You might have noticed “whimsymaxxing” cropping up online, a viral trend that is pushing back against the long reign of quiet luxury. In the words of Savannah Scott, creative director at strategic foresight agency The Future Laboratory, it marks “a shift towards joy as a status symbol.”
The same shift is making its way into menswear. “Whimsymaxxing feels like a new way to signal you’re perfectly secure in your masculinity in a joyful way, like clashing prints or wearing a brooch,” menswear journalist Nick Carvell tells Vogue. “It leans into craft-led menswear, mixing nostalgia with a more playful approach to colour and pattern – and it’s the most fun menswear’s been since I started on the style scene.”
And it’s already showing up on the red carpet: Harry Styles in a sparkly, leopard-print jacket (Matthieu Blazy’s Chanel, no less); Jacob Elordi in Dior ballet flats; Connor Storrie with a diamond-encrusted cocktail watch by Tiffany & Co. And at the Met Gala, brooches made a noticeable comeback – the kind that look borrowed from your grandmother’s jewellery box, but still at home on an A-list actor’s lapel.
Basically, the boys are starting to dress like they enjoy it – and even if you’re not one of the internet’s so-called “boyfriends”, there’s something in it for everyone. We’ve unpacked why the trend’s happening, tips on how to bring some of the upbeat energy into your own wardrobe, plus the best pieces to buy now.
Why is menswear becoming more “whimsy” right now?
There are a few reasons for this more playful, amped-up aesthetic. One is timing: after years of neutral cashmeres, plain shirting and all things beige minimalism, the pendulum is swinging in the opposite direction: towards colour and personality.
“There’s definitely a rejection of quiet luxury around at the moment, and also a bit of a – sorry – ‘f*** it’ mood,” says fashion writer Lauren Cochrane. “Though there’s a long history of men dressing flamboyantly – I’m sure Mick Jagger and Jimi Hendrix are both on the moodboard for Harry Styles and brands like Dior and Dries – what feels different now is how normalised it’s becoming in everyday life.”
And it’s already visible beyond the red carpet. “I see it mostly when guys are going ‘out’ out,” says Carvell. “A glint of colourful jewellery at dinner or a silk scarf peeking out from under a baseball cap on the weekend.” And it’s not limited to after-hours: “I recently saw a man in Chelsea in a grey suit and pink shirt – very corporate – but with flashes of bright patterned socks. It felt like ‘whimsymaxxing lite’ for the office.”
However, for Carvell, part of the momentum behind this movement goes beyond surface-level considerations: “There’s still a very prescriptive version of how some men are presenting themselves online – what you might call the ‘manosphere’,” he says. “And a lot of this feels like a visual pushback against that.”
Overall, it points to a cultural shift. As Scott puts it, we’re moving past self-optimisation “maxxing” culture – looksmaxxing, smellmaxxing, healthmaxxing, personalitymaxxing – and instead going towards something more creative, where “joy, softness and a sense of gentle absurdity” are in focus.
How to dress the whimsymaxxing way
“It depends how far you want to go,” says celebrity menswear stylist Itunu Oke. “Accessories are usually where men start because it’s the least intimidating entry point.” Whether it’s a brooch, jewellery, a colourful bag, an unusual timepiece or a bright neckerchief – spotted everywhere from Hermès to Etro for spring/summer 2026 – the idea is to introduce at least one joyful detail that shifts the tone of your look. You don’t need to overhaul your entire wardrobe – even the smallest tweaks can be enough to shift the mood.
Fashion writer and host Dino Bonacic – a longtime “whimsy” stan – has similar advice: “If you feel seduced by the whimsy, start small,” he explains. “It’s the tiny details that do the work.” Think a Tyler The Creator-coded slim gold bracelet watch or a unique vintage timepiece – which he suggests sourcing secondhand through Vinted, eBay or antique shops. Footwear, he says, is another entry point: “ballet trainers are a nice compromise between tradition, whimsy and functionality – and there are so many on the market that go all the way up to basketball player sizes.”
But, really, it’s just about having fun with it. Take creator Saad Akhtar (@sodakhtar), who went viral for ditching his finance-bro uniform in favour of his “whimsy” wardrobe – “petite” T-shirts, grandpa-core cherrywood loafers and his “women’s dainty watch” – a tiny thrifted Gucci with a purple dial. Spend a couple of minutes watching his videos and you’ll quickly see the appeal.
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The best brands for whimsymaxxing
It’s not all about styling – some designers build the mood straight into the clothes themselves. Take Daniel W. Fletcher’s work for Mithridate, where classic menswear staples are reworked with unexpectedly joyful details: a button-down shirt with a built-in fringed pink scarf or a crew-neck cardigan embroidered with hand-stitched dogs.
“For me, taking classic menswear and infusing it with non-classic inspirations, is what results in a more interesting end result – and where the whimsiness can come from,” he says. “When I was studying, for example, a lot of that came from old issues of Vogue from the ’60s or historical portraits – just small, interesting moments you could reinterpret.”
Primarily, though, it’s designed to be worn. Fletcher is clear that the aim is never to tip into fantasy: “Ultimately I want to see people wearing the clothes I design, I never want it to look like a costume – finding that balance is important.”
Elsewhere, Dries Van Noten has long championed a romantic approach to menswear through fluid silhouettes and decadent fabrics, while Bode’s nostalgic universe has a distinctly old-world Americana charm – the kind of pieces you’d expect to find in an eccentric great uncle’s attic. Simone Rocha, meanwhile, continues to grow her menswear offering with all the whimsical details you could ask for: ruffles, bows, pearls, sequins and her signature floral embellishment.
So whether you’re the sort to go all-out with a bow-covered top, more of a sneakerina-to-the-office kind of guy, or just testing the waters with a pair of bright, punchy socks, consider this your cue to bring a little whimsy into your everyday wardrobe.
FAQs
What is whimsymaxxing?
Whimsymaxxing is an internet-born trend that flips “maxxing” culture on its head – instead of self-optimisation, it prioritises fun, whimsy and personality. It might be hosting a wig party, treating yourself to an indulgent patisserie or adding a JW Anderson knitted hedgehog bag charm to an otherwise ordinary bag. Either way, it’s just about making everyday feel that bit more joyful.
When did whimsymaxxing start?
“Whimsymaxxing first appeared in late July 2025 as a tiny invention online,” says Dahye Lee, senior marketing innovation lead at Pulsar. “By April 2026, and continuing now, the term had crossed into mainstream lifestyle culture: BuzzFeed used it as an adjective to describe clever design while Instagram creators relate it to interior design and aesthetics – and around 30 per cent of recent conversation now sits on Pinterest, a sign the trend has shifted from meme into aspiration.”
Why is whimsymaxxing trending right now?
According to Pulsar, the term has seen a sharp rise in conversation online, growing roughly 70 times month on month between July 2025 and April 2026. What’s driving that interest isn’t just novelty, but timing: it offers an upbeat antidote to two online moods that have been dominating recently – quiet luxury and self-optimisation culture.
Meet the experts
- Savannah Scott is the creative director at strategic foresight agency The Future Laboratory
- Nick Carvell is a menswear journalist and former editor of The Jackal
- Lauren Cochrane is a fashion writer, regular contributor at The Guardian and author of The Ten
- Itunu Oke is a celebrity menswear stylist
- Dino Bonacic is a fashion writer and host and associate lecturer at the London College of Fashion
- Daniel W. Fletcher is a London-based designer, founder of eponymous label Daniel W. Fletcher and creative director of Mithridate
- Dahye Lee is the senior marketing innovation lead at social media intelligence platform Pulsar