Category
Fashion
Scaled Restraint
Trend cluster
Category
Home
Professional
Brands are launching comfort-focused and performance-driven home attire.
4.2
Trend score
Trend
What is the Home Professional trend?
Home Professional: 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 consumer insight behind the Home Professional trend
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.
Trend themes
Themes within the Home Professional trend
Three behaviours holding the trend together01
Comfortable and Performance-driven Home Attire
The demand for comfortable and fashionable products that support work-from-home and indoor lifestyles is driving brands to launch clothing with performance-driven features.
02
Glamorous Work-From-Home Collections
Fashion brands, like Dior, are releasing luxurious yet comfortable clothing lines for consumers to wear while working from home, focusing on balancing comfort and style for video calls.
03
Functional Spring Activewear Collections
Major fashion retailers are focusing on the basics with versatile, sustainable, and stylish activewear collections designed for individuals to wear while staying indoors and working out to cope during the pandemic.
Industry implications
What the Home Professional trend means for industry
Where the trend changes the playbookFor
Fashion
Fashion industry professionals can innovate by designing fashionable home attire that has performance-driven features to cater to work-from-home and indoor lifestyles.
For
Athletic Apparel
Fitness clothing manufacturers can tap into the growing trend of functional and sustainable activewear, featuring comfortable designs for indoor workouts.
For
Luxury Retail
Luxury brands can offer high-end casual fashion items, such as a balenciaga home sandal or Dior's Chez Moi collection, that cater to consumers' remote lifestyles without sacrificing style for comfort.
Workshop question
How might your brand increase consumer comfort?
Trend signals
Trend signals for Home Professional
Trend score 4.2 out of 10, from popularity 52%, activity 66%, freshness 10%.
Popularity52%
Activity66%
Freshness10%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Home Professional trend
8 featured examples from Feb 21, 2019 to Mar 25, 2021CategoryFashion
Self Isolation Hoodies
Vollebak's Relaxation Hoodie Was Created for Isolated Living
Disruptive innovation opportunity: Incorporate relaxation features into fashion products to market them as a means of self-care and for creating personal space.
CategoryFashion
Hybrid Homebody Housecoats
The Offhours Homecoat is Designed Like a Wearable Comforter
The fashion industry can create clothing that makes home life more cozy and comfortable.
CategoryFashion
Glamorous Work-From-Home Collections
Dior's Chez Moi Collection is Available Now
Disruptive innovation opportunity: Create an online platform that curates and sells fashionable work-from-home clothing collections from various brands.
CategoryFashion
Comfort-Focused Functional Intimates
Wacoal's Ultimate Comfort Series is Perfect For At-Home Work
Disruptive innovation opportunity in the intimate apparel industry to cater to the needs of remote workers.
CategoryLuxury
Luxury Stay-at-Home Footwear
The Balenciaga Home Sandal Brings a High-End Touch to Life Indoors
The fashion industry can create luxury stay-at-home apparel and footwear that is both comfortable and stylish.
CategoryFashion
Streamlined Athletic Blazers
LIT Recently Launched the No Rules Athletic Blazer in Five Colors
Athletic apparel brands have an opportunity to create new product lines that cater to the growing demand for versatile and stylish performance wear.
CategoryFashion
Comfy Quick-Dry Bathrobes
The Casamera Bathrobe Has a Fluffy, Breathable Construction
Opportunity for apparel manufacturers to incorporate enhanced comfort and breathable construction into their products, meeting the needs of consumers working from home.
CategoryLifestyle
Functional Spring Activewear Collections
COS' Activewear Collection Was Made Sustainably
Fashion retailers have an opportunity to expand their offerings to cater to consumers' increased need for versatile and sustainable yet fashionable activewear pieces.
