Have you caught brain rot from Big Tech? Should you be skin cycling or skin fasting? Are you moto boho or indie sleaze? Is it best to be onshoring, nearshoring or offshoring? And what on earth actually is a slowdown?
The pace at which the world — and dialogue — moves can feel overwhelming. It often leaves an overload of buzzwords and new concepts in its wake. Many of those words stick around to stand the test of time, some are nothing but a fleeting moment, others are markers of something more.
At Vogue Business, we seek to capture and unpack how fashion and beauty play in these moments. With that in mind, we curated a glossary of words (old and new) that are key to our reporting and are must-knows for the industry crowd, too.
We will be updating it regularly, so become a Member to stay ahead.
A
The total volume of emissions — usually in tonnes — reported by a business, which can be further broken down by Scope.
Natural, non-toxic ingredients such as herbs or mushrooms, which assist the body in coping with stress through restoring balance.
A step beyond conversational AI chatbots, agents are AI models built on top of LLMs to independently complete tasks on behalf of humans. AI agents can autonomously set goals, make decisions and handle open-ended, complex projects
AI optimisation (or generative engine optimisation). As opposed to SEO, in which online content is optimised to be picked up by a traditional search engine like Google, AIO is the optimisation of online content so that it is picked up by conversational LLMs like ChatGPT, as a rising number of internet users opt for conversational search tools.
A catalyst for gymwear outside of the gym — whether it’s for brunch, the office or a coffee-house-cum-wine-bar — the apparel movement combines sportswear and lifestyle components to tap into the development of technical fabrics and fibres.
Technology that enables computers and machines to mimic the cognitive behaviours of humans including learning, comprehension, problem-solving, decision-making and creativity.
Technology that overlays digital content onto the real world to create an enhanced environment, without interaction.
A figure or image used by individuals to represent themselves in virtual spaces.
B
The code or system that operates on the server side, which is inaccessible to users, to run an app or website.
A key metric for comparing the current emissions of a region or business to that of a selected base year, it is the volume of greenhouse gases released into the atmosphere under a business-as-usual scenario.
New York, London, Milan and Paris. Fashion’s famous quartet, these cities host what are considered to be the most established fashion weeks globally.
A collective term for the largest and most dominant technology companies around the globe.
The variation of living organisms that is found within an area, from all sources including terrestrial and marine.
Rooted in health optimisation, it is the carrying out of biological tweaks to the human body to boost performance and behaviour — whether it’s biohacker-turned-influencer Bryan Johnson or the sleepy girl mocktail trend, it’s making its way to the forefront of societal conversation.
The combining of biological and chemical science to create laboratory-grown (see: synthetic biotech) solutions to health and beauty woes via new ingredients, products and processes.
A digital ledger that stores transactions, specifically those made in a cryptocurrency, across a network of computers.
Ordering multiple sizes of one product to see which is the best fit, with the intention to return the remainder.
Oxford University Press’s 2024 Word of the Year, it refers to the mental or intellectual decline that comes with the overconsumption of trivial or unchallenging online material.
An aesthetic and vibe popularised by Charli XCX’s album Brat, it is characterised by a carefree mindset, a bold attitude and an edgy combination of Y2K grunge and Western sleaze.
C
The release of carbon dioxide — primarily linked in fashion to the production of synthetic materials and the high volumes of prematurely discarded items sent for incineration or to landfill — into the atmosphere. As the primary greenhouse gas, CO2 contributes to the earth’s radiation imbalance as well as global warming and climate change.
Usually calculated as an equivalent to carbon dioxide in tonnes, it is the estimated volume of greenhouse gas emissions, specifically CO2, produced both directly and indirectly to meet the requirements of an individual, business or population.
A micro-trend contributing to the larger fantasy discourses that offer consumers escapism through fashion, with nods to medieval romance and fluid silhouettes. So far there’s Chappell Roan’s VMAs medieval gown (paired with chainmail and a sword), Lady Gaga’s gothic-inspired Samuel Lewis dress and Charli XCX’s corseted Jean Paul Gaultier by Ludovic de Saint Sernin couture look.
Beauty products that are tailored to the changing needs of the body, whether the result of age, environment or lifestyle.
Debut: A designer’s first official collection for a fashion house.
Sophomore: A designer’s second collection for a fashion house.
An item made to illegally mimic that of another brand in an attempt to deceive and profit from the reputation of the original manufacturer.
The top level of company executives, usually by inclusion of ‘chief’ in job titles.
D
Reducing the volume of human-generated carbon dioxide emitted into the atmosphere, eventually leading to the elimination of CO2 entirely.
Clearing forest area for conversion into another non-forest use.
The act of influencers promoting underconsumption and the need to move away from obtaining products that are not vital to everyday life in favour of meaningful connection and experiences.
