SS24 Trend
Forecast
In order to save natural resources, innovators will regard nature as a co-client to their business model and use bio-synthetic technology that does not contribute to landfill. Bio-fabricated materials and natural dyes will become more prevalent and more accessible to designers in the industry. The idea of alternative materials to replace harmful ones such as animal fur is sparking innovation. Furoid® is on a mission to transform the way that furs and other materials are sourced by creating 100% biodegradable biopolymer faux fur, cell-based fur, and cell-based wool as a starting point (Palmer and Brey, 2022).
Nature is always recycling.
“We decided to go the composting route... as both a radical proof point of how natural our product is, and how an end-of-life solution can be regenerative for the planet,” Stacey Grace founder of Kent, a biodegradable underwear brand. (Deeley, 2022)
01
Biofabrication
The market for bio-based leather substitutes is expected to expand quickly. Businesses are seeking lower-impact materials to reach sustainability goals and meet the demand of the expanding vegan market. However, most bio-based leather substitutes do contain some oil-based polyurethane to increase durability, but this hinders further recycling and biodegradability (Benson, 2022). Biofabrication in a world where resources are depleting is likely to become the norm of the fashion and textile industry.
03
Refillable Beauty
A clever tactic to avoid the unnecessary disposal of beauty product packaging is emerging among the big beauty brands. REN beauty has adopted a reusable glass bottles scheme to encourage consumers not to throw away a perfectly good packaging. This idea has prevented 16 tons of packaging ending up in landfill (Andrews, 2022).
02
Anti-plastic Packaging
Recyclable packaging is now a common feature of all businesses, not just in fashion. With many brands going plastic free (Rocca, 2021). Now, innovation into creating compostable packaging (when given the appropriate conditions) is on the rise. Adidas collaborated with Mr. Bailey on a pair of shoes and a mushroom based shoe box that decomposes in 45 days with the aim to be zero-waste (WGSN, 2022). These shoe boxes gained a lot of attention, which reflects the consumer interest in sustainable alternatives.
Textiles &Silhouettes
Concept:
In a world where resource abundance is coming to an end, Women's textiles will look to regenerative sources from Earth that do not contribute to its destruction. Every element of the garment will be safe to decompose naturally, and the use of plant dyes demonstrates resourcefulness in the interest of nature to the consumer.
Silhouettes:
Key shapes to expect from biodegradable materials are traditional and basic silhouettes e.g. underwear, swimwear and tights. These are garments that have a shorter lifespan in comparison to items such as handbags, so it makes sense to see these silhouettes emerging first. However, luxury leather goods brands such as Bottega are also beginning to create biodegradable products too (Benson, 2022). Whether or not a luxury handbag would end up in landfill is another question altogether.
Textiles:
Expect soft materials that are 'cotton-like' and therefore comfortable when worn directly on the skin. TENCEL™ is an incredible eco-friendly material that marks a turning point in the creation of environmentally friendly fabrics. It is used by brand Stripe&Stare to create 100% biodegradable knickers, sleepwear and loungewear (Stripe&Stare 2023). No excess material or extravagant textures in this trend, only gentle textiles with natural dyes as seen at Premier Vision (SS24). For swimwear, a textured minimalism approach will be taken and botanical inks will be utilised to add natural colour.
Silhouettes and Textiles Moodboard
Silhouettes and Textiles Moodboard
Mauve steam
Linen flour
shadow green
soft peach
Colour Palette
The key colours of this micro-trend will be those that can be achieved naturally. Natural colour can be obtained from flowers, crops or fruits, to aquatic/land plant species or even insects. Using natural colour imparts character and spontaneous unpredictability and unevenness. Making what might otherwise be a routine, everyday product into something uncommon, artistic, and carefully produced (Pantone, 2023).
Key colours sourced from Pantone and the Première Vision Paris Trade Show SS24.
