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New year does not always mean new fashion trends. We are entering a time in fashion where micro-trends are going as fast as they have arrived, but some have lasted well over the past year and are expected to continue into 2022.

Courtesy of The-Cøded

Matching Co-ords Are Here To Stay

Throughout the pandemic, co-ordinates have been a popular fashion choice. During the lockdowns, loungewear co-ords were the way to go to feel comfortable and somewhat put together for the endless Zoom meeting from the kitchen table.

When restrictions eased, we were not ready to leave the cute matching two-piece aesthetic at home. So we changed the hoodie and jogger outfits for a more dressed up look. From matching monochromatic tops and skirts to slick blazers and trousers looks have been the go-to look for many.

Both loungewear and party wear co-ords continue to be a favourite in 2022, while we have this hybrid of working from home and socialising with friends. co-ordinates are now a wardrobe staple for all events and will continue to be for quite some time.

2000s Fashion Resurgence Continues

What goes around comes around, and for 2021 it was y2k fashion. It is common for fashion trends to repeat themselves every 20 years, and the 2000s is no exception. Some 2000s trends have stayed in the past like frosted tips, but many have had a modern-day revival.

Some of the firm favourites include the halter tops, baby tees and chunky trainers. In 2022, it is predicted that some more 2000 trends will be at the forefront of fashion. Controversially, this includes low rise jeans, which have already grown in popularity thanks to supermodels Bella Hadid and is predicted to be a hot choice for upcoming fashion weeks.

Sustainable Fashion At The Forefront

Ph. Artem Beliaikin, Unsplash

For many of us, the pandemic made us think more about where our clothes were made – and who really made them. This has changed the way many of us now shop, leading us to more sustainable and ethical shopping brands.

Many of us have also started to create capsule wardrobes, buying high-quality staple items that can be worn again and again.

Companies like THE-CØDED are doing their bit by working directly with clothing manufacturers around the world, ensuring that they receive a fair share of the profits. They also like to highlight their manufacturers and their forward-thinking initiatives for a completely transparent approach to online shopping. Thanks to transparent brands like THE-CØDED, finding information about who made your clothes has never been easier.

Oversized Shirts - A Wardrobe Must Have

Oversized shirts have been a fashion trend for years, and they are not going away anytime soon. Oversized shirts are such a versatile wardrobe piece, with many celebrities, including the Kardashians and Hailey Bieber, opting for the oversized look regularly in their pap shots.

Oversized shirts are a wardrobe staple that works all year round, and similar to 2000s fashion they are predicted to be a large part of runway shows during the upcoming fashion weeks.

Bye-bye Gendered Clothing

Courtesy of The-Cøded

Genderless clothing has been a growing trend on social media, with people wearing what they want regardless of who the clothing is advertised to. Many fashion houses are on board with this, as many runway shows are thought to have both male and female models wearing the same clothing during spring fashion week.

This has already been seen on the high street, with many brands now selling the same clothing in both womenswear and menswear sections – both in stores and online. This includes knitted “grandad” vests, oversized blazers and structured coats.

Overall, 2022 is set to be an interesting year for fashion as consumers are moving away from the constant trend cycle and sticking to wardrobe staples that work for them. We will certainly be thinking more about sustainably made fashion and timeless pieces this year.

What trends will you be getting on board with?

Planning the perfect Christmas party outfit can be tricky. Here are fashion trends from the runway to spice up your Christmas party look.

Ph. Cottonbros, pixels

The inspiration for your next Christmas party look comes directly from the catwalk. Get ready to shine with these playful and glam trends.

Fringes

Ph. tobi.com

Ph. monsoon.co.uk

Fringes became a popular trend in the 1920s, the flappers' era, and they have been trickling in and out of fashion. Fringes made their huge comeback in 2016 but eventually faded away. In 2021, the trend has returned from the rise of social media. Celebrities and influencers such as Tess Holliday and Bella Hadid have adopted fringes in a glamorous and appealing form. Pick fringes made of pearls, rhinestones or beads and pair them with a simplistic outfit to add a glamorous touch. To channel quirky vibes, find a fringe jacket, skirt or purse.

Balloon Sleeves

Ph. na-kd.com

The balloon sleeves trend popped up in Spring 2018, on the 2020 runway, and it has carried onto 2021. There is no denying this trend adds a romantic and regal look without you even trying to. Experiment with different balloon sleeve shapes and size as they are an excellent statement piece to spice your wardrobe up.

Disco

Ph. stradivarius.com

Ph. ego.co.uk

Sparkles and glitter made their way onto the runway and shops. Versace SS21 and Tom Ford SS22 flaunted sequins, exaggerated metallic ruffles and shimmering fabrics. Search for a sequin and glittery co-cord if you wish for a dazzled look. For a subtle disco look, buy glittery shoes or a sequin top.

Backless

Ph. missguided.co.uk

The cheeky, sexy and attention-seeking 1930s backless trend made its way back to the mainstream by celebrities such as Beyonce and Hailey Bieber with jaw-dropping backless gowns. Backless garments are a subtle statement that creates a long, elegant silhouette. There are endless ways you can style your backless dress. For an elegant look, add jewellery to cascade down your back. If you want business at the front and party at the back, find a fully open back.