A trade provision allowing low-value, individual parcels to be imported into the US duty free. In 2016, congress raised the threshold from $200 to $800, per importer per day.
The utilisation of customer data to provide personalised styling and shopping services to foster on-going relationships with high-spending customers.
Virtual 3D simulations of real-world garments and accessories that can be worn or owned in digital environments.
A virtual replica of a physical item.
The rate at which circular fashion transactions directly prevent a new item from being manufactured and bought.
Digital product passport. A digital record of a product’s entire lifecycle, including its origins, manufacturing process and authenticity, which will be required to accompany any goods sold within the European Union by 2030.
A legal, cheaper alternative to a luxury product that is similar in design, functionality or appearance.
E
Anchored to the earthy palettes coming to define a new era of neutrals, the aesthetic incorporates loose, relaxed silhouettes, as well as a bohemian and at-one-with-nature spirit.
Earnings before interest, taxes, depreciation and amortisation.
Not a rejection of money itself, but of the broken systems and deferred milestones that once gave financial behaviour its structure. As a result, consumers are emulating a lifestyle that’s beyond their means, fuelled by a desire for emotional relief.
Employee-generated content. Social output created by employees that shares behind-the-scenes insights, product knowledge and workplace experiences with brands’ audiences.
A fledgling label that is part of a new cohort of designers looking to break into the established market.
Environmental, social and governance. A set of pillars that consider a business’s environmental and social impact as well as how this is governed.
Brand-sponsored beach clubs, afternoon-long lunches and spritzes du jour, Euro summer epitomises the affluent lifestyles of those flocking to Europe’s hospitality hotspots to indulge in a season of luxury — think the French Riviera, the Italian Coast or the Spanish Balearics.
An offshoot of AI that helps humans understand how machine learning models make decisions to build trust while identifying and correcting AI biases.
F
Scents designed to have a physical or psychological effect on the wearer, such as improving mood or amplifying an individual’s energy or ‘aura’.
Pre-seed: Earliest stage of funding to build the foundations of a startup, including research and prototyping.
Seed: Early funding to get startup operations off the ground.
Series A/B: Third and fourth funding stages often used to take products or services to market while scaling operations.
Series C/D: Often gearing up for market expansion, the business will be generally well established by this stage and focused on growth or an eventual IPO.
Financial contracts that require the seller to sell or the buyer to buy an asset — a commodity, security, or any other tradable instrument — in accordance with a predetermined date and price.
G
Software designed to combine and animate all elements of a game, it can be used to create assets and virtual worlds.
Gross domestic product. The monetary total of goods and services produced by a country.
Gen Beta (2025-2039): Connected, self-expressive, adaptive, inclusive, thoughtfully crafted digital identities.
Gen Alpha (2010-2024): Visual, diverse, independent, confident consumers, digital natives.
Gen Z (1997-2010): Collaborative, entrepreneurial, global, short attention spans, hyper-aware, research-led, chronically online, TikTokers.
Millennials (1981-1996): Data-cautious, savers, nostalgic, confident, curious, Instagrammers.
Gen X (1965-1980): Resourceful, logical, problem-solvers, pro-podcasts, Facebookers.
Baby boomers (1946-1964): Committed, loyal, self-sufficient, competitive, wealthy, heritage-driven, savvy.
A type of machine learning that is informed by large data sets, often from the internet, to create new content like images, video, audio and text.
The overhaul of functional, outdoor fashion staples (think: fleece gilets, puffers and practical footwear) for urban wear.
A marketing strategy that takes advantage of the increased public interest in environmental issues to make false or misleading claims about a company’s environmental practices and products.
H
Starting life as a YouTube phenomenon in the early 2000s, it is the act of reviewing and showing off products — often fashion items — which have been purchased or gifted.
The years a person is healthy for within their lifetime.
Cosmetics that have multiple functions and straddle traditional beauty categories, for example makeup that incorporates active ingredients.
A cycle tracing the evolution of new tech as it passes through a series of stages: rising hype, peak hype, waning hype and an eventual plateau.
The blurring of boundaries between real and virtual, with fashion mimicking that of virtual realms.
I
A business of any stature that has complete creative and operational control, free from large-scale industry ownership.
Rooted in the music scene of the same name, it’s a play on noughties band apparel and aesthetics with sprinkles of ’80s grandeur. The now retro look is grungey, messy and harks back to Glastonbury’s golden era.
Demure? Mindful? It’s the informal language spoken by users across the internet, be it viral sayings, micro-trends or universal abbreviations.
Led by AI, it is the analysis of data sets such as sales or market trends to forecast product demand, gain real-time visibility and simulate inventory scenarios, among other tasks. For tariffs, it can be implemented so brands can focus on high-demand inventory to minimise overstock and boost margins, reducing price hikes.
