Rebecca Williams, a 27-year-old nurse in Montreal, recently adopted an unconventional form of relaxation after her long shifts: bedazzling everyday objects with colorful rhinestones. From reusable water bottles to laptop covers and even sheet masks, Williams and many others in her generation are turning to this craft as a means of self-care and creative expression.
The practice involves affixing small, shiny gems—reminiscent of emeralds or sapphires—to ordinary items, infusing them with a sense of vibrancy and personality. For Williams, the process offers a welcome break from the monotony of her daily routine. “The time that I spend bedazzling is also a time that I consider as my me-time, self-care time,” she said, describing it as calming and a way to “switch my brain off.”
This recent surge in bedazzling activity has gained momentum on social media platforms, where users share videos under hashtags such as #bedazzle, accruing millions of views. The trend is marked by a broad application of embellishments, extending beyond clothing to include pill bottles, phone cases, personal accessories, and even skin and pets. This reflects a departure from the minimalist aesthetics that have dominated fashion and design for years.
Mia Jacobs, a fashion strategist at the trend forecasting firm WGSN, interprets the phenomenon as part of “whimsymaxxing,” a Gen Z-driven effort to inject playfulness into everyday life. She views it as a counterbalance to wellness culture and hyper-optimization, a form of creative joy accessible to many due to the relatively low cost and easy availability of rhinestones. Although some critics argue that bedazzling can be wasteful, many proponents emphasize decorating items they already own and use regularly.
The trend may have been catalyzed by celebrity influence, notably Kylie Jenner. Her recent Princess Kitty-themed birthday party featured extensive use of sparkly decorations and inspired many young people to experiment with rhinestones. Following Jenner’s event, content creator Ben Esqueda from San Diego began bedazzling plastic coffee cups and his own hand, highlighting the appeal of tactile, hands-on activities as an alternative to screen time.
Others have embraced the trend in diverse ways. Phia Dennis, a 25-year-old event programmer in New York City, decorated the hood of her pink Porsche with large, colorful gems to add a personal touch before removing them to reuse on a mirror. She also adorned her suitcase, praising the playful and unusual nature of the embellishments despite their traditionally “tacky” reputation.
Historically, bedazzling is not a novel practice; stage performances have long employed sparkling costumes. The late designer Bob Mackie was renowned for assembling elaborate, rhinestone-studded outfits for stars like Cher and Tina Turner. However, some indicators suggest this current wave may signal a broader cultural shift toward maximalism. Pantone recently introduced a palette of more than 200 vibrant colors, moving away from the muted tones of previous years.
New York-based artist Kerin Rose Gold, known for working on stage costumes for Beyoncé and Lizzo, characterizes the trend as a rejection of the subdued “old money aesthetic” prominent in recent years. She describes bedazzling as an accessible way for individuals to infuse their lives with color and joy without substantial expense.
Recognizing the trend’s commercial potential, brands are incorporating bedazzling elements into their offerings. The luggage company Dagne Dover launched a limited-edition bedazzled bag, and beauty brand Huda Beauty has featured rhinestones in promotional content. Meanwhile, Allstaro, a Canadian rhinestone manufacturer that supplies companies like Disney and Cirque du Soleil, is marketing stick-on gems directly to consumers new to the craft, according to operations manager Daniel Adler.
For many young people, these sparkling embellishments provide a creative outlet and a means to embrace imperfection. Esqueda reflects that bedazzling helps ease the pressure to appear flawless, encouraging a more spontaneous and joyful approach to self-expression. “People are ready to have more fun with the imperfections and unpredictability of things,” he said.