Category
Fashion
Scaled Restraint
Trend cluster
Category
Crisis
Runway
Fashion brands are creatively bringing awareness to global issues on the runway.
3.8
Trend score
Trend
What is the Crisis Runway trend?
Crisis Runway: Many fashion brands already unveil their seasonal collections on the runway in immersive and creative ways. However, with a renewed sense of social responsibility, these brands leverage this creativity to bring attention to large global issues, such as climate change.
Insight
The consumer insight behind the Crisis Runway trend
The global issue of climate change and the harmful impacts of environmental irresponsibility is common knowledge for modern-day consumers. Consumers -- especially those who spend time on social media -- are aware of the severity of the matter and seek content to educate themselves on its solution further. These informed consumers want to be a part of the solution and favor brands that actively show their dedication to global issues.
Trend themes
Themes within the Crisis Runway trend
Three behaviours holding the trend together01
Climate Change Runway Shows
Luxury and contemporary fashion brands are leveraging runway shows to bring attention to the global issue of climate change and express their commitment to sustainable practices.
02
Political Fashion Runway Statements
Fashion brands are incorporating political themes in their designs, reflecting the current geographical and political climates, to appeal to consumers' social convictions.
03
Sustainable Fashion Design
Designers are creating apparel and accessories that reuse and upcycle materials and minimize wastage, to cater to sustainability-conscious customers.
Industry implications
What the Crisis Runway trend means for industry
Where the trend changes the playbookFor
Fashion Industry
The fashion industry is experimenting with innovative ways to showcase their collections and address global issues to attract and retain consumers invested in social causes.
For
Sustainability Industry
With an increase in consumer awareness of sustainability issues, there is an opportunity for businesses to incorporate sustainable practices in their operations and products.
For
Technology Industry
Technology can be leveraged to monitor and reduce waste in fashion production, as well as provide consumers with information on the sustainability of their purchases.
Workshop question
How can your company practice social corporate responsibility?
Trend signals
Trend signals for Crisis Runway
Trend score 3.8 out of 10, from popularity 53%, activity 54%, freshness 9%.
Popularity53%
Activity54%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Crisis Runway trend
4 featured examples from Nov 17, 2018 to Mar 3, 2020CategoryFashion
Post-Climate Change Fashion Runways
Marine Serre Embraces an Apocalyptic Style for SS 2020
Innovative fashion designers pushing the boundaries of traditional fashion to embrace new themes and styles.
CategoryFashion
Political Fashion Runway Statements
IISE Draws Inspiration from Contemporary Political Climates
Disruptive innovation opportunities in the fashion industry to cater to consumers seeking politically-inspired clothing and utilitarian silhouettes.
CategoryFashion
Plastic Reduction Awareness Fashion
ALCH Explores Sustainable Themes for Its SS20 Collection
The fashion industry can take inspiration from ALCH's sustainable approach and incorporate unconventional materials and recycling methods into their collections.
CategoryLuxury
Climate Change-Themed Runway Shows
The Balenciaga Winter 2020 Show Takes Place on a Flooded Runway
Luxury fashion labels can showcase their commitment to climate change and sustainability by incorporating new design concepts and experimenting with theatrical running shows.
