Luxury has yet to cash in on romantasy—and young women are waiting. The romance-fantasy genre—all fae courts, dragon academies, and yearning knights—has become a billion-dollar industry over the past decade. But despite the genre’s popularity, fashion has barely engaged: Tory Burch is the only major brand to flirt with a tie-in, inviting Sarah J. Maas (one of the star authors of the genre, ICYMI) to its Fall/Winter 2024 show, well before the boom hit its stride. Experts say the moment is ripe for brands to jump in, since romantasy taps into what young consumers are craving most right now: escapism, “awe,” and “glimmers” of magic, while also functioning as a safe and imaginative space for women and LGBTQ+ readers. It’s also a reminder of a trend YPulse has been tracking closely: young consumers are embracing “cringe” fandoms once kept in private corners of the internet, and they’re all in for brands willing to meet them there. (Vogue Business)
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