As midnight approaches on October 27, bookstores and online retailers around the world are buzzing with excitement. At that exact hour, the sixth novel in Sarah J. Maas’s hugely popular A Court of Thorns and Roses (ACOTAR) series will finally be released, after fans waited five years. The announcement came just last week, and already fans are thrilled, with many late-night launch events planned internationally. In the UK, 76 Waterstones stores are promoting ACOTAR parties, featuring bone readings, delicate cakes, parlor games, and Night Court-themed dress codes.
This shows just how fast romantasy has risen in pop culture over the past two years. Earlier this month, Bloomberg called the genre—a mix of romance and fantasy that focuses on steamy scenes between magical beings—a billion-dollar industry, more than 10 years after the first ACOTAR book came out in 2015. In the next month alone, popular authors like Rebecca Yarros (Fourth Wing), Rachel Gillig (The Shepherd King), and Penn Cole (The Kindred’s Curse Saga) are all releasing new books. Fourth Wing is even being turned into a TV series, developed by Amazon MGM studios and Michael B. Jordan (though no release date has been announced yet).
Luxury brands usually jump on cultural trends, even if they don’t seem obviously stylish (think of the jockstars in Heated Rivalry, or satirical rockstar Jim E. Brown modeling for Rick Owens). But while fashion has toyed with the idea of a romantasy collaboration, it hasn’t yet produced a wave of tie-in products. In fact, the only brand to test the waters is Tory Burch, which invited Maas to its Fall/Winter 2024 show—and that was before the romantasy boom really took off.
Now is definitely the right time for brands to get involved. “Romantasy arrives at a time when consumers are looking to escape and imagine a world filled with magic, hope, and excitement, but also moral complexities that weave between good and evil, love and hate, desire and love,” says Elizabeth Tan, senior marketing and culture strategist at WGSN Insight. She notes that recent consumer sentiment forecasts have pointed to “awe,” “imagination,” and “glimmers” as ways to escape.
In the past, enjoying fantastical stories was something people kept quiet about—and so brands avoided it. “It felt like enjoying romantasy was something to keep private, maybe even a little embarrassing to admit,” says Sophia French, editor of culture agency Protein. But now that embracing what once felt cringe is seen as a sign of authenticity, it’s become mainstream to openly read about assassins and fairies having sex. French notes that romantasy now has its own “dedicated, ample section” in bookstores. In fact, there are even bookstores devoted entirely to the genre. In July, Bad Girl Books opened in Oxford, stocking over 2,000 titles sorted by themes like “Unhinged” and “Monster Smut.” “It’s a perfect storm for it to be culturally relevant right now for so many people,” says 30-year-old founder Starlin Marot.
For Marot, romantasy is a safe space for women and LGBTQ+ communities. “The world can be quite frightening for women and queer people in many countries, and I think romantasy specifically feels like a great escape,” she says. Importantly, the genre centers on female characters. “A world is created that puts female pleasure at its heart, with some male characters, such as in Sarah J. Maas’s A Court of Thorns and Roses series, willingly taking contraception—so hot,” notes French.
“The storylines can feel quite utopian. Often, women are the protagonists, women are the heroes. They’re slaying dragons and also having these incredible love stories,” adds Emma Loffhagen, a freelance commissioning editor at The Guardian who writes about books and culture.
French sees this as reflecting a wider “pleasure recession,” driven by many young people having less sex, drinkingDrinking less, doing fewer drugs, and feeling numb from social media. Loffhagen, meanwhile, links it to the “heteropessimism” of modern dating. “With that backdrop, romantic fantasy has kind of filled the gaps for a lot of women who aren’t feeling fulfilled in their real romantic lives.”
More broadly, though, this points to a rise in reading for pleasure: 66% of Gen Z identify as readers, which is 14% higher than in 2022, according to a recent study from Cambridge University Press. We can partly thank BookTok for that. As young audiences try to cut through AI-generated content and endless sponsored posts, they’re turning to literature for meaning, and intellectual influencers—many of them focused on books—are becoming more popular. Anything whimsical also gets people talking. “As readers get tired of realism, romantasy offers active world-building, especially within fandoms,” says Tan. “Fans across series like ACOTAR and Throne of Glass, or Fourth Wing and the Crowns of Nyaxia, go to BookTok and the Reddit thread r/Romantasy to share theories, debate relationships, and pick their favorite alliances.”
