Active Forecast A/W 24/25:

Inter-Actions
Inter-Actions reflects a sense of urgency and optimism, as
people turn to activism as an agent of change. Activewear
will champion diverse ideas, experiences and people, as
well as easy, fluid pieces that are designed for movement,
and more rebellious, anti-perfectionist aesthetics

Yvonne Kostiak
12.06.22 - 9 minutes

Bristol Studio
Introduction
WGSN’s A/W 24/25 forecasts explore how the macro themes covered in our
STEPIC reports (examining Society, Technology, the Environment, Politics,
Industry and Creativity) will filter down to seasonal product development. Inter-
Actions is powered by the currents of Society and Politics.

In a world that feels like it’s turning upside down, people are becoming impatient for
solutions. Brands will need to act with a sense of urgency, activism and empathy to
thrive in this landscape, acknowledging the value of our individuality as well as the
power of our interconnectedness.
For product development, this will inspire designs that reappraise the past for a new era.
Myths, folklore and spiritual themes will be respectfully remixed, driven by ethical
collaborations, inclusive co-creations and authentic cultural representations. Craft will
appear in more elevated contexts or as unexpected details, and patchwork principles
will apply not only to textiles, but also to product constructions, where seemingly
incongruous elements are fused together in harmonious or surprising ways that are
open to repair.
Harder, spikier themes will also emerge as consumers reject complacency and lean
towards direct action to drive change, calling on the rebellious, anarchic spirit of punk.
The uptight aesthetics of the Instagram era will feel antiquated as consumers move
towards the anti-curated, embracing expressive, subversive and sometimes darker
themes that draw on 90s goth culture as well as more historical medieval influences.
On the lighter side, there will be a yearning for flexible and problem-solving products
and services that can make life simpler, or simply offer a range of uses in an
@jcarlossando
unpredictable world. In the same vein, we will see brands and consumers embrace a
love of leftovers, using discarded or surplus materials and ingredients to create
ingeniously resourceful products that celebrate their imperfections.
More reading
Inter-Actions connects with the following macro forecast themes:
STEPIC Drivers: The Polycrisis Era | The Great Migration
STEPIC Innovations: Diversity for Survival | From Personalised to Individualised |
Beyond Borders | All the Rage
Big Ideas: Flex-Abilities | Urgent Optimism
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Colour

010-38-36

008-26-26

026-51-32

022-60-08

019-27-14

035-64-26
Inter-Actions A/W 24/25

Cranberry Juice

Timeless Taupe

Yellow Mustard
Warm Amber
This palette brings together an array of hues in

Crimson
varying saturations. Unexpected combinations

Sepia
bring newness as well as rebelliousness,
challenging the status quo. Nostalgic tones such

15-0948 TCX
19-1220 TCX
19-1934 TCX
18-1657 TCX

16-1318 TCX
17-1140 TCX
as Cranberry Juice and Sepia are uplifted when
combined with Cornflower or Panna Cotta.
Black becomes a statement colour, charged by
pops of Crimson.

Glowing Green

Midnight Blue
Panna Cotta

Cornflower

Sea Kelp

Black
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Respectful remix
The concept: as we spend more time on our
personal devices and in the metaverse, our
concept of local and global will evolve.
Influences and reference points will shift from
a Western perspective toward a much more
diverse one. Collaborate with global taste-
Bristol Studio
makers to inject creativity and authenticity into
streetwear and styles that will work well in
social team sports such as streetball.
Silhouette and styling: layering styles such as
vests, shorts and lightweight jackets in sheers Bristol Studio Lakwena Maciver
and open mesh can be styled and interchanged
to go from sport to leisure.
Prints and graphics: add a graphic element by
using deadstock materials, or work with artists
such as Lakwena Maciver to create vibrant @sevaria.ke

prints and graphics.

Relevant for: basketball, streetball, lifestyle, all-
day active

Union Namesake @lilith.nyc

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Flexible fluidity
The concept: acknowledge and understand the
varying moods and needs of consumers based
on individuality. Evolving S/S 24’s Sartorial
Sports trend, this more emotive iteration takes
inspiration from modern dance. Create pieces
that can support and adapt to different
Goldwin
scenarios, from training and play through to
work.
Materials: incorporate linear forms that can
bend, stretch and adapt to different needs.
Layer with super-matte finish materials for a Goldwin Autopilot
smarter aesthetic.
Prints and graphics: include heartfelt or
personalised infographics on the inside or in
discreet areas of garments to inspire motivation
or reassurance. Athleta

