The "Big Natural" philosophy leans into the amateur. It’s about the girl taking a mirror selfie in a messy bedroom or the guy documenting his "Outfit of the Day" (OOTD) in a grocery store parking lot. This content resonates because it looks like real life. When followers see someone with natural features, unedited skin textures, and "imperfect" proportions, the fashion becomes accessible. Why "Amateur" is the New Professional
While magazines have a lead time of months, amateur creators on platforms like TikTok and Instagram can start a trend in the morning and have it go global by evening. The "Natural" Aesthetic: Beyond the Physical
When an amateur creator shares a style tip, it feels like advice from a friend. They aren't being paid by a massive conglomerate to wear a specific look; they are wearing what they actually own.
The shift toward big, natural, amateur fashion is a sign that we are craving human connection. We no longer want to be sold an impossible dream; we want to see how clothes live in the real world. By embracing the "amateur" side of style, we find a version of fashion that is more diverse, more sustainable, and ultimately, more stylish.
Professional shoots are limited by brand guidelines. Amateur content is limited only by the creator's imagination. This has led to the rise of "thrifting" culture and DIY fashion, where style is built through curation rather than just high spending.
The word "amateur" used to be a slight, but in today’s style landscape, it’s a badge of honor. Amateur creators bring a level of trust that big-budget campaigns can’t buy.
For years, fashion was synonymous with "perfection." This meant professional lighting, high-end retouching, and models who fit a very specific, often unattainable, mold. However, "trend fatigue" has set in.
Embracer Group is a global group of creative and entrepreneurial businesses in PC, console and mobile games, as well as other related media. The Group has an extensive catalog of over 400 owned or controlled franchises.
With its head office based in Karlstad, Sweden, Embracer Group has a global presence through its operative groups: THQ Nordic, PLAION, DECA Games, Dark Horse, Freemode and Crystal Dynamics – Eidos. The Group includes 55 internal game development studios and engages nearly 6,500 talents across nearly 30 countries.