It’s no secret that merchandise has become a major player in the fashion and entertainment industries. Last year, Oasis set the bar high by teaming up with Adidas for their reunion tour merch and even opening pop-up stores in various cities before the shows. Parisa Parmar, a senior creative strategist at entertainment marketing agency Attachment, spoke to Vogue Business about the rise of concert merch, stating that it has evolved into a powerful brand extension tool that spans across various industries.
In 2025, the Nahmias Marty Supreme jackets made a big splash, thanks in part to actor Timothée Chalamet’s grassroots marketing efforts. This cultural moment felt communal and marked a shift in how brands engage with their audience. As we move into 2026, we can expect more brands, films, and concert tours to follow suit and create memorable merch moments that resonate with fans.
Looking back at 2016, we can see how certain trends have made a comeback or paved the way for new iterations in 2026. Chokers were a staple accessory back then, with celebrities like Kendall Jenner and Rihanna leading the trend. While chokers may have faded out in recent years, accessories that make a statement on the body, rather than on a bag, are expected to take center stage in 2026. Bag charms and oversized Labubus clips have already gained popularity, and fashion insiders are predicting a resurgence of statement accessories like brooches and ‘comb-maxxing,’ inspired by The Row’s pre-fall collection.
In the coming year, personalization and individuality in fashion are key as people seek ways to stand out from the crowd. Vogue editors are advocating for more creative accessorizing, with men expected to embrace this trend as well. From bold accessories to unique hair styling techniques, 2026 promises to be a year of self-expression through fashion.
As merch continues to evolve and expand its reach, brands will need to stay ahead of the curve to capture the attention of consumers. By tapping into cultural moments, creating unique merch experiences, and embracing individuality in fashion, brands can connect with their audience on a deeper level and leave a lasting impression.
