# Positive Emotions-Themed Fashion FACETASM's More Memories Capsule Prepares for the SS21 Season By Amy Duong | Published 2020-10-19 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/more-memories References: [hypebeast](https://hypebeast.com/2020/10/facetasm-more-memories-spring-summer-2021) & [store.facetasm.jp](https://store.facetasm.jp/) [FACETASM](https://www.trendhunter.com/trends/convenience-wear-1) made its original debut back in 2011 during Tokyo Fashion Week and has grown immensely since -- the most recent drop from the brand is the captivating [More Memories collection](https://www.trendhunter.com/trends/paranoid-fw25). Back in 2011, [Japan](https://www.trendhunter.com/trends/okinawan-brown-sugar-pineapple) suffered through an earthquake and started to rebuild itself towards a more positive light. The new capsule readies for the Spring/Summer 2021 season and celebrates how far Japan has come. It aims to bring light to people's feelings towards the world, despite the negativity of the current climate. There is a wide range of apparel designs including jackets, outerwear, minimal layering pieces, and accessories. The More Memories SS21 capsule wants to bring back enjoyable feelings and encourage consumers to join forces for a better tomorrow. Image Credit: FACETASM ## Trend Insights (Trend Hunter) - Score: 1.2/10 - Popularity: 15% | Activity: 11% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) ## Key Themes ### Why This Trend Is Growing - **Emotions-driven Fashion:** Designing fashion that is themed around positive emotions is a disruptive innovation opportunity for the fashion industry. - **Positive Memory-inspired Products:** Creating products that are inspired by positive memories is a trend that can disrupt the apparel industry. - **Meaningful Fashion Collections:** Launching fashion collections that reflect meaningful themes can help brands stand out and drive innovation in the apparel industry. ### Industries Being Reshaped - **Fashion:** The fashion industry can adopt the theme of positive emotions in its apparel designs and collections. - **Retail:** The retail industry can explore the opportunity of offering products that are inspired by positive memories to tap into consumers' emotions. - **Advertising:** The advertising industry can leverage the trend of emotions-driven fashion to create campaigns that resonate with consumers and evoke positive feelings. ## Related on Trend Hunter - [Heartwarming Life-Tech Apparel](https://www.trendhunter.com/trends/nanamica-3.md) - [Conceptual Memory-Themed Fashion](https://www.trendhunter.com/trends/paranoid-fw25.md) - [Bright Color-Based Spring Fashion](https://www.trendhunter.com/trends/vowels-1.md) - [Spring-Ready Technical Danish Fashion](https://www.trendhunter.com/trends/fce-2.md) - [Eclectic Preppy Summer Apparel](https://www.trendhunter.com/trends/beams-plus-2.md) - [Fabric-Centric Spring Fashion Capsules](https://www.trendhunter.com/trends/sage-nation-5.md) - [Summer-Centric Lifestyle Fashion](https://www.trendhunter.com/trends/uniqlo-u-4.md) - [Pattern-Heavy Fashion Capsules](https://www.trendhunter.com/trends/needles-new-collection.md) - [Beach-Inspired Spring Fashion Capsules](https://www.trendhunter.com/trends/a-kind-of-guise-3.md)