Capsule #78 ft. Roshni Goyate

Hello hello,

I bring you the most interactive issue to date — your moment to vote on the Capsule Awards 2024, plus a ‘Trend or Timeless’ section to see whether the things we wore this year were a flash in the pan or with us forever. On that similar theme, I’m also back with dispatches from the Pinterest Predicts 2025 event, where I interviewed Sydney Stanback, Pinterest’s Head of Global Trends & Insights, about all things trend predicting for next year.

There’s also your usual bits: news you may have missed, a great Hot & Not, and recs for your weekend ahead.

Crawling to the end of the year with you,

Holly x

🏆🏆🏆 Capsule Awards 2024 🏆🏆🏆

The bulk of this week’s newsletter is actually taking place in a Google form as I invite you all to vote in the inaugural Capsule Awards! Please cast your votes and next week I’ll announce the winners.

‼️ VOTE HERE ‼️ — It won’t take long and you will have fun 🫶 

There are two parts to the form:

1. A classic awards section (think best dressed etc, with photo references)

2. Trend or Timeless, where I give you an item of clothing/accessories/shoes that we’ve seen a lot of this year and you’re going to vote on whether you think it’s a fleeting trend we’ll leave behind, or timeless and therefore will continue into infinity.

A fun thing from this week…

I went to the Pinterest Predicts 2025 event in London to look at their predictions for next year and to interview Sydney Stanback, Pinterest’s Head of Global Trends & Insights. I asked her about the process at Pinterest for predicting trends — how much of it is new, researched, the data used, and so on.

Sydney explained that Pinterest essentially have billions of search terms generated by their audience everyday, and the work of trend predicting starts by clustering them. This helps to build a fuller picture of an aesthetic, rather than random, sporadic searches. With that in mind, here are some of the 2025 predictions and their surrounding search terms:

• Fisherman Aesthetic (Fisherman sandals +30%, Cable knit sweater +110%, Fish bag +50%, Raincoat outfit aesthetic +35%, Sardine tattoo +80%)

• Cherry-coded (Cherry vibe +325%, Cherry bedroom +100%, Cherry car +270%, Cherry martini +80%, Dark cherry red +235%)

• Castlecore (Antique ruby ring +50%, Blue medieval dress +85%, Castle house plans +45%, Chainmail necklace +45%, Medieval core +110%)

• Dolled-up (Doll like makeup +45%, Cutecore room ideas +40%, Doll shoes outfit +130%, Mini things +80%, Necklace charms +120%)

• Terra Futura (Solarpunk house +80%, Self sufficient garden +55%, Solar punk fashion +115%, Community spaces +40%, Chaos gardening +300%)

• Pickle Fix (Pickle margarita: +100%, Pickle fries: +50%, Pickle de gallo: +65%, Pickle cake: +45%, Fried pickle dip: +80%)

• And more: Aura Beauty, Rococo Revival, Sea Witchery, Moto Boho. Full list here.

After looking at the trends more closely, it’s clear to see that these aren’t net new things. For example, this year’s rise of the boat shoe feels connected to the ‘Fisherman Aesthetic’, ‘Cherry-Coded’ feels like the “pop of red” thing we’ve been doing in fashion for a little while, ‘Dolled-Up’ picks up on girlhood, charms, and the Pat McGrath porcelain doll make-up at the Margiela couture show. And pickles really are popping up a lot, from those Van Holtens pickles in a pouch, to Dua Lipa’s pickle coke concoction.

I asked Sydney about this, and she explained that many of these trends already have roots, as suspected, but the Pinterest analysis looks to move them on in some way, and optimises for growth potential. Like taking the cherry red from fashion and bringing it into decor and food (cherry gazpacho, anyone?), or seeing the interest in boat shoes or fisherman sandals and bringing those search terms together with more literal ones (like fish accessories) to build a fuller aesthetic type. Early interest in a trend progresses into a more confident adoption as we normalise what we see, and so much of Pinterest is now fuelled by Gen Z habits, which are bolder and more “chaotic” than their millennial predecessors (see: chaos cakes).

I think this kind of trend prediction work is a good lesson in reframing how we see the end of one year and start of another — things won’t change overnight; there are always continuous threads. We need dates to help us document, but much of what we’ll see in 2025 already has its seeds planted in our present. The interesting part is seeing what actually sticks — I chatted to Sydney about micro-trend fatigue (cc: last week’s Capsule essay) and she explained that not only has the trend cycle sped up massively since 2018, but trends have become 14x more volatile. With so many flash in the pan moments, I’m most interested to see what really has lasting power.

Videos of our interview will go live on the Capsule Instagram soon.

And finally…

Fashion and pop culture news you may have missed this week:

• John Galliano is leaving Margiela. Here’s what he said

• More big news: Matthieu Blazy leaving Bottega Veneta to be the new creative director at Chanel

• To fill Blazy’s shoes, Louise Trotter of Carven is taking the helm at Bottega Veneta

• Who started a new album rollout by peeing on the earth?

• Benny Blanco proposed to Selena Gomez with a Taco Bell picnic

• Former Djerf Avenue employees have spoken out about Matilda Djerf’s toxic work environment

• Not news just Addison Rae in another beautiful showgirl suit

• Speaking of, Dazed just named ‘Diet Pepsi’ as the song of 2024. Good!!!

• Paul Mescal is set to play which member of the Beatles?

• The girls were at the Nosferatu premiere in LA

• And Kim K opened her Skims flagship in New York on a scooter with a broken leg. That woman does not rest!

Forgot to vote in the Capsule awards? VOTE HERE ‼️🫶 

This week, Roshni Goyate popped into Capsule to share what’s 🔥hot🔥 and what’s not 🙅‍♀️ …

Roshni (she/her) is a poet, writer, and founder of @tenderly.xyz, delivering writing workshops for people to come back to their creative selves. She also writes Odds & Ends on Substack, where she explores how to live a soulful life, through the lenses of parenthood, creativity, culture and conscious consumption.

📺 Watching: Finally felt like it was the right time to do the new Lindsay Lohan Christmas movie, Our Little Secret, which I had been saving for a couple weeks. Also, some of the Actors on Actors videos (first: Paul Mescal and Ariana Grande), and the new Billie Eilish Tiny Desk.

📖 Reading: Some final gift guides for people who need: Books to gift from Pandora Sykes, Miranda July’s gift guide, and The Last Gift Guide from God Save The Scene.

🎧 Listening to: The best indie Christmas songs according to me: ‘Lonely Christmas’ by Now, Now, ‘Christmas Song’ by Phoebe Bridgers, and ‘Wintering’ by The 1975.

Peppa is popping by to share some Google Year in Search insights for you from 2024:

• Demure was the top trending “trend meaning” and word being asked “is … a real word”

• Mob wife was the top trending aesthetic with related searches being fur clothing, leopard, fake fur and cheetah

• The top trending relationship “when should…” and “is it okay…” were “when should a relationship become exclusive” and “is it okay to have doubts in a relationship”

In summary: some things are timeless and some are TikTok. This is the 2020s after all.

If you’d like to adopt Peppa or one of her friends, click here to learn more.

Thanks for reading! I’d love to hear how you’re finding Capsule - let me know here. And if you have a friend who might like it, do refer them! 🥺

See you next week 💋

In some of the products we recommend, we may earn a small affiliate commission. We only ever recommend things we genuinely like and would buy, and this small revenue driver goes directly towards keeping Capsule going. Thank you for the support. 🫶