Consumer insights

Gen Z is reshaping fashion through self-expression, digital discovery and evolving shopping behaviours. Explore the contradictions driving this generation and the latest Heuritech data revealing the trends shaping its fashion choices.

Capri pants are making a powerful comeback in 2026, evolving far beyond their early 2000s identity. From sleek capri leggings to voluminous cropped silhouettes, the trend reflects fashion’s growing focus on movement, proportion, and expressive styling. Backed by strong growth data across Europe and the US, capris are re-emerging as a key summer staple, blending nostalgia with a modern, fashion-forward edge.

Once a transgression, now is a symbol for inclusion. Gender fluidity expressed through fashion has always been a dangerous act, pioneered by those who live in defiance of gender conventions to pave the way for a new freedom of expression.

Racer fashion, inspired by the adrenaline-fueled world of motorsports, has rapidly gained traction in the streetwear scene, but not only. Combining performance-driven aesthetics with urban sophistication, this trend redefines modern wardrobes. At its core are the iconic racer jacket and moto boots, both adding a touch of toughness to feminine looks.

As part of the athleisure trend, sportswear brands are reaching new audiences. Zoom in on its history and the values driving the movement.

Fashion trends now emerge faster due to social media and technology, moving through a five-stage life cycle: introduction, rise, peak, decline, and obsolescence. Influencers and celebrities play crucial roles in popularizing trends, while fast-fashion brands capitalize on their peak but contribute to rapid saturation. The cycle gives insights for brands to adapt collections effectively.

After its bold return, boho has become a established trend in 2026, blending romantic minimalism with expressive ease. From runway moments to rising consumer interest, this trend is shaping the season with soft hues, flowing shapes, and a generational twist.

Heuritech’s Fall/Winter 2026 Trend Calendar maps the 12 fastest-growing trends for the season ahead, from Fur Detail in January to Plaid in December. Backed by AI-powered analysis of millions of social media images and the expertise of our Fashion Analysts, this month-by-month guide reveals what consumers will actually wear — and why.

Social media is a powerful avenue for consumers today, so analyzing and forecasting trends based on these platforms presents a major upper hand for fashion brands.

The ’90s enthusiasm is real, and their influence is everywhere. From the runway to the street, this decade’s trends have become a staple in modern fashion, shaping consumer choices and the collections of major brands alike. But why does this era continue to captivate our imaginations? Let’s explore the 90s momentum in fashion and why it shows no signs of slowing down.

Slavic Chic — a fashion movement rooted in heritage craftsmanship from Poland and Ukraine. Once tied to rural tradition, embroidery, crochet, and lacework are now reimagined by designers like Magda Butrym, Zofia Chylak, and Svitlana Bevza as global statements of style. Blending artisanal techniques with modern silhouettes, these creators are not only shaping fashion trends but also reclaiming cultural identity and pride.

Japandi fashion is redefining modern style through a fusion of Japanese and Scandinavian aesthetics. Rooted in wabi-sabi and hygge, it emphasizes timeless craftsmanship, understated elegance, and sustainability – offering a value-driven alternative to fast fashion and shaping the rise of “quiet luxury” worldwide.

As part of our Cultural Threads series, we explore how China’s Guochao and Neo-Chinese fashion movements are reshaping global style. From the Hanfu revival to bold designer collaborations, these trends blend centuries-old craftsmanship with modern creativity—celebrating heritage while inspiring a new generation of fashion worldwide

South Asian fashion today represents a powerful cultural shift, as Gen Z and Gen Alpha reinterpret heritage and modern identity into a new style language where traditional silhouettes and artisanal techniques are reimagined through hybrid styling, gender-fluid expressions, and everyday wearability, transforming heritage into a living, evolving force.

In Summer 2025, swimwear trends reflect emotional connections and lifestyle choices rather than mere aesthetics. Heuritech’s AI analysis highlights five key trends: 3D floral designs, hot pants bottoms, hardware accents, outlined styles, and swim charms. Each trend targets specific consumer preferences, presenting actionable insights for fashion brands.

Heuritech’s Fall/Winter 2025 Trend Calendar highlights significant shifts in consumer preferences, emphasizing textures, earthy hues, and versatile styles. Key trends include the rise of minimalist slim sole sneakers, rich brown tones, and equestrian boots, reflecting a blend of modernity and heritage. Consumers value comfort, emotional connection, and adaptable fashion choices.

