Category
Fashion
Scaled Restraint
Trend cluster
Category
Fashion
Advocacy
Consumers search for apparel that reflects their beliefs.
5.4
Trend score
Trend
What is the Fashion Advocacy trend?
Fashion Advocacy: Millennials aren't just more likely to shop ethically; they're also more inclined to purchase garments that visibly champion their beliefs. In a digital age of personal branding, fashion exceeds mere aesthetics and propels towards empowerment. Brands that align themselves with consumer values through design will ultimately create meaningful relationships with younger, cause-driven consumers.
Trend themes
Themes within the Fashion Advocacy trend
Three behaviours holding the trend together01
Social Activism in Fashion
Fashion is no longer just about aesthetics, but it's also about empowerment and aligning with consumer values through design to create meaningful relationships with cause-driven consumers.
02
Inclusive Advertising Campaigns
Brands can combat transphobia, body shaming and sexism by deviating from conventional standards of beauty through a diverse cast of models and inclusive messaging.
03
Slogan-Based Apparel
Consumers can use fashion as a tool to boldly convey their opinions on social movements through slogan-based apparel, hats, and accessories.
Industry implications
What the Fashion Advocacy trend means for industry
Where the trend changes the playbookFor
Apparel Retail
Inclusive advertising campaigns and empowered feminist apparel offer disruptive innovation opportunities for apparel retail to strive towards a more diverse marketplace.
For
Fashion Accessories
Slogan-based apparel is a popular trend, and businesses can create empowering hats and accessories with positive messaging and feminist slogans.
For
Beauty Industry
As more and more women embrace an ungroomed aesthetic and openly project a fearless image, the beauty industry may see a shift in focus towards natural and inclusive products.
Workshop question
Does your brand make an effort to align itself with consumer values? If so, how do you communicate this to consumers?
Trend signals
Trend signals for Fashion Advocacy
Trend score 5.4 out of 10, from popularity 74%, activity 80%, freshness 8%.
Popularity74%
Activity80%
Freshness8%
Audience
30%Men
70%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Fashion Advocacy trend
6 featured examples from Aug 17, 2015 to Sep 15, 2016CategoryFashion
Social Preference Panties
The Feminist Underwear by Me and You Proudly States the Wearer's Beliefs
Fashion retailers can tap into the trend of expression activism by offering products that allow customers to showcase their ideological beliefs.
CategoryMarketing
Inclusive Lingerie Campaigns
The '#IAmNeonMoon' Campaign Aims to Combat Transphobia & Body Shaming
Lingerie brands can innovate by prioritizing comfort and support over sexuality and physical appearance, launching diversity and inclusion campaigns, and breaking stereotypes.
CategoryFashion
Shameless Feminist Apparel
INU INU's T-Shirts and Hats Encourage Women to Embrace Body Hair
Fashion brands can create more inclusive products that are designed to cater to more customers beyond the conventional beauty standards.
CategoryFashion
Feminist Slogan Caps
Stay Cute's Fight Like a Girl Baseball Cap Promotes Female Empowerment
Disruptive innovation opportunity: Incorporating feminist slogans into streetwear designs to tap into the growing demand for empowering fashion.
CategoryFashion
Feminist Advocacy Menswear
The Fall Fashion Line from Acne Studios Displays Bold Feminist Quotes
Fashion brands can embrace feminist ideals and appeal to a wider audience by creating clothing lines that challenge gender norms.
CategoryFashion
Empowered Feminist Sweaters
Cara Delevingne's The Future is Female Shirts Celebrate Woman
The fashion industry can capitalize on empowering messages to promote social activism, sustainable products, and charitable donations.
