Global trend forecasting agency Fashion Snoops hosted an online event outlining key trends it believes will be at the forefront of design for the SS23 season. Much of the presentation centred around the consumer response to the past year, as the world comes out of a series of lockdowns that have impacted the perception of consumption. The platform looked to inform viewers on how brands can navigate these newly formed attitudes, presenting four trends to keep an eye on in the seasons to come.
As the first and most central trend from the forecaster, ‘Raw’ focuses on bringing society back to the completely natural ingredients of a product, in an attempt to counter overconsumption. This trend puts creators at the forefront of design again, with a particular focus on the idea of ‘seed to shelf’ production.
Macro trends linked to this theme stem from the need to reevaluate business, looking into less profit-centred objectives and considering the adoption of a more long-term holistic approach.
Much of ‘Raw’ falls back on materials, understanding the origins of a garment and honouring the ingredients involved in making it. This method of conscious creation suggests the need to develop a more intimate relationship with ingredients, drawing influence from nature, without causing it harm. Fashion Snoops suggested utilising plant-based materials, such as cactus leather, as well as colour-grown cotton and undyed weave, as alternatives to mass-produced single-use commodities.
This naturally grown perspective is further mirrored in the colour scheme selected by the platform, with the defining tone, ‘Husk’, at the centre of simplistic and minimal design proposals. Key terms noted here included ‘seed sovereignty’, ‘ancient techniques’ and ‘sculpted by nature’, further emphasising the necessity for a traditional methodology.
The idea for ‘Raw’ developed from the rising consumer appetite for authentic experiences and a need to declutter. The past year has further highlighted the importance of a major climate turnaround, putting into notion conscious and ethical consumption that favours the ‘essential’ over the ‘desired’.
Ultimately, brands are suggested to value the importance of educating their communities on slowing down, informing shoppers on the concepts of regenerative farming, ancestral roots and other important factors when considering ethical consumption. This can be further outlined through an intentional process, that invests in the makers and reconnects with the beginning of a products life cycle..