and natural style, using clean backgrounds and soft lighting to highlight genuine expressions and subtle details. It's a stripped-down approach that celebrates individuality and creates an intimate connection between the subject and the viewer.
Typology is vegan and cruelty-free skincare brand from Paris.
Ragbag Studio is a Danish jewelry brand with a fashion background that embraces individuality, utilizing differences to create unique and exciting jewels using a combination of traditional craft and modern techniques.
Intended as a tiny love affair, Corali offers fine jewelry pieces carefully designed and handmade in Copenhagen, Denmark.
Cotton classics for the modern woman.
This visual trend celebrates fun and the unexpected, turning everyday accessories into playful statements. This trend is for everyone who loves to mix a sense of humor with their style.
Starface utilizes hydrocolloid pimple patches to heal acne, zits & blemishes fast with face wash, acne stickers, acne cleansers, moisturizers & more.
Intimate essentials for your everyday. Consciously made with 100% certified organic cotton.
Sunnei is an Italian menswear and womenswear label.
Yoga, stretching, and meditation studio in Kyiv.
Horizontal photos are becoming more popular on Instagram, both among brands and regular users. These wider pictures are great for telling stories or showing off big scenes, and they stand out from the usual square or vertical photos. Even though Instagram isn't specifically promoting horizontal photos, people are using them more to make their posts look different and creative.
Bode produces one of a kind, handcrafted clothing. Cut from antique fabrics, victorian quilts, grain sacks, and bed linens. Tailor-made in New York.
Vegan & plant-based skincare brand creating the perfect routine free of every thing you don't want for your skin.
HEREU is a Spanish brand dedicated to leather goods and rooted in traditional Mediterranean style.
Paloma Wool is a Barcelona-based fashion brand focusing on local production and collaborations with artists, ceramists and photographers.
More and more brands are embracing diversity, not just as a crucial aspect of content creation but also in a new and notable way: by increasingly featuring male models in their shoots. This shift is not just about inclusivity; it's about redefining norms and broadening perspectives.
Intended as a tiny love affair, Corali offers fine jewelry pieces carefully designed and handmade in Copenhagen, Denmark.
PIN–UP HOME is a New York-based platform specializing in design objects and contemporary home and lifestyle accessories.
Hyeja is the Korean skincare brand for those who seek minimalistic, effective products based on traditional Korean skincare ingredients.
Effortless Scandinavian minimalism since 1993.
The subjects are cut out and placed onto different backgrounds, creating a mixed-media effect.
Skincare essentials developed by Hailey Rhode Bieber.
Dentro is an accessories brand designed in France, made in Italy, created by designer Isa Kauffman.
Set Active designs activewear to inspire confidence, comfort, and style for a range of activities.
Fashion brand founded by twins Claudia and Sayana Durany, Gimaguas is powered by relationships and conversation with the world around us.
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