2021 VALENTINE'S TRENDS - Ultra Creative
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VA LEN T I N E ’ S
2021 TRENDS
A CASUAL AFFAIR As celebrated in many rom coms, Valentine’s Day is often hyped up as a way to demonstrate love via a romantic night out. It’s hard to find restaurant reservations, and brands run commercials that reinforce a message of making grand gestures. In a pandemic, however, the message has shifted. It’s homey – an untraditional take on Valentine’s that is uncomplicated, simple, gentle and cozy. Instead of candlelit dinners, it’s dessert in a cast iron pan; rather than gourmet dinner, we’re seeing breakfast celebrations over croissants and take-out dinner bundles from local restaurants. For a holiday that often pushes ‘go big or go home’ it feels remarkably accessible, humble and easy.
KAWAII AESTHETIC Kawaii means ‘cute’ in Japanese (Hello Kitty could be a poster child) with a sweet and simple expression that is often cartoony in style. Many plush items in the Valentine’s set were designed in this aesthetic but its overall vibe of cute extended to the popularity we saw of pop tarts (homemade food or crafted as a paper valentine), soft pinks and lots of sprinkles. With nostalgia so big right now, kawaii fits that theme of adults recalling childhood without being childish, and a cute meant for big – not little – kids. As we saw in the holiday set, koalas are also popular in the Valentine’s assortment, which fits this general idea of ‘cute.’
THINGS IN TWOS Duos, couples, you and me, sweet and sweetest – things in twos was a strong theme this year but not in the way we’ve seen it done before. The typical portrayal of couples in a romantic relationship were less gender specific this year and language across cards and mugs opened up the idea of Valentine’s beyond romantic couples to platonic friendships or familial relationships. It seems that Galentine’s Day popularized the sentiment that the holiday can be more about things that naturally go together (the peanut butter to my jelly) than romantic love.
DESIGN TRENDS Dusty hues and watercolor were everywhere, a riff off of the popular desert chic look that also incorporates crystals and mystic moods. It has an easy-breezy California feel to it while also echoing many of the 90s comeback trends we’re seeing in Gen Z apparel and accessories. This softer, gentler look fits with our other trend ‘A Casual Affair’ in its easy approachability and gender neutral ‘Things in Twos’ trend.
FOOD CHARACTERS The number of food characters this year was noteworthy in a few ways: First, food is iconic and universal. When you see a slice of bread saying “You’re my butter half” you get it – it’s universal and easy to understand. The puns are fun and there’s generally little innuendo. Second, it’s part of this larger conversation around inclusivity and opening up a holiday like Valentine’s to be less specific about a couple or classroom friendship exchanges to being a celebration of things we love. A heart pillow with “Tacos” in the Valentine’s set points to something we love, versus someone. And there’s a lot of fun to be had when we can do that.
Thinking about exploring seasonal opportunities for your brand in the new year? We would love to partner with you. Ultra Creative 43 Main Street SE, 430 Minneapolis, MN 55414 info@ultracreative.com @Ultra_Creative Ultracreative.com
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