Trend Report AW21/22 Free People

A/W 21/22 Trends

Abigail Williams Aneesha Hujan Gemma Long Matilda Suiter Shazney Sumba

CONTENTS Trend Introduction Trend Profile Trend Drivers Trend in Action Trend Aesthetics Sustainable Female Activewear Wholesale Conclusion

Organised Chaos Fighting your unprecedented future caused by the unplanned rhythms of the world, by using practical methods to achieve a sense of order, peace and harmony.

The Optimised Self “Humanity is on a quest. It is not a quest for perfection, but for optimisation - to be the optimal versions of ourselves, the most effective and the most efficient that we can be. For The Optimised Self, there is no end of the journey, no perfect self-but there is continual improvement.” - LSN Global

THE TREND With the daily pressures caused by Covid-19, practicing self care routines and making progressive choices has never been more important to the lives of the consumers:from individual spiritual practices like yoga, meditation and manifesting, to more physical forms of self expression including sleep tracking, home decorating and ritual bathing.

These methods of self coping with the chaos around us effect the individuals mindset of inner peace, that then transcends to a wider effect of the environment around us.

TREND PROFILE Who are they?

Proactive, optimistic and motivated Looking to self progress & create a maintainable lifestyle that is both effective and fulfilling.

Approach to Life Makes purposeful decisions in every aspect of their life.

Interested in activities that have a positive effect on their physical & mental well-being.

Approach to Fitness It is more than external appearance.

They want to feel good, de-stress & progress.

Approach to Mental Well-being Their mental health is a top priority.

Open-minded & enjoys new ways of improving themselves.

TREND DRIVERS Spiritual Healing The modern mystics need protection during the pandemic.

Protection crystals increased by 100% in the last year in Pinterest searches.

Write it into Existence With the lack of control in 2020, consumers are manifesting their own futures.

Manifestation techniques was searched on Pinterest 105% more than the previous year.

Sleep Care Sleep care is the new self-care: from diffuser blends to bed time exercise routines.

2/3 of CNET survey respondents said that sleep tracking had positive effects.

TREND DRIVERS Home Renovation & Decorating 2020 was the year of improvement.

An average £2608 was spent on home improvements in the UK in the last year, a 15% increase. - CNET

Routines “Self-care routines will outlast the pandemic” 67% in the US said their self-care routines have become permanent.

69% also said they planned to dedicate more time to self-care in 2021 than they did in the previous year.

-LSN Global

Home Fitness People are embracing the closure of gyms & taking matters into their own hands.

18% of female audults in the US have watched more online exercise videos due to lockdown mesures. - LSN Global

TREND IN ACTION Art ‘Shredded’ by Pauline Galiana “constructing meaning out of the shredder bin’s chaos. It defies the randomness of the shredding.” to create order & harmony.

Music ‘Good Days’ by SZA is on its 9th week in the charts.

She referenced the emotional struggles & loss of control in Covid, looking forward to good days ahead.

Lifestyle ‘Sunset Lamp’ Lighting designed to lift consumer’s spirits during the winter months being shut indoors.

Believed to be mood boosting.

Health

SZA Album cover

‘Deep sleep pillow spray’ by thisworks best selling sleep spray. ‘97% of users said they slept better’.

Social Marie Kondo a Japanese organising consultant. Her debut book ‘The Life-changing Magic of Tidying up’ has sold 11 million copies.

Fashion ‘Athflow’ a polished take on ultra-casual, loose, comfortable apparel.

‘Shredded’ by Pauline Galiana

TREND AESTHETICS

success // tidy room tidy mind // declutter // change // transform // tidy // routine // structure // optimism // schedule // life-changing // journey // progress // maintainable // comfort // inner peace // clean // end goal // sanctuary // solution // full of life // darkness to light

TREND IN TRANSLATION Sustainable Female Activewear Innovations The use of Mycelium (similar to yeast and a member of the fungi family) in the production of athletic shoes and bags for FP movement is an innovative, versatile and authentic way to continue the sustainability narrative within the brand.

The APL Techbloom trainer for FP movement is made into a ‘circular shoe’. This means that at the end of it’s life consumers can send it back to FP where it is broken down and recycled into a new shoe.

Taking inspiration from Adidas’s Ultraboost DNA Loop and the brand Cariuma, the shoes are shipped directly in their shoebox, eliminating harmful packaging. They are also made up of mycelium, recycled cotton and plastic - these shoes are made to be remade again and again and again.

ingenuity // balance // structure // direction // asymmetric // linear // focus // harmony // layering // durable // versatile // impactful // reliable // parallel // juxtaposing // discontinuity //

Key materials - recycled wool, bamboo, recyled fishing nets, mycelium

TREND IN TRANSLATION Wholesale

Store design by Ruchika Sachdeva

“We need to improve health where it begins, which is not in a doctor’s office but where we live, work, eat, sleep, learn and play” - LSN Global

Robert Irwin - (dusk to dawn)

-Natural lighting inside -Sustainable bamboo fixtures -Minimal store layout with radiant personality -Large windows, bridging the gap between the inside and outside world

Design firm Juniper

Living room by MRC Arq. Design

Feng Shui x Wes Anderson = Japandi

+ Japanese design eastern mysticsm, tidiness, detail, lightness + Scandinavian minimalism -sleek lines, neutral colours and calming setups colour blocking and compatablity of shapes = Creates a balance between the individual and the surrounding environment to harness energy & spark harmony.

“From the moment you start tidying, you will be compelled to reset your life.”

- Marie kondo

Growth, experience, marketing opportunities

A/W 21/22 Trend Summary Conclusion -Consumers want order and control after the pandemic in all aspects of their life, from physical to mental.

-People’s self-progression and need for improvement is reflecting on a wider scale; their inner peace is relfecting outer peace.

-The calming earthy colours, need for natural lighting and organic innovations suggests we embrace the earths properties instead of exploiting them.

“Ideas and products, messages and behaviours spread like viruses” Malcom Gladwell, The Tipping Point