Initial public offering. A private company taking its stock public for the first time on a stock exchange.
L
Now, what is Labubu? The gremlin-like googly-eyed plush toy you’ve seen recently hanging from the Birkins and Kellys of fashion girlies. Designed by Hong Kong-born artist Kasing Lung and distributed by Chinese toy company Pop Mart, they are collectable, ‘blind box’ toys that evoke ’90s nostalgia.
Named by the President himself, 2 April marks the day Donald Trump implemented widespread tariffs on imported goods from almost every other country in the world.
Large language model. A form of AI that can comprehend and generate human language.
Focusing on cellular-level health, it is the improvement and maintenance of the body over time.
M
A subset of AI, machine learning uses algorithms to enable systems to analyse large amounts of data, learn from the insights and then make informed decisions, with performance improving the more data they are exposed to.
A shared virtual or digitally enhanced world.
An ecosystem of invisible microorganisms, including hundreds of variations of bacteria, fungi and viruses, that work in unison throughout the body and reside on the skin’s surface. It maintains the skin barrier, protects from UV and pollutants, and regulates pH, among other functions.
Employing lower concentrations of active ingredients in skincare routines, but with regular — often daily — use.
In circulation for a shorter period than a traditional trend, it is a flash in a pan and often determined by online rhetoric that speaks to a more limited subset of consumer.
A style concept characterised by timelessness, clean lines and versatility, with ties to capsule wardrobes and quality.
Technology that brings together the virtual and physical worlds to interact with one another in real time through digital overlays.
Pantone’s 2025 Colour of the Year, a warm, silky shade of brown with red or mauve undertones that references both coffee and chocolate.
Combining the delicate, romantic details of boho dressing with a rugged, punky edge, it’s mostly accredited to labels like Isabel Marant.
A generative model that can both consume and create images and text.
Mergers and acquisitions. In a merger, one business consolidates with another, while an acquisition is the take-over of one business by another.
N
A coenzyme found in every cell in the body, and one that is essential for maintaining cellular health. It declines with age, contributing to an increase in inflammation and ageing.
New product development.
The transferring of business operations to a nearby or neighbouring country.
Focusing on the interaction between cosmetic products and the nervous system to promote skin health, wellness and emotional well-being, the concept is rooted in the close connection between the skin and the nervous system, both structurally and functionally.
Non-tariff barriers. Any rules, regulations or practices beyond duties that complicate or restrict trade between countries without imposing direct tariffs.
O
The relocation of business operations overseas, often to reduce costs.
An agreement between a producer and a buyer, in which the latter purchases some of the former’s goods before they are even made. This type of agreement is often negotiated far before production even begins, to help buyers lock in a price and to guarantee demand for the producer.
The return of business operations — previously moved overseas — to the initial region.
Initially designed as a diabetes medication, the GLP-1 agonist drug is used as an injectable weight loss solution that slows digestion and thereby increases the length of time an individual feels full for, among other effects.
P
Using AI to tailor online product recommendations and services to consumers via analysing data and user behaviour.
Products that have both physical and digital iterations.
Tapping into the connection between the mind and the skin, it is the treatment of skin conditions using psychological and psychiatric methods.
Q
A three-month interval, one year consists of four quarters.
Muted, logo-less designs that double as understated displays of wealth through craftsmanship and quality.
R
Where previously taboo topics — like undergoing cosmetic surgery, relying on AI, or dealing with a failed business — are discussed more openly by individuals and brands alike. In the current socioeconomic climate, blunt, unfiltered self-disclosures have emerged as both a coping mechanism and a marketing strategy.
An often country-wide economic downturn characterised by a fall in GDP. In the UK, a recession period is entered when GDP declines for two consecutive quarters.
An introduction or resurfacing of a fashion trend that communicates the downward macroeconomic state of society, specifically a recession. Peplum tops, indie sleaze and skinny jeans, for instance, are all — according to online rhetoric — indicative of the current economic slump.
A conservation and rehabilitation-centred farming method that aims to restore, renew and revitalise agricultural land versus more conventional industrial agriculture methods based on the continuous extraction and depletion of resources.
Remember Galliano’s “J’adore Dior” tee? Maria Grazia revived it. Alexander McQueen’s iconic skull scarf? It’s made a comeback. The LV x Murakami rainbow monogram pouchette? It could be yours once again. Reissues are the re-releases of luxury icon products, often from the noughties, just with much steeper price tags.
S
Emission reduction targets based on science that aim to bring greenhouse gases in line with that of the Paris Agreement. More specifically, the Science Based Targets initiative (SBTi) is a UN partnership that supports companies in setting science-based targets.
Scope 1: Greenhouse gases emitted directly by a company, for example via its vehicles.
Scope 2: A company’s indirect emissions, for example via purchasing energy generated off-site to heat a building.
