The Spring Summer 2021 fashion forecast reveals a large shift in the consumer's perception with regards to the perfect life. We have analysed the desire of the perfect life has been the major cause of dissatisfactions and irritations. The above characteristics are responsible for the acceptance of imperfections.
The Spring Summer 2021 forecast is applicable to all the major regions the US, UK, India and the European region for the men and women both the consumers.
The last few years, the surroundings and the habitat was totally inclined towards being perfect. Everyone was running towards getting Perfect, not only in terms of physical appearance but also has a perfect life which includes having a perfect education, after that a perfect job (getting settled financially at right age) and after that ending up with the perfect well-settled life.
Based on our analysis we have asked the question to 104 people about their choices if their skin complexion is a major concern while facing the people. Our poll reveals 87.5% did not have any issue with the skin color. Only 4% have the issue with the complexion.
Nowadays a change is observed in the consumer's behavior especially Gen Z and Millennials. The Notion of perfection is on the decline, consumers look for approval after admitting how a perfectionist is an impractical approach.
Perfect means without any fault or defect. But why be perfect? Earlier everyone was influenced by the perfect skinny models, an idea of the perfect life is quietly re-shaping- to be perfect imperfection is necessary for a happy life.
In this modern era of the year 2019, the major population is working or employed. The busy work schedules, long continuous working hours, less physical activity and exposure of technological lifestyle of the millennials nowadays has introduced a lot of imperfections mental and physical into their lives.
Whereas the rejections due to imperfections that lead to depression and anxiety issues in the millennials to a major extent earlier are transforming into the acceptance of the beauty of natural imperfections due to the relativity of the sufferings and issues that millennials go through due to the similar lifestyles.
This trend is similar to the Japanese concept of wabi-sabi and Kintsugi that conceptualize life into freedom and joy by accepting and enhancing the flaws and faults. Where wabi-sabi is a Japanese concept of living life while accepting all its imperfections and impermanence gracefully as depicted by the name; Wabi refers to rustic beauty, simplicity and uniqueness of the things and Sabi refers to the beauty that comes with age, on the other hand, Kintsugi, also known as Kkintsukuroi is an art form from Japan that deals with fixing broken pottery by using liquid gold or other precious glue that forms a unique design on its own.
The Market opportunity-
The Spring summer 2021 fashion forecast is based on the consumer trend "Imperfectionist", the Few fashion designers such as Rei Kawakabo and Maison Martin Margiela inspired by the imperfection of life displayed their collections based on wabi-sabi and kintsugi that can be seen in the surfaces created by loosening the screw of the knitting machine to create random holes in the garments and textures of the pictures shown above which introduced the concept to the western countries and will be seen prominently in 2021 fashion collections.
Accepting the diversity.
Based on our analysis consumers now doesn't look for the validations for the perfect beauty, they have started to ignore the concept of the classical definition of pure beauty, perfectly radiant skin, and athletic body.
Our in-house poll of urban and semi-urban millennial and gen z respondents shows imperfections now doesn't influence consumer's social appearances. Thus, defects are not the major worries rather they are getting subscribed.
The Clothing brand Misguided ran a campaign for women "The inspiring #InYourOwnSkin campaign" featured six women, one of whom is a plus-size model with albinism while another has extensive scars across her arm and back which she acquired as a teenager when she was caught in a house fire.
Our Spring-summer 2021 forecast forecast suggests imperfections would be endorsed with more innovative and creative ways turning faults and errors it into a very distinct glamorous way.
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