THE POWER OF ECOCONCEPTION

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Since jan 2021, on Stylight fashion search engine, fashion research for sustainable product raised by 49%.

Source: Stylight fashion search engine/ fashion snoop 20th april 2021

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Also, Opinionway's survey for fashion revolution week shows that 60% of French people say "they are ready to boycott unfair brands"

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And from the trend magazine ADN who talked to the socilogiste eco-responsibility, Majdouline Sbai: 40% of consumers buy less new clothes when the French Fashion Institute (IFM) estimates that responsible fashion offer still represents only 1% of the market in 2021. 

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So we asked ourselves how to : 

What are the post covid sustainable sourcing stakes ?

How second hand can take the market in lingerie & swimwear ?

How circularity will take impact sourcing  ?

THE LAST UTOPIA 

In Future shock we are in a Protopia, in between utopia & distopia) between revenge shopping & the lightness of spontaneity, looking for transcultural products for a multi or a reinterpretation use. The strong will of buying durable & ethically made products that could be sold on second hand platforms to satisfy shopping desire, is very present. This practice is an emotional fuel that keep the fashion pulsion alive and brings back hope through colors.

To keep quality we are tyied to sustainable fabric choices such as organic coton laces,  recycled or biosourced nylon, biodegradable polyester or biobased cellulosic options). Ultimately, eco-responsibility could become structural and affect the entire offer. This is definitely the next big step for the industry to satisfy brands and new consumer habits. 

Color wise we can highlight:
the gradient blues, the lilacs & the pinks 

Message is clear:  Zero tolerance for greenwashing
 

CO DESIGN & PURPOSE USE

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This inspiration is particularly adapted to fit activewear,swimwear for Gen Z & millenials targets, which are becoming Conso traders.

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Sport wear is also the place for transcultural products, 

Those items are designed for RTW to swim, swim to dance, from running to clubbing. There is also all the menstrual products such a sswimwear, leggings... 

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Future shock is a time where masculinity and feminity are reshaped, the color ranges are very fluid, pops and ready 

to renew the world with colors & hope.

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Brand to watch: Adidas, Lulu Lemon, Panty's, Circle, Patagonia, Hugo Boss X Russel, We are Sasei, We are Francus. 

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Message is clear : wellbeing is nor a luxury or an identity, it's gender & limit less 

LABS SOURCING

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A lot of fabrics, dyes and finishing's innovations are growing into labs, getting a full world of new fabric suppliers blooming. Biodegradability, regeneration and circularity are on everyone's lips.

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In July 2021, lululemon revealed the world's first yoga accessory collection leveraging the high-quality feel and utility of Mylo. The capsule collection includes a concept yoga mat made entirely from undyed Mylo. The first product to use Mylo in an application beyond those traditionally occupied by animal or synthetic leather, the Mylo yoga mat experiments with varying, woven patterns to guide the placement of hands and feet during a yoga practice.

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Color wise: for technical and sustainable reasons, alot of earth & sand tones are available.

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Brand to watch : Lulu Lemon, Stella Mc Cartney, Parsley, Pangaia

THE WAVE OF CHANGE

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A lot of initiatives are coming from outdoors sports practices: surf, snowboard, running,SUP, apnee, wing...

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Albertine is the little sister of the biggest brands made in the bask country. ♻️ Designed in 100% Yulex 2mm thick and recycled jersey. YULEX© is a non-sensitizing, high performance,100% plant-based specialized natural rubber to limit our impact on the environment!

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Brand to watch: Albertine, Sooruz, Picture Organic, Geimart, Evarae, Roundrivers...