Scope 3: All emissions the organisation is indirectly responsible for throughout the entirety of its supply chain (the big one).
There are four main fashion seasons around which collections are designed and buyer orders are placed: Pre-Fall, Fall/Winter, Spring/Summer, Cruise or Resort.
A hybrid beauty look that taps moody, oceanic-hued cosmetics to create a siren-mermaid aesthetic characterised by sultry makeup, wavy hair and metallic manicures.
The outermost layer of the skin’s epidermis, which functions to keep aggressors out and moisture in.
A cyclical approach to skincare that involves rest days from active ingredients in routines.
Temporarily reducing or stopping the use of products and treatments in skincare routines.
Feeding into the holistic well-being movement, it is the application of skincare principles and ingredients beyond the face, which may include integrating hybrid products into daily routines.
The slowing — or pausing — of economic growth, which usually follows a peak.
Appealing to the aspirational consumer, these are products from high-end brands that are small in size and more accessible in price, for example bag charms and fragrances.
Business goals that are specific, measurable, assignable, realistic and time-related.
Wirelessly connected eyewear with in-frame, AI-enabled features such as the ability to capture images and videos or live stream to Instagram.
A field that is unlocking the body’s ability to repair and regenerate damaged tissues — including skin, muscle and even bone — at a cellular level, via harnessing its natural healing mechanisms rather than relying on external modifications.
A list of publicly traded stocks, usually representative of a market segment or economy, used to track and measure long-term performance. In the US, the Dow Jones, the S&P 500 and the Nasdaq are the three leading indexes. Elsewhere, the FTSE 100 and the Nikkei 225 lead for the British and Japanese stock markets, respectively.
When a supplier delegates certain production processes or orders to a third-party supplier.
Tier 1: Direct suppliers of the final product, for example a cotton T-shirt.
Tier 2: Suppliers or subcontractors of materials to Tier 1, for example a cotton fabric mill.
Tier 3: Suppliers or subcontractors of raw materials to Tier 2, for example a cotton plant.
T
The strategic modification of a product’s design to adjust its tariff classification and in turn reduce duties.
The embrace of traditional gender values and lifestyles packaged into an aesthetic that leans into a nostalgia for the domestic past — think broderie trims, pastel cotton, dissolved filler, ‘no-makeup’ makeup. Much of this look stems from or is at least adjacent to the rise of conservatism online and offline during the latter half of 2024.
The movement of goods to an intermediate destination before shipping them to their final location, which can avoid duties at the risk of elongated transit times.
An aesthetic or behaviour that becomes widely adopted by a collection of individuals. Usually short term, but can be associated with a specific time or place.
Unlike the summers of Brat and Barbie before it, the summer of 2025 had no leading lady. Flip flops may have abounded and Pucci may have snuck its way onto our social feeds, but alas, there was no defining trend — just a scattering of vibes, aesthetics and moments.
Non-surgical aesthetic treatments like botox, filler or laser, which are often cheaper and less invasive than plastic surgery.
U
User-generated content. Content that has been generated and shared by creators outside of a platform’s owners.
Wonder why more and more celebrities are looking as though they’ve had absolutely no work done? Queue the undetectable aesthetic. As the pendulum swings from transformation to enhancement, consumers and celebrities alike are swapping frozen expressions and overfilled faces for subtle fillers, injectables and lasers designed to preserve a youthful look without obvious intervention.
V
Opting for more accessible luxury options to reduce spend without compromising on quality.
When a company streamlines its production operations via taking ownership of two or more tiers within its supply chain.
From the ashes of hyper-specific micro-trends, it’s the blend of cultural touchpoints — music, fashion, art, cinema — into a cohesive lifestyle that manifests as an aesthetic-cum-mood.
Content that has rapidly circulated online among a generally global audience.
Technology that harnesses virtual simulation and computer modelling to create immersive digital environments.
W
Hands-free devices with practical capabilities, wearable technologies rely on microprocessors, the internet, or AI to send and receive data. They often take the form of accessories like bracelets or sunglasses — as more tech companies tap fashion brands for design tie-ups — but can be embedded within garments, too.
The first generation of the World Wide Web, it launched in 1989 and is defined by: static read-only content, limited interactivity and one-way communication.
The second generation of the World Wide Web, it began in the early 2000s and is defined by: interaction, collaboration, UGC (specifically blogs, videos and images) and social networks.
The third generation of the World Wide Web, it is a work in progress defined by: decentralisation, openness, AI and machine learning, connectivity and ubiquity.
Y
Juicy Couture velour, baggy denim and micro-mini skirts, it is the fashion era that nods to the millennium but captures the nostalgic styles of the ’90s and noughties. Pop culture figures from Paris Hilton to JLo, and somewhat ageless sitcoms like Friends and Sex and the City offer a fine blueprint.
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