By Sanjana Mundhwa. Cover image by Taleen Nesheiwat.
If your feed has recently transformed into a cinematic montage of tartan throws, cable-knit sweaters and traditional red/green Christmas trees – welcome to the rise of the “Ralph Lauren Christmas” aesthetic. What began as a niche TikTok trend has snowballed into one of the most persuasive (and visually appealing) micro-trends of the season. Unlike many internet aesthetics, this one isn’t just a song and dance – it’s commercially powerful and has driven a myriad of brands into the spotlight – in other words, the cheapest and most efficient form of marketing. The resurgence of the classic Ralph Lauren-style Christmas aesthetic isn’t just about tradition—it’s a deliberate embrace of tactile, cinematic nostalgia. For a generation swamped by fast trends and digital overload, tartan throws, cable-knit sweaters, and timeless red-and-green décor offer a moment to pause, savor, and play with a fantasy of elegance and cozy ritual. It’s less about looking back and more about creating a personal, highly styled version of holiday warmth that feels both aspirational and attainable.
Ralph Lauren Christmas: Vintage Fashion and London’s Winter Pop-Up
Focusing on this year’s main attraction and my personal favourite: the ‘Ralph Lauren Christmas’ trend. Over the past year, searches for “Ralph Lauren Christmas” content have jumped up by 600% across both TikTok and Instagram, whilst holiday-themed RL décor searches on Etsy and other home décor sites are up by 180%. More broadly, vintage and second-hand fashion – the main priority and highlight of Gen-Z’s RL-inspired holiday wardrobe – has grown, and continues to grow three times faster than its usual/primary retail – which, in turn, is simultaneously encouraging pre-loved consumerism and growing the concept of sustainability.
This journey has sent demand for vintage Polo, classic knits and “equestrian-coded” outerwear soaring across Depop, Vinted and Poshmark. However, the aesthetics appeal is more than solely visual: research suggests Gen-Z is gravitating more towards “heritage comfort” and “traditionalism” because it signals stability, timelessness and a break from the surge of fast-fashion. This is to say that, Ralph Lauren didn’t directly initiate this trend – Gen-Z’s algorithm and change in values did. Yet, Ralph Lauren has leveraged this surge in relevance with a major festive pop-up in the UK. The “Holiday Experience” in Sloane Square, London, transformed the heart of Chelsea into an alpine-themed winter wonderland, driving the digital dream into reality. Visitors could join hands-on workshops like wreath making and cookie decorating, enjoy seasonal treats at Ralph’s Coffee, and shop curated holiday collections, including iconic items like the Polo Bear.
Après-Ski Fashion Trend: Moncler, Bogner, and the Ski-Chic Revival
But RL isn’t the only brand receiving attention in this year’s holiday hype. The ‘Après-Ski It-Girl’ aesthetic has propelled labels like Moncler, Bogner, and others into the spotlight on social media, with ‘#skiwear’ content doubling across feeds this season. This glamorous chalet-inspired look—featuring glossy puffers, color-blocked ski suits, and structured knit balaclavas—has become a holiday uniform, appealing even to those whose skiing experience doesn’t go beyond enjoying a hot chocolate by the fire.
At the same time, for New Year’s celebrations, the “Sparkle Season” micro-trend has made a full comeback, showcasing brands such as Miu Miu, Wolford, and Amina Muaddi. TikTok’s fascination with metallic bows, sheer tights, and glittery holiday-party ensembles has driven this trend, emphasizing a return to festive glamour and maximalist style.
Gen Z’s Power to Make Classic Brands Trend Again
In the end, I find the formula is self-explanatory: in this day and age, Gen Z doesn’t necessarily wait for brands to make themselves relevant – they ‘pick their prey’; in other words, they curate relevance themselves. A single aesthetic can turn into a cultural moment, a resale boom, a brand revival, and a community-driven experience all before the holidays even arrive. Since Gen Z took the reins on social media, holidays aren’t just festive; they’re algorithmically curated. And somewhere between the tartan scarves and après-ski puffers, brands are learning that the fastest route to relevance is no longer marketing – it’s creating a highly appealing Pinterest board.