Fishnet

Ph. avinci.co.uk

Fishnets tend to spring up on the runway season to season. In 2016 fishnets started to appear frequently. This construction, rather than pattern, has transformed from simple fishnet tights to layering over clothes to add texture. Look for a fishnet top to layer under dresses and tops. Decide if you want to add fishnets to add an extra edge to your ensemble.

Silver and Metallic

Ph. dollskill.com

Ph. allsaints.com

We have seen silver in many designer runways for the last ten years. Think, for example, at Chanel and Louis Vuitton FW21 collections. This trend gives us a luxury vibe combined with mystery and retro chic. The silver trend encourages us to mix colours, patterns, and textures with silver. Silver captures the attention, so make sure you pick out a good quality silver. Opt for a silver dress for a total glam look or a silver mini skirt, belt and shoes for a modest version.

A little thatched-roofed cottage in the middle of nowhere, lavish afternoon teas in a garden surrounded by homegrown plants and vegetables, sounds dreamy, right? The Cottagecore aesthetic encompasses all of that and much more.

Amidst all the ruffles, flowy long dresses, reading poetry like you are the main character, manifesting, learning about the power crystal stones inhabit, baking deliciously indulging banana bread loaves (the list of proposed pastime activities goes on endlessly), a more contentious side lies in the Cottagecore trend.

In our first part on this topic, we have already expounded upon the definition as well as where the aesthetic is historically rooted, and why it suddenly rose in popularity. So, if you need a quick refresher or missed this one skim through it over here to get the full picture.

 @thebunnyboudoir in a gorgeously transcendental setting. As a horror fan, she frequently incorporates these kinds of spaces.

As beautiful and awe-inspiring the content we see online is, this aesthetic sadly has its fair share of negative aspects, which are widely ignored or misinterpreted especially by young Gen Z participants, who are notorious for shortly immersing themselves in hot trends whilst the hype lasts, but quickly turning to the next one shortly after, perfectly reflecting how fashion cycles currently develop to become shockingly short-lived to an unprecedented extent.

This approach culminates in an artificial desire to reinvent one’s own style literally every few weeks, so we cannot help but wonder: is this aesthetic really as wholesome, sustainable, and supportive as it seems? A hard question to answer because, after all, things are not always black and white. Therefore we will take a closer look at the other side of the coin throughout this second part in an attempt to unveil some lesser-known realities of the Cottagecore trend.

To Put It Straightforwardly, Why Is Cottagecore So White?

Ph. courtesy of Sinem Bahadir

Sinem Bahadir aka @sinembhd is a popular Germany-based influencer, fully embracing the Cottagecore vibe. She is an inspirational, positive example of diversity. In wearing a hijab, she fiercely signalises pride in her heritage, permeating all unspoken limitations that some within the movement might want to impose. In that, Sinem's dreamy images encompass a message beyond beauty. Everyone can partake in any kind of aesthetic, no matter their nationality, religious belief, gender, or looks. An important message to convey, indeed. 

To start this off, let us tackle the most prominent and heatedly debated matter. A huge lack of diversity is more than apparent within the digital movement, to a point that a controversial debate on whether Cottagecore is inherently racist erupted. This issue has been widely discussed in public discourse, both in a myriad of articles and YouTube videos. The first thing appearing on the screen when typing in Cottagecore, be it on any social media app or simply Google, is a bunch of prototypically beautiful, young, slim, white women standing in countryside fields, wearing vintage-inspired attire. Is this due to the respective platform’s algorithm favouring white people’s content on account of their programming, or are there actually so few people with other ethnicities and body shapes embracing the aesthetic?

@sinembhd sees herself as a visual storyteller, hence indicating to her following that there is more to pictures than meets the eye. Partaking in the Cottagecore aesthetic is certainly not limited to the British landscape. Living in Germany, she showcases that beautiful places fit for retreat into nature can be found anywhere in the world. We highly recommend taking a look at her feed. Prepare to get lost in a dreamy world of truly magical photographs, displaying an alternative and very unique take on Cottagecore. With Sinem you are in for a treat, that is for sure!  (Ph. courtesy of Sinem Bahadir)

What is safe to say is that algorithms are created to promote a specific idealised, preferably Eurocentric beauty standard. This has long been common knowledge, though TikTok made it blatantly clear to all its users since it is so obviously repetitive when it comes to outward appearances of the chosen creators that ultimately land on a for you page. Studies suggest that the app rates videos for potential success based on the attractiveness of those in it by means of a beauty assessing algorithm. A machine is able to identify how far an individual’s measurements of certain landmarks of the face deviate from an expected average. The algorithm then measures and evaluates the degree of fit with the previously established ideal, thereby providing a kind of ‘beauty score’. It goes so far as to even pick up a person’s skin texture, lowering Koinophilia (non-normative traits for an attractive face that is) by unevenness, discolouration, and wrinkles.

