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MMBSY's trend forecast for Spring Summer 2022
The future is looking bright. The world is yearning for better days after a long period of lockdowns and uncertainty. In SS22, brands will be focussing on 6 major fashion and lifestyle trends: "Playfulness", "Purified", "Cutting edge", "Sustainability", "Return to happiness" and "Protective styles".
MACRO TREND 1 - PLAYFULNESS
Bold colors & prints • inspiration from the arts • fun, fun, fun!
Let’s celebrate life again. We’re eager to splurge and indulge in colorful prints and bold colors. We’re ready to see the world again and let the world see us. Inspired by the arts, brands provide us with frolic, cheerful and visually interesting attire. Dull at-home wear makes room for outspoken clothing and playful patterns. Meet our ‘fun’tastic brands.
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Oh oh oooh, happy feet! Celebrating the brave and the bold, Floris Van Bommel's all about fun with pastels and color blocking offering that ultimate summer feeling. Each sole is a piece of art with unique drawings and colors, making every shoe fun and visually interesting. Freedom Moses is also all for fun, introducing their SS22 theme 'Chill Thrills / No Plans, Good Plan'. The frolic design, vivid colors and the scent of milk & honey of these vegan slippers will brighten your day. Just like Naturino, the shoe brand for babies and kids. Their vegan collection Flower Mountain is a collaboration with Japanese designers, creating cool sneakers in tartan fabric, faux fur and synthetic leather combined with linings in recycled materials, cork insoles and ultra-light EVA bottoms. Unisa too, doesn’t shy away from fun. Inspired by the Mediterranean sun, colorful styles define the SS22 collection, from bright yellow to warm orange that reflect optimism. Oh yes, our shoe brands have ‘sole’.
We dare to go big and bold as a reflection of our positive vision upon the future. Betty Barclay leads the way with its iconic feminine and trendy dresses. Colors give the SS22 collection the right tonality. CKS also consciously chooses for a happy mix & match, bold colors and prints. No fashion rules, but authentic personalization: a collab with Julie Van den Steen (3rd week of January) and an eco-responsible collab with Loredana Falone (in March) give a face to fashion.
Fun is all around. Inspired by a lusciously flowered garden, a fresh, youthful look that is full of allure, GUESS Denim Garden Summer capsule is an homage to the denim roots of GUESS JEANS. Marciano by GUESS also celebrates the fun side of life. Another brand where frolic design is close to the heart is swim- and beachwear Banana Moon. Their SS22 Teens collection is a sporty and urban line, while the Couture collection adds luxury to the Banana Moon brand. For SUN68, Juttu and Unofficial playfulness is also prominent.
With a spring in our step, we’re happily facing everything that’ll cross our paths. Better times lay ahead. Laguune sets the tone with their powerful tropical formulas for fabulous hair. The girly pink brand launched Paradise Found, a game-changing and time-saving tropical leave-in mask to add to your beauty routine. The Belgian brand empowers women by changing the way they see haircare.
MACRO TREND 2 - MINIMALISM
Skin tones/nude/greige • minimal • back to basics
There’s minimalism in color and shape. Skin tones, nudes and basics set the tone. Labels will return to all shades of beige, nude, greige and white, in pared-down silhouettes.
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The pandemic shifted the way we look at the world. We have a new set of priorities, both consumers and brands, with a longing for purity. Focussing on the core, on what really matters. We turn our backs to excessiveness and find beauty in the simple things. After the crisis, we detach ourselves from what’s unimportant.
Tamaris NEWD. is one of the brands that focus on purity in SS22. Soft cors and simple designs in qualitative, high-end materials. There’s beauty in simplicity. The brand’s new premium collection has a clear sense of aesthetics and linear designs. Chantelle also keeps it simple and strong with their crisp white True Lace collection. This line is made 81% of recycled fibres, with a floral modern cut, giving optimal support up to an H cup. Another brand that’s taking the purified road is Anita, with delicate lace in skin tones and nudes that define the SS22 collection.
Furthermore, GUESS Essentials goes back to (wardrobe) basics, while still epitomizing the typical GUESS style: timeless, versatile, seasonless, comfy and appealing with bodycons, cut-outs, cropped, lightweight, eco cotton and bio dye.
Minimalism leads the way for Lore Van Keer. This Belgian jewelry designer introduces her latest collection 'Contra', to show the beauty of contrast in collaboration, while the LVK cabinet is the first in a new series of artefacts, which extends the aesthetic usability of jewellery boxes. Sage also focusses on minimal silhouettes. Known for their high-end coffee appliances, Sage has launched the Bambino, a compact and affordable manual espresso machine that delivers serious third-wave coffee at a serious value.
