Preppy Academia and Sports themes have manifested their stable place within assortments over the past seasons. After the pandemic, the return to school had youngsters dreaming of  high school experiences and group sports again. Today, the taste for academic growth and collegiate communities has remained. And as occasionwear and dressing-up are grasping onto fashion, preppier styles are joining the array of variety sweaters and jackets. Embellished buttons and tweeds introduce a distinct notion of Ivy League and Upper Class and match the return of series like Gossip Girl. Color-wise the story builds on beige, white, blue and red. To consumers longing for reassurance, the palette and timeless look offer a sense of stability and secure investment. Celebrating team spirit and social groups, the story offers a platform to communicate brand DNA and values and build on consumer loyalty.

With buzzwords, such as NFTs and the Metaverse it comes as no surprise that a digital-infused and futuristic avatar look is taking its toll on SS22 collections as well. The theme is aimed at younger cohorts who have a stronger appeal for these trending themes. Vibrant color hues, lead by limes and digital lilac tones, are offering palettes that speak of augmented nature and amplified color psychology. Within digital marbles and print designs these palettes can develop their possibilities and play with reality via hallucinogenic effects. As the metaverse relates strongly to the world of gaming, nods towards racing games are becoming visible. Bodycon silhouettes, cargos and cropped tops are therefore leading the look. Cut-outs and a novel taste for asymmetry create a fashion-forward aesthetic that feels ready fro tomorrow.

Y2K remains a relevant theme for millennial and gen-z. Consequently the bubble-gum pink overload across SS22 pre-collections provides consumers with the feminine and tacky styles which they desire. Slightly ironic, some of those barbie looks reference iconic romcoms and designs of the era. Minis, cardigans, cropped tops and flared pants all contribute to the rejuvenating pink phantasies of the season. With hearts and glitters the aesthetic is pushed even stronger. For consumers this story is representing youthfulness, fun and a doomed idea of sexiness. Going bougie is essential for the pink trend look.

Towards the end of a global health crisis it comes as no surprise that feelings of anger and resentment are coming up. During such times, a turn towards subcultures offers clients the possibility to connect with like-minded people and express their attitudes in a personal way. With darker palettes and powerful material including leather and rigid denims the rebellious look finds its interpretations for SS22 as well. Iconic rock-band tees are back on the radar and as consumers try to look for more timeless products, the iconic appeal of rock and grungy styles provides them with clothes that are long-lasting but more fashionable than the classic white t-shirt and jeans. Generally trending details, including cut-outs and fringes, merge well into the concept and finish-off the look.

Consumers have found new interests in wellness, spirituality and the power of the soil. With more simple and humble dreams of the shore, collections are integrating neutral palettes and more hand-crafted and rustic materials within their collections. Nods to shells, stones and sediments are influencing colors, details and textures now. The look seems to blend into the dunes, connecting clients with nature again. The narrative integrates a mindful and sensitive touch and provides clients with a distinct softness and fragility. This vulnerability helps consumers to grow and become stronger, engaging in sorts of self-healing. With fluid dresses that free form and movements or unisex pieces that liberate women from constraints of female dressing, the style is a great update for leisure-driven cohorts, adding subtle elegance to the look.