So, as we could see so far, Cottagecore seems to have a visible lack of people of colour. The issue becomes even more problematic when keeping in mind the negative implications of land ownership and its connection with the slave trade in the British Isles, which was only ended in 1833 by the Slavery Abolition Act. The historical background comes into play, as the aesthetics’ style, especially in clothing and accessories, is vastly reminiscent of bygone eras. Prairie dresses, fancy bonnets with attached lacy bows, Victorian-inspired parasols, gloves, and everything we would associate with the time periods it aims to imitate and take inspiration from. Is it just a harmless dress-up, a true passion for original vintage style, or a deliberate attempt to undermine people of colour, by consciously signalising a harsh exclusivity of the look? To be candid, the reasons behind every individual's choice of fashion can hardly be overgeneralised without being presumptuous. Seeing that most of them are either very young or truly submerged in rural seclusion, holistically embracing a sustainable lifestyle with competence and awareness. In the end, everyone engaging should be careful not to idealise the past while forgetting what context the time period indicated was embedded in.

Escapism At Its Best – Content Polished To Perfection Distorts The View Of Secluded Country Life Realities

@monalogue, the queen of Cottagecore and her husband @aaron.etc perfected the art of capturing awe-inspiring moments in naturalistic environments, suspending the spectator's reality for a fleeting moment. (Ph. Aaron Gibson)

A good bunch of those engaging in Cottagecore by publishing their content on social media propagate a highly idealised idyllic landscape, which in fact is far from reality. Sure, the British countryside is breathtakingly beautiful, but living in a secluded cottage takes much more than simply dressing up and sipping some tea in your garden. Not acknowledging the hardship of rural life and work, acknowledging what it actually takes to obtain a cottage is seldom shown. The pictures convey a drastically polished version of what is an escapist fantasy.

In a time when owning property becomes more inaccessible due to constantly increasing market prices, young adults strive for independence from sometimes ridiculously brazen landlords. Their demands and rent increase seemingly come under little state regulation and, especially in big cities, the situation appears to get only worse with time passing. Scoring an apartment in an acceptable area in London feels like mission impossible for youngsters with limited money recourses. Even if you are lucky to claim an apartment, suffering damages or problems with the property is often met with landlord’s inaction, a well-known issue, as both tenant and landlord know that there will always be plenty of people eager to move in instead never mind the state of it. This situation strengthens the inherent desire to own property, the land is significantly cheaper, after all.

Like a scene straight out of Poldark! Those of you who have read the first part of this series should be familiar with these two. Ramona and Aaron have been in the game for many years by now, though they are not pretending to indulge in a utopic world, but provide informative insights into what obtaining a cottage in the countryside actually demands. (Ph. Aaron Gibson)

Ramona Jones aka @monalogue with the aim of sharing her expertise and personal experiences released a book called ‘Escape Into Cottagecore: Embrace Cosy Countryside Comfort in Your Everyday’, in which she openly concedes that the idea of Cottagecore is evoking “a soft, fairytale world”. Notwithstanding, she also opens up about mental health and her own struggles. Dealing with sensory and social issues as a child, staying at her grandparents in the countryside felt like a safe place, a “haven from the rest of the world” where she could be herself, free of any judgement or constraints. This early on kindled her love of nostalgia and rustic life. It just so happens to have become a trend recently. Ramona successfully passes on her knowledge, personal recommendations, alongside tips and tricks ranging from herbology to mindfulness. It is true that you do not necessarily have to live in the British countryside, cut off from any kind of technology and isolated from everyone else, to experience what the movement is about, visually or in a deeper sense in its core values and aims. This brings us to the next conspicuousness: technology.

As Contradictory As Its Oxymoron Name – Is It Detoxed Relaxation If Every Step Is Filmed And Put Online?

The paradox is more than clear, the Cottagecore trend champions anti-modern attitudes towards everything that is wrong with our fast-paced city lives and hustle culture, but it seems to primarily exist and thrive in modern spaces through public sharing on social media and online platforms. Maybe though, that antithesis is one of the aesthetic's greatest strengths. Rather than demanding unrealistic attempts to completely ditch modern devices and technological progress, it appears to encourage a reassessment of modern values. It may even offer a bridge between the past and a more sustainable future. As inherently social beings, humans completely shutting themselves away, in the long run, would actually be an unnatural thing to do. Finding like-minded people online to connect with in times when socialising in real life became a struggle, bears a huge potential for some.

Aesthetics intentionally inspire an emotional response, often instilling a sense of calmness and evoking a soothing effect within us. Due to our unlimited access to all forms of art on demand, we increasingly crave beauty and have developed a longing for the picturesque, thereby trying to incorporate it into literally everything. It becomes problematic however when recorded moments get fixed to such a degree that they are not accurately representative of reality and are amended to what we want them to be, rather than what they really are. Yet, there is a distinction between dramatically edited posts, where alterations are noticeable at first glance, and the currently favoured approach of editing to a lesser degree. This quickly leads to a coincidence of reality and fiction, blurring the lines further and further, while distorting the views on what is shown. It gets dangerous if users fail to further reflect upon the content they engage with.

An Outlook

@thebunnyboudoir, shown in everything that makes a Cottagecore enthusiast's heart beat a little faster. Floral patterned ruffle dress, pinafore, a straw hat, and of course some fresh flowers. (Ph. courtesy of Melody Cardoso)

Despite the many downsides, what has been exemplified here shall not overshadow the various positive ways Cottagecore has actively promoted positive activities and values in the public eye. Sustainability, taking globalisation seriously, freedom of heteronormative norms, mindfulness, meditation, looking inwards, paying attention to personal well-being, educating yourself through reading, anti-capitalism, challenging the belief that all progress is good, and so much more  – to an extent that listing everything here would certainly go beyond the scope.

