MINDFUL HEDONISM

S/S 2027/28

FASHION FORECAST

In an Ozempic-driven era, the traditional notions of indulgence and satisfaction are being redefined. Satiety no longer equates to fulfillment, as consumers increasingly embrace self-restraint as a form of empowerment. What began as a shift in dietary habits—where cravings are suppressed and hunger becomes an afterthought—has now expanded into a broader cultural transformation, reshaping consumption patterns, social dynamics, and personal identity.<div><br></div><div><b>The Rise of Intentional Avoidance</b></div><div>Beyond food, this mindset is manifesting in fashion, beauty, travel, and lifestyle choices, where excess is consciously rejected in favor of minimalism and mindful consumption. From pared-back aesthetics to quiet luxury, consumers are adopting a restrained approach to self-expression, favoring discreet sophistication over overt opulence.</div><div><br></div><div><b>Avoidance as a Status Symbol</b></div><div>In a world where abundance has become accessible, the ability to resist excess is emerging as a new form of cultural capital. Consumers now signal their awareness, self-control, and status not through lavish displays of wealth, but through curated choices, selective consumption, and a preference for quality over quantity.</div><div><br></div><div><br></div><div><b>Key Trend Manifestations:</b></div><div>🔸 Quiet Luxury &amp; Subtle Branding – Understated, high-quality fashion that whispers rather than shouts.</div><div>🔸 Minimalist Aesthetic &amp; Capsule Wardrobes – Thoughtful, long-lasting purchases over seasonal excess.</div><div>🔸 Skinimalism &amp; Clean Beauty – A shift from maximalist beauty routines to effortless, ‘barely-there’ refinement.</div><div>🔸 Experiential Living Over Materialism – Prioritizing meaningful experiences over unnecessary possessions.</div><div>🔸 Mindful Hedonism – A new form of indulgence rooted in wellness, longevity, and self-discipline.</div><div><br></div><div>This cultural evolution marks a shift from consumption for pleasure to consumption for purpose, where intention, balance, and moderation define the new aspirational lifestyle.</div>

MINDFUL HEDONISM

Dolce &amp; Gabbana “Il pranzo”

Dolce&amp;Gabbana launched its new makeup line with a special ad campaign shot by the iconic American photographer and director Steven Klein. Featuring top model Irina Shayk and actress Jerry Hall, the campaign swirls with symbols, colors, and hidden details, creating a visually intense narrative. Set in a luxurious Italian villa, it follows a mysterious woman's decisive entrance. The ad, set around a meal yet conspicuously lacking food, highlights the surreal, stylized fashion world, focusing attention on the fashion elements and enhancing the overall impact of the scene.

With its last campaign “Too many” Vinted has confronted viewers with the reality of excessive consumption and their relationship with clothing. Depicting people overwhelmed by their clothing: man runs on a treadmill, dragging behind dozens of sneakers; a woman faces the mirror with a stack of hats on her head, and then ties, glasses, and handbags. Vinted's campaign, "Too Many," cleverly uses exaggerated imagery to make viewers think critically about the sheer volume of items they own.

Feeling “Overwhelmed”

Marsèll Flagship Store

The newly inaugurated flagship store of Marsèll, a distinguished Venetian footwear brand, embodies a minimalist design philosophy that challenges conventional retail environments. The store is organized to minimize the number of products on display. To accommodate Marsèll’s extensive footwear collections without cluttering the space, the store features cleverly integrated storage solutions within each display unit. This approach creates an intriguing sense of a hidden archive, provoking thoughtful and more intentional engagement from visitors.

Consumer Insight- PVP

PURPOSE/PERSONALITY

VALUES

PRODUCT

The Rise of Intentional Avoidance<div>Beyond food, this mindset is manifesting in fashion, beauty, travel, and lifestyle choices, where excess is consciously rejected in favor of minimalism and mindful consumption. From pared-back aesthetics to quiet luxury, consumers are adopting a restrained approach to self-expression, favoring discreet sophistication over overt opulence.</div><div><br></div><div>Avoidance as a Status Symbol</div><div>In a world where abundance has become accessible, the ability to resist excess is emerging as a new form of cultural capital. Consumers now signal their awareness, self-control, and status not through lavish displays of wealth, but through curated choices, selective consumption, and a preference for quality over quantity.</div>

Consumers more value on their Solitude, balance, and serenity, Spirituality e, emerges as a key value to consumers.

