Trend
Real & ready: The aesthetic trend redefining brands in 2025!
In a time of prolonged geopolitical tension, climate-related crises, fragile supply chains, and economic uncertainty, people gravitate toward what feels reliable and functional. That shifts aesthetics away from ornament and toward robustness, clarity, and a “gear-first” mindset.
The result is a broad utility/preparedness trend that shows up far beyond the emergency-prep aisle and civil defense, in fashion, mobility, watches, beauty, FMCG, and digital design. Below we sumarise where it’s showing up, why it works commercially, and how to translate it into concrete design choices.
Where it shows up right now
- Fashion: Catwalk and mainstream are moving toward khaki/army tones, pockets, cargos, utility jackets, and outdoor sneakers. SS25 coverage highlights khaki and utility as seasonal codes; Vogue also calls the utility jacket a wardrobe staple.
- Cars & mobility: Brands are positioning themselves as “adventure-ready.” Examples: Subaru Wilderness (increased ground clearance, rugged upholstery, anti-glare decal and an aesthetic that signals function) and Rivian’s retail/community concept “Adventure Is In Us” with real “adventure drives.” This is as much brand positioning as it is technology.
- Watches (lifestyle): Field watches are having a moment as the “tool watch for everyday and adventure”. Hamilton Khaki is featured in GQ and Hodinkee, with ongoing drops/editions.
- Beauty/brand & pack: The shift toward “clinical/derm-core”, restrained typography, batch codes, white/neutral palette, and functional language is accelerating as consumers seek a science/effect signal rather than romance.
- Food & drink & D2C branding: Functional, “no-nonsense” packaging identity (black/white, clear hierarchy, nutrition-first) à la Huel, a way to signal efficiency, science, and transparency rather than decoration.
- Digital expressions: Neobrutalism in UI - high contrast, a “tool-like” feel, straight information blocks mirrors the same zeitgeist of function over flourish.
Why it works commercially
This is less “war romanticism” and more robustness, function, and honesty as an aesthetic code: products that look reliable, durable, and useful feel relevant in unsettled times. Even when the use case is everyday.
Translated into design choices - for brands that aren’t “prep”
- Colours & materials: Muted field tones (olive, khaki, dark sand, field grey) plus small signal colours (e.g., safety orange) on functional details; matte, tactile finishes (powder-coat/soft-touch, ripstop/nylon cues in print).
- Typography & layout: Stencil/condensed grotesque, clear information zones, article/batch marking, QR/NFC for a tool-like feel (without military insignia).
- Messaging: Frame it as resilience, reliability, clarity, not conflict. In beauty: lean into clinical candour (claims, INCI, clear dosing). In beverages/FMCG: an “equipment look” can carry functional RTBs (sustainability, lightweighting, recyclability) without feeling harsh.
- Guardrails: Avoid camo/insignia where it can be misread. Keep the focus on function/utility and genuine transparency (otherwise, risk “sciencewashing”).