In the context of a global pandemic a little dose of escapism should not necessarily be a bad thing, it may very well have helped some to overpass the time between amplification and easing of restrictions. Many activities are congruent with traditional housewife work; however, not everyone seems to be fully aware of the negative historical implications. Ultimately, the motto should be: 'vintage style, not vintage values '.
In the long run, it can indeed become a lifestyle, existing outside the internet or simultaneously without being dominated by it.

Ph. courtesy of Sinem Bahadir

This article is by no means supposed to ridicule anyone committed to this movement, but rather an attempt to raise awareness on some less discussed shortcomings which are easy to dismiss and overlook. All content creators featured throughout this article are enlightened and knowledgeable about the aesthetic they engage in, and they are a truly delightful addition to the scene with their stunning visuals.

Those who are still most prone to perfunctory misconceptions are teenagers, especially those who just recently discovered Cottagecore. A huge contributor to this is the set limitations of some social media platforms. Instagram has been around for quite some time now, the difference to TikTok though lies in the extent of content that can be shared. On Instagram, each creator can elaborate on the visuals in lengthy texts underneath. On TikTok, instead, the time span for videos was limited to merely 15 seconds until most recently, when the company decided to bulk it up to 60 seconds. Users are therefore provided with a very narrow time frame to convey a message beyond the perceptible. Quite a challenge! The majority of people within the community certainly mean no harm, nor should any bad intentions be at play. With everyone having the recourses to further research the topic straight from their mobile, it lies in everyone’s responsibility to do so by means of trustworthy sources before immersing head over toes into something new,  unaware and in ignorance.

Those long months spent indoors with our tech gadgets as our companion and sole escape from reality shaped trends and our vision of fashion and goods. HONOR asked WGSN to investigate further.

There is one staple piece in everyone's wardrobe that literally made history. There is one true fashion must-have that crossed generations, yet never felt outdated. You can have a guess. It is denim.

Very.co.uk

Although timeless, denim jeans marked a drastic change in everyday fashion this year. Jeans are our flag of freedom. We have seen it throughout 2021 and these autumn/winter trends are not an exception.

The humble workers' denim passed through centuries and generations and, as such, it is a trustful mirror of our times. Maybe it is the new post-pandemic lifestyle or today's feminist stream but 2021 waved 'goodbye' to super skinny jeans to welcome (back) baggy forms to put everyone at ease. Here we go, exploring the 5 top denim trends for this autumn/winter season.

1 Mom's Jeans

Missguided - Riot Highwaisted Clean Mom Jeans

Ten years ago, moms had a certain 'uncool' factor. Could you believe mom's jeans were going to conquer a big slice in stores' displays and people's shopping charts? High-waisted and relaxed, mom jeans are not anymore for leisure time and gardening but a comfortable ally now that home is our office.

2 Upcycled Jeans

V by Very - Sustainable Slim Cut Jeans

The call to make something for the planet translates into sustainable jeans. Whether they are made from vintage stocks, eco-consciously produced, recycled or thrifted by you; green jeans have a richer story and feel lighter on the environment.

3 '70s: Flared Legs And Flavours

RI Petite - Amelie Flare Dane Jean

Jeans as a flag of freedom could not but take big inspiration from the '70s. The 'peace & love' decade revival is in flared silhouettes, patterns and patchwork. Added to the upcycling trends, looking for a true vintage makes a trip to second-hand stores definitely more adventurous and rewarding.

4 Baggy Jeans

New Look - Noosa Baggy Jean

'The wider, the better', this is the motto of the year. Mom jeans already offer some room for our real shapes, but this season we can exceed as we look back at the '90s. Think about rappers and skaters' styles when looking for our next pair of denim. The must-have jeans for the last bits of this 2021 are super baggy and slouchy. Young and unapologetic with added distress for an extra touch of street style.

5 Light Jeans

Levi's - 501® Crop

Nothing says 'denim' more than an original Levi's 501. The American brand invented the real jeans at the end of the 19th century but it proves to be always fashion-forward. Here is how Levi's reinvented its 501 this year.

Denim signature colour is blue but we can set free from the tradition with pale blues, neutrals and even white.

These are only 5 of the top denim trends that we can rock this autumn/winter season but the list may go on and on with pleated jeans, straight cuts and low-rise waist. This year's array of denim as seen on Very.co.uk says it clearly: denim must make you comfortable in your own skin. 2021 jeans are a liberation, liberation from strict and unrealistic ideals proposed by the media for many decades. It was time to change, the evergreen denim made it.

Gen Z is fashion-forward and makes a big slice of the global fashion customer base with its generous $200 billion (more than £147 billion) annual global spend power. A new study by UNiDAYS shed light on the decisional power of the 'zoomers' and their commitment to clean and ethical fashion.

A new report commissioned by UNiDAYS, the world’s largest student affinity network, looked into the approach of Gen Z toward fashion, trends, e-commerce, and more. The result: Gen Z demands ethical fashion out loud.

