WGSN predicts 2026 will be a year of change and uncertainty for consumers, who are becoming more attuned to technology but also looking to return to craftsmanship and more rational manufacturing. FashionNetwork.com takes a look at some of the changes the consumer trend forecaster predicts for the fashion market.
The technological shift toward greater coexistence with humans is one of the major shifts that awaits the market. “It could go either way, and it will,” says Lisa White, director of strategic forecasting and innovation at WGSN.
This trend has already been evident in TikTok users, who mimic stereotypical gestures of video game characters to entertain internet users. Or companies like Wild Capture, which make it easier for brands to showcase their products in virtual worlds. Or UWB technology, a potential successor to Bluetooth, which can even detect users and track their vital signs. And the JOLO (Joy of Logging Out) trend is also emerging.
AI naturally raises questions, with transparency and social biases needed to be developed. According to Lisa White, “42% of American AI experts say they are both concerned and excited about human/technological advancements.” She points to examples of “AI for good.” For example, the Norwegian company Avfall Norge uses AI to identify the source and nature of textile waste. Space 10 uses it to identify local materials that can be used in design.
More broadly, the WGSN notes that companies like Google, TikTok, and Adobe have rolled out their own labels to distinguish between AI-generated content and AI-powered content. Zefr is helping companies combat fake images, which are synthetic images that can cause harm to individuals and businesses. Similarly, cosmetics company Simple has launched a report aimed at combating misinformation in the beauty industry.
“Environmentally Responsible” Industry
A “bioindustrial revolution” is also underway, in response to growing environmental expectations driven by consumer “eco-rage,” a term used to describe discontent with environmental issues. “Some people thought that eco-friendly was going to be a passing trend, but it’s actually something that will be with us for the rest of our lives,” notes Lisa White, who highlights in her report the need for companies and consumers to reward ethical behavior.
Several companies are bringing their own innovation to the field. British brand Modern Synthesis and its programmable nanobacteria, which gave rise to Ganni’s Bou bag, are examples. Apoena grows microorganisms in its lab to develop skincare and fragrance products, so they don’t have to be extracted from the Amazon. Kuori, for its part, uses food industry by-products like banana peels and walnut shells to design shoes and toys.
But how can we leave a net-zero impact? The question now concerns both products and business models. Benefit Denim, for example, has deliberately only survived long enough to sell its idle stock to materials supplier Renewsil. Early Majority, on the other hand, operates on an annual subscription basis that provides access to a range of garments that can be replaced as needed. When it comes to biodegradability, Jacob Cohen’s Endless Luxury Denim opts for detachable buttons, labels, linings and threads. “At the same time, there’s a desire to make products last longer,” says Lisa White, who argues that the act of buying itself is inherently changing.
End of achievement by purchase?
For WGSN, social media and its personalized suggestions encourage a sense of belonging and “romantic consumption.” It’s a kind of self-fulfillment that contributes to fast fashion, but it’s already reaching its limits with Generation Z. A generation of consumers whose environmental awareness makes them tired of trends and rejects frequent group purchases. This trend has been reinforced by government initiatives, such as those in the European Union, where consumers can now disable advertising algorithms.
The virtualisation of inspiration and brand experience is also driving a desire for more authenticity in brand relationships. This has in part led Lush to gradually pull its advertising from Google and Apple, distance itself from the tech giants and foster more direct relationships with customers. Customers are also looking for points of sale that break away from the chain approach. “These are customers who are facing the consolidation of chain stores, and they want to see more literal, human addresses,” says Lisa White.
But this logic is limited by people’s financial concerns, which sometimes lead them to make problematic purchases. Last year, 52% of young Europeans aged 15 to 24 bought at least one counterfeit product online. A trend that, according to the WGSN, is being encouraged by sites like TikTok and Reddit, which are said to make the process easier and “more acceptable,” even offering tips on how to find the most convincing fakes.
But behind this duality of ambitions lies a multisensory expectation, with smell, taste and touch emerging as a response to virtual everyday life. “We are moving more towards ‘emotional engagement’,” concludes Lisa White. For her, fashion brands will now have to offer responsible products at more affordable prices. “We shouldn’t hide behind the fact that ‘sustainability is expensive’, because that’s not necessarily true,” says White.
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