In the face of economic crises, climate anxieties, and global wars, people are seeking solace through connection. They want to be sure someone will hold their hand in the face of hardship. As a result, they have higher expectations of care and understanding from interactions with brands, social systems, and p...

Diverse representation is an expectation, but as individuals no longer allow themselves to be defined in singular terms, there's mounting pressure on brands to understand and sensitively reflect how the intersections between race, gender, class, and ability impact people's everyday lives.

As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

People are craving comfort. Amid what can feel like a state of constant crisis – a layering of traumatic societal events – it can sometimes seem like we’ve lost a sense of scale and cohesion. In the face of this, the desire to retreat into nostalgia is more seductive than ever.

This year's John Lewis Christmas ad, titled 'Snapper, the Perfect Tree', takes a humorous approach to the theme of new traditions. With a hint of surreal humour, it highlights that a perfect Christmas is about finding joy together with loved ones, regardless of unconventional circumstances.

Vodafone UK has launched its heartwarming Christmas campaign, showing the importance of connecting to the people and things that matter most. With Britons facing challenging financial circumstances this festive period, the campaign looks to remind them of better times and resonate emotionally.

Corteiz is a UK streetwear brand ushering in a new dynamic in retail. Founded by British-Nigerian Clint419 in his London bedroom, the brand has grown into a community-first outfit that’s redefining the streetwear industry through guerilla marketing tactics and a non-conformist approach.

Have luxury brands been overthrown by disruptors? How are community and culture driving shopping needs? Has pandemic dressing impacted fashion for good? In this chapter of the 2024 Expert Outlook, we speak to three experts about style expectations and what this means for fashion's future.