Relevant for: dance, lifestyle, all-day active,

outdoors

Autopilot On Running Guido Vera

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Alternativism
The concept: societal and political upheavals
will continue to spur individuals and families to
seek alternative lifestyles and like-minded
communities. A continuation of our forager
trend, this direction provides environmentally
sensitive utilitarian pieces with a crafted slant,
@taxaoutdoors
which can be mixed and matched.
Materials: prioritise low-impact materials that
skew towards naturals, such as responsibly
sourced animal wool, cellulosics and bast
fibres. Layering and multifunctionality will be @topodesigns Ten Tree
key.
Prints and graphics: following on from the
outdoor boom, use graphics as a reminder of
how to take greater responsibility in nature,
such as how to prevent wildfires. Kula Cloth

Relevant for: outdoors, lifestyle

Snow Peak Free People Movement Merrell

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Time to get dark
The concept: an evolution of A/W 23/24’s
Grunge Romance trend, this is a fashion-driven
theme that embraces darker aesthetics inspired
by 1990s emo and goth cultures. It also explores
deeper emotions connected to rage and
unhappiness to drive performance or training.
Teflar
Silhouette and styling: silhouettes reference
the #SubversiveSexy trend that has been
prevalent in both men’s and women’s fashion
styles. The #Cutout trend that has become a
staple on the catwalk works well here. Cloak- @undead.wolf.lord Dion Lee
like hoodies will also be key.
Prints and graphics: this trend presents an
opportunity for licensing with a much more
grown-up edge. In 2024, Marvel Studios will
launch Blade in September and Deadpool 3 in Under Armour

November.
Relevant for: training, weightlifting, athleisure

@ancutasarca Marvel @jose_monroy_design

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Get gnarly
The concept: a rebellious mood and the
rejection of perfectionism continues from S/S
24’s Subversive Surrealist theme. Aesthetics
draw inspiration from 1980s and 1990s skate
culture, charged with a dissatisfaction about
current global systems. Despite its outward
Atlas Snowshoes
carefree attitude, ensure materials have a low
impact on the environment, and partner with
relevant activist organisations such as Protect
Our Winters.
Print and graphics: monsters, flames and skulls @wearebraindead Rotten
lean into bad taste. Look to collaborate with
graphic designers such as Kei Tanaka, Matt
Stikker or Rob Corradetti.
Silhouette and styling: loose fits and
#GenderInclusive designs work well here. For Volcom

snow sports, create longline jackets with eco

weatherproofing.
Relevant for: snowboard, ski, skateboarding,
MTB, BMX, lifestyle

Mons Royale CP Company K2

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Preppy retro
The concept: training, ski and lifestyle pieces
take on vintage references and are reimagined
from new perspectives. These pieces have a
classic element to them, with a degree of
future-proofing for longevity or resale.
Materials: referencing vintage styles, knit is a
Tracksmith
key construction. Use natural fibres such as
high-performance, ethically sourced and
certified animal wool, sustainable cotton, or
even bast fibres such as cottonised hemp. Use
engineered knits to create stripes and motifs. YMR Track Club Guest in Residence
Add blanket stitch to hems and ribs.
Colour: use primary colours in combination
with Apricot Crush and Nephrite.
Relevant for: ski, après ski, golf, training,
Wales Bonner
lifestyle

