From fashion to interior design, we’re seeing a resurgence of medieval inspiration in consumption. The trend is seen as a rejection of modern technology-focused culture.
According to a report from the UK-based creative agency, the adoption of medieval aesthetics, traditions and practices is ripe for master consumer trends em 2025.
This movement reflects a longing for nostalgia and a rejection of hyper-modern, technology-driven culture.
Jack Colchester, director of data and information at Wonderhood, describes neo-medievalism as a Antidote to Internet Culturedriven by algorithms. “The future is medieval,” says Colchester.
The trend encompasses several facets of medieval life: cloaks, blacksmithing and even the resurgence of mead – the ancient honey-based alcoholic drink.
Mead, popularized by shows like Game of Thrones, has seen a significant boost in the market, with sales projected to grow from $592 million in 2024 to $1.4 billion in 2032.
Market reports highlight its appeal as a low-alcohol and environmentally friendly option.
A medieval-inspired fashion has also gained strength. At last year’s MTV VMAs, pop stars like Camila Cabello e Chappell Roan used medieval accessories, while Natalie Portman wore a Dior dress inspired by chainmail at the Deauville Film Festival.
Similarly, Pinterest’s 2025 trend predictions highlight the “castlecore” in home decor and fashion, with searches for terms like “medieval core” and “chainmail necklace” recording double-digit growth, brand .
In music, TikTok users are embracing the “Bardcore”, medieval-style songs with harps, bagpipes and clashing swords. Teenage Engineering even launched a beat machine with medieval sound effects, demonstrating the creative reach of this trend.
Colchester argues that neomedievalism reflects a rejection of hypermodernity. With the proliferation of AI-generated content, standing out requires bold, creative choices.
This trend, while playful, underscores a deeper cultural shift. “The creative reference in 2025 will be: reach places that AI couldn’t”, observa Colchester.
By embracing medieval traditions, consumers are seeking a balance between old and new. As Colchester says, “The only way to stand out is to accept being a shameless attention seeker – and to boldly step into your neo-medieval jester era”.