People are seeking out brands that take pride in their roots. According to 2023 research from Canvas8, 42% of US Gen Yers admit that caring about and contributing to local communities is a strongly influential factor when deciding whether to engage with a brand. Companies globally are embracing opportunities to highlight community connections. For instance, UK streetwear brand 

 returned to its West London origins with a local giveaway, recognising the drudge of the cost of living crisis. 

 opened a concept store in Atlanta, focusing on the city's sneaker culture history. In a world where 

 of Gen Zers prefer social networks to search engines when looking for more information about a brand or product, this sense of locality can be digital, too. Indeed, underwear brand Underdays is betting on the power of its organic social media community, where peer-to-peer knowledge sharing is fundamental.

People are keen for global brands to recognise and adapt their offerings for different cultures and communities. Responding to those looking for relatable, authentic representation, Dior launched an exclusive 

 for Middle Eastern tastes, while in Japan, 

 relaunched with the promise of upholding sustainable practices to court eco-conscious consumers. In sportswear, 

 has designed activewear specifically for Chinese women's needs, while 

 fused heritage and modernity within a collection to lure Chinese Gen Zers, who seek designs that draw from their culture’s traditions. Also in China, 

 sponsored a street dancing competition to engage young people looking to spend more on enriching their personal lives, smartly showcasing how a deep understanding of a country's social and cultural context can resonate with the consumers.

According to a June 2023 Canvas8 survey, more than 60% of Gen Yers and Zers across the UK and US agree that brands should actively collaborate with and platform the voices and stories of people from minority communities. Fashion labels, especially within the luxury space, are responding by increasingly spotlighting local artists and creatives. For example, 

 in Mumbai focused on local artisans while paying respect to the culture that inspired the brand. Canada Goose showcased 

 in its gallery-style stores, while Valentino collaborated with 

 to further engage South Korean youth. As people seek more transparency of production and its human costs, global brands are trying to take control of the narrative through collaboration. Chanel, for instance, held its 

 in Senegal, making it the French label's inaugural show in the continent, and has launched a partnership to mentor local craftspeople.

 of US consumers agree that they respect brands more when/if their diversity and equity initiatives are led by people from those communities

Amid an aesthetic rebrand, luxury fashion house Burberry has championed 'Britishness' in a campaign that stars local talent. As new icons proliferate in the fashion world fuelled by dedicated fandoms, brands are increasingly honing into cultural heritage to reestablish their personality.

Burberry goes hyper-local with ode to British heritage

In-store try-ons sometimes lead to stains on clothing items, often causing the items to be discarded and unsold. Japanese skincare brand Sekkisei partnered with eco-fashion brand O0u to transform these garments with their signature, locally-made indigo dye to create one-off garments.

Local Japanese indigo dye saves stained garments

App-based tailoring service Sojo makes it easy for shoppers to arrange clothing repairs and alterations from home. Partnering with fashion brands to make it even easier for shoppers to hold onto their clothing for longer, Sojo appeals to those more interested in longevity, than fast fashion.

Sojo: bucking fast fashion with hyper-local alterations

Starbucks and Hello Kitty have united to launch exclusive merchandise and drinks across thirteen APAC regions to celebrate Hello Kitty's 50th anniversary. By tapping into nostalgia and people’s love for collaboration, they aim to captivate and unite new fan groups.

Starbucks and Hello Kitty launch anniversary merchandise

Stone Island’s Fall/Winter 2024 campaign looks to define precisely what makes its community so distinct. Straddling the worlds of music, sport, and art, it highlights what it means to be a truly modern brand – one that's as much about the people who wear it as it is about the clothes themselves.

Stone Island campaign celebrates community and culture

Primark is launching a Swap Shop pop-up experience where people can exchange pre-loved items in its stores. The initiative coincides with the rise of the circular economy and presents an opportunity for brands to extend garment lifespan by encouraging peer-to-peer exchanges and fashion rentals.

Primark’s pre-loved Swap Shop lures eco-minded shoppers

Palace and Vivienne Westwood have launched their first-ever collaboration with a uniquely British twist. As people increasingly want their clothes to reflect their roots and identity, brands can appeal to fashion lovers by emphasising the power of storytelling and reframing heritage codes.

Palace x Vivienne Westwood celebrate British heritage

After being discontinued in 2017, J.Crew is bringing back its catalog – a once-beloved staple of 90s American style. In a bid to escape the digital deluge, people are seeking out slower and more intentional modes of consumption, finding a sense of grounding in the analog.

J.Crew catalog re-launch taps analog newstalgia

Prada has launched a hotline connecting callers with writer Miranda July to recreate the conversations at the heart of their latest campaign. With the lines between artist and audience blurring, people are seeking more participatory ways to engage with media and get a peek behind the scenes.

Prada campaign lets fans join the conversation 

The Department of Nike Archives is opening up ahead of a 2025 exhibition. With heritage and limited editions central to how status is consumed and expressed in fashion, the celebration of Nike's cultural impact will resonate with fans looking to immerse themselves in the brand's world.

Nike exhibition offers immersive cultural status to fans

Stitch Fix’s online subscription service connects users with professional stylists who help revamp their wardrobe with clothing from partner brands. As the demand for personalized services rises, how are brands evolving to meet people’s needs? And what role can AI play in building personal style?

How Stitch Fix diversifies access to personalized style

Betty Smith effectively taps into the growing demand for authentic, localised experiences by offering a range of immersive activities – from custom jeans-making workshops to factory tours and museum exhibits – catering to today’s consumers who seek deeper connections with brands.

Why Betty Smith weaves Japan’s heritage into its jeans

Will AI put a stop to fashion creativity? Are brands adopting a back-to-basics approach? Can make-do mindsets reignite people’s love for sustainability? In this part of the 2025 Expert Outlook series, we speak to three experts about how people are rethinking fashion experiences for a new age.

2025 Expert Outlook on Fashion and Style

Y2K high-street darling Abercrombie and Fitch is in the midst of a subtle post-cancellation renaissance by dint of practical, high-quality clothing, inclusive sizing, and influencer word-of-mouth. Its return to form has resonated with Brits looking for comfort and nostalgia in their fashion choices.

How Abercrombie & Fitch won back Gen Y with classic fits

Chanel has jumped on the wearables bandwagon with the debut of its Première Sound Watch. Unlike other brands that are experimenting with more tech-forward approaches to wearables, the luxury house is putting a modern spin on old-school devices that could resonate with AI sceptics.

Chanel makes loud luxury play with nostalgic tech

IKEA has launched a peer-to-peer marketplace in Madrid to help customers sell their unwanted furniture directly to others. As the shift towards circularity gains momentum, brands that adopt eco-driven business models can extend their lifespan and deepen consumer trust and long-lasting loyalty.

IKEA trials peer-to-peer marketplace in circularity push

Charli XCX’s Brat has dominated the zeitgeist, slicking green across popular culture. Brat Summer will have one last hurrah at London Fashion Week as H&M and Charli XCX announce a party-fuelled collaboration. By turning Brat, both LFW and H&M are set to receive a critical boost to engagement.

Charli XCX x H&M turn London Fashion Week Brat

British charity Oxfam has partnered with Vinted to host a runway show at London Fashion Week. As people seek more sustainable choices in their daily lives, they want brands to bridge the intention-action gap by showcasing innovative ways to combat clothing waste and discover unique items.

Oxfam and Vinted revive interest in sustainable fashion

Fashion rental platform Rent The Runway is at the forefront of this sector’s revival, thanks to an influx of Gen Y and Z intrigue, smart use of AI, and a wildly successful thread of IRL events. So, what can brands learn from this thriving subsector of sustainable fashion?

How Rent The Runway renews fashionistas' eco values

Trapstar London emphasises the importance of cultural relevance and giving back to its audience, cementing itself as a key player in the global streetwear space that has a loyal following online and offline. What does its dominance say about the value of community connection and engagement?

Why Trapstar London builds on community and culture

The CFDA has announced a streaming partnership with the Rockefeller Center to showcase collections from American designers at NYFW. This move speaks to a growing desire for brands to break down barriers to accessing luxury by reviving people’s interest in local fashion stories.

CFDA aims to boosts appeal of US fashion during NYFW

eBay is bringing secondhand items to the runway with the launch of its first-ever Pre-Loved Fashion Week. As younger generations continue to turn to circular fashion to redefine luxury norms, brands can stand out by creating convenient and accessible ways for people to update their wardrobes.

eBay’s Pre-Loved Fashion Week boosts circular economy

Weight loss drugs like Ozempic are starting to impact the fashion resale market, with platforms being flooded with cast-offs in larger sizes. While this creates a tricky imbalance in terms of supply and demand, it also presents an opportunity for brands moving into the reselling space.

Ozempic is resizing the fashion resales market

Novel offline experiences help people to merge their online identities with a desire for meaningful IRL engagement. Maison Kitsuné’s pop-up in Shenzhen, with pastel colours and quirky activities, makes for ideal social media content, while also tapping into the desires of Chinese audiences.

Maison Kitsuné launches in Shenzhen with playful pop-up

British luxury carmaker Aston Martin has ventured into the world of fashion through a collaboration with BOSS. The partnership takes cues from the worlds of motorsport and premium apparel, courting existing luxury audiences who are shopping in alternative product categories.

Aston Martin x BOSS courts cross-category shoppers

Longchamp is set to host a multi-city pop-up installation to celebrate the launch of its AW24 collection. Beyond a desire to establish a community and cater to new shoppers, this move highlights the importance of creating memorable shopping experiences rooted in hyperlocal identities.

Longchamp’s multi-city tour courts experiential shoppers

Newless is a bespoke upcycling service in the UK, aiming to transform pre-loved garments into custom, fashion-forward pieces. As people seek ways to reduce their environmental impact, there is a strong desire for products that align with these values while still offering individuality and style.

Custom upcycled service courts eco-ambitious fashionistas

Netflix has partnered with Google to introduce shoppable features and ads to promote season 4 of Emily in Paris. The collaboration highlights the importance of directly engaging with superfans through innovative and exclusive offerings that help to further immerse them in their favorite worlds.

Netflix x Google offer fans immersive retail experience

After winning the hearts and wallets of British shoppers, Lidl has partnered with New York-based designer Nik Bentel to make a foray into fashion. The partnership will see the launch of a Croissant Bag, tapping into the supermarket’s cultural influence and people's interest in novel collaborations.

Lidl croissant bag taps into novel collaboration hype

Rodarte has created a capsule collection inspired by the upcoming film Beetlejuice Beetlejuice, available exclusively at Saks. Luxury and pop culture collaborations are courting younger fans who consider fandoms a key part of their identity, allowing them to signal their status and self-expression.

Saks-exclusive Rodarte collection targets Beetlejuice fans

After years of being among fashion’s major influences, streetwear has been toppled by ‘corpcore’ according to a  2024 report by The RealReal. Driven by Gen Z’s presence in the workplace and return-to-office mandates, people are adopting more formal styles, though not without personal expression.

'Corpcore' topples streetwear fashion influence

Kitsch collections of dolls, charms and trinkets are becoming the latest must-have fashion symbols. With people seeking relief from anger and hostility, toys offer a retreat into playful fun and naivety - this mechanism is being embraced by fashion houses and independent creators alike.




Toys and charms are injecting kidadult fun into fashion 

Good Squish, a small but influential London-based accessories brand, has become a fast favourite among trendy young professionals. Its unique DIY marketing and emphasis on sustainability, friendship, and nostalgia have earned it a loyal following that’s expanded from online to IRL.

How Good Squish wraps lonely Britons in public playfulness

Sinéad O’Dwyer’s SS25 showcase at Copenhagen Fashion Week has made headlines for its boundary-pushing commitment to equity on the runway. As inclusion efforts seem to have taken a backseat in the fashion world, the brand offers a blueprint on how to resonate with representation-hungry customers.

Sinéad O’Dwyer moves the needle on inclusive fashion

Fashion fans looking to sleep in style are fuelling growth in the nightwear category and driving fresh demand for premium offerings. As disconnecting from busy digital lifestyles becomes increasingly difficult, people are increasingly viewing relaxation as a symbol of luxury. 

Bedcore sees premium shoppers elevate their sleep style

Tesco is launching digital passports to provide people with more information about the lifecycle of their clothes. As audiences look for support in making sustainable choices, new technologies can support greater transparency and confidence in sustainable decision-making. 

Digital clothes passports show life cycle of fast fashion

Canadian brand Submission Shark is a leading player in the Brazilian jiu-jitsu (BJJ) world, known for its premium products and gear. The brand is now venturing into music, creating collaborations that resonate with both martial artists and music lovers, fostering a strong community in the process.

Why Submission Shark is big on culture for martial artists

Airbnb has partnered with By Rotation to offer free dress rentals with accommodation for wedding guests abroad. Amid soaring wedding costs, people are increasingly seeking out integrated, eco-friendly solutions that combine travel and fashion needs while reducing expenses.

Airbnb offers outfits to rent for destination weddings

Von Dutch, the iconic Y2K brand known for its trucker hats and tees, is making a comeback aided by Charli xcx and her viral song 'Von Dutch'. As young people turn to the past in a longing for nostalgia, Y2K fashion and recession pop have come together to tap into aesthetic desires.

Von Dutch taps Y2K interest and rides the BRAT wave

The Metropolitan Museum of Art has launched a new collaboration with accessories brand Sprayground based on works of art featured in its galleries. As Gen Zers look to remix heritage and access tradition in new ways, the bag collab offers a playful entry point to the Met's most iconic works.

Met x Sprayground launch collab inspired by classic art

Thrifting is becoming more popular in Japan, driven by the rising cost of goods, weakening yen, and shifting attitudes towards sustainability. With the fashion industry among the top polluters worldwide, brands face new challenges to meet the needs of fashionable but price- and eco-conscious youths.

Behind the sustained rise of thrifting in Japan

Fast fashion giant SHEIN will open its first pop-up in Johannesburg, offering audiences serendipitous encounters with fellow brand fans. Even as digital-first brands nurture digital communities, the power of IRL activations offers a chance for deeper engagement and brand discovery.

SHEIN hosts curated exhibition pop-up to court fans IRL

Young Britons are leading a revival of the Union Jack by incorporating the flag into their style choices. At a time when populations are becoming increasingly polarised, this trend speaks to people’s desire to interact with their heritage and national identity on a local, more personal level.

Young Britons drive resurgence of Union Jack fashion

An enduring symbol has regained popularity in the mainstream zeitgeist over the last few years. What’s behind the renaissance of the horse girl and the rise in horse girl-related symbols and products across beauty, fashion, music, and even tattooing?

What's behind the rise of the horse girl?

Southeast Asia is emerging as a key location in the luxury landscape, with global brands courting the interest of the region’s high-end clientele. Countries like Thailand and Vietnam are also surpassing well-known destinations, like Singapore, in market size as they cater to wealthy shoppers.

How are Southeast Asian shoppers changing luxury?

As much as Aussies want to cut back on fast fashion purchases, living costs make the issue unavoidable. This pattern is why circular fashion brand Citizen Wolf is using AI to cut back on the price of lasting, personalised clothes, as it lends a hand to solving Australia’s textile waste problem.

How Citizen Wolf tailors eco-fashion for Aussie budgets

After backlash from Israel for featuring Palestinian supermodel Bella Hadid in its SL 72 campaign, adidas has removed Hadid from its adverts and released a public apology. The move has stoked debate online as the humanitarian crisis in Gaza continues to drive division.

adidas sparks backlash from Israel for Bella Hadid ad

The White Company has become one of Britain's go-to concept stores thanks to its curated minimalist aesthetic and clear messaging. By harnessing the power of off- and online marketing, it’s become the brand of choice for lifestyle shoppers who favour simplicity and a strong brand identity.

How The White Company is building on lifestyle branding

Fashion label Marc Jacobs is distinguishing itself among the chronically online by leveraging celebrity endorsements and creative promotions on Gen Z-led platforms like TikTok. It’s showcasing how a brand can evoke positive emotions online and engage people suffering from attention fatigue.

How Marc Jacobs’ influencer era inspires Gen Z’s creativity

The acceleration of trend cycles has caused the demand for fast fashion (and the synthetic textiles used throughout the industry) to skyrocket. How might concerns about the effects of microplastics on health finally shift younger generations' conflicting attitudes towards the sector?

The planet versus Gen Z’s fast fashion microplastics

Crocs taps into the fresh interest in the Twilight trilogy with a parody that draws parallels between how much hatred there is for Crocs and how much there is for the film. As the shoe that people love to hate, Crocs is flexing hyper-self-awareness and irreverent humour that appeals to Gen Z.

Crocs launch Twilight parody to appeal to Gen Z humour

Balenciaga is immersing fashion lovers in futuristic mixed reality with an app for the Apple Vision Pro. With this move, the brand is seeking to cement its status as a visionary pioneer while giving the world a taste of what a new era of so-called ‘spatial commerce’ might be like.

Balenciaga presents spatial commerce on Apple Vision Pro

The pregnancy looks of major fashion tastemakers are influencing a more daring approach to maternity style. As traditional family dynamics evolve with a new generation of parents, the archetype of the mother is being redefined in a way that balances parenthood with personhood.

Fashion it-girls tap into shifting notions of motherhood

Etsy is implementing new product labels to clarify sellers' involvement, aiming to address concerns about marketplace infiltration by AI artists and resellers. However, the continued allowance of mass-produced items has led to scrutiny of the policy and Etsy's artisanal identity.

Etsy replaces its ‘handmade’ and ‘vintage’ labels

Louis Vuitton has teamed up with Timberland to court desires for accessible luxury. As people lean towards durability amid heightened eco-consciousness and rising prices, Louis Vuitton's approach aims to reach new audiences and flex cultural relevance by focusing on long-lasting everyday wear.

Louis Vuitton x Timberland focus on durable luxury

As fashion becomes increasingly important to people’s identity, young shoppers are turning to tech to ‘hack’ their personal style. From social media to AI tools, technology is revolutionizing how Gen Zers dress. What does this mean for fashion's future, and how should brands respond?

Why Gen Zers are using tech to hack their personal style

Fast-fashion behemoth SHEIN is launching a €200 million 'circularity fund' to tackle fashion waste. As a company that has received significant heat for its unsustainable practices, critics suggest the move is more about reputation management than a true commitment to better practice.

SHEIN launches circularity fund as it eyes IPO listing

Mimpikita has partnered with boutique hotel The Edison for a stunning collection that merges the power of history and architecture. As people increasingly rediscover cultural heritage through fashion, brands have the opportunity to instil a sense of local pride through values-led collaborations.

Mimpikita’s new collection showcases local heritage

Canadian brand Arc’teryx has tapped an Indigenous designer for an innovative outerwear collection. As people dig deeper into ancient traditions to help navigate an uncertain world, calls are increasing for mainstream culture to recognise the cultural contributions of Indigenous communities.

Arc’teryx outerwear spotlights indigenous designers 

Sales of Western styles are skyrocketing in the US as the iconography of country music crosses over, thanks to celebrities like Beyoncé and Lana Del Rey. As Western fashion leaves its rural bubble, people are looking to refresh old styles and remix old notions of Americana.

Western aesthetics witness a renaissance

In partnership with Sojo, M&S has announced its plans to launch a digital clothing repair service for consumers. As shoppers increasingly seek longevity and durability in their purchase decisions, the brand is imbuing circular practices and value for money into its business model.

M&S extends garment life cycle with repair service

Luxury beachwear label LOVE BRAND & Co. joins travel specialist Explorations Company to launch a collection spotlighting marine conservation projects in the Seychelles. By supporting value-based projects, brands can appeal to those who want to make a meaningful difference with their purchases.

LOVE BRAND & Co. spotlights marine conservation 

Body jewellery is witnessing a renaissance driven by self-expression, nostalgia, and social media influence. Brands are tapping into cultural heritage and personalisation to meet these desires, reflecting changing attitudes towards body adornment and a quest for authenticity in a digital age.

What’s behind the body bling renaissance?

Converse has relaunched a discontinued sneaker model in response to persistent demand across social media. People are increasingly looking for brand development to be a two-way conversation, and opening up space for co-creation can help brands form meaningful communities around their products.

Converse relaunches archived sneaker due to online demand

Loewe has paid tribute to Chinese culture, heritage, and craftsmanship with the launch of its latest retail space in Chengdu. The move reflects a growing expectation for nuanced global strategies and a desire for hyper-local offerings that reflect specific cultural identities.

Loewe taps local artists for Chinese store opening

Fashion has famously been an industry that favours the young, however, we’re seeing a rising trend of older models and celebrities starring in campaigns, from Maggie Smith for Loewe and Charlotte Rampling for Massimo Dutti. As brands embrace older stars, is age inclusion finally in vogue?

Is fashion finally tackling its ageism problem?

‘Nomad aesthetics’, which blend cultural tradition with contemporary styles, are resonating with Chinese youth. In a bid to escape from ongoing financial pressures, young people are finding solace in slow living and reconnecting with ethnic heritage as a source of re-invigoration.

Chinese Gen Zers embrace nomadic aesthetics

M.I.A. has released a streetwear line that claims to protect against electromagnetic waves. With faith in traditional authority declining, people are looking to decentralised sources of information and deeply felt uncertainty about the future has allowed fringe beliefs to merge with the mainstream.

Rapper M.I.A. launches conspiracy-laced fashion line

Fashion and Style

People want fashion brands to recognise and reflect their roots 

People want their identities reflected in 

, which extends to the clothing they want to buy. Whether sporting streetwear that gives back to the local community or opting for brands that support local craftspeople, people are focusing on the backstories of brands. Within this context, international brands are stepping up with offerings to make people in different countries feel seen and celebrated.