As culture evolves, so does fashion.
Global trend consultancy firm Fashion Snoops rounded up cultural shifts impacting the industry and the macro trends that are projected to shape fashion through the year 2022—and they should all sound very familiar.
In a recent webinar, Fashion Snoops’ owner Lilly Berelovich and director of culture Michelle Rotbart broke down each trend. Factors like sustainability, wellness and humanity have dominated news cycles and shaped society for a while now, and they will continue to show up in consumers’ behaviors and style choices for years to come.
Eco-virtuous
As consumers become aware of fashion’s impact on the environment, they’re making more positive lifestyle changes. This includes reducing their consumption and choosing brands that produce responsibly. “Even though this has been a big topic that we’ve talked about from season to season, more and more we’re finding that people are incredibly curious and really want action in this space,” Rotbart said.
Eco anxiety refers to the growing fear of climate change, and the helplessness largely felt by Gen Z as a result. The younger generations most affected by the epidemic are turning their fear into action and calling on government agencies and businesses to set and abide by environmental regulations.
This movement has inspired a shift in fashion, including everything from circular design to water-saving production technologies. As these shifts continue through 2022, Fashion Snoops says brands that don’t conform risk falling into obscurity.
Superhuman
Innovations in medicine and robotics are also making their way into fashion. Consumers are adopting healthier lifestyles and becoming more active, increasing the demand for clothing and accessories that make the shift easier for them. In particular, wearable technology—from smart watches that track your steps to accessories that help you choose the right food—is becoming more popular and encouraging fashion brands to get creative with their adaptation.
“This is where we see lots of different brands who are maybe not in the healthcare space start to enter this space,” Rotbart said.
The wake up
Just as Gen Z has led the charge on sustainability, it has also spearheaded what Fashion Snoops calls “the wake up,” or the interconnectivity of all people. This group expects brands to be inclusive and racially sensitive, and they’re doing away with labels that often create barriers between the general population.
“This is a generation that came in with less tolerance for all of the things that we’ve looked past for many years,” Berelovich said. “They’re bringing our attention to topics that can no longer be ignored.”
To tap into this market, Fashion Snoops recommends designing with, as opposed to designing for. Authentic, human connections with consumers are more likely to cut through the noise than more traditional marketing initiatives.