This year has seen many global cultural changes and trends. We have experienced a further mixing of genres, a fragmentation of traditional media, and a continued shift from broad mainstream culture to niche subcultures, short-lived “eras,” and algorithm-driven scenes.
From alpha generation 6-7 Memes Social media platforms like TikTok have become popular this year due to the rise of clean girl and corporate girl aesthetics. But which cultural trends have had the biggest impact?
As the year draws to a close, the Euronews Culture team looks back at some of the most memorable global culture trends of 2025.
AI slop: the internet’s new treasure trove of trash
From fake bunnies on TikTok trampoline videos to fake romance videos on the New York subway to political debates, AI slop has infiltrated every part of the internet this year.
The term has been named Macquarie Dictionary Word of the Year 2025due to its widespread influence on politics, videos, memes, music, and more. Merriam-Webster also coined the word “slop” Top spot for word of the year.
The rise of cheap and widely available advanced generative AI tools and the “attention economy” has made creators even more reliant on AI slop in exchange for streaming royalties and ad revenue. Brands such as Vogue and Coca-Cola This year it was met with a backlash. About using AI models and holiday commercials. It remains to be seen whether the AI doldrums will persist into 2026, despite being criticized as banal, soulless, empty and full of mistakes. At least some brands We still employ human animators for advertising.…
Brain rot: Eat. sleep. Doomscroll. repeat.
My brain is rotten, Oxford University Press’s 2024 Word of the Yearits popularity lasted until 2025, when the viral “Italian Brain Rot” meme was picked up by Generation Alpha.
This was primarily driven by growing public anxiety about trivial and low-quality online content and its impact on mental and intellectual health. The summer of 2025 was even dubbed the “summer of brain rot” following a boom in short-lived cultural moments.
This subgenre of Italian brain rot is a particular kind of absurdity. AI-generated nonsensical content featuring popular characters such as a cappuccino-headed ballerina named “Ballerina Cappuccina” and a three-legged shark named “Tralalero Tralala.”
While some newsstands have started selling “Italian Brainlot Trading Card Game” to further capitalize on the trend, brands like Duolingo, Netflix and spotify Incorporated into promotional campaign.
The Rise of TikTok Aesthetics: Clean Girl, Dark Academia, Coquette
2025 saw an explosion of aesthetics on TikTok, from minimalist/clean girl to corporate girly, coquette, dark academia, cottagecore, and more.
This, driven by a growing demand for authenticity, escapism, and nostalgia, and hyper-personalized algorithms, supported the creation of niche and diverse subcultures that quickly established global communities of their own.
The desire to move further away from previous “perfect” aesthetics has also driven this trend, giving creators the opportunity to build even deeper, loyal and engaged audiences in these subgenres.
One of the most famous TikTok aesthetics this year was the clean girl. This is a minimalist lifestyle trend that emphasizes a natural, fresh, sophisticated, and effortlessly chic look. On the other hand, the coquette aesthetic prioritized a romantic and feminine style, with an abundance of ribbons, lace, pastel colors and ruffles.
Some were more recognized, such as: twilight-Aside from the inspired aesthetics and edits, there were also some more niche pieces like Chunky Resin Bangle and Achill Island.
Y3K: Posthuman, Chrome, Alien
The Y3K aesthetic quickly gained a following in 2025. Breaking away from the recent wave of Y2K nostalgia, Y3K blends futurism with current anxieties about the environment and technology. It focuses on complex themes such as over-reliance on technology and the dystopian consequences of climate change.
This trend is fueled by the rapid advancement and integration of robotics, AI, and virtual reality into daily life, leading consumers to speculate more about the future. Metallic fabrics, wearable technology, cyber-inspired designs and graphic liners: Y3K has it all.
Y3K focuses on practical wear with grunge touches and practical silhouettes for an uncertain future. This look has also been shown on music videos and high fashion runways, especially by K-pop groups such as aespa.
In films and books, Y3K focuses on the cyberpunk and science fiction genres, exploring the fusion of digital life with biological life and post-human stories.
Oversized silhouettes and minimalist staples
In 2025, oversized silhouettes and minimalist staples have entered the high fashion arena in abundance, driven by a shift toward more individuality, comfort, gender neutrality, and sustainability. This trend, adopted by top brands such as Prada and The Row, is a clear contrast to previous eras of over-consumption and emphasizes more deliberate fashion choices.
