AD PRO - What’s Behind a Microtrend?

If you’ve ever wondered about the next big decor moment or debated dipping a toe into TikTok, AD’s Senior Digital Design Editor Sydney Gore is the expert you want to talk to. Whether it’s predicting Tomato Girl Summer or charting the rise of butter-yellow interiors, she is always three steps ahead of the rest of us when it comes to spotting a trend. But what makes Sydney’s reporting so incisive is her ability to weave together disparate parts of culture—fashion, movies and TV, memes, and other consumables—and create a mirror back onto the larger moment we’re living in. I sat down with her earlier this month to find out what, exactly, sets off her trendspotting spidey sense, her thoughts on the microtrend cycle, and more.

—Lila Allen, Associate Director, AD PRO

Lila Allen: You joke that you’re chronically online. You are probably our most “on Twitter” editor.

Sydney Gore: I feel like one of the last men standing on there. The tiny design community that exists [on X] is really interesting to me. It’s nice to have a place where I can put my thoughts out and actually hear what people have to say, what they're talking about. What I see from the design world on Twitter, I don’t see on Instagram—on Instagram, it’s all very focused on vibes and aesthetic.

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