Nearly seven in ten (68%) of Gen Z members demand that their clothes are manufactured to the highest ethical standards and 57% feel brands championing sustainability, equality and diversity are getting it right. These figures come from the recent report run by UNiDAYS surveying a panel of more than 18k Gen Z students to explore Gen Z’ fashion trends and preferences, their attitudes to retailers, sustainability, pricing and more.

Ph. Rodnae Production, Pexels

UNiDAYS Gen Z Fashion Report – Clean Fashion And Gendered Clothing

UNiDAYS asked a panel of their 20m+ verified student members for their opinions on all things fashion, in a series of surveys and polls. Over 18k Gen Z students provided insights about their relationships with their devices, platforms, fashion favourites and retail habits. The polls revealed passionate feelings towards clean-washing, conversation commerce, brand intrusion, third gender marketing and lack of trust when shopping through new social media checkout features.

As the role of real-world fashion adapts, fluid and device-driven business models must emerge for the fashion industry to serve the world’s first, and largest, generation of digital natives.

With global digital ad spend on social platforms predicted to hit $517 billion by 2023 (more than £380 billion), insight into the world’s biggest consumer demographic will support the bricks-and-mortar survivors and define the establishment of new fashion brands rising through the metaverse, all with Gen Z at their core.

Meet Gen Z

Born between 1996–2012, Gen Z is the most hyper-informed, hyper-connected and demanding generation of consumers in history. At 40% of total consumers, 'zoomers' are the biggest generation globally with a $3 trillion indirect annual spending power.

Unique Behaviours

Zoomers expect customised, personalised products and services plus value, across every device and every platform all with free delivery. Their real-world and digital existence are basically one and the same, with nuanced values that can seem contradictory on the surface: they love filters but resent retouching, they live and breathe social media, instant messaging, video games and live-streaming often all at the same time.

Gen Z' attention span is 8 seconds. Compared to 12 seconds for Millenials.

Make Connections

Their unwavering style, ethics and thrift make Gen Z the ultimate Apex Consumer. Brands must urgently connect with this high-potential, savvy, digital-native generation that is reshaping social commerce. Both start-ups and legacy brands could find this new world order daunting, but it represents great possibility.

• 2 BN direct annual global spending power
• 92% use discount codes 
• 40% of total consumers in the UK, US, Europe & BRIC

Fashion-phoria

• 90% say looking good is important to them
• 96% say fabulous clothes make them feel confident
• 93% love how great clothes make them feel
• 80% enjoy a mix of styles
• 87% say great clothes make them feel sexy
• 56% say they do not follow fashion trends

GEN Z members are full-on fashionistas, their style, habits and ethics drive and dominate the trends and patterns are seen through social media and the surrounding generations today. 87% of zoomers agree that great clothes make them feel sexy, 96% say fabulous clothes make them feel confident and 79% state sustainable fashion is important to them. But they never pay full price. For anything.

If Gen Z Is Not Your Core Consumer Now, They Soon Will Be...

Gen Z maintains its own personal brands physically and across their platforms, with defined standards and values that dictate the brands they associate with. The average Gen Z spends 10.6 hours a day online (Adobe), 93% love great clothes, and 85% of them research everything online before buying. Zoomers' appetite for social is huge and brands have been quick to embrace the fun and engagement that quality content generates. But with 75% of Gen Z stating they do not trust shopping on social media, there is a disconnect between entertainment and commerce which brands must fast address. Gen Z is consuming culture and marketing in a fundamentally different way than Millennials or Gen X (the over the forties).

Of those surveyed, 87% of Gen Z mostly communicate with their friends through instant messaging, just 13% call them direct, and only 14% would try a new fashion retailer based on seeing a TV ad. Fashion brands must get creative to establish and nurture these new relationships to ensure they stand the test of time.

Viviane Paxinos, global GM at UNiDAYS, states: 'We found that, for Gen Z, TikTok is the place to be on social, followed by Instagram. Given that fashion purchases made by 49% of those we spoke to were influenced by brands they saw on social media, platforms like TikTok and Instagram are a growth opportunity for fashion retail marketers looking to drive brand awareness and social commerce. Another important factor stems from TikTok's early guidance to marketers: don’t make ads. Make TikTok's.'

Good News For Fashions

• 76% are looking forward to partying again
• 64% expect to spend more on outfits for events now
• 78% plan to dress up party now that lockdown has eased
• 54% will spend more on beauty now social occasions are back

Despite 18 months in lockdown, 90% of Gen Z still value looking good. However, 65% expect their fashion purchases not only to be affordable but to be made to the highest ethical standards. Fashion, fast or otherwise, can no longer rely on value alone.

