For SS ’21, WGSN has forecasted three key trends: Transform, Homespun and Gamescape.
Transform is a trend that moves fluidly between polar opposites. Modern technology and science is combined with the power of nature, resulting in innovative, solution-oriented designs for a world in crisis. The ocean is a source of inspiration, as are new themes emerging around sustainability and adaptability.
Homespun is defined by the phrase “good design grows better with age”. It evolves the minimalism trend with a more rustic feel, with designs that value longevity, sustainability and craft.
Gamescape looks at the fascinating and ever-evolving relationship between the physical and the digital. The past, present and future collide with colourful designs that inhabit the grey area between life online and offline.
How have consumers’ demands evolved?
The industry is already in the process of significant transformation; coronavirus has become the catalyst for truly seismic change. The pandemic has escalated many of WGSN’s forecasts – expect consumer priorities around wellness, comfort, protection and limitarianism to continue to amplify well into 2021.
How has the industry changed after 2020?
Fashion retailers need to move away from creating frivolous trends purely for trends’ sake. Products need to be durable and useful, while serving multiple purposes. With the environmental crisis also a huge concern, products need to be designed with resale in mind, as we begin to define a more circular system in fashion. These elements can be defined as the new drivers of value.
Max Mara Cruise ’21
Any materials that stand out/will be more common?
Fabric and fibre innovation will be key in adding value to a product, as consumer awareness remains heightened around hygiene, health and wellness. Expect to see further developments in anti-microbial, anti-pollution, self-cleaning and self- healing properties in apparel.
Will luxury still maintain its positioning? What challenges do luxury brands face?
Even luxury brands will have to echo the new value drivers I mentioned above in order to stay relevant. Due to lockdown restrictions that have caused many to work from home and cancel events, many brands will need to reassess their current offerings. For example, occasion wear or accessories-driven brands may need to think about introducing other categories that are more pandemic-proof, for example loungewear. Or it may just be about casualising their offers, as the home and local lifestyles become more commonplace for the consumer.