Fairy-tale winged horses with pink manes, long eyelashes and shimmering horns have almost enslaved the whole world. Whether they inspire you or not, the biggest brands have long been under the influence of this magical, literally magical trend. From the fashion and beauty industry to the famous fast food industry, let’s see who has become a one-man man and why.
Such popularity in the 21st century would be very flattered by these fictional creatures, the first references to which appeared long before our era. They were mentioned in Greek, Indian, and Chinese mythologies, as well as in medieval legends and fairy tales, but the real stars of unicorns became only now. How, thousands of years later, did marketers turn these creatures into a symbol of innocence and magic? Magic hasn’t been left out here without magic!
Loving unicorns since I was born!
Rainbow and such a psychedelic look they owe to Lisa Frank of the United States, who founded a company to produce bright school supplies in ’79. Thanks to her, in the 80-90s, all notebooks, pencils, pens of American children were painted with colored unicorns, dolphins and ponies.
Nothing has gone unnoticed and since 2012 Google Trends has seen a gradual increase in demand for these fabulous creatures. It peaked in April this year when Starbucks launched Unicorn Frappuccino, followed by rainbow lemonade.
However, prior to that someone had only used unicorns for PR: chocolate from Ritter Sport was wrapped in fairytale packaging. There was a huge rush around it in Great Britain, because only 50 bars were brought to the country after a large-scale advertising campaign.
Except for chocolate, what fairy-tale products did not appear in the installation:
Among the freshest culinary “unicotrends” are colorful toasts, purple-pink noodles and lilac rice sushi.
It looks unusual, but we can’t say anything about taste.
Even Lady GaGa appeared as a unicorn, who in one of the shoots “grew” her horn and horse’s tail.
Apart from food and drinks, a huge trend became beauty products in the “magic” style. Anyone can now turn into a unicorn: for this purpose pearlescent lipsticks, shining shadows, multicolored brushes and hair dyes are created.
Fairy tale fever has certainly embraced the fashion world. From mass-market to luxury brands: flying horses even appeared in Valentino, decorating clothes, shoes and accessories in the Resort 2016 collection. It is not difficult to find these creatures in the democratic brands as well.
H& who take a different approach to the trend. Prints, patches, accessories with unicorns – all this is easy to find and with us. Here are some examples:
Designer Olga Navrotskaya collection of autumn-winter 2017/18 of her brand NAVRO named “Unicorns Don’t Cry”. This included jackets and t-shirts with this inscription, as well as outfits on which unicorns were embroidered with gold threads.
NAVRO FW 17-18
Odessa brand L.A.P.T.I , which is famous for its original shoes, sells funny patches that can be attached to shoes, sneakers or slippers.
The popular bag brand Ozerianko Bags has created cute backpacks with appliqués.
T-shirt fans will love the branded SIl’.
The same can be said of TOBEHIP T-shirts.
did not bypass unicorns and TUKA Design , which create t-shirts and sweatshirts with the prettiest prints.
No less cute are Balcony brand pajamas …
… as well as T-shirts from Pastel .
What is the reason for the “universal” fascination with unicorns?
I am psychologist and media expert – Svetlana Mitrofanova.
- The first reason is the passion for horses.
Horse games are related to everything that concerns and interests girls in childhood. From the age of six to thirteen, they can play with their toys for more than ten hours in a row, interrupting only to eat. Sometimes girls in the game choose the role of a horse.
Horses are probably great symbols by which girls express their concerns and desires. When talking to horses, girls don’t feel alone, they feel comfortable and at ease. They become more confident, as the horse is always stronger than a man, but still allows him to lead.
2. The second reason is “symbolic”.
The unicorn is a symbol of chastity, spiritual purity and nobility. Since ancient times, people have believed in unicorns and their magical influence and power.
“The mythical unicorn animal is present in many traditions. Unicorn represents the power, the force that opposes the forces of darkness, maintaining a balance in the universe. It is a symbol of the sun’s rays, purity, turning to unity, to the center. The spiral is a reminder of what remains unchanged in time. (C. G. Jung, Psychology and Alchemy)
Everyone lives in his “inner child” regardless of age, which is attracted by the fairytale world, and the image of a unicorn gives rise to fantastic images in the imagination. We identify ourselves with the qualities of a mythical being and bring some magic into life. Thus, a person feels soothing and some illusion of “control” over life.
3. The third reason is “anti-matriarchy”.
Passion for unicorns in clothing, beauty industry, interior design still has its target audience. More often than not, they are young girls, infantile, living mostly in the world of fantasy. According to Freud’s psychoanalysis, these are the owners of the “visual vector” with a built-in program of “anti-murder” with a pronounced fear of death. Living in a fairytale world of castles and princesses, magic and beauty, girls express the need for care. They are often said to be “take off your pink glasses”! Resisting reality, unicorn lovers believe in true love and in beautiful princes. They are suspicious, often believe in divination and signs, read horoscopes and sleepwalkers. This is also the reason for the general passion for eco-trends, vegetarianism The fact that the Company has already become aware of the fact that it is reducing its long-term motivation for achievements is a result of its radical positive thinking.