6 Biggest Themes Driving Fashion in 2022
Every new year calls for an opportunity to be better, to make better choices, and to adapt to ever-evolving technologies to keep up with the times.
What does it mean for fashion? Two years into the global pandemic, consumer habits have shifted, and businesses have been severely hit by lockdowns and economic recessions. 2022 will see apparel brands recoup sales and production while also meeting sustainability and social responsibilities in the face of mounting environmental concerns. We can also look forward to more fashion houses hopping onto the bandwagon of new and emerging technologies to better meet their audiences in a more direct manner.
Here are the 6 key themes to expect in fashion this year, perhaps even think of these as resolutions for your team and business to strive towards.
Photo by Tierney Gearon.
Circular Systems
As the need to confront climate change becomes more urgent, parts of the global fashion sector are starting to get serious about working towards circular, sustainable fashion at scale. More environmentally-conscious consumers are also putting the pressure on brands towards greener business models, which include developing closed-loop recycling processes, reducing carbon footprints, limiting waste etc, to turn the tables on conventional fashion’s exploitative business model.
Closed-loop recycling remains one of the most crucial levers that the fashion industry can pull to lower its environmental impact. Closed-loop recycling in the fashion industry refers to the recycling of textile waste (both post-production and post-consumer) into new textile products such that the materials stay in constant circulation, hence minimizing the use of virgin raw materials and reducing textile waste. The system is now starting to be rolled out at scale, as seen in H&M’s ‘Looop’, their in-house garment-to-garment recycling system. According to The State of Fashion 2022, the most significant change will be in the design and manufacture of apparel with consideration to their end-of-use.
Brands and manufacturers must invest in circular technologies and materials at the start of the product creation process, ensuring every product can be repaired, reused, or recycled as a last resort. 60% of fashion executives have already invested or plan to invest in closed-loop recycling in 2022. Better yet, the recycling or upcycling of garments could be done with renewable energy and sustainable solvents, which is what we can do here at 4tify. (Talk to us if you’re into sustainable recycling or upcycling technologies!)
2. Biotextiles
Biotextiles, or biofabrics are also touted as game-changers for the fashion landscape, but what exactly are they?
Biotextiles are fabrics grown from live microorganisms, like algae, bacteria, yeast, and fungi root structures. These microbes can be bioengineered to create biopolymers, which can be extruded to form into yarns, or grown in a mould, to create materials that can be harvested with zero waste. Typical fabric properties such as the structure, thickness, color, texture and elasticity can all be programmed at the genetic level of the microorganisms. These organisms are fed and cultivated using substrates like sugar derived from corn or algae, basically turning them into biological fiber factories.
We’ve briefly detailed the cruel yet resource-intensive process of leather production here, and how it contributes to global warming; and biofabrics could very well be the answer to counter the impacts of traditional animal-based materials. First up, biofabrics do not require any arable land to be grown, nor do they necessitate the use of pesticides, or large amounts of water and chemicals in their production. They’re also petroleum-free and biodegradable, and they eliminate the need for animals in their creation, making them a more sustainable vegan alternative to many of the imitation leather and real animal leathers currently existing on the market.
Mylo’s bio-leather.
As mentioned in one of our blog posts here, Mylo is a great example of a biotextile, replicating the looks, texture, and softness of actual leather. The material is made up of Mycelium networks, that mushroom and fungus grow on, and is compostable at the end of its lifecycle. As such Mylo is cruelty-free, yet sustainable and circular in terms of production, making it a suitable substitute for animal leather.
From reduced energy and water use, waste, and carbon emissions, to eliminating harmful substances in production, we can see why bio-textiles are going to make a splash in the fashion scene in the future. It takes out-of-the-box experimentations and research to challenge the status quo. Working with biomaterials changes our relationship with textiles, and challenges us to think differently about the way we make and consume fashion.
3. Transparent Operations & Product Passports
As consumers become increasingly conscious of their purchasing decisions, brands need to be more transparent in their business operations, as about 43% of Gen Z-ers specifically support sustainable brands. In a bid to enhance transparency, authentication, and sustainability, companies are leveraging a variety of technologies centered around blockchain, and backed up by RFID, QR codes and NFC. (By the way, we’ve also briefly mentioned the role blockchain could play in circular fashion in one of our blog posts here.) Such technologies are used to store and share product information with consumers and business partners.
