Forget Y2K: In Turbulent Times, We’re All About Y3K

"Y3K is a cultural movement that’s evolved from a futuristic aesthetic trend,” explains Erica Ng, Advisory strategist at Stylus. We spoke with Erica to dive into the trend, explore its drivers, and find out how brands can use this insight to better engage with younger consumers.

What is Y3K? 

Erica: It’s a cultural movement that draws inspiration from the year 3000. Where the Y2K aesthetic pulls from the late 90s to noughties, Y3K looks forward more than 900 years, blending elements of science fiction and technology, as well as utopian and dystopian visions of the future.

How would I recognise this trend, and where is it showing up? 

Erica: Y3K has shown up as an aesthetic trend in fashion, art and design, characterised by metallics, neon lights and sleek minimalist visuals. Spearheaded by K-pop girl groups like Aespa and Japanese styles like Sabukaru (a term used to refer to things considered ‘subcultural’ or ‘alternative’), Y3K fashion started as a fusion of cyberpunk and sci-fi aesthetics and spilled over to beauty styles: unusual eyeliner shapes, metallic glitters and otherworldly hair extensions.

Why are consumers interested in this now? 

Erica: Fresh advancements in AI, robotics and biotechnology are fuelling consumers’ imaginations and hopes about what the distant future could look like, in turn inspiring the Y3K aesthetic. Pair this with technologies (becoming ever more integrated into our daily lives) and environmental anxiety (becoming both more pressing and more polarised), and it’s fertile ground for this aesthetic to grow into a cultural movement. On Roblox’s popular game Dress to Impress, Y3K is one of the most talked about themes (with over 110 million posts on TikTok and counting), because the futuristic look is as intriguing as it is confusing.

This is part of a wider demand we’re tracking, where consumers are increasingly seeking narratives that offer more than just visual appeal. Multiple studies have found that Gen Z expects brands to help foster a better future – from actively choosing brands that are transparent about environmental and social responsibility, to pressuring brands to demonstrate a tangible alignment with these values. They want stories and experiences that challenge their thinking and offer potential solutions – or warnings – for the future. Y3K’s ability to provoke thought about the long-term consequences of today’s actions is what’s propelled it into a cultural movement.

Why is it important for brands to pay attention to trends like Y3K? 

Erica: As Y3K often explores themes of sustainability, technology and societal change, it provides a framework for brands to engage with important issues in a way that resonates with contemporary concerns about the future. By demonstrating a commitment to addressing these challenges, brands can build trust and loyalty amongst their consumers. We foresee that Y3K will positively influence new product development, marketing campaigns and winning immersive experiences.

Who is into Y3K, across both audiences and brands? 

Erica: Y3K resonates particularly with younger generations, especially cohorts that are increasingly engaged with speculative fiction, gaming and digital culture. Tapping into this trend offers a great opportunity for brands to connect deeply with these audiences in a way that feels relevant and exciting. For example, when Gentle Monster and Maison Margiela hosted a series of pop-up installations last year, they chose to explore a futuristic projection of both brands’ identities. This collaboration posed bold, intriguing questions about human futures across seven major cities (including Seoul, Shanghai, New York and London). The brands asked how humanity intersects with advanced technology, such as humanoids, and explored the eternal concepts of life and rebirth.

None of us will be around to see the real year 3000. What’s the future for the Y3K trend? 

Erica: Y3K will evolve into a more nuanced and comprehensive framework for imagining the future. It’s likely that it will incorporate more diverse cultural perspectives, looking at global cooperation and resilience in the face of challenges like climate change and technological disruption. As AI and biotech continue to advance, Y3K will be one response for exploring the ethical implications of human enhancement and the merging of digital and biological life. Y3K's relevance lies in its ability to shape our collective vision of the future, making it a critical area for brands, creatives and thinkers to engage with as they navigate an increasingly complex and uncertain world.