Why Escapism is the Future of Marketing in 2025

How Fantasy, Spectacle, and World-Building Are Winning Over Consumers

Escapism - TV Tropes

For years, brands have been obsessed with looking "real." They pushed raw, unfiltered content, influencer culture, and behind-the-scenes glimpses to make us feel like they were just like us. But guess what? We’re over it.

According to Vogue Business, consumers are tired of staged “candid” moments and predictable marketing stunts. Think about those fake paparazzi campaigns—once a cool idea, now just another formulaic trend. It’s time for something new, something exciting, something that lets people escape reality for a little while.

In a world overloaded with bad news, constant surveillance, and economic stress, people don’t want more relatability—they want an escape. They crave experiences that transport them into different worlds, whether through fashion, entertainment, or even shopping. That’s why brands embracing fantasy, spectacle, and immersive storytelling are the ones winning big in 2025.

Fashion is Leading the Way

Fashion has always played with fantasy, but in 2025, it’s taking things to a whole new level. Designers are creating theatrical runway shows that feel like mini-movies. Take Burberry, for example. They brought a surrealist twist to their British heritage by introducing a performer dressed as a medieval knight, capturing everyone’s attention. The result? Over $11 million in earned media value.

Then there’s Jacquemus, a brand that’s turned hyperreal AI-generated campaigns into a viral sensation. Remember the oversized Bambino handbags racing through the streets? That sparked a wave of copycats. More recently, their holiday campaign featured model Alex Consani being dramatically draped in cucumbers by a robot. It racked up 300,000 likes on Instagram—becoming one of the brand’s most popular posts of the year.

It’s Not Just Fashion—It’s Culture

 A Court of Thorns and Roses and Fourth Wing Custom image by Yailin Chacon

This shift toward escapism isn’t limited to fashion. Pop culture is embracing fantasy in a big way. Fantasy novels like A Court of Thorns and Roses and Fourth Wing are dominating bestseller lists, while TikTok is fueling an obsession with "romantasy" (romantic fantasy). Even Pinterest has predicted that medieval aesthetics—think chainmail necklaces and dark mermaid makeup—will take over 2025.

In times of uncertainty, people naturally look for worlds that feel magical, inspiring, and different from their everyday lives. That’s why brands need to move beyond simply selling products—they need to create entire universes that customers want to step into.

Brands as Entertainment Studios

Saint Laurent, for example, has its own film production arm, collaborating with directors like Pedro Almodóvar and David Cronenberg recent film Emilia Pérez 

Luxury brands are no longer just selling clothes; they’re making movies, producing content, and crafting intricate narratives. Saint Laurent, for example, has its own film production arm, collaborating with directors like Pedro Almodóvar and David Cronenberg. Their recent film Emilia Pérez not only wowed critics but also generated $14 million in earned media value at the Cannes Film Festival.

Miu Miu’s Women’s Tales series is another prime example. By commissioning female directors to create short films featuring Miu Miu pieces, they’ve built a long-running cultural project that resonates far beyond traditional advertising.

Tapping Into the Power of Fantasy

Not every brand has a Hollywood budget, but that doesn’t mean they can’t tap into escapism. Take Fine'ry, a fragrance brand that launched its digital storytelling campaign entirely through AI. They created an immersive virtual world on Roblox where users could explore, collect ingredients, and craft their own fragrances. The result? Over 32 million impressions and a massive surge in engagement.

Then there’s Perfumehead, a brand that doesn’t just sell scents—it sells a whole world. Founder Daniel Patrick Giles describes fragrances as immersive experiences, detailing the time of day, the environment, and even the poetry you might be reading while wearing them. It’s marketing that doesn’t just sell a product; it creates a story consumers want to be part of.

The Future of Escapism Marketing: Build a World, Not Just a Product

People are looking for more than just another brand that talks like them. They want brands that take them somewhere new. Whether it’s through interactive storytelling, AI-generated environments, or surreal collaborations, the brands that win in 2025 will be the ones that create experiences worth escaping into.

So, if you’re a brand looking to connect with consumers in a meaningful way, the message is clear: Stop trying to be "relatable" and start building worlds they’ll never want to leave.