This has already been spotted on the autumn/winter 2021 catwalk shows, with a 55 percent year-on-year increase in cooler pastel colours. Molly Goddard by photographer Ben BroomfieldĪs the world adjusts to brighter days ahead, WGSN notes that there will be a renewed sense of optimism emerging among consumers, which will result in people adopting colours that evoke a sense of hope and balance. These brands have relied on monograms to take their logo and image to the next level, creating greater engagement with consumers eager to find new ways to express their style.”
“Now we are witnessing a new era of monogram fashion, with the introduction of cross-brand collaborations including Versace and Fendi’s logo-layering or Gucci, which partnered with both The North Face and Balenciaga - two highly discussed partnership featuring the brands’ highly recognisable monograms. In line with a renewed, unapologetic approach to style, and a nod to 90’s nostalgia, monogram looks are on the rise in the fashion world, according to WGSN, with consumers embracing new ways to express their style and elevate their fashion identities through bold statement looks.Īdrien Mollet, lead consultant at WGSN, explains: “Dating back to 2018, a number of major fashion houses including Dior and Fendi relaunched their iconic monogram in response to the “logomania” trend which took over the industry. Both creators and viewers are embracing a new “no-filter” way of displaying their style and emotions, which is being assisted by advancements in smartphone camera technology, as everyone is empowered to be a creator and share their stories with the rest of the world and stand out from the crowd.
Self-expression related content is also on the rise, notes the report, with smartphones playing a central role in helping people to express their lifestyles, values, and statuses. This shift in behaviour is described as “everyday extravagance” with consumers opting for statement dressing as a way of self-expression both online and offline, which they then share via the #dressup hashtag on social media to “wow the everyday”. The ‘Style, Smartphones and Self Expression’ report reveals that consumers are moving away from the “neutral sensations” that comforted them during lockdowns, explains WGSN, to instead embrace “unambiguous brights that feed into themes of unapologetic exhilaration and radical self-expression”.Įveryday Extravagance and self-expressionĬonsumers are looking to rewrite the mantra of how they want to live their lives to a brighter future through an ever-growing desire to escape the ordinary and seek captivating moments that uplift, augment, and reignite their optimism for the future.
To celebrate the launch of its new smartphone Honor 50, the tech brand commissioned WGSN to explore the trends shaping the fashion and technology industry and it found that consumers are “hungry for products and experiences that bring extravagance to the everyday”. In a post-pandemic world, consumer behaviour and style choices have dramatically changed, to more reliance on technology, a willingness to adopt digital experiences, as well as an unapologetic approach to style and jewellery as a way of sharing self-expression.
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