People are aware and tired of being lied to about what’s in their products. Synthetic ingredients, shapes and finishes are easy to mass produce – they know this and want something different, something more. Vegan beauty, superfood ingredients, sustainable packaging and ethical sourcing – these are all important topics, which are thrown into the limelight by the values central to this trend. It can be expensive for brands to be honest, to be substantial and transparent with ingredients – so it’s luxurious. Earthy tones, natural textures, ceramics and powders. This trend wants to save the planet.
Generation Z are loud and proud about who they are. With the generation gap widening every decade, they have grown up in a completely different world to their parents. Educated by the internet and fueled by social media, they are tired of a previous generation’s attitude towards politics and social norms. This generation are woke, active, and ready to change our world! Woke (verb) def: to be aware. Aware of the many social and political issues we face today and actively educating yourself about them rather than ignoring them. Especially linked to issues relating to race, gender inequality, homophobia and social injustice. Are you woke?
Our mood is the filter through which we see the world – it affects everything. #Mood is a tag used to share emotions, reactions and memes online. According to the NIMH, an incredible 18% of the population now suffer from anxiety. There are so many pressures of modern life weighing us down. We spend our lives online, being bombarded with a curated and filtered version of our friends’ lives. We’re force-fed unachievable standards all day, every day. It seems that mental health, wellbeing and digital fatigue are the buzzwords of the moment. Our MOOD trend represents the fight against all this: exercise brings clarity, beauty becomes self-care and natural elements help calm the mind.
Scandi minimalism has been cool for too long and we’re all bored. MORE is more . We have seen a move away from these clean lines and towards the eccentric and opulent. Eclectic Heritage is all about the celebration of being more mature, individual, luxurious and cool. It’s experimental and ostentatious, it’s British, it’s rock-n-roll and it’s ‘I woke up like this’. We love all the traditional patterns and loud texture clashes, the vintage pieces mixed with designer goods. Compared to our commercial friends from across the pond, this trend pitches London as the home of daring, romantic and exuberant personality.