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There’s a chill in the air, the leaves are beginning to turn, and each night is longer than the last; it’s officially the season of the witch. Fittingly, whimsigoth—a viral aesthetic that embraces romanticism and the macabre in equal measure—is taking off on TikTok, where the hashtags #whimsigoth and #whimsigothic have already racked up 25 million and 43 million views, respectively.
The term, which melds “whimsical” and “gothic,” was coined by Evan Collins, architectural designer and cofounder of the Consumer Aesthetics Research Institute. It was first used to describe decor, after Collins noticed “moody, sort of dark, but still weirdly playful” elements in late ’80s and early ’90s design—think spindly wrought iron, glass baubles, and gilded light fixtures straight out of The Cheesecake Factory. Collins began grouping the styles together as “whimsical mystical gothic celestial,” later shortened to whimsigoth. The term eventually made its way to TikTok, where users translated it to the dark, witchy, goth-adjacent fashion that was popular throughout the same era.
With icons like Stevie Nicks, Anna Sui, and Lisa Bonet, the style isn’t exactly novel, but it now has a name—plus a massive, brand-new audience. The whimsigoth of today emphasizes rich textures (velvet, lace, leather), bold colors (ruby reds, shimmering purples, cosmic blues), and plenty of jewelry, layering each element like brushstrokes in a Millais painting. It’s luxurious without being fussy and distinctly feminine with a razor-sharp edge—exactly the brooding, slightly theatrical wardrobe you’d wear if you, too, could become a teenage witch.
Andrea Diodati, an assistant professor at the Fashion Institute of Technology and a women’s wear designer who’s worked with brands like Anna Sui, sees layers of influences in the aesthetic. There are obvious elements of ’70s bohemia and ’80s goth—both of which were influenced by Victorian style and Renaissance revival—with a healthy dose of ’90s and Y2K style. Movies and TV shows shape the look too, with Practical Magic, Buffy the Vampire Slayer, Charmed, A Series of Unfortunate Events, Eve’s Bayou, Sabrina the Teenage Witch, and Ginger Snaps as touchstones.
Throw it all into the proverbial blender and you end up with whimsigoth’s slip dresses, chunky footwear, maxi skirts, celestial jewelry, corsets, and paisley tops. (Bonus points if they look burnished, tattered, and inconspicuously anachronistic.) According to the experts, a collective penchant for nostalgia isn’t the only reason the trend is back on the rise. Diodati notes that Victorian-era romantic dressing “prided itself on being emotional in the face of the Industrial Revolution and consumerism”; after the excess of the ’80s, she says, this aesthetic provided a similar release.
In the face of so many societal issues today, whimsigoth is back to help us tune into our communal power. “I really feel like it’s a rebellion,” she says. “People are looking to spirituality or astrology or intuition to have comfort and explore new ways of being. It’s owning the female identity, the divine feminine.” It’s not without controversy, though: There are clear threads of Wicca, 1800s spiritualism, and New Age spirituality in the trend, Collins and Diodati explain, so as with any aesthetic marked by religious influences, if you’re only interested in the style aspect, it’s best to leave out the spiritual symbols and crystals.
In practice, whimsigoth is a welcome way to add play to your everyday wardrobe—and it’s not one to be intimidated by. In fact, it’s an inclusive alternative to the rigidity of other popular TikTok aesthetics, especially “that girl” and coquette, that place an unhealthy focus on certain body types and specific brands. With whimsigoth, all are welcome, and putting your own spin on the look is encouraged. Take cues from Lorde, Florence Welch, Shygirl, FKA Twigs, Megan Thee Stallion, Helena Bonham Carter, Caroline Polachek, Michelle Zauner, all of whom have unique personal styles, but define the aesthetic in one way or another.
Gaia Niwaki, a TikTok creator who specializes in outfit videos, says the trend helps her feel more confident: “When I do dress this way, I hope I radiate the energy of somebody who can take care of themselves.” Without a doubt, whimsigoth exudes main-character energy (if you happened to be the protagonist of an urban legend or a Brothers Grimm fairy tale).
“[It’s] so easy to try,” Diodati says. To start, she recommends flowy features like bell sleeves and long hemlines, plus colors like purples, oranges, and browns. “Add some moon accents or stars; whatever resonates. Then add your desired jewelry, and boom—you’ve turned into somebody who knows how to make [the] fall season their bitch.”
Can’t find the right stuff at your local thrift store? Get started on your new look with our picks below.
