The Covid-19 pandemic accelerated the evolution of social and consumer behaviors that had already been slowly transforming over the last few decades. Thanks to the progress of vaccination in the world, a light is appearing at the end of the tunnel, bringing hope for better times. And that positive feeling of the scenario, learned in the pandemic, is going to influence the consumption behavior of people in the world, especially in fashion.
Three consumer macro trends 2022
InsideHub
As we have already said, the pandemic changed behaviors and thoughts. Consumers are increasingly looking within themselves, seeking to follow a simpler and more minimalist life, based on the balance, well-being and tranquility that our home can offer us. Here, the lightness and clean aspect are mixed with elegance and the search for healthy food, nutrients and natural products.
“Translating all this into fashion, we have everything from invigorating colors named after fruits such as watermelon pink, grape, avocado, orange, in addition to blue and mustard, to relaxing colors and pastel tones that transition between green, blue and pink. clearer”, says Lorena Botti, a cool hunter from Vicunha.
Pieces with utilitarian details stand out, such as parkas and jumpsuits, and the evolution of homewear, where pieces inspired by pajamas emerge in neutral and soft tones with shirts, kimonos and wide pants. The matelassé, floral and jacquard effect enrich the outfits even more. In the jeanswear universe, the silhouette is well defined in total denim looks in the bootcut or relaxed mix together with tops or shirts. The novelties that we present in this trend for Zéfiro Denim, its intermediate weight and well-marked twill make it ideal for light looks. And in Denim Color San Andrés, a fabric with a cotton, linen and modal composition that is special for the outstanding casual tailoring of this trend.
OpenAir
If in the Inside Hub trend we look inward, in Open Air, as the name itself suggests, it brings a mindset related to the external. Here, nature is the great inspiration as well as outdoor sports.
In fashion, the terms "Hiking" arise, which refer to hiking, and "Glamping", a kind of camp with comfort and luxury, evolutions of "Gorpcore", which seeks inspiration in trekking clothing and mountain sports in Modified versions, a mixture of utilitarian fashion with outdoor adventure sports, where technological fabrics, a mix of denim and color and details such as adjusters, utility pockets, piping and cutouts enter.
“This trend also highlights sports such as skateboarding and surfing, which were the big stars of the last Olympics. Here, the skate style of the 90s and 2000s draws attention in shapes such as baggy pants with a cropped top, as well as cargo, floral denim or star prints, optics, cheerful colors, the mix of bikinis and neoprene”, adds the cool hunter.
Vicunha makes its launch of Hemp fabrics, one of the most sustainable natural fibers in the world. In Denim we present two proposals in rigid fabrics that mix cotton and hemp. Hemp Denim, a very marked twill option with a rustic appearance, and light Denim Light, two very versatile laundry proposals. In Denim color we present Maragogi and Itacaré.
BeIconic
In the third great behavior trend mapped by Vicunha, the center is youth, which currently does not refer to age but to spirit, in a festive atmosphere and
lots of benefit experimentation and design. “This public is concerned about a fairer world, where inclusion, representativeness and freedom of race, color, age and gender come into play, and the discussion about pride and empowerment of each being, which is unique,” says Lorena.
Generation Z is the great influencer of this mood in a totally digital context, with its social networks, games and virtual experiences that can be considered an escape to face moments of crisis.
“Another very important market niche that we must pay attention to is that of people aged 60 or over, which acquires the concept of the “silver economy or economy of longevity”, Lorena points out. In his opinion: “it is the set of all economic activities associated with the needs of people over 60 years of age and the products and services they consume or someday will consume”.
On the other hand, extravagance and daring are key words in the streetstyle productions seen during the last fashion weeks around the world, in fun pieces, full of prints and vibrant colors. Jeans, for example, were determined by unexpected combinations in all denim looks.