Product passports, which is basically an amalgamation of the technologies described above, contain coded information stored on the blockchain. The information can be accessed by consumers through a scannable barcode that consists of where and how the product is made, providing a more detailed and permanent record of information than conventional sewn-on labels. This practice will also hopefully make “greenwashing” — the act of making false or misleading claims about the environmental benefits of their goods and services, a thing of the past. Since information on the blockchain is irreversible, permanent, and viewable by the public, this will ensure that companies walk the walk on sustainability too, instead of just talking about it.
To get the most out of product passports, brands must team up with pilot projects at scale. Eon, a startup based in New York, has partnered up with key players like Pangaia and H&M to launch scannable digital passports in their products. Aside from basic information about the materials and recyclability, Eon’s passports also track the product throughout its lifecycle. For example, a dress might be worn at an event by a celebrity, then resold or rented out by a designer clothing hire company, before being sold on again. All that is recorded in their digital passport.
Pangaia launches ‘digital passports’ in their products for circularity efforts, powered by Eon.
The explosive growth of resale business also means it has never been more important to prove authenticity and track a products’ history, particularly in luxury items. In providing data on materials and history, the passports could aid in the fight for counterfeit goods, facilitating the resale and luxury consignment process. On top of that, garment-to-garment recycling could also be supported by product passports. They make it easier to collect and sort clothing for recycling at scale by providing specific data on materials.
Approximately 2 out of 5 fashion executives aim to or have already adopted product passports by 2022. Brands will be able to increase consumer trust, brand loyalty and repurchase, differentiate themselves from the competition, and enable more sustainable and circular initiatives with digital product passports.
Most impactful use cases for product passports, in percentages. (Source: The State of Fashion 2022 Report)
4. Wardrobe Reboot
Occasion wear is expected to be one of the top 3 performing catogories, sales-wise. Photo by Jacob Johnson.
After nearly two years of donning comfortable loungewear and activewear, consumers are ready to pivot wallet share to other categories of clothing, as pent-up demand for newness meets with increasing social freedoms outdoors. As everyone returns to their pre-pandemic lifestyles in 2022, changes are expected to vary from occasion wear to colorful bright clothing. “During times of crisis, people revert back to shiny fabrics, bright colors, clothing that can inspire happiness,” says trend forecaster Geraldine Wharry. In fact, 37% of fashion execs predict occasion attires to be in the top 3 category for year-on-year sales growth.
In 2020, sales of athleisure and loungewear surged dramatically. Based on a research by online fashion platform Lyst, demand for pandemic-resilient categories including sportswear, nightwear, and underwear are slowing down, compared to the more than 100% growth rates seen two years ago. While the market for loungewear and leisurewear is unlikely to collapse this year, several businesses in these categories are beginning to reduce their inventory turnover. According to e-commerce trend study by data analytics site StyleSage, new athletic shorts and tops launched in the US and UK were down 20% and 50% respectively in late 2021 compared to the same period in 2020.
As more people return to the workplace and formal occasions are reinstated on social calendars, consumers will reinvigorate the formalwear business in the year ahead, that was otherwise stagnant thanks to a change in lifestyle. Pent-up demand for social activities also manifests as so-called “revenge shopping” in some markets, spurring unrestrained shopping sprees. In 2021, global monthly searches for event dresses, such as homecoming, wedding guest, cocktail, and formal gowns, had already increased by 200% over the previous year.
Fast and ultra-fast fashion players like ASOS, PrettyLittleThing, and Boohoo are upping their inventory in order to meet demand for new trends, particularly among younger consumers. Shein, a rather dodgy Chinese ultra-fast fashion retailer, releases over 6,000 new items every day in limited quantities, with designs based on user data and can be turned around in as little as three days. Companies that rely on these business models, however, are being scrutinized more closely for their environmental impact and working conditions.
Having said that, the demand for new styles doesn’t necessarily mean expanding your assortments, but rather focusing on data and demand-driven product releases and inventory mixes. Thanks to the rise of e-commerce and social commerce, it’s easier than ever to collect trends and consumer data, and on how new assortments resonate with them.
