Getting down and dirty: what brands can learn from the rise of the ‘ugly aesthetic’
Robot Food
A brand-first creative studio that cuts through the noise with common sense to create work that speaks for itself.
We’re entering our anti-aesthetic era. Bold statement from a creative studio, right?
The popularity of photo dumps over highly curated grids, the return of indie sleaze (the antithesis to clean girl) and the popularity of ‘frazzled English woman core’ has got us wondering if ‘hot mess’ is the hot trend for 2025?
Alexa, play ‘Messy’ by Lola Young.?
What's going on?
The Great Make-Under
The anti-perfection movement is a growing backlash against the dishonesty of the projected ‘perfect influencer lifestyle’. More and more consumers have been seeking relatable brands but as this trend picks up momentum, what started as a rebellion, has become a highly curated aesthetic. The airport tray trend and Vogue’s ‘In the Bag’ series should act as a wake-up call for brands to embrace the anti-perfection movement. Instead of the usual polished, idealised product shots, there’s real power in showcasing products within everyday scenarios that feel authentic and lived-in. Think messy desks, cluttered countertops, or well-worn tote bags. It’s these unscripted moments that tell a richer story.
Bad Enough to Eat
This new appreciation of what’s conventionally ‘ugly’ has even reached into wellness and nutrition categories. Brands are adopting a less sterile approach that combines nostalgia, escapism and pleasure. Our appreciation for ‘Grotesque Grub’ can be considered a consequence of the growing fatigue many people are feeling towards photogenic foods, curated tablescapes and wellness orientated products. FMCG brands can have fun with the sensorial side of this trend by using events to alter people’s perceptions and expectations of aesthetics versus taste.
Get the Lived in Look
Tired of the ‘culturally neutered’ interiors, people are also adopting an attitude of either more is more or ‘it just works’. We’re busy. We’re distracted by a harsh news cycle, and we’re exhausted in our efforts to keep up with the cost of living. But the messy aesthetic is not thoughtless, and it doesn’t mean letting go of the joy that can be found in curating a home. Instead, it offers freedom from traditional interior design rules – from minimalistic rooms with little evidence of life and catalogue kitchens that appear unused. It challenges us to find and bring beauty to the chaos in our homes and beyond.?
The proof
‘More is more and less is a bore’
Single and Fat preach?hedonism and heavy drizzling for a generous, pleasurable eating experience. In a world of delicate drizzling — Single and Fat want you to douse them on everything and encourage people not to be afraid of excess.
A messy muse?
Miu Miu’s SS24 catwalk saw models adorn handbags, stuffed to the brim with an assortment of trinkets and a spare pair of heels hoisted under one arm. A homage to ?Jane Birkin’s legendary chock-full namesake Hermès but also a reflection of reality and the everyday woman.
Celebrating Savviness
IKEA’s ‘show off your savvy’ campaign celebrates how these savvy solutions in the home can make everyday life easier, spark moments of joy and live more affordably. The campaign reflects the realities of everyday homes and showcases the different ways IKEA supports people to live richer lives by making smart choices.
What we think