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Less Internet, More Intellect: The Era of the Bookish Influencer
By Markiel Magsalin
Fashion is already obsessed with reaching the literary crowd, from Miu Miu’s Literary Club to Ottessa Moshfegh writing short stories for Prada. But “as the dynamics of influence shift, more alternative figures are coming to the forefront. Authors are a key part of this,” says French. Brands would be smart to follow Tory Burch’s example. Maas and Yarros, the two biggest romantasy authors, have three million and 2.3 million followers on Instagram alone, respectively. When Maas appeared on the celebrity podcast Call Her Daddy earlier this year to announce she was writing ACOTAR books six and seven, over 100,000 listeners tuned in for the live broadcast.
Finding Style in the Smut
Two-thirds of the way through Maas’s House of Earth and Blood, characters Bryce Quinlan and Hunt Athalar are talking in a kitchen full of sexual tension. Bryce, daydreaming about Hunt’s gravelly voice and muscular back, pretends she’s thinking about something else. “There’s a sample sale at one of the designer stores this afternoon,” she lies. Hunt, checking out her body with desire, fires back: “I didn’t know clothing sales got you so hot and bothered, Quinlan.”
It’s one of the few nods to luxury fashion in the romantasy world. But, of course, there are style descriptions. “Women’s clothing is usually described as corseted dresses, evening gowns, and fighting leathers or warrior gear,” says Marot, adding that it’s “more about practicality.”
Some romantasy fans have built followings by curating looks inspired by the genre, bringing descriptions from the novels’ pages onto Instagram feeds. Creators like Maya McComas and Spring Thyme Fairy regularly post romantasy-inspired outfit roundups across social media. Romantasy author Josie Bullard, meanwhile, posts videos of what she wears while writing.
Instagram content
A few official collections have also hit the market. Pop culture merch brand Hot Topic, for example, released a line inspired by Yarros’s Fourth Wing, featuring gothic graphic tees and journals. Australia-based Black Milk, on the other hand, put out an officially licensed range based on ACOTAR, with ethereal maxi dresses and velvet hooded capes.
Loffhagen remembers her visit to Bad Girl Books. “There were T-shirts, caps, and tote bags with things like ‘I Heart Fictional Men’ and ‘My Favorite Color is Morally Grey’—a phrase often used to describe the male leads in romantasy novels,” she says. In that way, Bad Girl Books is a bit like Climax Books for those who prefer fairy adventures to fashion magazines.
Bad Girl Books opened in Oxford, stocking over 2,000 titles.
Photo: Pia Jones
But there’s still a big gap for brands to fill. “I think it’s a largely untapped market right now,” says Marot. “I do think people are embracing their whimsical sides, and this will no doubt beThis could easily become a fashion trend soon, and hopefully we’ll see a comeback of cottagecore or faerie styles. She imagines a Fourth Wing activewear line with subtle dragon designs (“I can see my customers absolutely loving that”), or a collaboration with House of CB on corset dresses (“People would go crazy for that”).
Brands could also focus on smaller items like jewelry and accessories, tapping into the recent shift toward whimsical styles with sparkling brooches and mystical silk scarves. Many of the books describe amulets and pendants that could easily be recreated. “While those in the know will recognize these pieces, if done well, they’ll also appeal to existing brand customers,” says French.
Aesthetically, romantasy’s influence is already showing up on runways. Experts agree that, just like movie releases and press tours, what people are reading shapes today’s trends. Brands would be wise to reflect the genre’s lasting impact in upcoming seasons. Already, romantasy-inspired trends like historical silhouettes, lace, and jewel-toned fabrics appeared across the SS26 and FW26 runways. “You can’t really separate those from the rise of romantasy as a literary genre,” says Loffhagen, pointing to the ongoing interest in cottagecore and medieval clothing. So brands with a similar aesthetic, from Dilara Findikoglu to Matières Fécales, are naturally set to benefit from this boom.
Backstage at Simone Rocha SS27 menswear.