'Audiences go to the likes of TikTok, Instagram, Snapchat and YouTube for exclusive moments, entertainment, advice, humour, and authenticity in content. Fashion brands need to create content that feels genuine for the environment, or Gen Z consumers will swipe to the next video. Fashion brands should also be looking at social commerce as part of their wider omnichannel retail strategy, driving consumers in-store for brands where bricks and mortar play an important role. 84% of Gen Z are looking forward to returning to shops, and it shouldn’t be underestimated how impactful a shareable, interactive store experience would be in driving positive online endorsement and sales.'
Viviane Paxinos, global GM at UNiDAYS

Extreme Value

• 95% always keep an eye out for a bargain or offer
• 75% are used to buying clothes solely online due to lockdowns
• 53% say shopping is a social experience shared with friends
• 85% research online before committing to a purchase
• 82% are loyal to brands that offer regular discounts
• 66% intend to spend more on clothes when they go back to Uni
• 63% spent less on clothes during lockdown while 37% spent more
• 84% are looking forward to returning to shops

Trust And Confidence

• 49% do not mind advertising if it’s relevant to them
• 76% see too many ads on their feeds
• 83% want to cut their time spent on social media
• 75% do not trust shopping directly on social media
• 53% believe social media is bad for society
• 93% say social media promotes unrealistic life and body goals/ beauty standards
• 90% believe that unlabelled, retouched imagery should be illegal for influencers to use when endorsing brands/products

For the majority of Gen Z, online is its preferred way to shop; 85% research online first but 75% do not trust shopping directly on social media. Brands creating Instagram and TikTok content and those collaborating with influencers should be cautious, 90% of Gen Z believe it should be illegal for Influencers to use unlabelled and retouched images, while 93% believe social media promotes unrealistic life and body goals. Despite being the world’s first fully digital native consumer whose digital presence is as real as their physical one, they challenge everything they see.

Clean Fashion

Gen Z is conflicted: 59% of zoomers consider themselves woke, but one in four do not know where their clothes are manufactured.

Fast fashion serves zoomers' obsession for new and fresh, but grates against their ethical guilty conscience of quality not quantity. The rise of Depop and co. signifies a new dawn for wardrobe resale hacks that do not cost the earth, but where does that leave fast fashion brands? How deep does their culture of sustainability go?

Gen Z’s Earth-friendly attitudes and spending behaviours have triggered fashion to clean up their emissions and exploitation records, so a happy medium is emerging. Sustainability is finally being addressed by brands keen to be on the right side of history and stay relevant. Gen Z has zero tolerance for irresponsible brands, they are the sole demographic with the passion, power and platforms to take sustainability into the corporate boardrooms. Their digital and physical life are one of the same, which ensures their social media posts will continue to elevate those brands that champion change and shame those that blatantly do not.

Sad But True

It takes 3,781 litres of water and 33.4 Kg of carbon emissions to make one pair of jeans. Up to 175,000 tonnes of plastic microfibres are dumped into the ocean each year, equivalent to over 17bn plastic bottles, all from synthetic clothing. Microfibres cannot be easily extracted from water and pollute the marine wildlife food chain.
United Nations Environment Programme (UNEP)

Gen Z on Clean Clothing

• 26% unsure where their clothes are manufactured
• 79% say sustainable fashion is important to them
• 68% want clothes manufactured to the highest ethical standards
• 59% consider themselves ‘woke’
• 23% feel peer pressure to shop more sustainably
• 39% would buy pre-loved because it is more sustainable
• 33% pick recycled items because they are cheaper
• 67% prefer fashion brands that appeal to their social conscience
• 33% feel that brands who champion sustainability do so in the right way

Gen Z On Clean Beauty

• 86% say clean beauty is important to them
• 33% always read the ingredients label before a purchase
• 88% prefer natural beauty and skincare products
• 78% have returned a product to the shelf because of the ingredient

Responsibility

Who does Gen Z think should be responsible for regulating the beauty industry to ensure they use sustainable and harmless ingredients in their products?

• 20% the government
• 47% the brands themselves
• 29% an independent industry regulator

Increased Desire For Gender Neutrality

'More than ever, mainstream consumers are being challenged to rethink accepted societal norms and structures driven solely by gen z’s passion for post-gender diversity and inclusion.'
Viviane Paxinos, global GM at UNiDAYS

Gen Z embraces gender-neutral products and marketing. Zoomers acceptance has generated a wave of opportunity for fashion and beauty brands to expand into non-binary clothing and product lines. Six years ago, at its height of popularity, Facebook added a third, customisable gender choice that offers 58 identity options such as androgyne, transmale, trans-person and more other brands soon followed.

The beauty industry saw campaigns for cosmetics start to include trans models and cis straight men. Global fashion brands including Farfetch, Missguided, ASOS and Boohoo have all recently launched high profile campaigns featuring diverse and empowering models to promote their inclusive collections.

Blurred Lines

Generation gender-neutral has the least concern over owning ‘gender appropriate’ clothing, preferring to shop by personal style of self-expression, rather than traditional labels.

• 43% believe that assigned gender does not play a role in choosing clothes
• 23% think gendered language in stores is outdated or offensive
• 79% are not put off buying clothes that are marketed to the opposite gender
• 64% have bought clothing for themselves that is marketed to the opposite gender

Luxury Brands Must Adapt...

'Be aware, brand equity that triggers gen x will not trigger Gen Z. 79% of young consumers agree that sustainable fashion is important to them and 68% want clothes manufactured to the highest ethical standards. Luxury brands must adapt their narrative to apply to the new apex consumer that is gen z. Generic claims of craftsmanship will not cut it with this demanding ethics driven group, they want specifics.' Josh Rathour, found and CEO of UNIDAYS

Label Lovers

Luxury brands obviously find engaging with young consumers difficult as 71% of Gen Z feel designer brands are not relevant to them. But by over-focusing on Gen X (the over the forties) and not connecting with a younger audience, aspirational brands risk not only alienating their appeal to Millennials but their future core consumer too. Brands that underestimate Gen Z risk their relevance and label longevity. Gen Z is the most demanding, informed and least loyal consumers in history, if they find a brand irrelevant now, the likelihood is they will never buy into the brand at all. Affinity is seeded in youth. Luxury brands that do not emotionally engage with their future consumer will ultimately fail.

