Stylist to the stars Mark Heyes has revealed how to recreate this year’s trending fancy dress looks for less, as new research shows dressing up has become a national obsession.
Almost half (43 per cent) of Brits claim to have more fun when in fancy dress, while over a third (38 per cent) believe the UK has become a nation obsessed with dressing up.
Research commissioned by Butlin’s Big Weekenders shows fancy dress is becoming central to how Brits socialise and celebrate.
According to celebrity stylist Mark Heyes, this year's standout fancy dress looks are being shaped by the cultural moments dominating our screens and social feeds.
They range from '90s-inspired throwbacks to viral fashion moments like Lily Allen's headline-grabbing 'receipt dress', pop culture is driving instantly recognisable costumes.
With 23 per cent using fancy dress as a way to showcase their interests from musical acts to favourite film characters - Gothic romance is also surging off the back of the blockbuster film Wuthering Heights, bringing dramatic silhouettes and darker aesthetics into the mix.
Group looks are also booming, inspired by hit TV shows like I’m A Celebrity and Gavin & Stacey, as dressing up becomes an increasingly shared social experience.
These trends were recently showcased at Butlin's adult only Big Weekender in Minehead, which hosted its first-ever Fancy Dress Fashion Week, a celebration of homegrown creativity that Mark described as "Britain's answer to the Met Gala".
Mark Heyes added: "But this is where people actually have fun. This isn’t about designers or money. It’s about effort, real people and inclusive creativity.”
Fancy dress is also boosting confidence, with a third (32 per cent) saying they feel more confident in costume, while a quarter (25 per cent) feel less judged and a third (33 percent) say it creates a more relaxed, playful atmosphere.
“That’s the magic of fancy dress,” says Mark. “It gives people permission to step outside themselves. Suddenly it’s not about how you look, it’s about the character you’ve created.”
Outside of these feelings of freedom and escapism, Millennials in particular enjoy the chance to show off their creativity (30 per cent) and Gen X love being able to put on the persona of the character they are dressed as (29 per cent), indicating a flair for the dramatic.
Interestingly, there was also a stronger love of fancy dress among men than women, with the average male attending a higher percentage of themed parties and events and spending more overall on their outfits - £46 compared to £34.
Across the board, 22 per cent say dressing up helps them let go of inhibitions, while 20% say it allows them to express their personal style more freely.
Judge for yourself who wore it best in the photo gallery below - proof that you don't need to break the bank, just fully commit to your creativity, to rival the biggest fashion stars on the globe.
"Every year, hundreds of thousands of Big Weekender guests arrive in incredible fancy dress,” said Mike Godolphin, Entertainment Director at Butlin’s. “It’s a defining part of the experience – a chance to escape, dress up and fully embrace the moment.”
With headline acts, pool parties and non-stop activities all included, our Big Weekenders offer incredible value and a chance for adults to step away from the everyday, dress up and lose themselves in the moment.”
Despite the popularity, many still struggle with where to start (18 per cent) or what to go as (21 per cent), something Mark says can be solved by humour, simple accessories, and teaming up with friends.
Find Mark’s tips on how to create the ultimate homemade fancy dress look below:
- Go all out on humour
Wearing fancy dress is all about having as much fun with your outfit as you can, so use your sense of humour to bring a sense of joy to your look. Whether it’s jumping on a hilarious viral moment or turning something stereotypically serious into a funny fancy dress look, making people laugh is always part of the recipe for a good time. For example, you could take the Met Gala dress code ‘art is fashion’ and add a humorous twist to typically serious fine art by becoming the Mona Lisa in a black dress, just by getting a large frame from a charity shop and printing out the painting background.
- It’s all about the accessories
A simple outfit that already exists within your wardrobe can easily be turned into a fancy dress fashion moment with a few simple and affordable accessories – charity shops or Vinted are great for this. Most are available online with next-day delivery and can transform the simplest of looks. Just add a feather boa to a wide-leg trouser or sparkly outfit to create a Harry Styles costume, or accessorise double denim with a cowboy hat and bandana to tap into Cowboy Core. Or even take a recognisable cult film character like Wednesday Addams and add a black plaited wig to an all-black school-esque outfit for minimal effort and maximum impact.
- More is more
When it comes to fancy dress, more really is more. You can never over-accessorise or go too bold, so release your inhibitions and go big. Include props like broomsticks or inflatables to really bring some theatre to your look and create some memorable photos. Something that feels unnatural in the normal world of fashion can also make a stand-out look, like pairing all the different leopard print items in your wardrobe together to lean into the maximalism trend.
- Set a budget and be creative
Organising a fancy dress night out and setting a dress code doesn’t mean you have to spend big bucks to look amazing. Set yourself and your friends a £10 limit per person and give everyone the challenge to create effective looks for minimal spend. Vinted or charity shops are brilliant for this! Part of the fun of curating a fancy dress look for a Butlin’s Big Weekender is pulling together clothing and accessories to create something original, so raid charity shops and your friends’ wardrobes, and don’t forget to re-look at fancy dress items you already own from previous occasions!
- Team up with your mates
Group looks can really take a fancy dress theme and elevate it to the next level, with many of the most viral fancy dress moments on social media featuring a whole gathering of people in the same outfit. Picture a wall of security guards with black suits and sunglasses on mass, or bold blue Smurfs. Some of the best group looks at a Butlin’s Big Weekender also see everyone take on their own unique character and tap into a cultural phenomenon or the nostalgia trend, like characters from Clueless, Shrek, or Stranger Things.
Research: Butlin’s/OnePoll 2026; base 2000