5. Social Shopping
Online business models, specifically e-commerce, were a standout success story of the pandemic. The past two years have signaled a drastic shift in consumer habits. Over the course of the pandemic, many were unable to shop and socialize in stores due to lockdowns, hence leading to an increased time at home attached to their devices. Aside from e-commerce, the use of social media to discover and shop, also known as social commerce, gained traction as well, especially the fashion category. 74% of consumers say that they are now more influenced to shop via social media than they were before the pandemic, and 70% cite clothing as one of the product categories they shop for most on social media. By 2027, it is estimated that worldwide social commerce sales will reach over $600 billion. Indeed, according to 37% of fashion execs, social commerce is one of the top 3 themes that will impact their business in 2022.
As consumers become more comfortable and accustomed with social commerce, social media is experiencing a surge in involvement from brands and investors alike, unlocking new functionalities for seamless shopping experiences from discovery to checkout.
An example of product discovery through social feed and directed to shop and checkout.
AR try-ons enables users to virtual try the products without having to be physically present in stores, turning them into potential customers.
As social platforms become increasingly enriched with advanced technology, social media is quickly becoming a preferred manner of purchasing and communicating with brands in some markets. Social commerce — ranging from in-app checkouts on social media platforms to livestream sales — is already thriving in China, where super-apps like WeChat provide users with more than just social networking and messaging capabilities. China has made huge strides in frictionless payments, thanks in large part to WeChat, which has shortened the sales funnel by reducing the time and friction between discovery and purchase. The ability to make purchasing decisions by interacting with sales agents on WeChat, as well as the relevance of mini programmes on WeChat and other platforms in the Chinese social ecosystem, point to a potential integrated model that could serve as an inspiration.
By doubling-down on customized in-app shopping pipelines, and experimenting with new technologies such as live-streaming and augmented reality (AR) try-ons in this new year, brands will then effectively engage with consumers in the digital spaces where they are spending time and money.
Burberry’s debut NFT collection with Blankos Block Party, a multiplayer game.
6. Metaverse Madness
The unreal is about to become very real, sooner than you think. The metaverse has been on everyone’s lips, on every other news headline, fueling curiosity and confusion at the same time. As consumers spend more time online, and the hype around the metaverse continues to cascade into virtual products, fashion brands continue to unlock new ways of engaging and staying relevant with younger cohorts.
It all began with Burberry’s first NFT collection with Blankos Block Party, Gucci’s Aria Collection Film at Christie’s. NFT stands for Non-Fungible Token, where every NFT is essentially made up of unique lines of digits and letters that are stored on the blockchain. These assets can be traded, bought, and sold, just as how you would with real-life items. But with these items being digital, it gives the fashion world a whole new world of creativity — and they can either create something new or dive into their archives. This is essential for brands that are looking to start traversing into the digital realm. Gucci believes that it is “only a matter of time” before all major fashion houses embrace NFTs.
Fortnite’s Balenciaga collection, available as character skins as well as IRL ready-to-wear merchandises.
Aside from collectible NFTs, we'll witness more of the blending of the physical and virtual worlds in 2022. Gaming “skins” and virtual fashion are two of the digital assets that are edging closer to mainstream society. In September 2021, Balenciaga became the first luxury brand to partner up video game Fortnite on a line of outfits for characters, known as ‘skins’. It also released a physical range of merchandise to coincide with the digital launch.
We expect that companies will continue to invest in digital innovation and experiment with fresh approaches to creativity and commerce in 2022. It won’t be an exaggeration to claim that words like Avatar, NFTs, and Skins would be part of the fashion industry’s everyday lingo. On the flipside, these prospects will increase the potential of cyber crime and data theft, requiring businesses to work hard on resilience and security in an increasingly perilous digital landscape.
The fashion industry is expected to have a rebound this year. Opportunities abound aided by new digital frontiers, advances in sustainability, and a forward-looking optimism to socializing. It is up to industry leaders, government bodies, brands, and consumers to join forces and take on challenges that test the fashion industry, to make our planet safer and happier for generations to come.
At 4tify, we are committed to bringing you sustainable solutions with state-of-the-art technologies, as part of our commitment towards closing the loop in the fashion industry. Be it garment upcycling, customized sustainable fabrics, or even organic finishings, we’re ready to help you out. Drop us a message here and talk to us about your needs!