Designer Desire

• 32% follow designers
• 47% buy luxury clothing as a treat
• 40% have an eye for limited-editions
• 27% buy luxury clothing for the quality
• 54% describe themselves as loyal to certain fashion brands

Loving Luxe

• 30% have bought 1-2 pieces of designer clothing this year
• 50% say they have bought more fashion in 2021 than previous years
• 47% name design as their top consideration when buying luxury fashion
• 64% name price as their top consideration when buying luxury fashion

HOWEVER...

• 54% do not love labels
• 27% believe designer clothes are of higher quality
• 77% say they cannot afford designer brands
• 54% have not bought any luxury fashion this year
• 71% do not feel designer brands are relevant to them

Do Not Survive, Thrive

If Gen Z is not your core consumer now, they soon will be.
Gen Z is defining which fashion brands survive and which brands thrive. Those labels comfortable with Gen X and Millennials must learn what triggers Gen Z and fast. Affinity is seeded in the young, fashion brands that do not bother engaging Gen Z will ultimately fail. But despite being the world’s first fully digital native consumer with defined personal brands, and whose digital presence is as real as their physical one, Gen Z’s relationship with the platforms they populate is guarded at best.

Brands must work hard to win trust in the social space. Gen Z' unwavering standards, ethics and thrift make Gen Z the ultimate Apex Consumer. Brands must urgently connect with this unfamiliar, contrary, digital-native generation who are reshaping social commerce. Fashion start-ups and legacy brands could find this new world order daunting, but it represents great possibility.

The '70s are back! An era full of glam, disco, Bowie, Jagger, bell bottoms, bold prints, crochet, dagger collar blouses and so much more. '70s style pieces are full-fledged on again. So, stock up your autumn wardrobe with these five essentials that should not be missed in anyone’s closet this autumn season.

Ph. Julian Myles, Unsplash

'70s kaleidoscopic style is the hottest fashion trend on Instagram, a good source of inspiration to make vintage looks truly yours. Perfect vibes for the upcoming autumn season, these are our 5 essentials for your wardrobe.

Retro aesthetics of the ‘70s are taking over our social media pages, and surely we all know what this era’s fashion stands for, right? You may have a lot of associations but read on to find out how you can also adapt those to contemporary trends.

Penny Lane Coats

A black & white example embellished with silver star and moon stitching, seen on influencer @hannahlouisef.

Showcased on everyone’s Instagram feed at the moment, contemporary brands like House of Sunny and Saks Pott brought about the resurgence of an absolute classic, the Penny Lane coat. Not only do they look fabulous, but also keep you warm and cosy throughout those stormy autumn days about to be faced. Simultaneously, these statement piece coats are spreading huge ‘Almost Famous’ vibes, whose character of Penny Lane is where its name originally stems from.

Formerly better known as Afghan coats, the style was brought into mainstream fashion mainly by celebrities, especially musicians like The Beatles and Jimi Hendrix throughout the late '60s and early '70s, which created all the associations it has with Rock n’ Roll nowadays. Available in plain suede or embellished with stitching and embroidery, they add an effortlessly chic twist to even the most basic outfit, a real no-brainer. Penny Lane coats are here to stay!

Funky Prints

London-based influencer @mounakae effortlessly sports a '70s-inspired swirl patterned set. The halter neck top adds to an overall retro atmosphere.

Battle the upcoming gloomy autumn days with ever more vibrant colours and funky prints. They appear in numerous forms and can be incorporated through basically every form of clothing. No matter if it is a top, blouse, trousers, skirt, jacket, or if you do not want to go all the way simply add a colourful headband or scarf. Chevron and flame stitch, argyle, paisley, swirls, zebra, floral and abstract geometric patterns are just a few infamous '70s patterns to be named. All were influenced by folk and psychedelic rock of the era. Matching sets are an easy way to pull off a nice fit without much effort. Bright colours and bold patterns can complement each other or clash in an offbeat way. This season there is no such thing as too radiant or vibrant. Multi-coloured clothes all the way, it is about mixing and matching, so be bold.

Flared Trousers

@hannahlouisef wears a classic denim flare with a middle line seam.

First popularised by Cher and Sonny in the mid-'60s, flared trousers became a staple piece of the era, and are interconnected with the counterculture hippie movement.

They are extremely versatile and can be styled in either '70s Americana style, feminine chic, androgynous with a pantsuit, or in a glam rock/disco manner for those nights out and about. Extra points if they are corduroy or in flower print, for the ultimate retro style. A more classic approach would be a pair of simple blue denim in true Farrah Fawcett manner, worn with a colourful top and white trainers. The choice of fabric is key here, they are available in either denim, cotton, corduroy, or polyester and vary in terms of how wide they flare at the bottom and whether they have an additional split hem. One thing is for certain, every kind of flared trousers will give legs for days since the shape is known to elongate the silhouette.

