Thrifting is making a big impact.
In Pinterest’s fall 2025 trend report, thrifting is a primary focus for consumers heading into the fall season. The company surveyed users from January 2025 until March 2025 to gather insights, according to Pinterest’s internal global data.
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The visual discovery platform is also introducing Thrift Shop, a shopping experience that allows users to browse and shop vintage and secondhand finds until Sept. 26. It is partnering with top global vintage and thrift retailers and tapping tastemakers to drop weekly closet finds on the platform to merge discovery and shopping all in one place.
“With interest in thrifting growing so rapidly, we wanted to make it even easier for people to discover and shop preloved pieces on Pinterest,” Sydney Stanback, global insights and trends lead at Pinterest, told WWD. “It’s a natural next step for Pinterest, because so much of our platform is about inspiring creativity and helping people bring their vision to life — now in a more sustainable way.”
Pinterest’s fall 2025 trend report indicates that Gen Z in particular has been leading this shift.
The secondhand market has continued to dominate across various retail categories, including fashion, decor and more, and a recent report by EY found that the global secondhand apparel market is growing three times faster than the global apparel market, which isn’t all that surprising given tariffs already going into effect and consumers looking to save with the skyrocketing cost of living.
EY found that 72 percent of consumers are turning to repairs rather than replacing items and 36 percent are turning to secondhand or preloved items more than ever. On Pinterest, “Dream thrift finds” rose by more than 550 percent this year and “vintage fall aesthetic” rose by more than 1,000 percent.
“[Gen Z] are not just buying — they’re curating,” Stanback said. “We’re seeing thrifted kitchens, thrifted decor and even menswear thrift outfits gain momentum. For this audience, secondhand is a way to create a unique look or space that feels personal and meaningful, rather than mass-produced. This fall, we’re seeing a clear move toward personalization across every category. What’s surprising is just how many of these trends are rooted in mixing the old with the new — there’s a deep appreciation for styles with history.”
For fall fashion, a modern take on preppy looks is on the rise, with statement layers, caffeine-inspired neutral hues and vintage watches taking the lead. The social media platform saw an astounding 47,680 percent increase in searches for the term “women’s preppy outfits,” and “preppy vibes” (5,597 percent increase), “new preppy style” (5,555 percent increase) and “2000s preppy aesthetic” (2,867 percent increase) all saw massive search volume.
Gen Z men have their eye on vintage watches and classic timepieces, according to Pinterest. Searches for “vintage luxury watch” increased by 82 percent, “analogue watch” increased by 59 percent and “best luxury watches for men” increased by 55 percent.
Patchwork pieces have seen a massive surge of interest with the search “patchwork T-shirt” seeing a 4,443 percent rise and “patchwork sweatshirt” a 2,219 percent increase. The ‘60s aesthetic is also trending — “1960s evening gown” saw a phenomenal 5,928 percent increase in searches and “60s babydoll aesthetic” similarly had a boost in searches by 4,428 percent. And for caffeine-inspired clothing, Pinterest users searched for “coffee brown pants outfit” (632 percent increase) and “espresso martini outfit” (312 percent increase).
In decor, the glamour Art Deco — which turns 100 this year — has been reimagined through a modern lens, with statement vintage tiles trends elevating interiors.
For statement tile, users are gravitating toward “vintage tiles” (1,107 percent increase), “terracotta tiles texture” (833 percent increase) and “unique tiles” (450 percent increase). Art Deco has been beloved by Gen Z, especially with an increase of searches for “Art Deco vintage” by 805 percent and “Art Deco interior 1920s vintage” by 745 percent.
With companies issuing a return-to-office order for their employees, people are personalizing their cubicles and workspaces. Top search terms on the platform include “luxe office” (2,766 percent increase) and “work office makeover” (2,652 percent increase).
Within beauty and fragrance, the fall trends are a balancing act between edgy and elegance. Grunge makeup makes a comeback but with effortless smudges, deep tones and ’90s and 2000s nostalgia. “Clean grunge makeup” search rose by 652 percent and “natural grunge makeup” rose by 368 percent. The “chic pixie” searches skyrocketed by 2,435 percent and “asymmetrical pixie bob” by 1,119 percent.
Skin care is also getting more innovative — sea science ingredients such as “salmon DNA” searches were up 623 percent, “salmon DNA treatment” up 234 percent and the Cos Rx snail essence searches up 33 percent.
Searches for cozy fragrances such as “vanilla scent aesthetic” (157 percent increase) and “layering scent combos” (117 percent) alongside “apple scent” (53 percent increase) and “caramel scent” (49 percent increase) are comforting seasonal finds.
“For our users, sustainability and self-expression go hand in hand. Thrifting allows them to build wardrobes, homes and lifestyles that are entirely their own while reducing waste. It’s not about chasing the latest mass trend — it’s about finding the one perfect piece that tells a story. Whether it’s a 2000s preppy sweater or an Art Deco mirror, secondhand shopping on Pinterest is really about creating something personal and lasting — without compromising on style or values,” Stanback concluded.
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