2020, a start of a new decade and a fresh start. CNC’s Alice Morey looks into the top 5 predictions for what to look out for in the fashion industry, from UV tattoos, to a sustainable prerogative, an invasion of AR and a holistic approach to skincare. 2020 is the year of innovation and here is what you need to look out for.
Big Trends for 2020
1. Sustainability will mean action
Sustainability is placed firmly at the top of the agenda. Gen Z have forced their ‘woke’ message firmly to the top of the bill and now it is the time for the industry to take notice. Moving away from talking and open promises, this year policy regulation and direct brand action will follow; with clear initiatives and tangible tactics.
2. Waterless Beauty
Waterless beauty is in – with product innovation firmly a priority, reimagining cosmetics, which currently contain 70-80% water, into their dry counter parts. The UN notes the average person in the west consumes 140 litres of water a day in contrast to two-thirds of the global population who experience water scarcity for at least one month of the year product modification is a necessity and no longer an option.
More than just skin deep – wellbeing takes on a dermatology reboot. With wellbeing head lining the 2019 major trend moments enter Psychodermatology where a 360-degree holistic approach is taken to the treatment of skincare. Where there is a circular awareness between the physical skin condition and the inner psyche and treating symptoms as a whole.
AR (Augmented Reality) and VR (Virtual Reality) is set to infiltrate our shopping sphere. The customer experience will take on a sci-fi twist, with garments being accessed via augmented reality as oppose to tactile experience, harnessing an artificial alter-ego. Providing a solution to the timely return process and need for multiple different sizes to be purchased in one online transaction. Seen with online retailer ASOS investing in Trillenium technology – a platform that can help you transform an ordinary online store into a 3D or Virtual Reality store. Optimisation of visual search engines is monopolising online searching to their now former archaic word search counter parts. In an attempt to cater to the demands of time poor Gen Z who stated that 63% prefer a visual search according to ViSenze research.
5. UV Tattoos
Tattoos get A UV make-over taking on a hyper colour reality. Think colour and maximalism in a move away from water colour inks and minimalism. Clean lines are replaced by vibrant ultraviolet ink reactive under UV lights. Transforming this 3D art form to a 4D colour cacophony.
By Alice Morey, Second Year BA (Hons) Fashion Communication
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