Nivara’s job is to figure out what’s cool. Do you recognize any of the trends pictured here? She says you’ll be seeing food-inspired fashion and decor in 2025. Older tech is making a comeback too!

Courtesy Nivara Xaykao (Nivara Xaykao); Michael Buckner/Variety via Getty Images (Bracelets); Melodie Jeng/Getty Images (Crocs); Nike (Shoes); www.Bando.com (Orange Juice Vase); Shutterstock.com (All Other Images)

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The Trend Forecaster

Why do certain things start #trending? Nivara Xaykao might know.

December 2024/January 2025

by Alex Lim-Chua Wee

Courtesy Nivara Xaykao

Nivara Xaykao

Looking back on 2024, you might recall a few trends. Everyone wanted Stanley cups. They were wearing Crocs with socks. Your TikTok feed was full of #GetReadyWithMe videos.

But have you ever stopped and wondered why these trends started?

Nivara Xaykao [zay-kow] may have an answer. She’s a trend forecaster. Her job is to study what’s popular. She looks at trends across fashion, technology, and more.

What does she do with this information? She works with brands like Target, Disney, and Converse. Her trend research helps them create or sell products people are excited to buy. We asked Nivara about her interesting job.

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Hot Item
Fun pastel colors helped the Stanley cup stand out on social media.

How would you define a trend?

A trend is a pattern. To find one, I often do something called “social media listening.” I spend a lot of time on apps like TikTok, observing what people are into. It can be a fashion trend, news, or even a meme. I also go out in my city and people-watch! Just observing what’s happening around you can tell you a lot.

How does your research help the companies you work with?

Here’s an example: In the summer of 2023, the Barbie movie came out. Taylor Swift was also on her Eras Tour. This led to a big moment. Girlie things like bows and pastel colors popped up everywhere. Knowing this helped brands with everything from packaging colors to social media captions.

What’s another big trend you’ve noticed lately?

During the Covid-19 pandemic, people were isolated. We’re still seeing the effects of this! People are craving connection. One result is the rise of social gaming. Game cafés—where people can hang out and game together—are popping up. People are also joining more hobby and sports clubs.

What’s the best part of your job?

I get to travel to places like Paris, France, and São Paulo, Brazil. Often I go for events like fashion shows. It helps me see what people around the world are excited about.

What’s the most difficult part of your job?

It’s honestly hard to focus! I’m learning about so many things every day.

Are there any trends you see rising in 2025?

AI is everywhere! But it also means people are missing older technology. I’ve noticed that more young people are interested in vinyl records, CDs, and digital cameras.