In the ever-evolving world of fashion, being on trend is not a matter of luck—it’s the result of informed, strategic research. Whether you’re designing a seasonal collection, launching a brand, or styling content for social media, understanding how to conduct trend research is an essential skill.
But trend research isn’t just about copying what’s hot. It’s about interpreting shifts in culture, lifestyle, technology, and aesthetics, and using those insights to create something fresh, relevant, and impactful.
In this blog, we’ll guide you through a step-by-step process for effective trend research—blending creativity with critical thinking, intuition with analysis.
1. Understand What Trends Really Are
Before diving into research, it’s important to define what a trend actually is.
🧠 A trend is:
- A direction of change in style, color, material, or behavior.
- A response to broader cultural, social, or environmental shifts.
- A pattern of influence—what people are buying, wearing, sharing, and caring about.
There are two types of trends to track:
- Macro trends: Larger, long-term cultural movements (e.g., sustainability, gender fluidity, tech integration).
- Micro trends: Shorter-term, seasonal or stylistic details (e.g., metallic fringe, oversized collars, Y2K revival).
2. Identify Reliable Trend Sources
To research trends effectively, you need to know where to look. Here are the main sources fashion professionals rely on:
🔮 Trend Forecasting Services (paid)
- WGSN
- Fashion Snoops
- Trend Union (Lidewij Edelkoort)
- Pantone (for color forecasting)
These services provide deep insights into upcoming consumer behavior, aesthetics, materials, and more. Ideal for brands and designers with budgets.
💻 Digital Platforms & Social Media
- Instagram & TikTok: Influencer style, viral aesthetics, fast-moving micro trends.
- Pinterest: Moodboards, trending searches by category.
- YouTube & Podcasts: Long-form trend commentary and analysis.
📰 Runway & Street Style Coverage
- Vogue Runway, BOF, The Impression, NowFashion
- Street style blogs (e.g., The Sartorialist, Tommy Ton)
- Fashion week recaps by city (New York, London, Paris, Milan)
📚 Magazines & Print Publications
- High-end: Vogue, i-D, Dazed, LOVE, Numéro
- Commercial: Elle, Cosmopolitan, Harper’s Bazaar
- Independent/future-thinking: Kinfolk, The Gentlewoman, System
📦 Retail & E-commerce Platforms
- Net-a-Porter, SSENSE, MatchesFashion (filter by “new arrivals”)
- Fast fashion: Zara, ASOS, H&M, Urban Outfitters
- Marketplace data from platforms like Depop or Etsy
3. Start With Macro Trend Observation
Macro trends form the foundation for understanding the “why” behind the “what.”
Ask:
- What social movements are influencing fashion?
- How is technology impacting what people wear?
- What generational values are shifting?
Examples of macro trends:
- Sustainability & Upcycling
- Techno-futurism & AI aesthetics
- Body positivity and inclusive sizing
- Work-from-home comfort dressing
- Digital fashion and metaverse style
These themes affect everything from fabric choice to marketing language.
4. Track Color, Shape, Texture & Detail Trends
Once macro themes are clear, zoom in on aesthetic details:
🎨 Color Trends
- Watch for repeated color stories across collections and retail.
- Use Pantone, WGSN, or trend reports from fabric fairs like Première Vision.
👗 Silhouettes & Shapes
- Observe recurring garment structures (e.g., cropped blazers, wide-leg trousers, padded shoulders).
✂️ Materials & Fabrics
- Are we seeing more leather, organza, denim, crochet, or knits?
💎 Details & Finishes
- Check for popular embellishments: fringe, crystals, embroidery, quilting, corsetry.
Use a sketchbook or digital collage to group visual trends by category for easier reference.
5. Create Your Own Trend Board
A trend board (digital or physical) is a curated visual representation of your findings.
Include:
- Images from runways, editorials, and influencers
- Swatches, sketches, and textures
- Color palettes and keywords
Organize your board by theme or trend type. Tools like Canva, Milanote, or Adobe Illustrator can help create polished presentations.
6. Validate Your Observations
Before applying your trend insights, you need to ask: Is it relevant to my audience or brand?
Key Questions:
- Is this trend consistent across multiple sources?
- Does it align with my design DNA or client base?
- Is it peaking, emerging, or fading?
- Is it seasonal or long-lasting?
Pro Tip: Use the Trend Lifecycle Curve (Innovation → Rise → Peak → Decline → Obsolescence) to position yourself either as a trendsetter or a commercial interpreter.
7. Apply Trends With Originality
The goal of trend research isn’t to copy—it’s to interpret.
How to apply trends creatively:
- Combine two opposing trends (e.g., Victorian romanticism + streetwear)
- Reimagine a trend through your cultural lens
- Mix trending elements with your signature style
- Use unexpected color or material combinations
Trend fluency is the ability to innovate while staying connected to the world around you.
8. Stay Consistently Curious
Trend research is not a one-time task. Fashion moves fast, and the best creatives are always absorbing, analyzing, and adapting.
Make trend research a habit:
- Bookmark fashion weeks and forecast sites.
- Follow trend-savvy designers and stylists.
- Visit art exhibitions, vintage shops, and cultural events for offline inspiration.
Design with Awareness, Not Imitation
Conducting trend research isn’t about chasing fads—it’s about understanding cultural momentum and designing with intention. When done well, trend research empowers you to anticipate change, respond with creativity, and lead with relevance.
Whether you’re creating a capsule collection or building a fashion brand, trend literacy is a powerful tool in your design arsenal.
Leave a Reply