Despite economic uncertainty, a new aesthetic of conspicuous consumption—dubbed “boom boom”—is surging into the mainstream. Trend forecaster Sean Monahan described it as “reminiscent of the 1980s and early 1990s, with an emphasis less on minimalism and more on overindulgence.” Monahan, who introduced the term “normcore” in 2013 and identified the “vibe shift” two years ago, told Vogue that the “boom boom” mindset is a product of living through global volatility.
“We live in an era defined by explosions: of inequality, of knowledge, of information, of wealth — and yes — of actual bombs,” Monahan wrote in a Substack newsletter, according to Mashable. “Boom boom is embraced by those who see opportunity in the chaos. For those who disagree, this will seem villainous and nihilistic — a dark mode shift, as Edmond Lau called it. But it’s important to remember, no one ever imagines that they’re the bad guy.”
Where previous aesthetics might have prioritized understated luxury or stealth wealth, “boom boom” flips the script. As Monahan explains, it’s about flaunting wealth rather than concealing it.
Amid looming tariffs and forecasts of financial strain, social media feeds are awash in displays of excess—from lavish dinners and globe-trotting vacations to luxury fashion hauls.
“Phone-eats-first type of food, whatever viral sweater is going around on TikTok, the new work bag,” Devin Walsh, a 25-year-old marketer, told the New York Times. “Meanwhile, everyone is referencing the Great Depression.”
On TikTok, the “#oldmoney” tag has taken off, promoting a retro-wealth aesthetic rooted in heirloom fashion and Ivy League influence. But for many young people, the pressure to project affluence—especially online—can be disillusioning.
“Boom boom is looking like you’ve spent money for the sake of looking like you’ve spent money,” Emilia Petrarca wrote in an article for The Cut. “Monahan’s proclamation felt upsettingly on point.”
Even institutions are getting in on the nostalgia. The National Portrait Gallery in London is currently showcasing an exhibition that “brings together the work of over 80 photographers” featured on The Face magazine covers during its heyday in the 1980s—a cultural throwback that resonates with today’s resurgent appetite for spectacle.
In a world teetering between economic precarity and algorithmic overload, the “boom boom” aesthetic isn’t just about excess, but expression. For a generation navigating chaos, flaunting style becomes a way to reclaim control, assert presence, and find beauty in the absurd. It’s not just defiance, but adaptation. If the future feels unclear, at least the outfit is intentional.
