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AW19 Trends

At the heart of our AW19 trends are current key global issues including self-expression, non-binary beauty, climate change, the ocean plastic crisis and the strive for perfection; these global conversations help to shape and mould our trend research and analysis into four seasonal macro trends: Internal Eclipse, Minimal Utility Redefined, Perfect Persona and Unique You.

Perennials: The Ageless Generation

It’s time to change the way we categorize generations. Enter the Perennials. Unlike previous generational categorising, where we assume that everyone who falls within the same category shares the same values, Perennials is an ideal that ignores the notion that the same age equals the same interests.

Perennials have been defined as ever-blooming, relevant people of all ages who live in the present time, know what’s happening in the world, stay current with technology, and have friends of all ages. They get involved, stay curious, mentor others, and are passionate, compassionate, creative, confident, collaborative, global-minded risk takers who continue to push up against our growing edge and know how to hustle. They comprise an inclusive, enduring mindset, not a diverse demographic.

Being a millennial doesn’t have to mean living in your parents’ basement, growing an artisanal beard, and drinking craft beer. Midlife doesn’t have to be a crisis. And you don’t have to be a number anymore. You’re relevant. You’re ever blooming. You’re perennial.