"Consumers are increasingly drawn to fabrics that offer a fluid, relaxed drape and a heightened sensory experience. Materials such as organic cotton, airy linens, and subtly textured, 3D-like surfaces are gaining traction for their tactile appeal and breathable comfort—key attributes for today’s comfort-driven, conscious lifestyle."<div><br></div><div><br></div>

COLOR PALLETE

PANTONE<div>15-2706 TCX</div><div>Violet Ice</div>

PANTONE<div>17-1511 TCX</div><div>Wistful Mauve</div>

PANTONE<div>16-3205 TCX</div><div>Mauve Shadows</div>

#C2ACB1

PANTONE<div>19-4111 TCX</div><div>Pageant Blue</div>

PANTONE<div>18-1708 TCX</div><div>Ephemera</div>

PANTONE<div>15-3620 TCX</div><div>Lavendula</div>

CORE COLOR

#C2ACB1

PANTONE<div>14-1803 TCX</div><div>Sepia Rose</div>

PANTONE<div>14-4206 TCX</div><div>Pearl Blue</div>

SEASONAL COLOR

PANTONE<div>16-4022 TCX</div><div>Endless Sky</div>

PANTONE<div>15-1318 TCX</div><div>Pink Sand</div>

Key Color Capsule collection- PANTONE<div>15-3620 TCX</div><div>Lavendula</div>

PANTONE<div>15-3620 TCX</div><div>Lavendula</div>

PANTONE<div>14-4206 TCX</div><div>Pearl Blue</div>

Key Color Capsule collection- PANTONE<div>17-1511 TCX</div><div>Wistful Mauve</div>

Mindful Hedonism is a trend that particularly resonates with Gen Z, followed by the Millennial audience.

FABRIC AND TEXTURE

01- By harnessing the sensory appeal of food — such as its aromas, textures, and visuals — into non-food products and experiences, companies can capture a broader audience seeking new ways to satisfy their senses without actual consumption. 02- In response to the growing consumer fatigue of overconsumption, brands should pivot away from promoting abundance in their communication and retail strategies. 03- Living in an era of personalized content and experiences, from dating apps to streaming platforms, consumers increasingly expect broad customization. Brands should tailor their communications to emphasize respect for consumers' personal limits and allow them to actively shape their interactions.

Design Insights

STYLE 1- SENSORY TEXTURE

By harnessing the sensory appeal of food — such as its aromas, textures, and visuals — into non-food products and experiences, companies can capture a broader audience seeking new ways to satisfy their senses without actual consumption.

STYLE 2- QUIET LUXURY

Building a balanced approach is the most important aspect of the Theme Mindful Hedonism. Avoid minimalism and maximalsim at the same time. Creating the style with the placed pattern over men's suit and women's dresses is key. Avoid to overwhelm the consumers by offering extreme design approached.

STYLE 3- SERENE LIVING

Building a balanced approach is the most important aspect of the Theme Mindful Hedonism. Avoid minimalism and maximalsim at the same time. Creating the style with the placed pattern over men's suit and women's dresses is key. Avoid to overwhelm the consumers by offering extreme design approached.

Style Insights

STYLE 3- SKINMALISM

In an era defined by relentless noise and digital saturation, a growing segment of consumers is consciously retreating into quieter, more serene lifestyles. These individuals prioritize mental clarity and emotional balance, often finding solace in practices like yoga, meditation, and mindfulness.<div><br></div><div>For this consumer, fashion serves as an extension of their inner calm. Preferred silhouettes are clean, understated, and intentional—lightweight minimalist blazers with fewer buttons dominate their wardrobe. Color palettes lean toward soft whites and muted yellows, reflecting purity, stillness, and a quiet optimism. This aesthetic speaks to a broader desire to dress with purpose, aligning personal style with a lifestyle rooted in tranquility and well-being.</div>

STYLE 1- SENSORY TEXTURE

Recommended Brand- LII Men

Key Item- Sensory Texture

Key Item- Lace/crochet Blazer

STYLE 2- QUIT LUXURY

Minimalism is fast emerging as the new emblem of luxury, as consumers shift from hyper-consumption to "happiness consumption." This evolution reflects a deeper desire for intentionality—where sustainability, simplicity, and authenticity are becoming the preferred mediums of self-expression. In this new era, individuals embrace pared-down aesthetics not as a compromise, but as a refined way to showcase their values and distinctive identity.

RECOMMENDED BRANDS- RALPH LAUREN

Sharp tailoring is set to continue its reign, but with a refresh. Expect more relaxed, deconstructed silhouettes, with elements like oversized blazers, unstructured coats, and trousers that combine comfort with elegance.<div><br></div><div><span style="background-color: transparent;">The trend is toward versatility: clothing that works for both the office and evening cocktails, with enough personality to keep it interesting. Adding a twist to the classic suits and dresses — be it through quirky accessories or unexpected cuts — ensures the look feels fresh.</span></div>

Cream Double-Breasted Coat1

Key Item-6 &amp; 8 Button Blazers

Key Item-Sharp Blazers

STYLE 4- SERENE LIVING

Recommended Brand- Emporio Armani

Collarless and Pure linen canvas single-breasted jacket are a noteworthy style. They are expected to grow as a stapple men's blazer style.

