I love a trend report. Yes, I sometimes joke that seeing something three times is enough for editors (ahem, me) to call it a trend, but IRL, trends are actually the result of a complicated constellation of factors, some aesthetic, some economic, some social. All of which is to say, I am always fascinated by what people foresee happening in fashion, beauty, home décor, culture, etc.—and that’s even more compelling when there’s data to support it, as is the case with Pinterest Predicts, a trend report released by the image sharing/social media platform every December based on the search terms the company sees gaining the most traction. This year’s Pinterest Predicts contains some trends I expected to see (bows, slow travel) and some I definitely didn’t see coming (jellyfish). To help me parse the company’s predictions, I turned to my friend Mishal Cazmi, who’s also senior editor, Canada at Pinterest. Read on for her take on what we’ll be doing, style-wise, in 2024—and why this type of content is so compelling in the first place.

What exactly is Pinterest Predicts, and what's the backstory? I.e., when did the company start analyzing and releasing this data, why did they start doing this and how has it changed over the years?

Pinterest has always been a place for planners. Pinners come to the platform to search for inspiration on what to do or buy next. (In fact, 40% of our monthly users are Gen Z and our data indicates that 84% of weekly Gen Z users say they find products that fit their taste or style while shopping on Pinterest.) This is how Pinterest Predicts was born. Instead of a year-end review, it’s a forward-looking forecast of the trends for the year ahead, based on what we know Pinners are searching for.

Our first report was released in 2014 and was originally called “Pinterest 100,” which highlighted 100 trend predictions. In 2021, we decided to include more than 100 trends to lean more into the predictive nature of our insights, which led us to the name change. This year, the report features 23 themes with 115 key trends.

How exactly does Pinterest identify the trends that go into Pinterest Predicts?

More than 482 million people around the world [use] Pinterest, [so] we’re able to leverage our predictive model to get early insights, helping us identify what is likely to take off. Every month, we analyze billions of searches and hone into the search terms that have been gaining traction over a two-year period. The data is then refined into categories that make up our annual not-yet-trending report.

How accurate are Pinterest's predictions year over year?

Pinterest Predicts has an 80% accuracy rate with predictions coming to fruition over the past four years. That success has a lot to do with Pinterest’s distinctive approach, which blends the art of trend spotting with analytical science. Some examples of past predictions that we’ve seen take off include Skinamalism and more recently, Romcom Core, which was inspired by romantic comedies from the 2000s.

What are your favourite trends from this year's Pinterest Predicts? Are there any that you found surprising?

It’s really hard to choose, but I love Eclectic Grandpa. It’s your grandpa’s style but infinitely cooler, taking elements of grandpacore like cardigans and giving it that extra flair, whether it’s with a custom monogram or a modern reinterpretation of retro streetwear.

One fun surprise was Make it Big, which marks a shift towards maximalism as millennials and Gen Z lean towards bigger and bolder looks. For example, searches for “chunky hoops” and “big braid hairstyles” increased by 45% and 30% respectively. It’s a departure from last year’s Micro Makeover trend, which was all about short nails and haircuts.

Are there themes that you can identify that are represented in this year's predictions? Or, put another way: what do this year's trends tell us about the world and people's priorities/interests?

Several trends this year are a nostalgic nod to the past like Jazz Revival and Blue Beauty, but reinterpreted for our modern times. Other trends like Rest Stops (embracing slow travel and staycations) and Head to Glow (giving our bodies some TLC with everything from body lotions to SPF) show us that people will continue to prioritize self-care.

What's the appeal of looking ahead in this way, do you think? I've been thinking about why this type of content is so compelling and I wonder if there’s something comforting in knowing what's coming, but would love to hear your take.

The predictions not only offer insight into emerging trends that keep people well-informed on what’s of interest, these trends also don’t just appear out of nowhere. These are things that people have already been searching for that are now having their moment. To your point, it’s comforting to know what to expect, and it’s rooted in actual data so it’s not a random arbiter of taste deciding what’s in or not. It’s based on real people, searching for real things.

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Club Friday Q&A: Mishal Cazmi on The Year Ahead According to Pinterest

By Stacy lee kong