Grandpa Core revitalizes nostalgic fashion by embracing comfort and utility. This emerging aesthetic, appealing to Gen Z and Millennials, features vintage-inspired pieces like oversized cardigans and orthopedic sneakers. With its inclusive, gender-fluid vibe and focus on sustainability, Grandpa Core embodies a shift towards emotional storytelling in fashion, emphasizing personal connection and historical resonance.

Current fashion trends emphasize emotional connections, nostalgia, and hybrid lifestyles. Key elements include vintage prints, flowing silhouettes, artisanal accessories, and vibrant color palettes. Notable styles feature relaxed daywear inspired by nightwear, technical cycling apparel, and athleisure influenced by racket sports. Heuritech provides tools for analyzing and applying these trends effectively in design.

Tenniscore is a refined aesthetic combining preppy country-club style and modern sportswear, highlighting timeless tennis heritage. It features iconic silhouettes, a clean color palette, and subtle craftsmanship. While tennis skirts have seen fluctuating popularity, the trend persists, influenced by pop culture and the growing appeal of racquet sports.

In 2025, sneaker trends are shifting towards hybrids, elegance, and cultural nostalgia. Styles like wedge sneakers, sneakerinas, low-profile designs, and boxing sneakers are emerging, emphasizing comfort and emotional storytelling. This era highlights sneakers as cultural icons that reflect personal identity and lifestyle choices, moving beyond mere performance to expressive statements.

The sneakerina is a footwear innovation combining the elegance of ballet flats with the practicality of sneakers, perfectly suited for contemporary lifestyles. Its rise reflects trends in comfort, nostalgia, and hybrid fashion, appealing to consumers’ desires for both style and functionality. Sneakerinas signify a broader shift in fashion towards versatile, transitional wear.

Denim has been a staple in fashion for decades, taking on various shapes, colors, and cuts and constantly evolving in silhouette, frame, and style. Whether you’re drawn to retro-inspired flares, modern wide-legs, or timeless straight jeans, these top 10 denim trends are making a bold impact on both runways and social media.

Fast fashion continues to dominate the market, driven by rapid production cycles that cater to real-time trends, allowing consumers quick access to the latest styles.
Growing consumer awareness is pushing fast fashion brands to adopt more ethical and eco-friendly practices, with second-hand shopping and upcycling emerging as counter-movements to traditional fast fashion consumption.

The fashion world is a constant cycle of reinvention, and no trend exemplifies this better than the resurgence of Y2K aesthetics. Gen Z and Millennials are now embracing the nostalgia of early 2000s’ experimental style, an era they remember from childhood or have heard about from older siblings.

Spring/Summer 2025 fashion trends highlight a revival of vibrancy and texture, moving away from minimalism. Key trends include retro-inspired long curly fur outerwear, a surge in animal prints, a boho chic suede revival, and sport-infused track pants. Consumers increasingly favor emotional and tactile fashion, demanding innovative and expressive styles.

Understanding your customers has become more crucial than ever for brands seeking to stay ahead in a competitive market. Consumer insights offer businesses a powerful way to interpret and act on the vast amount of data generated by customer interactions, helping to create more targeted marketing strategies, enhance the customer experience, and ultimately drive sales. These insights go beyond basic market research by diving deeper into customer behavior, motivations, and preferences.

In the vibrant realm of fashion, the adeptness to decode and respond to the lifecycle of a trend is paramount to a brand’s triumph. The journey of Kelly Green serves as a textbook case on how a trend rises, peaks, and eventually wanes.

If streetwear brands seek to tap into this new wave, the answer relies on predictive data insights, as several trends can easily be played around and adapted to more casual styles.

The Fall 2023 fashion weeks were a celebration of craftsmanship and pure technique with historical undertones. As an ode to their past, designers revisited the traditional pieces that have become iconic from their fashion houses and brought them to a contemporary sphere.

Seeing menswear move towards a less restricted and more grounded territory is refreshing. The promising shift in tone started some seasons before. Still, this time, designers approached menswear with a more open mind, successfully portraying a man getting rid of stereotypical labels. Undoubtedly, they will continue to do so in further seasons.