AW 21/22 Macro Trend Direction
I. Raw Simplicity
Raw Simplicity provides a response to the changing cultural landscape in the western world, as we shift away from an era of excess characterised by conspicuous consumption and a collective desire for quantity over quality, we are now progressing into a period where simplicity will be embraced for its beautiful restraints. As we enter the third decade of the twenty-first century, conversations around the climate crisis and ongoing health concerns will continue to dominate socio-cultural and geo-political conversations resulting in the formation of limitarian lifestyles, where consumers are expected to shift their focus to living with less, removing any excess noise and thinking consciously when it comes to purchasing decisions.
Raw Simplicity outlines one of the three future directions for fashion in AW 21/22, addressing chancing consumer mindsets and a collective desire for more conscious fashion. Centred around minimalist ideologies, Raw Simplicity debuts how a more conservative approach to fashion will allow for the creation of more suitable creative solutions. Looking to the power of simple, timeless and seasonless-durable design.
Driving creativity in fusing art-inspired concepts, nostalgic references, architectural precision and hi-performance fabrics together to create a new standard of dressing that acknowledges the growing desire for a speakeasy style that simultaneously proposes timeless tailoring, considered comfort and versatile garments that are designed with longevity in mind.
Outlined in this subsection are the key aesthetic, fabric and colour directions for Raw Simplicity across the following market sectors: Active, Apparel, Knitwear, Denim, Swimwear & Intimates and Accessories; featured on pages 108-109 is a colour directory for referencing when designing your next collections.
AW 21/22 Macro Trend Direction
II. Modern Mythologies
Modern Mythologies responds to the increasingly prominent consumer desire to find new meaning in ancient wisdom and rituals. In 2021/22 we can expect to see global conditions becoming increasingly uncertain as a result of the catastrophic COVID-19 health pandemic and current climate crisis, driving individuals to look for a newly found connection with spirituality and traditional ideals. In Western societies the process of secularisation has left many feeling disconnected from religion, where faith is often considered a historical matter rather than a contemporary concept. A modernised return to traditional ideals is set to surge, enabling individuals to seek comfort during apprehensive times.
As uncertainty and anxiety become demographic unifiers over the forthcoming years, we can expect to see the emergence of innovative collaborations that champion heritage and a strong sense of vintage revivalism; Modern Mythologies highlights the myriad of ways that tradition and modernity can fuse together to drive newness across all markets. Outlining the future possibility of archival trends and designs to surge in popularity as designers look to the past to influence the future, where global craft will be reconsidered for its distinctive cultural dialogue, intricate artisanal techniques and vivid storytelling capacities.
Modern Mythologies recognises how archival material, sentimental designs, vintage revivalism and heritage can collectively fuse together to create a future imbued with past references. In AW 21/22 tradition and modernity will seamlessly fuse together as consumers increasingly look to nostalgia for guidance and comfort in challenging and unprecedented times. Paving the way for a new style of fashion that serves to meet ever-adapting desires, and embrace existing artisanal, crafted textiles through deadstock and second-hand markets to create sentimental garments, designed with longevity and sustainability in mind.
Outlined in this subsection are the key aesthetic, fabric and colour directions for Raw Simplicity across the following market sectors: Active, Apparel, Knitwear, Denim, Swimwear & Intimates and Accessories; featured on pages 188-189 is a colour and fabric directory for reference when designing your next collections.
