Ridiculed First, Trending Later

Here’s a quick trendspotting tip: Anything that’s ridiculed or causes friction shows signs of becoming a trend.

If you list down some things that are struggling to find acceptance or are looked down upon, you’ll probably see some of those things turn into trends over time.

It’s almost a pattern that shows how what was once undesirable or judged was gradually welcomed and accommodated.

It’s because people need time to understand and adapt while the trend also requires time to mature and become normalized.

Therefore, a simple thing I’ve learned is that fashion comes out of friction, and what’s mocked often becomes mainstream.

Based on personal observations, I can recall the following things that were once ‘ridiculed’ that went mainstream in India until they found greater acceptance.

1. Ripped jeans: Not many liked them. But denims torn at the knees conveyed a certain rebelliousness and they stayed.
2. Dual sim phones: Dual sim was a ‘Chinese phone only’ feature that reeked cheapness. But it went mainstream and now most phones have two slots.
3. Smartphone photography: Seen to be ‘for hobbyists only’ by frowning DSLR users — the phone is now the primary content creation tool for many.
4. Adults who game: Adults who played games were ‘kidults’ who had much growing up to do. But nobody seems to be complaining now.
5. Men doing chores: It caused instant self-consciousness and hesitation. But now it’s a desirable trait and an obvious expectation.
6. TikTok: TikTok and TikTokers were labelled ‘Cringe.’ But now the same format has been copied and evolved into Reels and Shorts.
7. Influencers: Influencers were just ‘wannabe celebrities’ — but now you have them in movies, as brand ambassadors, and interviewing politicians.
8. Vertical videos: The cinema purists hated them. But now everyone loves those cinematic vertical shots. The same goes for 30-second short content.
9. Men and beauty: ‘Soap-only’ tough and masculine men are manscaping and using serums, moisturizers, and colored lip balms. This took some time.
10. South Indian Cinema: The hyperbolic action and weird dubbing summed up the movies for many — now they’re tasting glory and being praised dearly.
11. Hand-me-downs: Getting second-hand stuff felt unjust. But now buying pre-owned stuff shows wisdom and sensibility, sans the shame.
12. Frugality: Being frugal meant you were a miser. But now people empathetically understand how everyone’s financial priorities could be different.

These examples show how ‘trends’ don’t quite exist by themselves.

They emerge as a result of the shifting cultural attitudes. They show up once the dust settles and people are ready to embrace change.

Knowingly or unknowingly, we’re all participants in several ongoing changes — but an occasional zoomed-out view helps us predict where the next societal waves can come from.

As a strategist, putting on a philosophical lens and looking for patterns seems enriching, especially with a simple question like:

Note: Not every point of friction becomes fashionable

A point to note is that not everything that’s mocked will become a shining example someday. Some things are ridiculed and also forgotten — like the Internet Explorer.

P.S. I occasionally write about advertising here on Medium. And other stuff on my personal blog. Thanks for reading!