World Goth Day; tapping into the great goth revival
Believe it or not, today is World Goth Day and while some might say World Goth Night might be more appropriate, Harley Ilott, Head of UK Marketing at Snapchat, says that brands should try to be playful and authentic with sub-cultures, but first – and most importantly – must understand them.
)
Goths are back, and they’re still wearing black. Turns out it wasn’t just a phase.
With Sinners dominating the box office, Wednesday season two returning to our screens this summer, and a major resurgence of Buffy the Vampire Slayer, today’s Gen Z are embracing the early 80s gothic sub-culture with fervour.
What so many of us view as a nostalgic trend, lost to our teenage years, is an - ironically - undying subculture.
Dressed in black, eschewing the sun, and obsessing over the dark and macabre, the goth lifestyle started in the UK and quickly went global. At my school we were in tribes, like the classic US high school movie stereotypes.
I always felt the goths were cool, but despite my experimentation with black skinny jeans and converse it never quite worked for me. But what so many of us view as a nostalgic trend, lost to our teenage years, is an - ironically - undying subculture. And now, hit cultural moments and access to retro shows on streaming platforms have brought goths biting and wailing into the 21st century.
Above: The hit show Wednesday has been embraced by Gen-Z.
The new face of goth
Digitally-native and always connected, Gen Z, with their flair for reinvention, are vibing with goth subculture and adding their own modern interpretation to goth life. Remakes of classic films like Nosferatu and The Crow have provided a new source of vampy horror for young people in need of their cinema fix, bringing the Victorian influences that first inspired gothic fashion.
But the Gen Z goth is also more likely to take fashion advice from social media and modern film and TV. Think Jenna Ortega’s dark fashion choices and smoky make-up - it’s an approachable, chic version of goth that’s perfect for today’s styles. And just as those 90s films would show goths as a niche community, eating lunch and applying eye liner at their designated 'goth table' in the canteen, the goth revival is a vehicle for teens to define and express their authentic selves.
The goth revival is a vehicle for teens to define and express their authentic selves.
Only now, the virtual world allows this generation a chance to showcase their personality and values from the comfort of their homes. The school lunch table has been bolstered by digital connection - with engaged communities gathering in group chats, forums, comment sections and story views.
I see this even in how users’ personalise their Bitmojis. There are more than one billion Bitmoji avatars around the world, and each one is a tool for users to showcase their chosen aesthetic, their personality, and even rep brands they love, from Valentino to Nike.
Above: Remakes of Gothic-inspired films, like Nosferatu and The Crow, have seen a resurgence in goth culture.
Self expression has always been playful, experimental and creative, just like Gen Z. Whether they’re expressing themselves online or in person, gothic looks - like any other fashion subculture - are a shorthand for the media diet, personality and values that lie beneath the black. And when one in two Gen Z consumers feel it is important that brands build connections with them, understanding this shorthand is a must.
Brands that relate to the gothic aesthetic, like Monster Energy and Dr. Martens, have a strong opportunity to reach these audiences in an authentic and meaningful way - provided that they get the strategy right.
Brands beware the cringe
Gen Z can smell disingenuous marketing from a mile off - so start by asking, are we truly in line with goth culture? What can we bring to this community? Engaging Gen Z is a value exchange, but when they find a brand that taps into their sense of self, their loyalty is remarkable.
Brands that relate to the gothic aesthetic, like Monster Energy and Dr. Martens, have a strong opportunity to reach these audiences in an authentic and meaningful way.
Partnering with creators is a great way to engage thoughtfully. Snap Stars and online creators have often fostered or nurtured these subcultures, providing a critical sense of community for young voices. We glimpse these subcultures in short-form content and viral moments, but they are the tip of an iceberg in an intimate, accepting space of connection.
Above: Brands such as Dr Marten's have an existing relationship with goth culture.
Now more than ever, people are able to find a community to belong to, regardless of location - building a sense of belonging that goth culture provides.
And this isn’t the first time that Gen Z have taken a historic subculture and made it their own. Their access to an entire world of cultural history at their fingertips gives greater opportunity for reinvention than ever before. Punks, emos, metalheads and geeks have all found their own communities today thanks to this interconnectivity available through digital platforms. Hope exists for non-goth brands to seize a new revival, a new aesthetic movement.
As long as brands can be playful, authentic, and truly understand these groups, each [subculture] offers a world of opportunity.
The modern goth resurgence is just one example of many subcultural throwbacks - each with their own traditions, aesthetics and philosophies.
As long as brands can be playful, authentic, and truly understand these groups, each one offers a world of opportunity. So, whip out that eyeliner and find the group that works for you.