Recommended Brand- Jacquemus

Jacquemus collections are thoughtfully designed for men who value comfort, ease, and a pared-back lifestyle. The brand speaks to those who embrace leisure-driven dressing, often inspired by a love for sun-soaked vacations and effortless living. At the heart of each collection lies a sense of understated sophistication—where simplicity meets elegance in relaxed silhouettes, tactile fabrics, and refined design details.<div><br></div><div><br></div><div><br></div><div><br></div><div><br></div><div><br></div><div><br></div><div><br></div><div><br></div><div><br></div>

KEY ITEM-FLUID BLAZERS

The men’s blazer with wide sleeves and a wrap-around closure—secured by a single button or velcro—is poised for growth as consumers increasingly gravitate toward easygoing and comfortable tailoring. This hybrid silhouette effortlessly bridges the gap between casual and formal, offering a relaxed structure that doesn’t compromise on style. Its versatility and laid-back elegance make it an ideal choice for the evolving needs of the modern wardrobe in SS 2027.<div><br></div><div><br></div><div><br></div><div><br></div><div><br></div><div><br></div><div><br></div><div><br></div><div><br></div><div><br></div>

KEY ITEM- COLLARLESS BLAZERS

Poised to become a staple in the modern man's wardrobe, this blazer balances effortless sophistication with seasonal functionality, making it ideal for warm-weather dressing. As consumers increasingly seek garments that blend comfort, versatility, and sustainability, this stripped-down, summer-ready iteration is expected to see strong growth through SS 2027.

Key Item- Single Button Blazer

The single-button men's blazer is drawing clear inspiration from monk-style tailoring, embodying the essence of Eastern minimalism. Rooted in the philosophy of “less is more,” this silhouette reflects a quiet elegance and cultural reverence for simplicity. With clean lines and understated structure, the style conveys a sense of calm sophistication—offering modern men a refined, contemplative alternative to conventional suiting

KEY ITEM- SIDE KNOT BLAZER

The single-button men's blazer is drawing clear inspiration from monk-style tailoring, embodying the essence of Eastern minimalism. Rooted in the philosophy of “less is more,” this silhouette reflects a quiet elegance and cultural reverence for simplicity. With clean lines and understated structure, the style conveys a sense of calm sophistication—offering modern men a refined, contemplative alternative to conventional suiting

Key Item- Stand-up collar Blazer

Stand-up collar blazers are emerging as a key silhouette for the S/S 2027 season, drawing inspiration from the iconic Chinese Mao jacket while embracing modern versatility. Updated with multiple button closure options, these blazers offer a dual-purpose appeal—worn open as a relaxed shirt-blazer hybrid or fully buttoned for a more structured, professional look. This East-meets-West reinterpretation reflects a broader consumer desire for adaptable, culturally rooted tailoring with a contemporary edge.<div><br></div><div><br></div><div><br></div><div><br></div><div><br></div><div><br></div><div><br></div><div><br></div><div><br></div><div><br></div>

Key Details

"A single-button, left-wrap silhouette is a defining detail of the emerging 'Serene Lifestyle' aesthetic in menswear. The side-wrap construction, inspired by monk-style garments, offers a harmonious blend of comfort and structure—ideal for modern wardrobes that transition between casual ease and professional settings. Replacing the traditional blazer collar with a standing shirt-style collar introduces a subtle yet creative design twist, reinforcing a sense of calm modernity and quiet sophistication."<div><br></div><div><br></div>

Style - Minimalist Hedonism

Key Pattern- Pinstripe

Pinstripe pattern is a classical core pattern for the men's fashion. The Classical pattern will get updated in new colors,like pastel yellow and classical blue combination. The blazers in these pattern works well for men looking something minimalist and professional at the same time.

Key Pattern- Windowpane checks

The traditional windowpane check is set for a minimalist revival in the upcoming season, evolving into more nuanced expressions. Expect to see uneven, fine-line interpretations rendered in updated monochromes and subtle multicolor stripe combinations. This refined take on the classic pattern offers a modern, understated aesthetic—ideal for consumers seeking a clean yet distinctive look in tailored menswear.<div><br></div><div><br></div><div><br></div><div><br></div><div><br></div><div><br></div><div><br></div><div><br></div><div><br></div><div><br></div>

Key Pattern- Micro Dots

Brand Recommendation- Dolce and Gabbana

Hedonic office lifestyle Blazer- Updated Windowpane Checks

Hedonic office lifestyle Blazer- Uneven lines

Key Item- Minimalist Fine lines

Key Details

"Blazers featuring patch pockets with subtle piping, pared-back lapel detailing, and minimal button accents are emerging as key style indicators within the Minimalist Hedonism lifestyle. This design language balances functional simplicity with refined indulgence, catering to consumers who seek quiet luxury through streamlined silhouettes and thoughtful detailing."

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