By Mark Seavy  

Once a distinct subculture rooted in Victorian mourning attire and punk music, gothic (or goth) fashion has grown in popularity. In fact, the aesthetic is now approaching mainstream status. 

And while goth clothing and accessories have ridden waves of popularity since emerging as a trend in the 1970s with bands like Bauhaus, artists such as The Cure’s Robert Smith, and venues like London’s Batcave, new interest is being fueled by celebrities, characters, and fashion houses alike.  

Popstar Billie Eilish and actress Jenna Ortega, for example, have embraced gothic looks both on and off the red carpet. And young consumers are increasingly participating in the trend through items inspired by content including the streaming series Wednesday (which stars Ortega and is part of the Addams Family franchise) and recent hit movies like Nosferatu (2024) and Frankenstein (2025).  

Many of these offerings put a modern twist on the macabre style. In fact, the growth of this trend has even lent itself to the emergence of “corporate goth” apparel, with brands like BlackMilk Clothing that are billed as crossing over to office wear while maintaining the gothic sensibility. 

The result has been a surge in sales. The global goth fashion market was valued at $1.4 billion in 2025 and is forecast to grow 7.4% annually to hit $2.6 billion by 2034, according to research firm Market Intelo. Apparel accounted for 42% of sales in 2025, while cosmetics posted the highest growth rate with a 9.4% compound annual growth rate. Europe had the largest share of the business at 34%, followed by the U.S. (28.3%), Asia (22%), Latin American (9%), and Middle East/Africa (4.6%). Asia was the fastest growing market, with a 10.3% compound annual growth rate. 

“Over four decades, [the goth market has] matured into a global community served by specialist brands, dedicated festivals, and a powerful digital ecosystem,” Market Intelo reported. “The primary growth engine in the current cycle is the amplification of dark aesthetics across social media, where TikTok and Instagram have collectively surfaced billions of views under gothic and alternative fashion hashtags.” 

Indeed, TikTok creators with hundreds of thousands of followers have helped broaden the audience for gothic apparel along with dedicated brands like Draco Distribution’s Killstar, Francis Major’s Disturbia (which this week was having a “New Moon” sale), Goth Mall, and longtime purveyor Hot Topic. There have also been high fashion offerings from designers like Rick Owens who launched his first line in 1994. 

“It has been a combination of things like the baby doll/Victorian fashion look,” said Jonathan Cathey, CEO of collectibles supplier Loyal Subjects. Additionally, Cathey pointed to popstar Olivia Rodrigo’s love for The Cure as sparking new interest among younger fans. To connect with those younger consumers, Loyal Subjects is readying a line of goth-themed fashion dolls in a market where Mattel’s Monster High range has recently gone viral for collaborations with brands like Beetlejuice and Buffy the Vampire Slayer. 

The renewed interest in goth also has given rise to a number of major festivals and markets such as Grimoire Academy’s Gothic and Halloween Markets, 17 of which are scheduled for this fall in the U.S., and Whitby Goth Weekends (October 30-November 1) in the U.K., an event first established in 1994.  

“The whole goth trend has become engrained, especially in fashion, and that has given rise to ancillary events and products that further boost the genre’s staying power,” a licensing executive said.