.png)
2026 Zeitgeist & trend board
History of Dress
Analyzing the cultural, economic, and technological forces shaping the present moment. By understanding the 2024-2026 zeitgeist, I can make accurate fashion forecasting predictions.
Zeitgeist map
Sustainability
Circular economy
Businesses will embrace strategies that prioritize product longevity, reusability, and recyclability. Focusing on new revenue streams through waste recovery.
Biodegradable materials
As governments place more restrictions on plastics and with consumers growing demand, Biodegradable products are breaking into mainstream markets.
Urgency to conserve water
Water is the most contested resource in the past decade. Agriculture, which accounts for the vast majority of global freshwater use, is facing unpredicted rain patterns. Water and food security are tightly connected.
Economic
Geopolitics
Physical geography such as location, resources and territory influences international relations and state power. This leads to an unstable economy.
Fragile growth
The global economy is growing steadily but not booming. growth is resilient but much slower than pre-pandemic averages.
Cultural
Reinventing Success
Economic factors are forcing younger generations to reimagine what success can be. As many move to remote work, experiences and autonomy are becoming more valuable than traditional career paths.
Questioning Reality
Comes from the rise in AI-Generated content, misinformation and disinformation and algorithm generating news bubbles.
Loneliness is the next epidemic
Gen Z is living in constant connection through social media, however they feel deeply isolated. There will be more focus on emotional intimacy and brands using storytelling to make people feel seen.
Technological
Robots
AI is no longer tied to screens, it now has a physical embodiment. It’s autonmous and can solve real problems.
Personal AI to AI teams
AI is shifting from individual usage to teams. coordinating entire workflows, connecting data across departments and moving projects from idea to completion.
Sustainability
AI can revolutionize sustainability by optimising resource use, enhance energy efficiency, and model environmental risks
trend board
explanation
1920's fashion strongly influenced many designers as they hit the runway for spring/summer and fall 2026. Most noticeable was the revival of the drop waist silhouette, reinterpreted in a variety of collections. Chanel, a house rooted in their 1920s heritage, had an exaggerated drop waist. In contrast, Mugler designed the drop waist by elongating the torso and using trousers to lower the waist. This interpretation maintains a relaxed, non-restrictive feel that can take you from the office to a social event.
Beyond silhouettes, several other key elements of 1920s fashion have resurfaced, such as the Mary Janes, pearls, and layering necklaces, the cloche hat, fringe, and art deco designs. Mary Janes have dominated the shoe game for the past couple of years. Margeila is famous for reimagining the classic Mary Janes with a split toe, giving it a modern twist. Fringe detailing is one of the most recognizable elements of 1920s fashion and continues to evolve in modern ways. Today, designers are implementing fringe in innovative ways, such as on handbags, scarves, hats, and clothing. This year also marks the return of the statement hat. Modern versions of the cloche hat maintain the 1920s silhouette but elevate the material, texture, and pattern. An interesting hat, such as the cloche, adds instant elegance and elevates any style. It adds a sense of individuality and expression to any outfit. Chanel is long known for their pearls and layering jewelry. This style is coming back, and it emphasizes personal expression and styling. They can be worn traditionally, or wrapped and layered to create an edgy look.
Source- WGSN
Forecasting board
Explanation
Retailers
Miu Miu
Zara
Maison Margeila
The 1920s revival is rooted in reinterpreting classic pieces. Moving into the next 1-3 years, this trend will evolve into something more experimental and artistic. Traditional elements and design are taken and re-engineered into something new. Fringe becomes architectural through new design techniques, pearls shift to statement pieces, and silhouettes are loosened. This trend forecasting supports a demand in consumers wanting pieces that feel new and unique.
This evolution makes sense today because of the drive towards technology and sustainability. Today, designers are embracing more sustainable materials and utilizing software like AI to help them during the creative process. The 1920s celebrated liberation through loose garments; this trend follows in parallel, but with a modern twist. Introducing a sense of control where movement feels intentional through design, construction, and innovation.
Source - WGSN
historical reference
The Mary Jane
1904
Originally known as bar shoes, popularized in 1904 by Brown Shoe Company. Worn mostly by young boys and girls.
1920-1930
Flappers
Shoes transitioned from children’s footwear to all the rage for fashionable flapper girls. They were excellent dancing shoes and could be made in different colors and patterns.
1930- 1940
1960's
Mod Era
Paired with a miniskirt, the Mary Janes adopted the mod style with a higher heel and patent leather. The shoes symbolized confidence as they were worn by designer Mary Quant and supermodel Twiggy.
1990's
Resurgence in the 90s and popular among the grunge scene and celebs like Courtney Love. Worn well with a white tee and a pair of jeans.
Today
The Mary Jane flat has become a sleek, flat, and classic staple. Worn by men, women, and children, the style comes in countless variations.
visual reference
The Mary Jane
Explanation
The Mary Jane is a significant historical item because of its versatility. The shoe symbolizes nostalgia and childhood, as well as femininity and rebellion. Originally designed for young boys, the shoes spiked in popularity as they entered an untapped market. Flapper girls adopted the shoe in the 1920s because of its stylish, versatile designs and comfort. It was the perfect shoe for dancing! In the 1930s, the general public, including men, women, and children, adopted the shoe, and quickly it became a staple. When the 1960s hit, the shoes were popularized once again, but with a higher heel and leather covering. In the 1990s, the grunge style was the rage, and the Mary Jane served as a symbol of self and gender equality.
Today's interpretation of the shoe remains similar to the original renderings, such as the classic strap, low-heel, and rounded shape. Comfort, confidence, and style are the foundations of the shoe. These core design elements have been exaggerated to fit today's fashion landscape, for example, chunkier soles and unexpected materials. What has changed most is the personality behind the shoe. The Mary Jane is no longer about innocence and modesty; instead, it represents the feminine edge of the modern woman
The survival of the Mary Jane is largely due to its adaptable style and is proof of the cyclical nature of the fashion industry. It’s able to retain its recognizable features while morphing into whatever is currently trending. From the 1920s hyper feminine flappers to the grungy girls of the 90s, the Mary Jane lives on by providing comfort, confidence, and style to almost every market. Its return will evoke feelings of nostalgia and innovation. The descerinble design of the traditional Mary Jane shoe will remain the vision, but new shapes, materials, adornments, and colors will turn it into something fresh and exciting
Source 1- WGSN