Category
Fashion
Scaled Restraint
Trend cluster
Category
Cultural
Garment
Culture-inspired garments are adapted to suit various needs and modern aesthetics.
3.9
Trend score
Trend
What is the Cultural Garment trend?
Cultural Garment: Cultural garments, or clothing items that stem from certain communities and traditions, are being adapted to suit the needs and aesthetic preferences of people who prioritize both culture and individuality. These items include everything from hijabs designed for sportswear, to traditional Indian clothing or textiles adapted for everyday needs.
Insight
The consumer insight behind the Cultural Garment trend
As people become more aesthetic inclined with the influence of social media, they're also prioritizing their cultural roots in the way they present themselves. These consumers are drawn to products and services that represent their personal traditions, while also being suitable for their everyday needs as they work, exercise and take part in recreational activities.
Trend themes
Themes within the Cultural Garment trend
Three behaviours holding the trend together01
Cultural garments for individuality
As consumers prioritize their cultural roots and individuality, there is an opportunity for businesses to adapt cultural clothing to suit modern needs and aesthetics
02
Inclusivity through apparel
There is a growing trend towards apparel that promotes inclusivity and diversity, with particular examples including team-branded hijabs and modest swimwear collections.
03
Convention-challenging fashion
The fashion industry is seeing a rise in convention-challenging womenswear that offers contemporary and simplified alternatives to traditional clothing styles.
Industry implications
What the Cultural Garment trend means for industry
Where the trend changes the playbookFor
Fashion
The fashion industry can benefit from adapting cultural clothing items to suit individual preferences and modern needs, as well as creating clothing that promotes inclusivity and challenges conventions of traditional styles.
For
Sports
There is an opportunity for the sports industry to promote inclusivity and diversity by creating athletic hijabs and full-coverage swimwear collections that cater to specific religious, cultural or sun protection needs.
For
Charitable organizations
Charitable organizations can collaborate with fashion and clothing brands to create cultural garments and apparel that celebrate certain traditions and communities, while also achieving fundraising goals.
Workshop question
How is your brand adapting to the cultural roots of its customers?
Trend signals
Trend signals for Cultural Garment
Trend score 3.9 out of 10, from popularity 45%, activity 62%, freshness 9%.
Popularity45%
Activity62%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Cultural Garment trend
4 featured examples from Feb 20 to Dec 11, 2019CategoryLifestyle
Modest Swimwear Collections
Nike's Victory Swim Collection Provides Full-Coverage Styles
Athletic wear industry can pivot towards inclusivity and diversity by offering performance options for customers with specific needs, such as full-coverage swimwear for modesty.
CategoryFashion
Convention-Challenging Womenswear
'Bodice' Offers an Alternative to Traditional Indian Womenswear
The fashion industry can adopt minimalist fashion as a trend that challenges traditional fashion norms.
CategoryLifestyle
Team-Branded Hijabs
Nike and the Toronto Raptors Collaborated to Produce Raptors-Branded Hijabs
The production of team-branded hijabs presents a disruptive innovation opportunity for sporting goods companies to tap into the market of inclusive athletic apparel.
CategorySocial Good
Cultural Celebratory Projects
Ghetto Gastro & AWAKE NY Join on the Food, Clothes, Shelter Capsule
Opportunities exist to create clothing lines with explicit social missions that promote and celebrate diverse cultural backgrounds while giving back to local communities.
