The breakout youth brands of 2018

As 2018 nears its end, we’re taking a look back at the brands who rose to the top this year among 16-24s, and how they achieved it.


Following their purchase of, Chinese company ByteDance launched TikTok (the international version of their app Douyin) globally in 2018. Buzz grew as videos created on TikTok went viral on other social networks and celebrities joined its ranks. The app now boasts over 500 million users.


Luxury streetwear brand Off-White was launched by Kanye West’s creative director Virgil Abloh in 2013, but 2018 was the year it went from cult favourite to industry leader. Abloh was named Louis Vuitton’s artistic director, and Off-White launched collaborations with everyone from Nike and Jimmy Choo to McDonald’s and IKEA.


Fortnite is by far the most talked-about video game of 2018. Within 12 months, it was played by over 125 million people (that’s twice the UK population!) and earned its creators Epic Games hundreds of millions of dollars. The game has even influenced pop culture with its famous dance moves such as the floss and electro shuffle.

Fashion Nova

Fashion Nova is the affordable clothing brand competing with Chanel and Gucci on Google. Thanks to an impressive influencer strategy, including deals with Kylie Jenner and Cardi B (who has her own Fashion Nova collection), the LA-based retailer has become the biggest fashion brand on Instagram.


Four years after it was founded by blogger Emily Weiss, socially conscious beauty brand Glossier closed a massive $52 million round of VC funding. This year they opened their first stores in LA and New York, and their most popular product the Boy Brow sells at a rate of one per minute.

Impossible Foods

Veganism has dominated food trends in 2018, and one of the brands that has benefited most is Impossible Foods, known for their veggie burger that “bleeds” like real meat. A high profile partnership with fast food chain White Castle got the Impossible Burger in the headlines and their products are now available in over 3000 outlets worldwide.

Join us at YMS19 LDN to gain insights from the leading youth brands, and receive a complimentary copy of our 2019 Youth Trends Report at the event.