Perfect Moment Nagnata Tracksmith

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1 234
Action points
Amplify the voices, points of
view and aesthetics of
marginalised people
Integrating diverse perspectives into the
design and buying process is essential in
a complex and changing world. The
world is shifting away from a
predominant focus on Western
influences, so work with creatives from
different backgrounds to understand
their needs and visions
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Collaborate with emerging
talent via local and micro
communities
Look beyond traditional sources of
inspiration towards local hubs and
communities. Collaborate with street
basketball players, skateboarders,
illustrators and even superhero films for
more grown-up licensing opportunities
Design for flexibility in terms of
individuals and usage
Our needs change over time, or even
over the course of a day, so factor in
flexibility in terms of fabrication, such
as linear forms that can stretch and
contract. Smarten up styles so they can
work in an office and #BeyondTheGym
Embrace rebellious and dark
aesthetics
Amid the polycrisis era, action and
community will resonate more than
perfection in sport and training. Help
consumers channel their inner rage into
positive actions, whether that is getting
outdoors, protesting, playing team
sports or letting off steam at the gym
Influences
Vail
National Brotherhood of
Skiers
In the US in 2021, just 1.8% of
American skier days were logged
by Black people, according to the
National Ski Areas Association.
That number could be even
lower if it wasn’t for the National
Brotherhood of Skiers. Launched
in 1973, the NBS aims to attract
more Black people to attend its
annual summits.
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@jcarlossando
Andrea García Lopez
Lopez is a 71-year-old stereotype-
smashing granny from Oaxaca,
whose skills have been viewed
over 1m times after her grandson
uploaded a video on TikTok.
Lopez, who is Mixtec, is part of
an amateur team called the
Artisans, which was started by
elderly women in Oaxaca looking
for relaxation.
Oatly
Oatly’s upcycled rain
jackets
Swedish oat milk brand Oatly has
started experimenting with
merchandise, focusing on
upcycled, circular products. It
collaborated with 10 sustainably
minded artists from Barcelona to
Brooklyn and LA to London, who
thoughtfully turned each of the
10 preloved rain jackets into
unique pieces.
Early Majority
Early Majority’s activist
jacket
This jacket is designed to keep
the wearer safe in a crowd with
Scotchgard- treated, traceable
French goat leather. It also
features a pocket designed to fit a
SLNT pouch that makes your
phone untraceable.
Kula Cloth
Kula Cloth
Kula Cloth makes a technical,
silver-infused antimicrobial pee
cloth ‘for anybody who squats
down to pee’. The brand engages
its community through frank
discussions and fun graphics.
Beyond being functional, the
piece of gear has a broader
message of taking greater
responsibility when we explore
and play in nature.
WGSN’s forecasts are created by our global team of experts
Fashion forecasting team
Helen Palmer, Head of Materials and
Textiles
Sara Maggioni, Head of Womenswear
Nick Paget, Senior Strategist, Menswear
Erin Rechner, Head of Kidswear
Allison Goodfellow-Ash, Strategist,
Kidswear
Jane Collins, Senior Strategist, Footwear
and Accessories
Hannah Allan, Strategist, Kidswear
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Yvonne Kostiak, Senior Strategist, Active Victoria Bulmer, Strategist, Materials Contributors
Graham Krag, Senior Strategist, Prints Fanny Chow, Strategist, Prints and APAC
and Graphics Graphics Charlotte Chan, Content Strategist
Charlotte Casey, Senior Strategist, Charlotte Browning, Strategist, Active
Africa
Knitwear
Raeesa Brey, Researcher
Jo Lynch, Strategist, Intimates
LATAM
Rebecca Saygi, Strategist, Swimwear
Mariana Santiloni, Client Services
Rose Hudson, Strategist, Prints and Manager
Graphics
Nicole Ajimal, Strategist, Materials
WGSN trend matrix 2025
Mapping the continuity between the themes covered in our STEPIC Drivers, STEPIC Innovations, Big Ideas
and Product Forecasts.

STEPIC STEPIC Drivers STEPIC Innovations Big Ideas Forecast

Diversity for Survival
The Polycrisis Era Flex-Abilities
From Personalised to Individualised

Society
Digital Duality
Decentralised
Layered Realities
Digital Culture Expanded
Adaptive Design
Technology Imagination

Bio-Synthetic Streams
Nature As a
Resource-Ready
Environment Board Member
Sleep for Sustainability
Future Terrains
Beyond Borders
Politics The Great
Migration Urgent Optimism
All the Rage

Industry
Future Mining Inter-Actions
The Second Preservation
Space Age Mode
The End of Abundance
Creativity

Conscious Subcultures
Synthetic Strategic
Creativity Imagination
AI Surrealism

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WGSN 2025 forecast schedule
Your guide to when WGSN's 2025 forecast reports will be published.

STEPIC STEPIC Big Future Personas/Product Product

Drivers Innovations Ideas Consumer Opportunities Forecasts

The six global macro- The 12 areas of innovation
economic drivers that that will lead transformation
will shape 2025, and across industries in 2025 and
strategies for success their implications for
business, culture and design
STEPIC Drivers and STEPIC
Innovations contextualised
for the fashion, beauty,
interiors, food and drink,
and consumer tech
industries
The key consumer
sentiments and profiles
that will disrupt
industries in 2025
The Future Consumer
profiles contextualised for
the beauty, food and drink,
consumer tech and
interiors industries
Product Forecasts present
the design directions for
each industry and product
category, with more than
80 reports throughout the
year across WGSN

Business Strategy Business & Product Strategy Product Strategy Business & Consumer Strategy Consumer Strategy Product Strategy
Insight Insight, Fashion, Beauty, Interiors, Fashion, Beauty, Interiors, Insight Beauty, Food & Drink, Fashion, Beauty, Interiors,
Food & Drink, Consumer Tech Food & Drink, Consumer Tech Consumer Tech, Interiors Food & Drink, Consumer Tech

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