Platform Boots

@letsgetflashy goes all in with a Bowie-esque approach on colour coordinating platform boots, perfectly fitting her ginger mullet. (Ph. Alexandre Alaux)

The '70s surely were an innovative decade for fashion, as the clothing represented youths newly found carefree mentality and desire to deviate from their parents' generation’s norms regarding outward appearances and attire. The way they dressed was an act of rebellion in itself. Platform boots were mainly popularised by glam rock performers like Elton John, the New York Dolls, and especially David Bowie during his alter ego Ziggy Stardust phase. This made the trend gender-neutral, since Bowie incorporated various queering elements in his stage performances and photoshoots, so a lot of men adopted this element and could be spotted wearing heels.

Due to being considered the era’s disco shoe, the connection to present events seems fitting. Now that clubs have reopened after long months of social distancing, expressing a newfound sense of liberty is once again expressed through head-turning clothes. Online shops frequently advertise new 'going out wear' with phrases and puns referencing a need for customers to prepare for their comeback to the club floors with fitting party outfits, predominantly targeting teens and 20-somethings. Just like the trend was originally about catching attention, the intention remains the same. On a side note, the shoes are particularly petite friendly and can add a good few inches of height, while also keeping your feet dry when stomping through those leaf-covered parks and forests once foliage hits the ground.

Bulky Square-shaped Tinted Sunglasses

@annacascarina stuns in a simple, yet eye-catching black-framed model with yellow/orange-tinted glasses, which harmonizes very well with her floral printed Resume blouse.

A drastic opposition to the previous tiny sunglasses trend, originally stemming from the '90s. Now the motto certainly is 'the bigger the better!'.

Don’t shy away from colourful tinted glasses to give your fit this extra pop of colour. Particularly popular now are blue, yellow, amber, and red-tinted glasses with a tortoiseshell look frame. A perfect companion when having to hide nasty dark under-eye circles or puffy eyes in the morning.

Where To Get The Look?

It is apparent that these trends are interconnected in cultural significance, socio-political influence, and historical context. A feeling of exuberance seems to be around, which is expressed and underlined through fashion.

Though all items are in some form currently available at the established high street fashion houses, we recommend you take a look at your local thrift store or browse online through secondhand apps like Vinted, Depop, and Etsy to find a truly unique and long-lasting piece of clothing with an attached history. Not only is the quality of fabric and construction usually higher, but buying used clothes contributes to more conscious and sustainable consumption, therefore helping to protect our planet and spreading awareness. If these options do not fit size-wise, upcycling in DIY, or bringing it to a local tailor can easily fix any issue and simultaneously make it more distinctive and individual. Fashion cycles have always existed and will continue to do so, however, now with constant online access to fast-fashion retailers they are speeding up more and more. Nevertheless, the aforementioned trends are certainly not fleeting or just adaptable for this season, because true vintage never goes out of style.

Made in Chelsea Star, Rosie Fortescue has just launched her own pyjama collection with luxury nightwear brand, night.



Autumn can bring extraordinary calmness while leaves from the trees dance with the air as they fall to the ground.

Autumn/Winter 2021 fashion trends have landed, bringing some much-needed fresh air to our wardrobes after a year of pandemic outfits. We’ve all been there over the last twelve months: trendy tops over tedious PJ bottoms and joggers. Luckily, the best of this season’s catwalks lend themselves perfectly to thrifting, meaning massive savings and a sustainable approach to fashion. Below are the best of the cold season’s trends, along with some hints on fool-proof second-hand purchases.

A/W 2021 collections dive into past vibes with an early ‘00s revival, generational trips and a host of bold, chunky textures. After months of budget-cutting, now is the time to quench your thirst for new clothing through thrifting.

Time Machine: 2000s Nostalgia And ‘60s Monochrome

Patchwork Fantasy

Photo by gmello, Pixabay

Comfort Wraps, Resort Dreams

Photo by Tamara Bellis, Unsplash

Photo by Murilo Bahia, Unsplash

Photo by Alexandra Tran, Unsplash

Photo by Vladimir Yelizarow, Unsplash

Chunky Textures And Furry Hugs

Photo by Olga Kozachenko, Unsplash 

Photo by Perchek Industrie, Unsplash

All-over Logos And Cascade Of Pleats

Covering creations with one’s own logo is too strong a temptation, at least for Versace, Fendi and many others. For some, the signature ends up covering the whole fabric as micro patterns; for Valentino it becomes a timeless geometric decoration; for Givenchy a translucent hint over a sheer curtain; and for Marine Serre a copied & pasted motif from head to… shoes.

This season, skirts and trousers are maxi and floating in satin fabrics to exalt the beauty of infinite pleats, checks or tartan (Max Mara, 3.1 Phillip Lim, Jil Sander, Plan C).

Photo by Hermes Rivers, Unsplash

Saturate Or Shine Bright!

Photo by Roland Denes, Unsplash

Photo by Andreas Weiss, Unsplash

Photo by Corina Rainer, Unsplash

Photo by Ahai Lulerhe, Unsplash

Photo by Good Faces, Unsplash

Photo by Hamed picsart, Unsplash