GLOBAL FASHION INSIGHT

2024
 Fashion refers to the prevailing
style, trends, and choices in
clothing, accessories, grooming,
and personal presentation that
are popular and widely accepted
WHAT IS within a particular culture or
society at a specific point in time.
FASHION?
ROLES OF
FASHION

ACCEPTANCE NOVELTY/STYLISH
 PSYCHOLOGI
ENVIRONMEN CAL
TAL

SOCIAL
PHYSIOLOGIC
AL FACTORS
INFLUENCING
FASHION

ECONOMY
POLITIC
CULTURE
ZEITGEIST
“SPIRIT OF
THE TIME” NYSTROM’S FRAMEWORK

PRODUCTION
MERCHANDISING
01. DOMINATING EVENT
02. DOMINATING SOCIAL GROUP
03. DOMINATING IDEALS
04. DOMINATING ATTITUDE
05. DOMINATING TECHNOLOGY
FASHION 2024
 THE
INNOVATIONS
DRIVERS
SOCIETY
LIVING WITH INTENT

The increasingly popular concept of

THE DRIVERS
manifesting – the practice of bringing
aspirational thoughts into being – is driving a
new focus on intentionalism:
focusing on the things that count, and PRODUCTION
MERCHANDISING
reorienting lifestyles to prioritise these.

HOME-MAKING

As people increasingly move homes,

migrating for a range of reasons – to find safer
ground, to re-root in a more affordable place,
or to be closer to family and friends – home
becomes not where you are from, but where
you choose or want to be.
TECHNOLOGY
TWO-FACED TECH

The tech paradox continues to deepen, with new

THE DRIVERS
platforms offering both hope for a more equal
future, and continuing to contribute to division and
inequality.

IT’S ALL REAL

Synthetic media is developing apace, and in

tandem with the rise of virtual and augmented
reality, it will cause us to evaluate what we consider
to be ‘real’ when videos, voice, text and data can all
be so easily manipulated
ENVIRONMENT
MULTI-SPECIES THINKING

Deep ecology and more-than-human design

THE
are DRIVERS
rising concepts that advocate for humans
to participate as nature,rather than
extracting from it.

DESIGNING PROTOPIA

The growing need to imagine and build a better future

will lead consumers and brands to explore protopias –
a term coined by US tech futurist Kevin Kelly to describe
"a state that is better today than yesterday, although it
might only be a little better”.
POLITIC
CONTEMPORARY COMMON

As public infrastructure investments become

THEofDRIVERS
more a priority, people-powered innovations
will help to define new commons – the spaces and
systems defined by custom and culture, and
shared and used by all.

CULTURAL POWER

TA new wave of cultural guardians, combined with

rising feelings of digital kinship will put the importance
of culture, craft and heritage in the global spotlight as
key tenets of soft power.
INDUSTRY
‘NO’ TO NORMAL

As people increasingly embrace a fuller spectrum

ofTHE
waysDRIVERS
of being – from gender and sexuality to
expectations related to age, ability, lifestyle, diet
and beauty standards – products will follow suit.

SUBTRACTING ADDS VALUE

In the face of the climate emergency and over-

production, a reductive approach
is gaining traction. As writer Kim Bellard puts it: “To add
is expected, to subtract is to design.”
CREATIVITY
‘COLLECTIVE INTELEGENT

The importance of Conscious Networks will grow

andTHE DRIVERS
evolve as we reconsider what is deemed to be
‘intelligence’ and start to work more collectively
to interconnect knowledge.

ENERGISED!

IPost-pandemic, an outburst of accumulated energy

will see the 2020s emulate he roaring 1920s, but with a
more inclusive focus. Creative stimulation and energy
will move up the hierarchy, and pursuits related to this
will be deemed just as important as any other.
 THE
CONSUMER
CONSUMER SENTIMENTS subheading
CONSUMER PROFILESsubheading
BIG IDEAS
CARE TAKING
Increased awareness of our interdependence will see a
stronger culture of care emerge in 2024

People will seek products, services and environments that help them take
better care of each other, themselves, and their belongings, and they will
adopt flexilifestyles to prioritise this.

Fashion industry implications

Creating product ecosystems and related services in personal and product
care will add long-term value.
Seek out joint ventures with peer brands in your sector to
CoolLife is challenging the
scale up sustainable repair service consumer to be
climate-adaptive, with a
transparent infrared
Case Study material it claims will enable
Offer up solutions to specic wellbeing wearers to adjust
issues and environmental concerns, from air conditioning by up to 2F
degrees in the
helping people achieve better rest, to summer, saving energy
lowering energy consumption and enabling
product repair.
FLUID STATES
By 2024, consumers and brands will inhabit increasingly uid
realities, moving seamlessly between the digital and physical
worlds. This new circular existence will serve every major aspect
of life, and inspire new phygital aesthetics.

