Jessica Piard

Prof .C. Ioele

12 Oct 2023 Homework #2

What are the materials that will likely become very popular in the fashion industry in AW 24/25? Why?

*identify fabrics, yarns, colors, textures, patterns, highlighting their potential use in the fashion

industry.

Colors

WGSN + Coloro suggest that “As consumers continue to grapple with ongoing

economic, political and environmental crises, a sense of uncertainty about the future

will remain a dominant force” 1

The Key colors predicted “for A/W 24/25 are Intense Rust, Midnight Plum, Sustained

Grey, Cool Matcha and Apricot Crush” 2 [shown here in order from left to right]

These colors are believed to ease and comfort consumers as they continue to

grow nervous and worry about both the sustainability of our world and the advancement

of technology. The colors stem from the natural world, drawing in familiar earth tones of

red and green that “evokes feelings of stability”3; while also providing contrasting
1
https://www.wgsn.com/en/wgsn/press/press-releases/wgsn-and-coloro-announce-key-colours-aw-2425
2
ibid.
3
Ibid.
“Midnight Plum”4 as an ode to the upcoming technological developments and the “

consumer desire for escapism”5. Additionally, the “Sustained Grey”6 is a “grounding”7

neutral that puts an emphasis on “practicality and reliability”8.

Consumers desire to express their individuality through their attire, these colors

for A/W 24/25 will allow for creative exploration while also providing comfort,

awareness of technology’s societal role, and appreciation for earth tones that go

hand-in-hand with the push for sustainability.

Fabrics, Textures, Yarns, Patterns

Digital Printing, Recycled Plastics, grown materials, AI tools, and “naturally derived

inks”9 to dye clothing are the upcoming tools and materials that will likely become very

popular in the fashion industry in A/W 24/25 as it's time to mix creativity with

resourcefulness.

I was intrigued by a phrase mentioned in a WGSN article titled “Women’s Prints

& Graphics Forecast A/W 24/25 Future Terrains” : “the end of resource abundance”10.

Along with the uncertainty of how earth will look in the future after all the

environmental disasters and extremities, “the end of resource abundance”11 may suggest

that we begin to look outside of earth and take influence from sustainable or resource

savvy concepts like “cosmic matter”12 , “post nature”13, “rootful”14, and “generative

4
ibid.
5
ibid.
6
ibid.
7
ibid.
8
ibid.
9
https://www.icf.edu.in/upload/pdf/1.pdf
10
ibid
11
ibid
12
ibid
13
ibid
14
ibid
minimalism”15 [see sources page 1 for more info]. Lack of resource abundance means that there will

be an increase in eco-friendly and/or recycled materials and plastics as a trend and

sustainable practice.

These concepts are just a few from the article that really tie into the color

conversation above. Patterns and yarns follow the trends of warm earthy tones to

highlight the familiarity and beauty of the natural world paired with colors that include

and are similar to, the cool color “Midnight Plum”16 that allow us to escape fears of the

future, think of the possibilities beyond our current terrain, and how technology will

contribute.

15
ibid
16
https://www.wgsn.com/en/wgsn/press/press-releases/wgsn-and-coloro-announce-key-colours-aw-2425
To summarize, the materials, patterns, textures, and colors that I have presented above

will be popular in AW 24/25 because they satisfy the

● Need for familiarity

● Need to Reuse/ Recycling of Materials and Resources

● Need for individuality and creativity

● Interaction and relationship with future technological developments

● Need for grounding, calming, and the promise of a sustainable future

Why is it important for a Product Developer/ Brands to plan well ahead of time?

As talked about in class, it is important for a brand to really understand what

their customers and target market want specifically. There are so many steps involved to

making sure a product is successful and getting a headstart gives space for analyzing

past sales and patterns, recovery from errors/ supply chain complications, changes due
to current events, perfecting the product mix, and to avoid falling behind the

competition. Brands have to be aware of macro and micro environment(s) trends that

occur both globally and in their home region. The market research, product positioning,

and strategic planning needed can only be done effectively by planning ahead of time.

