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Hip Fashion Consumer Insights

Latex Boom
The luxury fashion industry is embracing latex as a primary material in new collections
Trend - Brands in luxury fashion are increasingly experimenting with latex, which is giving an edge to their bespoke collections. The popularity of the material can be traced to its association with rebellion, deviance, and fetish, as well as to the sustainability in harvesting natural latex.

Insight - Millennial and Gen Z consumers have always placed a strong emphasis on their appearances and a big reason for that is their continuous presence and dependence on social media platforms. As a result, many are on the lookout for aesthetic-forward pieces and experiences that can help them feel not only more confident in their self-expression but also more interesting in the eyes of their peers and followers.
Workshop Question - How can your brand boost the confidence of your consumers?
9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Accessorized Self-Defense
Fashion and jewelry brands are prioritizing safety in their designs
Trend - Brands in the fashion and jewelry industries are enhancing the designs of their products with safety features that are seamlessly integrated into the design. This, in turn, enables consumers to protect themselves in dangerous situations.

Insight - Contemporary consumers living in urban environments often feel unsafe and at-risk when outdoors, especially if they find themselves in an unfamiliar neighborhood or when walking home alone at night. Fearing the worst, many are creating a demand for accessible products and services that will help them feel less vulnerable in the city, allowing them to feel safer and more confident, instead.
Workshop Question - How can your brand help consumers feel safer?
9.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Luxe Lounging
High-quality loungewear sets cater to the acceleration of comfort wear
Trend - Comfort clothing has become enormously popular as people remain restricted in the outdoor activities they can take part in, and brands are responding with luxurious loungewear sets that allow for both comfort and style.

Insight - There are a number of reasons consumers are currently prioritizing comfort in their day-to-day lives. The primary reason is that with more professional and recreational activities now taking place in the home, consumers are less inclined to impress others in fashionable clothing. Another important one is that with the ongoing stress that consumers have dealt with considering the disruptions to their lives, uncertainty about the future and economic hardship--comfort clothing gives consumers one less thing to worry about as they try to manage their new lives.
Workshop Question - How is your brand easing customers' lives as they balance changes and disruptions?
6.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Psych Reframe
Designers are channeling difficult human emotions and the importance of acceptance
Trend - Contemporary designers are referring to problematic societal norms that are excusatory and harmful to people's perception of self. These concepts are realized through high-tech fashion or sculptural jewelry that seeks to directly or indirectly affect one's psychological state.

Insight - Contemporary consumers are increasingly coming to the awareness that traditional societal narratives and what is held as the "status quo" are harmful—if not directly to one's self then to others in the community and especially to people who are marginalized. Either motivated by a sense of guilt or by duty to make the world a better place, individuals are looking to remedy the situation by placing more focus on healing and acceptance, as well as by building safer spaces.
Workshop Question - How might your brand build safer spaces for individuals?
7.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Post-Pandemic Dystopia
Designers are hyperbolizing the future state of the world post-COVID-19
Trend - Designers—particularly in fashion and in other categories—are imagining the post-pandemic future in a glum and dystopic manner. Mostly shared through photographic imagery in editorials and lookbooks, as well as in some projects and even events, these post-pandemic worlds seek to entertain.

Insight - Individuals are embracing all forms of fiction as a means of entertainment—from books to photography and beyond. Often, many place a strong emphasis on content that is relatable to a degree, and as a result, consumers search for narratives that offer commentary on contemporary issues and events. In this case, individuals do not only succeed in passing their time in pleasurable ways, but they also experience some connection and comfort through the content that they consume.
Workshop Question - How can your brand tap the post-pandemic imagination to engage consumers?
7.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Nature Fabric
Designers are releasing biomimicry-inspired textiles for use in fashion production
Trend - Previously, designers were eager to explore the concept of biomimicry in their “fashion as art collections,” which were exclusively reserved for viewing only. Nowadays, more brands are making biomimicry-inspired clothing available for purchase.

Insight - Tensions about climate change and its consequences are building up for contemporary consumers and as a result, individuals are looking for ways to mitigate the threat by opting-in for more eco-friendly options on the market. In this space, many are turning to technology and design for alternatives and by embracing more cutting-edge concepts in their daily purchases, individuals have the ability to enjoy peace of mind and take comfort in the fact that they are living a more sustainable lifestyle.

Workshop Question - How might you employ concept of biomimicry in your products/service?
8.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Inflatable Wear
Fashion designers are launching inflatable garments for consumers to wear
Trend - The inflatable aesthetic has been explored as a concept by fashion designers on the runway floor. Now, brands are launching consumer-focused wearable garments, with inflatable functionalities that capture attention with a unique appeal or a special functionality.

Insight - Contemporary consumers—especially Gen Z and Millennials—are continuously prioritizing their need for self-expression, both in real life and on social media. In order to come off as unique and interesting, consumers in this space are placing a big emphasis on surrounding themselves with novelty items that are captivating. Affording them the possibility to become the center of attention, consumers feel more comfortable and confident in themselves as a result.
Workshop Question - How might your brand appeal to consumer's interest in novelty?
8.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Furniture Fashion
Furniture brands are entering the world of fashion with stylish collections
Trend - Fashion designers have often worked with furniture brands on special home decor collections and today, the inverse is also gaining in popularity as some homeware companies are launching their own apparel collections—either independently or through a strategic partnership—or immersing themselves more into the fashion world.

Insight - Today, contemporary consumers are having an abundance of choice in every product category and this allows many to make purchasing decisions based on their personal preferences. In this space, many emphasize aesthetics, in particular, and they often turn to items that are considered to be novel. This stems from an individual's desire for uniqueness as this allows one to feel more interesting and confident in their self-expression.
Workshop Question - What adjacent business category can you explore with your brand?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Home Professional
Brands are launching comfort-focused and performance-driven home attire
Trend - Brands are debuting comfortable fashion items, designed to support consumers when they are at home. The silhouettes are not only packed with performance-driven features—from quick-drying fabrics to flexible constructions—but they are also made to be stylish.

Insight - The balance between aesthetics and functionality is a driving force of consumer purchasing decisions and individuals who are embracing the work-from-home lifestyle, or those who generally prefer to spend more time indoors, are creating a demand for comfortable and stylish products. When these needs are met, consumers feel better supported in the home environment, allowing them to concentrate better on tasks or be more relaxed—which is especially important to those spending increased amounts of time indoors.
Workshop Question - How might your brand increase consumer comfort?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
At-Home Editorial
Photoshoots at home are being prioritized by brands in the fashion industry
Trend - Many fashion brands and magazines are continuing their operations during the COVID-19 pandemic with creative photoshoots that are staged at home. This venture, which is heavy on the DIY aesthetic, depicts models and even employees of the label or magazine in their personal quarters.

Insight - The economic restrictions that were imposed by many governments during the COVID-19 outbreak are putting a halt to the operation of businesses across industries. Still in full effect in some countries, consumers are eager to experience a sense of normalcy by seeking out ways to engage with activities and content that were previously available to them pre-pandemic. This does not only afford individuals some comfort, but also serves as a form of entertainment and connection.
Workshop Question - Conceptualize an at-home campaign that will work for your brand.
8.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends