Briony is a Senior Behavioural Analyst at Canvas8. With a degree in Professional Communication and several years spent in advertising and consumer research, she understands the importance of decoding audience behaviour and the impacts for brands. She has a love for storytelling with data and cultural insights. Outside of work you can find her spending too much money on books, dining out, and the latest gym class craze.

While Barbiecore had a strong hold on culture all throughout 2023, people are getting hungry for the change in style and attitude. Departing from the girlish styles dominating last year, 2024 instead 

 characterised by androgyny and tailored looks. 

 has become a Southeast Asian fashion staple, with its popularised bags utilising bold texts, shapes, and colours, reflecting the brand's goal to "empower women to be confident and to be fun out of the beauty box." Brazilian brand 

 also proves that femininity doesn't need to be limited by pinks and lace; instead, it embraces dopamine dressing through bold prints and maximalism. At the same time, a broader conversation about gender equality and 

 is on the rise, particularly concerning the dominance of 

. People are beginning to realise that if womanhood is to be redefined, brands have to take responsibility for their gender politics both in the design and workplace.

People are increasingly seeking to reclaim power and playfulness in relation to sexuality and the body. This can be seen in the backlash to the recent UK ban on a 

 ad featuring FKA Twigs – while the ad watchdog deemed the campaign portrayed the singer as a 'stereotypical sexual object', the uproar from the public signals support for free expression and agency on her part. Elsewhere, 

 'Baring All' clothing range aims to normalise diverse breasts and chests and put sexuality conversations into the mainstream. Similarly, the release of the 

 designed with built-in nipples reflects a growing acceptance and celebration of femininity and sexuality in mainstream fashion. The aesthetic choices previously considered fringe and risque are coming to the surface, such as the 

As calls for gender equity come to the fore, brands are expected to champion diverse women's representation across a spectrum of fashion categories. Initiatives such as 

 for an inclusive women's sports kit showcase a departure from traditional fashion norms. At the same time, 

 implementation of AI technology to amplify plus-sized bodies in its fashion and wedding content, alongside 

 inclusion of plus-size models in its runway show after over a century, exemplifies this shift towards more inclusive practices. Now more than ever, brands are beginning to recognise how embracing diverse categories, people, and experiences can reshape the portrayal of womanhood for a wider audience.

of Americans and 35% of Britons somewhat/strongly agree gender norms are outdated

Between girl math, girl dinner, Barbie, and all-pink fashion and beauty trends, 2023 was arguably the ‘year of the girl’. Yet while the entertainment industry and social platforms have gone gaga over all things girly, what does 2024 hold in store for media portrayals of femininity and womanhood?

What comes after the year of the girl?

From fashion campaigns and catwalks, to controversy sparking music videos, the aesthetics of kink are more visible than ever before, while apps like Feeld and Pure continue to boom among the sexually curious. How is the mainstreaming of kink, BDSM, and polyamory playing out?

How the aesthetics of kink have gone mainstream 

Fashion is continually evolving, and consumers are looking for brands that embody inclusive principles across their products and marketing. The body-positive clothing brand Good American is making waves in this space by showing audiences its intentions translate to positive action.

Good American: action that matches size-inclusive values

Miu Miu's SS25 show featured an artist-curated newspaper with links to cultural criticism texts and image-less ads. As luxury brands redefine their aesthetic codes and associations, they have the opportunity to surprise people with provocative and unexpected collaborations.

Miu Miu's SS25 show courts shock-led fashion audiences

Streamers are going viral on TikTok for playing Roblox’s Dress to Impress game, a competitive dress-up experience. As people look for a reprieve from their daily lives, and as economic and environmental concerns stunt fashion lovers IRL, Dress to Impress offers a fun and communal route to escapism.

Streamers playing Dress to Impress go viral 

Gen Z is redefining athleisure as more than just workout gear – it's a lifestyle statement woven into their values, fitness goals, and identity. Prioritising durability and brand connections over big names, they seek labels that foster community through shared experiences and authentic engagement.

Why are Gen Zers sporting luxury athleisure?

The Four Seasons has introduced luxury pyjamas as part of its Four Seasons at Home line, which honors the brand’s hospitality heritage and offers an entry point for those who can’t afford a hotel stay. The move aligns with a luxury trend towards accessible experiences amid economic constraints.

Four Seasons pyjamas offer an at-home luxury experience

As e-commerce casts doubt over the future of physical stores, Dover Street Market reaffirms the importance of experiential spaces in luxury retail. Integrating fashion, art, and emerging designers to revolutionise the customer experience, the famed store is shaping fashion commerce.

How Dover Street Market inspires fashion rediscovery

Drest's app connects users with real-world fashion brands, collections, and designers through interactive games. This move seeks to democratise fashion knowledge while offering brands an opportunity to build deeper loyalty and engagement by rewarding digital interactions with real-world gains.

Drest enhances app with gamified fan-led experience

Luxury brand Moschino is leaning into absurdism with the release of a bag modelled on a stalk of celery. Blending humour and hyper-realism, the move speaks to a growing appetite for self-aware humour within the industry, which may be particularly appealing to meme-savvy young shoppers.

Moschino lures luxe buyers with hyper-real celery clutch

As Americans embrace second-hand shopping for its affordability, creativity, and community value, resale has evolved from an eco-conscious option to a mainstream approach. Canvas8 spoke to eight Americans to uncover the motivations behind their switch to pre-loved fashion.

Why Americans are buying second-hand fashion

As British shoppers embrace second-hand fashion for affordability and individuality, resale has shifted from an ethical choice to a mainstream movement, aligning with both personal values and financial pressures. Canvas8 spoke to six Britons to unveil the reasons behind choosing pre-loved pieces.

Why Britons are buying second-hand fashion

Bumble and Puma India have partnered to create a bespoke running event for single Gen Zers and Yers, combining fitness and dating. The event comes at a time when young people around the world are looking for unique experiences that blend wellbeing, community, and even romance.

Puma and Bumble partner for singles-only running event

Trump's victory has sent the fashion industry reeling, with proposed tariffs threatening global supply chains and potential environmental rollbacks endangering sustainability goals. The response reflects a sector caught between commercial pressures and growing demands for social consciousness.

Fashion industry begins to react to Trump victory

Fashion newsletters are transforming how we engage with style, offering personalised, curated content that appeals to consumers fatigued by fast fashion. By fostering direct connections between readers and experts, newsletters emphasise thoughtful, high-quality choices over fleeting trends.

How newsletters are reshaping fashion’s future

What do people want from functional clothes in the era of climate adaptability? How are personalisation technologies changing fashion? How are people getting ahead with practical sustainability measures? Why is fashion becoming so playful and unserious?

Fashion and Style Sector Snapshot: November 2024

“Diamonds are a girl’s best friend,” so sang Marilyn Monroe, but with questions over ethics and the environment, mined stones are falling out of favour. Lab-grown diamonds and recycled precious metals are attracting Gen Y and Gen Z. We explore what’s behind the explosion in ethical engagement rings.

How engagement rings are becoming more sustainable

Stone Island has launched a music platform featuring playlists and live shows, joining brands like KidSuper in expanding from fashion into cultural programming. The move is reflective of how luxury labels are becoming lifestyle curators rather than just clothing producers.

Stone Island music platform taps into subculture

Puig exceeded expectations with its Q3 earnings, bolstered by fragrance and skincare sales and demand in the EMEA region and Americas. As brands within luxury ponder whether to ‘go high’ or 'go low', Puig is opting for an enticing strategy – ‘go niche’ to stand out in a turbulent market.

Puig courts niche audiences within luxury

Designer Colm Dillane has launched a music label dubbed KidSuper Records, with the first music video featuring pieces from the brand's new collection. This move highlights the growing intersection of music and fashion, allowing brands to support local creatives and enhance personal expression.

KidSuper strengthens community ties with music label 

Sport and fashion are becoming more and more interwoven as sports stars front campaigns for high fashion brands and clothing labels make their mark between the lines. Now, the media is catching up as Carine Roitfield unveils a publication dedicated to the intersection of these two worlds.

Carine Roitfield courts fashion-conscious sports fans

The NFL has released a collection of blazers with NY-based brand Veronica Beard for its first official fashion collaboration. People are searching for relatable touchpoints to engage with the world of sports, and cross-sector collaborations can prove pivotal in resonating with casual viewers.

NFL collab speaks to evolving sports fandom expectations

Jacquemus has opened the doors to its first-ever US concept store with a location in New York. The move highlights people's increased appetite for immersive retail experiences that blend hyperlocal connections and unique storytelling to showcase the characters and feelings of various locales.

Jacquemus’ first-ever NY store elicits Parisian pride

An animated film based on research on the lived experiences of garment workers in Leicester has highlighted the human cost behind fast fashion labels. The Stories We Wear aims to raise awareness of local garment exploitation and spotlight the individual role shoppers play in the process. 

Film reveals local human cost of fashion industry

eBay has unveiled the global expansion of its Circular Fashion Fund (CFF), aiming to support fashion start-ups with circular business models. As circularity becomes an expectation across sectors, brands are showing commitment by supporting smaller businesses and collaborative innovation. 

eBay expands fund to support circular fashion 

From Hanya Yanigihara on suit jackets to Virginia Woolf on evening bags, fashion brands are currently having a literature-inspired moment. But drawing design inspiration from authors is no new phenomenon in the world of style, so what’s driving this resurgence in 2024?

Decoding the fashion world’s literary renaissance

The art historical canon is being shaken up at Art Basel Paris 2024 with a section devoted to showcasing non-traditional artists and works. People continue to demand diverse and inclusive representation across sectors, but brands may risk a backlash if it's not done right.

Art Basel Paris spotlights inclusivity in new exhibition

Alaïa has launched the exclusive 'La Table' dinner series in collaboration with We Are Ona. The initiative feeds into a growing trend of luxury brands creating immersive culinary experiences, catering to the desire for exclusive, insider-only events in fashion and arts.

Alaïa’s 'La Table' merges fashion and fine dining

LVMH has inked a ten-year partnership with Formula 1, helping to expand its influence in the sports sector. This collaboration arrives at a time when brands are leveraging the power of fandoms to foster new forms of collective identity while rewriting luxury codes for aspirational buyers.

 LVMH extends reach into sports with F1 collaboration

All-day wearable fitness trackers that monitor our health outside of the gym are changing from bands, straps, and watches into jewellery and luxury goods. Why are people keen for their wearables to be high-fashion items? And how are brands entering this luxury market?

How are fitness trackers competing on cool to win luxury shoppers?

The resurgence of techno music and rave culture is striking a chord among younger generations, and the fashion world is taking note. As Prada and Courrèges collaborate with DJs and party collectives, how can brands successfully embrace rave’s sense of hedonism and in-the-know exclusivity?

Why techno culture is defining what's in style in 2024

Luxury streetwear label Aries has partnered with Premier League club Arsenal on a 26-piece collection that pays homage to their shared birthplace of North London. Here, geography plays a key role in the credibility of the collaboration, but there are other ways to make co-branding appeal to shoppers.

Arsenal x Aries leans on the appeal of shared experience

Gen Z’s Y3K aesthetic envisions the year 3000 through the nostalgic lens of Y2K retrofuturism, offering Gen Zers a new way to express themselves. Brands can respond by matching their desire to experiment with identity and blur the lines between the old and the new, the digital and the physical.

How Y3K became Gen Z’s futuristic fashion frontier

Inspired by travelling, A Kind of Guise crafts timeless menswear that blends contemporary trends with a commitment to quality and lasting design. Its ‘slow and steady’ approach has earned it a loyal fanbase that values its sustainable credentials as much as its authentic street-style campaigns.

Why A Kind of Guise makes streetwear for practical Germans

Germans are considering their purchases more carefully as inflation limits their spending power, and they're increasingly buying second-hand clothes.  The combination of budget constraints and environmental concerns is fueling the popularity of charity shops and circular fashion.

Inflation drives Germans to invest in second-hand clothes

Focusing on pleasure over performance, the Slow Cycling Club is the collaboration brainchild between two leading French sports brands. With a focus on slowness and satisfaction, the shift highlights a growing desire for a softer approach to endurance sports.

Slow Cycling Club apparel champions mindful cycling

Dudu Bertholini uses fashion as a medium to challenge social expectations around gender and identity in Brazil. As a public non-binary figure, Bertholini's dedication to inclusive representation has cemented their status as a cultural tastemaker who sheds light on important societal issues.

How Dudu Bertholini gives a voice to Brazil’s LGBTQIA+ community

Merging cultural heritage with innovation, Black British designers are reshaping London’s fashion scene. But can they continue driving change in an industry still marred by under-representation and unequal access to opportunities while maintaining their creative integrity?

The cultural and creative impact of Black British designers

Pandora has committed to using 100% recycled gold and silver in its jewellery, joining a wider industry effort to put sustainability first. As people become more aware of the urgency of the climate crisis, they're increasingly expecting businesses to go the extra mile to do their bit.

Pandora pledges to use only recycled gold and silver

Mulberry has achieved B Corp certification. As luxury fashion brands are increasingly scrutinised for their sustainability and green claims, third-party certifications like these spotlight transparency, rebuild trust and help people feel safer and more confident about their choices.

Mulberry recognised for eco-commitments 

Telfar is debuting its first leather bag with an exclusive pop-up at Selfridges. As demand for localised stories rises, brands can redefine luxury by fostering deeper connections through tactile engagement and culturally fluid narratives, offering a fresh perspective on traditional luxury concepts.

Telfar redefines accessible luxe with debut leather bag

The luxury market has taken a hit post-pandemic because of slower tourism and the rising cost of living. In France, this means that Parisian stores are recalibrating their strategies to increase accessibility, showing how a shifting landscape can open new and exciting opportunities.




Parisian stores aim to make luxury accessible again

Bottega Veneta has tapped 'child-like wonder' on the MFW runway. As people seek escape from global stressors through nostalgia and playful experiences, luxury brands can create emotional connections by evoking fond childhood memories while maintaining sophistication in their products and experiences.

Bottega Veneta reveals luxury fashion's inner child

The "Made in the UK" series champions Burberry's commitment to supporting British manufacturing. Brands that spotlight hyper-locality with storytelling and offerings will resonate with audiences looking for authentic, rooted experiences in an increasingly interconnected world.

Burberry spotlights local heritage with Made in the UK

Gender-neutral garments are emerging in Asia-Pacific. In Japan, specifically, intimate-wear brand Peach John has initiated collaborations with companies to foster inclusive fashion, eliminate gender envy, and transcend body types, without forgoing aesthetics and functionality.

How Peach John makes lingerie inclusive for Japanese women

Urban Outfitters is launching a college-inspired pop-up at 20 major US colleges. With back-to-school season often causing anxiety for many, brands can help ease the stress by creating personalized and immersive experiences that resonate with students' values, beliefs, and identities.

Urban Outfitters lures Gen Z with back-to-school pop-ups

Activewear label Crop Shop Boutique has garnered a cult reputation for putting its community first. As Aussie wellness and fitness enthusiasts seek out activewear that seamlessly fits from work to workouts, CSB empowers Aussie women to feel good about themselves in and out of the gym.

How Crop Shop Boutique brings style to active Aussies

British-Nigerian designer Tolu Coker took to the LFW runway with a collection that celebrates her Nigerian roots. As the link between fashion and identity deepens, brands can reframe national heritage for new audiences by using style as a tool for cultural expression and community connection.

Tolu Coker’s LFW runway pays homage to Nigerian roots

As trends come and go at lightning speed, Shein stays ahead by producing ultra-fast, trend-driven products that capture the essence of real-time retail. It has also started offering products in its physical store in Japan, where people look for trendy and affordable items with seamless shopping.

Why Shein blends online convenience and offline retail for Japanese shoppers

Zara has announced plans to launch its pre-owned platform in the US after running in 16 European countries. As the shift towards circularity gains traction, people expect brands to support their eco-values by encouraging convenient ways to repair, reuse, and extend the life cycle of garments.

Zara bolsters eco-efforts with pre-owned expansion

The global market demand for athleisure is rising, and one brand that remains at the forefront is Lululemon. Its premium product range is underpinned by a community and ethics-focused business strategy that ensures that, despite the hefty price, the brand remains accessible.

Why Lululemon encourages active shopping among Britons

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

Fashion and Style

People want fashion to reflect new narratives around womanhood

2023 was the year of the girl, which was evident in fashion choices, from bows and pink hues to ruffles and lace. But as fatigue sets in, people are beginning to demand a more nuanced take on narratives around womanhood, and fashion brands are on the hunt for new looks and stories.