For brands, this will be a chance to add a layer of ʻdeep serviceʼ to

your offer and generate more interaction points with customers.
You will also need to embed safe and responsible digital
experiences into your CSR policy, as consumers will prioritise
positive and meaningful connections online that safeguard their
wellbeing.

Fashion industry implications

Bridging the skills gap Between physical product creation and
digital creative delivery will be key to Unlocking long-term value
for fashion brands.
Gap has bought 3D avatar Fit solution Drapr, which
enables online shoppers to quickly create
Case Study 3D-t avatars of themselves and dress them in potential
purchases to see how they sit on their bodies
Invest in retraining and upskilling existing creative teams in 3D
and digital design.
PROVOKING PROTOPIA
The climate emergency will push consumers to demand that
businesses and governments actively promote change.
Aesthetics will take a backseat to ecosystems, as designers focus
on products and services that preserve the planet for all species.

Multi-species thinking will put all of nature, not just humans, at the centre
of design, and regenerative practices will gain momentum. Indigenous
communities will be recognised as pioneers of circular systems and
resource wisdom, and Innovators will find middle ground between new
technologies and lo-TEK (Traditional Ecological Knowledge) design.

Fashion industry implications

Design decisions made in aesthetic isolation will be a thing of the past as Vollebak's Tint T-shirt uses Living Ink's
bio-based black, from carbon-
designers and product developers think beyond the look and feel of a sequestering spirulina
product, to assess its impact on the planet from the earliest ideation phase algae, to eliminate petrol-based carbon
black ink from the process.

Case Study
The use of environmental imagery, and prints featuring animals such as
leopards and polar bears, on product that itself
contributes to global heating, deforestation and pollution will need to
cease.
PEOPLE-POWER SHIFT
An abundance of new voices will be heard in 2024 as people find
unity in diversity. Niche will become the new mass influence,
upending the common narratives that have dominated fashion,
beauty, interiors and cuisine.

Underrepresented voices will move into positions of power, and co-

creation will be expected, especially by Gen Z. As a brand, you will need to
embed people-powered initiatives into your product development, and
create aggregated marketplaces that celebrate heritage, community and
shared values.

Fashion industry implications

Co-creation and the ability to impact and input into a product before or LVMH's online marketplace Nona Source
resells ts deadstock luxury fabrics,
aer it's been made will be key for more consumers, whether they are enabling microdesign houses to access
buying into virtual or real-life assets. top quality in smaller minimums. In-
house label Stella McCartney
also used the site for A/W 22/23.
Case Study
Product innovation, retail or service propositions that enable the new
creator economy will grow. Identify where you can add value.
DEMOCRA-SIZED
Forget one-size-ts-all – 2024 will be about democra-sizing for all,
as brands and consumers say no to ‘normal’ and embrace
personalised and inclusive products that leave no-one
underserved, and little to no stock unsold.

Consumers will embrace essentials over excess, and take a just-enough

approach to money, work, belongings and more. Multifunctional and
stripped-back products and services that can declutter lifestyles and living
spaces will have stronger appeal, and the popularity of thrift and preloved
products will forge a new acceptance and appreciation of imperfection.

Fashion industry implications

Products that focus in on specific areas of need and offer customised fit Rubies creates shaping bikini bottoms
and shaping underwear for trans girls.
teamed with technical performance and design empathy will have more
appeal as more customers restrict the items they buy.

Case Study
Advanced sizing and 3D scanning tools, on-demand manufacturing and
the growth of pre-order models will continue to unlock opportunities for
brands to better target specific product needs.
CODE-BREAKING
In 2024, the design economy will be energised by an outpouring
of postpandemic creativity and a unique opportunity to do
things differently. Existing codes of aesthetics and behaviour will
be challenged, giving way to a DIYW (do It your way) mindset.

Amid this spirit of creative exploration, consumers will be more drawn to

upbeat and energising products and services. To appeal to them, you will
need to embed fun into your designs as an ʻactive ingredientʼ, but in a
meaningful way – this isnʼt about creating kitsch or novelty products; itʼs
about bringing intentional positivity to daily experiences.

Fashion industry implications Designer Bethany Williams' capsule of

For brands and retailers to stay relevant, they will need to deliver garments bright gender-inclusive coats, upcycled
from old blankets, raised funds and
and accessories that are imbued with elements that their owners can highlighted issues for London women
physically interact with, and that resonate positively beyond the look and with no access to suitable
accomodation.
feel of the product itself.

Case Study
Empowering product owners via design to make, wear and repair in their
own way will be key. Crafting, customisation, self-repair and modular
transformation will all add value in this space.
Thank You