It was particularly popular with Millennial and Gen Z consumers, who prioritize an effortlessly cool vibe and are increasingly conscious of the environmental impact of fast fashion.
We focus on durable, high-quality, timeless staples that embrace quiet luxury and sophistication, such as wide-leg trousers, oversized blazers, and simple white shirts.
This trend uses natural, sustainable fabrics like linen, organic cotton, and wool in a neutral palette of black, beige, and white. This allows you to mix and match items in a variety of ways, regardless of the season.
6-7: The more meaningless the better.
One of the most ridiculous trends this year is the phrase 6-7. A video of a young basketball fan shouting “six-seven” has gone viral. using relevant hand gestures. The video became popular and the meme was adopted by millions of children around the world.
6-7 also became Word of the Year 2025 from Dictionary.comdescribed as a “burst of energy” rather than a meaningful term. This trend effortlessly captures the absurdist, intentionally meaningless, and short-lived humor typical of Instagram Reels and TikTok.
It quickly became a kind of inside joke among young people, used as a means to annoy parents, teachers, and other adults, while at the same time building a stronger social identity and sense of community among children.
The trend was so popular that it was even featured in an episode of South Park, and UAE branches of companies like McDonald’s and Pizza Hut also ran discounts and promotions around the theme.
Authentic clutter: raw, real, and unconcerned.
After years of painstakingly perfected content, in 2025, the authentic messy trend became popular across beauty, fashion, and social media as the antithesis to the curated “clean girl” aesthetic.
Celebrities like Julia Fox have shared videos of truly messy apartments that reflect their authentic daily lives, and digital artist Amalia Soto coined the term “girl clutter” to push back against gender expectations of neatness. Subtrends such as “Goblin Mode” and “Organized Chaos” also emerged.
Fashion houses like Bottega Veneta and Miu Miu have also embraced the trend, with models walking down the ramp with bags unzipped and overflowing. That’s not all – billie eilish and Charli XCX This year we also leaned into a more anarchic and rock look. But is it the best moment for the Promessy movement? goddess of tidying up, Marie Kondo herselfshared that after having her third child, cleaning up her house took a back seat.
The return of recession pop: The mood of dance in troubled times
Recession pop made a comeback in 2025, serving as an emotional catharsis and aural escape for those dealing with economic anxiety and financial uncertainty.
Known for its easy-going lyrics and upbeat tempo, the genre is nostalgic and a notable change from today’s mellow pop, perfect for a quick dance break from the stresses of the day. This trend was also amplified by TikTok, which highlighted new artists with a similar vibe and turned old hits into viral tracks.
Say hello again to bangers from 2007 to 2012 from iconic artists like Ke$ha, Lady Gaga, and Katy Perry. These artists also weave the feel of their early albums into new releases in 2025, including “Abracadabra,” “Mayhem,” and “Yippee-Ki Yay.”
Diminishing influence: When the word “no” spreads
After years of hyper-consumerism, this year has seen a shift in global cultural correction through a downward trend in influence. Hollow advertising, audience fatigue, growing economic anxiety, and growing calls for sustainability and transparency drove this movement.
Forget about carefully curated aspirational content or constant product sales. Consumers now want unfiltered, authentic, and messy opinions from real people, not influencers with customized online personas.
This means real life and financial advice, genuine and affordable alternatives to the latest fads, and a broader shift towards underconsumption and sustainability rather than FOMO. This, in turn, has given rise to trends like skin fasting, the rise of multitasking beauty products, slow fashion, the buy-no-buy challenge, and anti-Instagram travel.
The return of analog: offline is the new flex
The analog revival was another notable cultural trend this year, driven primarily by Gen Z consumers as an antidote to digital overload.
Fueled by a desire for more tangibility, authenticity, and mindfulness in a world seemingly dominated by social media, smartphones, and constant connectivity, younger generations are now reaching for vintage cameras, print media, and vinyl records.
Analog wellness practices featuring simple hobbies like knitting, crocheting, pottery, craft workshops, record store get-togethers and book clubs are also booming as people seek more meaningful, in-person connections.
As a result, Billie Eilish and Billie Eilish, taylor swift release music in physical format. The “film look” aesthetic has exploded on TikTok and Instagram, boosting sales of vintage cameras from Kodak and Fujifilm. Physical books and independent zines are also making a comeback, according to publishing software company Woodwing.
Check out more of the best of 2025, including the best albums and best movies of the year, on Euronews Culture.