top of page

Riding the Coquette Wave: How Brands are Strategically Embracing the Feminine Mystique

week in review

Insights on Design, Marketing Campaigns, Influencers, Brands, and Competitive Strategies.

February 26, 2024

Beauty as Power Wes Gordon quote from New York Fashion Week 2024 with a color full rose as background

The coquette aesthetic has taken over social media with its whimsical femininity and playful innocence. This trend has not gone unnoticed by brands, who are strategically incorporating coquette elements into their products and marketing to capitalize on this growing trend.

Understanding the Coquette Ethos:

At its core, the coquette aesthetic is about embracing femininity in all its forms. Think lace, ruffles, gingham, and pastel hues with a touch of vintage flair. It's a playful and romantic style that celebrates traditional feminine values while adding a modern twist.

The Oxford definition for Coquette is “a woman who flirts”

Brands with Successful Implementation of the Coquette Trend:

Lirika Matoshi

This New York-based brand is known for its ethereal dresses and skirts, often adorned with ruffles, bows, and floral prints. The brand has gained a cult following among coquette enthusiasts for its dreamy designs that evoke a sense of nostalgia and romance.


woman with oversize pink pants and lace top as coquette aesthetic

This brand's whimsical designs, featuring lace, broderie anglaise, and floral prints, have made it a favorite among celebrities and influencers alike. LoveShackFancy's collections perfectly capture the coquette aesthetic, with a touch of luxury and sophistication. 


This Miami-based brand, which we proudly mention as "our client," brings a whole new perspective on the coquette aesthetic, instilling a more mature and sophisticated identity. While whimsical designs and bright feminine colors play a role in today’s coquette trend, combining the flirtatious with the all too popular ‘quiet luxury’ creates a unique & timeless identity.

Check out our Case Study about Parentezi brand to learn about its origin and how RDLB worked hand in hand to formulate a brand identity, image, and presence that would make an impact in the aspired audience.


Selkie • Dresses The Ribbon Dancer in Bloom Bridal Gown

This brand specializes in vintage-inspired dresses and separates that are both feminine and flattering. Selkie's designs often feature unique details such as puff sleeves, high necklines, and delicate prints, making them a hit among coquettes who crave a more unique and individual style.

Strategic moves by brands:

  • Collaborations: Partnering with popular coquette influencers to create limited-edition collections or marketing campaigns.

  • Targeted marketing: Using social media platforms like TikTok and Instagram to target ads and sponsored content to users who have shown interest in the coquette aesthetic.

  • Product development: Launching products that specifically cater to the coquette trend, such as dainty jewelry, hair accessories, and home decor items.


The coquette trend is more than just a fashion fad; it's a lifestyle that celebrates femininity and self-expression. Brands that strategically embrace this trend and any movement related to self-expression and identity can successfully tap into a growing market of consumers who are looking for products that align with their values and aesthetics.

Additional points to consider:

  • The coquette trend is not without its critics, who argue that it reinforces traditional gender roles and unrealistic beauty standards.

  • Brands should be mindful of these criticisms and ensure that their products and marketing campaigns are inclusive and respectful of the audience they’re identifying with.

  • The coquette trend is still evolving, and it remains to be seen whether it will have lasting power. However, brands that are flexible and able to successfully adapt to this trend and others can position themselves at the forefront of a growing movement.


Ready to build a brand that stands out from the competition?

Our team of experts at RDLB Agency can help you develop a strategic brand identity and marketing plan that resonates with your target audience. Through our comprehensive brand workshop, we will help you:

  1. Define your brand's unique value proposition and target audience.

  2. Develop a compelling brand story that connects with your audience on an emotional level.

  3. Create a visual identity that reflects your brand's personality and aesthetic.

  4. Craft a marketing strategy that reaches your target audience where they are.

Contact us for help with your brand strategy.



Rated 0 out of 5 stars.
No ratings yet

Add a rating
bottom of page