Trends · Page 96
One Is the New Everything
Limited editions are out. Single editions are in. Our trend desk on the season's most exclusive release.
Fashion has spent years telling us that less is more. This season, one author has taken that as far as it goes: one.
Sneaker drops sell out in minutes. Designer collaborations sell out in hours. Dad, Look – I Wrote A Book! has been available for months and has not sold out, which, our trend desk notes, is also a kind of exclusive.
Out: second copies. In: one.
Out: second copies, e-books, paperback reprints, waiting lists. In: one copy, a million dollars, beers with the author.
Our forecast: by next season, everyone will want the only copy. There will still be only one.