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2026 is the year we’ll see brands embracing anarchy… Welcome to the new brand aesthetic of grunge, anarchy, and imperfection that is dominating this year. As culture is becoming fatigued of the preppy “clean girl aesthetic” and hyper-polished AI, and the every major rebrand of the last few years has been “blanded” with a generic sans, we’re seeing the swing toward rebellion. Beyond aesthetics, I’ve talked about this trend surfacing in wellness culture as whole. When the population feels optimization fatigue, they don’t abandon it entirely, but push the boundaries of what it means to be “well.” Enter the classic images that have overtaken your feed of running marathons with a cigarette or partying after a sauna session. And naturally, the aesthetic world is mirroring our cultural consensus. Much like how the punk movement of the 70’s was all about rejecting mainstream commercialism and authoritarianism, we’re reaching for chaos and imperfection because it feels more human and real. We’re seeing this show up in raw, aggressive, and DIY messaging and aesthetics of today from brand identities to content and campaigns. If you’re an existing brand, this is where I’d encourage you to lean into alternate brand archetypes within your system to bring some fresh and chaotic energy in a way that’s still on brand for you. If you’re building a new brand, it may be wise build with infrastructure for “chaos” in mind. What’s been your favorite application of this trend so far? #brandidentity #trendreport #wellnessbrand Credits: @itsnicethat @xodarrria on tiktok @counterprintbooks - Too Fast to Live, Too Young to Die: Punk Graphics, 1976–1986 @museumofyouthculture @wixstudio on tiktok @ohmcdesigns on tiktok @wrecked231 on tiktok @lauren_sauder on tiktok @jenny_mena on tiktok @pixib0nes on tiktok @editionpartners x @thomgarland @vogue “its-2026-why-is-2016-trending “ @clunkmagazine @teenvogue Wuthering Heights Jonathan Anderson for @Dior Thunderwing: Florence + The Machine, Everybody Scream @cadence As We Proceed: Vampons identity Samba Films for Yonex, 2025 From Form: Amsterdam Museum Night Campaign 2025 Ioana Petcu: Findings from the Street