Lastly I wanted to end by highlighting a brand that is doing a good job: H&M,

H&M will utilize Eastman’s Naia™ Renew cellulosic fibers, produced from “60%

sustainably sourced wood pulp and 40% certified recycled plastic waste.” Naia™

Renew offers an innovative solution to the fashion industry’s big issues,

developing circularity at scale and creating value from hard-to-recycle

materials that would otherwise be destined for landfills.17

Diagram shows “The closed-loop process used to create Naia™”18

H&M is already working towards developing innovative alternatives and methods

to help move towards full sustainable practices and it will be anticipated in the

upcoming years that other brands find ways to do the same.

17

https://thisisplastics.com/innovation/plastics-are-fashion-recycled-plastics-are-transforming-the-clothing-in
dustry/
18

https://naia.eastman.com/renew#_ga=2.207839378.1625634753.1643227179-1598729637.1621628153
 Sources

Moodboard Images

Image 1 : https://www.montanaleather.com/product/red-utta-shrunken-bison/

Image 2: https://www.premierevision.com/en/magazine/harmony-focus-aw-24-25-luminous-shine/

Image 3: https://www.premierevision.com/en/magazine/harmony-focus-aw-24-25-textures/

Image 4: https://fushr.com/2023/05/17/the-new-look-of-the-a-w-24-25-color-trend-forecast/

Image 5: https://www.icf.edu.in/upload/pdf/1.pdf

Image 6: https://fushr.com/2023/05/17/the-new-look-of-the-a-w-24-25-color-trend-forecast/

Image 7: https://www.etsy.com/listing/1551228275/silver-alien-clip-on-cuff-chrome-earring

Image 8: https://www.icf.edu.in/upload/pdf/1.pdf

*footnote 8 : from wgsn “Stylised Nature” concept

Image 9: https://medium.com/sustech-2030/can-3d-printed-clothes-stop-the-scourge-of-fast-fashion-waste-2a766892f427

Image 10: https://orafabulousfibres.com/products/metallic-yarn-glitter-soft-shiny-lurex-thread

Image 11: https://www.premierevision.com/en/magazine/harmony-focus-aw-24-25-luminous-shine/

Image 11.5: https://www.pinterest.com/pin/474777985733906840/

Image 12: https://www.icf.edu.in/upload/pdf/1.pdf

*image 12 that shows AI as a tool is really unique the smaller text in the graphic reads “

“Cap_able uses AI algorithms to create camouflage patterns undetectable from AI recognition”-

these tools will definitely become more relevant and important as we discuss the boundaries of

AI in fashion and society. *footnote 8 : from wgsn “Post-nature” concept

Image 13: https://www.wired.co.uk/article/victoria-geaney-glowing-dress-bacteria

*Research on bio glow came from: https://www.icf.edu.in/upload/pdf/1.pdf it is a replacement

for “artificial glow with lower impact bio-based effects” also brings the potential to use “solar

charging” with this material- a sustainable practice that uses renewable energy.

Image 14: https://www.icf.edu.in/upload/pdf/1.pdf

*the designer Zena Holloway calls it “root grown wearables” compatible with the sustainable

practice of “aeroponic vertical growing technologies” *footnote 8 : from wgsn “rootful” concept
Image 15: https://www.icf.edu.in/upload/pdf/1.pdf

*The smaller white text in this image about recycled plastics says: “the first ever

closed-loop-high-street plastic recycling shop sees customers bring in their plastic waste to

reform into mottled pattern designs” *footnote 8 : from wgsn “cosmic matter” concept

Additional Research Sources

https://www.wgsn.com/en/wgsn/press/press-releases/wgsn-and-coloro-announce-key-colours-aw-2425

https://thisisplastics.com/innovation/plastics-are-fashion-recycled-plastics-are-transforming-the-clothing-in
dustry/
https://naia.eastman.com/renew#_ga=2.207839378.1625634753.1643227179-1598729637.1621628153

https://www.premierevision.com/en/categories/trends/