MACRO TREND 3 - CUTTING EDGE
Innovation • collabs • new brands
Never waste a good crisis. We’ve reformulated our means and way of working to rediscover ourselves. Innovation and modernization helped us meet our new goals. The need for human contact is strong after a period of social distancing.
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We’re better together, but we only go for long-term, durable relationships. 1+1=3. Brands are also partnering up for the greater good with innovation and technology as valuable sidekicks. Think Juttu, a label that calls itself the home of many local and international brands, and Unofficial, a brand of optical frames and fashionable sunglasses that empowers the wearers to be whoever they want to be. But also DIM’s liberating and innovative period panties and jewellery label Lore Van Keer’s architectural Contra collection, in which the beauty of contrast in collaboration is shown.
Furthermore, international leader of premium and innovative kitchen appliances Sage has launched two novelties: the Fast Slow GO pressure cooker and the Bambino, a manual espresso machine that delivers serious third-wave coffee at home. Innovation also leads the way for shoe brand Naturino, to keep our children’s feet safe and comfortable, and Cybex, that just launched Anoris, the first car seat with integrated full body airbag.
Labels that survived the pandemic turned a dark page, but came back sharper or started with a clean slate. Also new, daring brands popped up, like the all-in-one food concept Heltitude from Belgian brand E-Fit, founder of the EMS (Electro Muscular Stimulation) workouts, in which e-pads stimulate your muscle fibres. Young kid, and keto friendly, vegan and gluten-free brand OKONO is also turning to innovation in the food industry, with a new launch that's soon to be announced.
One thing we know for sure: these innovative gems are built to last.
MACRO TREND 4 - SUSTAINABILITY
New meanings • flexibility • rational fashion
Our mindset is much more sustainable and conscious thanks to the pandemic. We’re looking for new meanings and ways to achieve a more durable existence.
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Opt for rational fashion and lifestyle products. Flexible brands have found the time to rethink their higher purposes, or even start with a blank page. There is a strong search for new ways of producing for improved efficiency. Two major movements appear: stockless, only working with production to order, and wasteless, reusing deadstock for new collections.
Winner of the Most Sustainable Eyewear Brand in 2021 Karün focusses on circular economy: different types of waste such as fishing nets, ropes and metals are collected by Patagonian farmers in local communities. They are then re-used and turned into sustainable sunglasses. In SS22, the brand will launch a new optical collection. Another textbook case of rational fashion is DbyD by Pearle, the first eyewear brand making sustainable frames available at a global scale. The brand has launched a bio-acetate collection with simply designed quality eyewear lines that won’t go out of fashion next season.
Waste is an absolute no-go. DIM supports this sustainable way of thinking, not only in its packing, but also in its product: the reusable period panties are skin and planet friendly. Developing virtuous values is no longer a choice, but essential for long-term survival. Belgian brand with English roots Lee Cooper embodies this mindset. The brand has been CO2 neutral for years and has been using far less water in the production process. In SS22, the collection will be 70% sustainable, with a long-term goal of 100% recyclable jeans.
JBC also cares for the environment for many years now. With their Go Forward strategy, the Belgian fashion brand makes sustainability accessible for everyone. Innovative topics right now are about circularity, which results in different projects, amongst which repair, upcycling, recycling, … Likewise for BRAX’s Blue Planet label, in which the share of sustainable products has been continuously increased for years, significantly so in this SS22 collection. Unisa is also doing its part for a greener planet: premium leathers, recycled garments and innovative materials such as cork make for interesting designs that are kinder to the planet and look great.
Furthermore Mayerline embodies the sustainable trend for SS22, with a large focus on natural fabrics. GUESS also continues to lead the way with more sustainable fashion and innovation, further diversifying its use of green technology and fabrics. With their GUESS ECO SS22 collection, this season sees not only exquisite and iconic GUESS denim but a diversification of different garments. GUESS Bio Dye Project capsule contains colours from nature. Using natural pigments derived from plants and vegetables to create garment dyes that can return to nature without ecological impact. This reduces pollution, water consumption and increases energy efficiency.
MACRO TREND 5 - RETURN TO HAPPINESS
Retro revival • inclusivity • journey to joy
Time to rediscover the world. Inclusivity leads the way. Brands help us to return to happiness by showering us with bright colors and hues, large volumes, joyful prints and (tasteful) nudity.
