
Published 30 January 2024
With more than 172 million TikTok views and counting, the #MobWifeAesthetic sees Gen Zers and millennials swap stealth wealth for loud luxury, donning fur, leather and leopard print in droves. But where did it come from, and does it have staying power? We break down the viral trend, identifying its main drivers, key products and commercial future.



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The A/W 26 fashion season drew to a close in Paris, where we saw a melting pot of diverse looks, from confirmation of the season’s new mood for a more classic approach to wardrobing, through to inspirational upcycling targeted at the more junior market – all delivering powerful messages for the season...