Photo: Acielle/ Style Du Monde
The popularity of corsets is central to this theme. “I definitely think the rise of historical romance media has fueled the popularity of the corset,” says Kristin Mallison, a tapestry corset designer who recently created a custom look for Margot Robbie’s Wuthering Heights promotional tour. “It lets the wearer dress up as their favorite romance heroine, but it’s also easy to pair with jeans.”
Events are also a smart way for brands to get involved, especially in a world that values experiences. “Hosting romantasy-focused book clubs is a simple way to build excitement for new titles,” says French. “There’s a huge rise in romantasy balls, events, and book conventions where many people dress up in evening gowns inspired by the books and the styles described in them,” Marot adds.
Brands can help make romantasy fans’ dreams come true, which is a powerful way to earn long-term loyalty. “We all want to attend the luxury Fae balls that these characters experience in the books,” Marot says. It’s a chance to give fans access to their favorite worlds. “To succeed, brands won’t just sell a ‘romantasy look’; they’ll give fans a way to step into the world they already love,” adds Tan. “Fans will look for collections and designs that can fit into everyday life as they aim to immerse themselves in whimsical, romantic, and gothic worlds through their personal style.”
Treading carefully
Brands wanting to join in on the excitement should be cautious, though. Romantasy fans are fiercely devoted to their favorite authors and series. “[They] are a committed group and know these novels inside out, so any brands wanting to tap into the genre need to make sure these readers are involved in the process; otherwise, generic collaborations or collections could come across as empty,” says French.
There’s also a risk of alienating a brand’s own fanbase. While romantasy is more accepted than ever, it’s still dismissed as cheesy by some critics—another example of the old habit of labeling what women enjoy as low culture. Dior did manage to theme one of their Book Totes around The Very Hungry Caterpillar, but putting A Court of Splintered Harmony on one might be going too far.
Backstage at Dior Men SS26.
Photo: Acielle/ Style Du Monde
“To strike a balance and avoid turning off customers, the interpretation doesn’t have to be too literal—for example, with Emerald Fennell’s Wuthering Heights, strict historical accuracy was traded for clothing that captured the emotional intensity of the story instead,” says Mallison. Perhaps inInterestingly, around the show’s release, brands leaned into dark, romantic styles. “Brands can follow suit with pieces that are modern, loose interpretations, rather than something like Renaissance festival costumes.”
No matter the approach, the risk is definitely worth the reward. Along with the announcement of ACOTAR six came a release date for ACOTAR seven, set for January 12, 2027. With romantasy looking like a billion-dollar trend right now, and plenty more releases on the way, this craze has a much longer shelf life than most pop culture phenomena.
Frequently Asked Questions
Here is a list of FAQs about whether Romantasy books are worth a luxury investment written in a natural and helpful tone
General Definition Questions
1 What exactly is Romantasy
Its a genre that blends romance and fantasy The romantic relationship is just as important as the magical plot magic system or worldbuilding Think dragons fae and magic but with a heavy focus on the slowburn love story
2 What do you mean by a luxury investment in books
I mean spending a significant amount of money on a special edition of a book This usually means paying for sprayed edges exclusive cover art colored illustrations inside or a signed copyoften 2 to 3 times the price of a standard hardcover
3 Is this about the books being good or the objects being pretty
Its about both A luxury investment means youre paying extra for the physical object as a collectible not just for the story itself Youre buying the art the aesthetic and the feeling of owning something special
4 Are books like ACOTAR and Fourth Wing actually considered high literature
No theyre commercial fiction but that doesnt mean they arent valuable They are incredibly popular for their addictive plots and emotional payoff The luxury here isnt about literary merit its about the fandom and the physical beauty of the book
Value Benefits
5 Why are people willing to spend 100 on a single book
For many its a hobby and a form of selfcare Its about the joy of owning a beautiful object that represents a story they love Its similar to buying art or a designer handbagit brings the owner happiness just by looking at it
6 Are these special editions a good investment financially Will they go up in value
Sometimes yes If a special edition is limited signed or becomes rare its resale value can skyrocket However its a gamble Most books dont increase in value so you should buy them because you love them not as a guaranteed retirement plan
7 What are the actual benefits of owning a luxury edition over a paperback