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Commence your journey to joy. We’ve already said our (semi) goodbyes to sweatpants and constantly working from home. That blank page is quickly filled by an outburst of colors. Feeling nostalgic? A retro revival will instantly teleport you to the nillies and 1990s. We don’t crave delight, we absolutely 100% earned it.
Our beloved brands definitely got the message. For the SS22 season, luxury underwear label Chantelle explores themes of the ocean, from intricate patterns found in seashells to the elegant shapes carved by waves. Let’s celebrate the act of dreaming. The brand also expands its swimsuit lines with new cuts, colors and patterns. Passionata by Chantelle is also inspired by the sea. New in SS22 are Naïs, lingerie made from comfortable mesh out of recycled material, Neela, more daring with lace and two-tone effect and Nollie, the perfect balance between daily wear and femininity.
Happiness takes centre stage in LolaLiza’s SS22 collection. This season, the brand is the first Belgian retailer to launch the Shape of You jeans, a pair of jeans that fits every woman perfectly, from size 34 to 48. The label is also launching its very first bridal collection, in collaboration with Flair. SUN68 also acknowledges the importance of delight: the SS22 collection is characterized by Summer Soul: a bright and summery collection with a strong identity, attention to details and smart use of materials, while holding some seventies influences.
Furthermore, La Redoute is retrieving joy. Their ever so appealing limited edition collabs bring that extra oomph to the collection. For the EOY festivities, they teamed up with Turkish fashion brand Dice Kayek for a red, black and gold inspired wardrobe. Mayerline and Caroline Biss also indulge in positivity, with a boost of colors and fun prints.
During the lockdown, we’ve rediscovered our love for baking at home. Belgian brand Niamh encourages our inner home baker with their premium baking mixes, such as USA Bagels, Scandinavian Frøbrød, All-in Chocolate Delight and All-in Malty Whole Grain. Although the notorious e-peros might be a thing of the past, a stylish glass of alcohol never goes out of style. Creating new memories and laughing about old ones, we’ve returned to drinking with friends again. This season, The Macallan has launched their 30YO Double Cask and A Night on Earth in Scotland, an EOY limited edition. The festivities continue. Inventor of cava Codorníu celebrates its 150th birthday next year and has launched a limited edition bottle in black and gold for the EOY festivities. Cheers to that!
MACRO TREND 6 - PROTECTIVE STYLES
Solidity • inspiration from the outdoors • durability
Plant parenting and urban jungle are terms that sprung up like mushrooms during the pandemic. We’ve found comfort in nature and are not letting go of this habit in post Corona times. Nature inspires and protects us.
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After a period of uncertainty, we seek durability, solace and protection, a new page. Brands offer us stability and strength in products inspired by the outdoors. Solid materials and trustworthy styles characterize this trend.
Following the nature-inspired solidity trend is shoewear brand Tamaris. This upcoming SS22 collection is all about stylish outdoor hiking models, through an outdoors capsule collection. Tamaris GreenStep, their eco-responsible collection, uses biomass from algae as sole material for the first time. Time to go green!
Betty Barclay is also on-trend when it comes to the outdoors: their motto this spring is ‘Fashion meets Function’. The designs impress with extended backs, windproof sleeve cuffs or reflector bands. The it-piece is clearly the rain poncho with metallic CROSSOVER print, which can be easily folded into the breast pocket, perfect for on the go. Another highlight is the new 4-in-1 all-season jacket, a true all-rounder that offers four different ways to wear it, from gilet to parka.
Both durable and protective is the Anita Activewear collection. The SS22 season is characterized by all kinds of new novelties. Performance WireX is brand new to the Anita Active label and sets the bar high for sports bras. With the underwires on the outside, this sports bra gives maximum support, as well as perfect moisture wicking with temperature control.
A breath of fresh air reminds us of the newfound, post-lockdown freedom. We find solace in the outdoors. The sharing platform Camptoo allows you to rent a camper from anywhere. The brand lets people share the joy of travelling with a motorhome or caravan at their own pace. To fully and safely enjoy the outdoors on the road with your little one, Cybex has just launched the Anoris, the first car seat with integrated full body airbag.
In Nature we trust. La Redoute Interieurs’s latest collections were inspired by the outdoors: natural textures and materials like wood, ceramics and wicker. In SS22, the French label will be focussing on the vintage deco trend cannage and rotan. Naturino and Floris Van Bommel also have found their inspiration in nature, with durability and solidity in the lead.
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