In a recent presentation titled “Innovation for the Future – 2026 and Beyond,” organized by WGSN, a series of topics were explored that highlight how consumer trends and business strategies are set to evolve in the coming years. Lisa White, Director of Strategic Forecasting and Creative Direction at WGSN, shared valuable insights on the future directions of the market and how brands can adapt to a constantly changing environment.

Table of Contents
- The Role of Fashion in WGSN Studies
- 2026: The Year of Reorientation
- The Return to Traditional Medicine and Cultural Appropriation
- Bioregion and Materials: Towards More Sustainable Production
- Purchasing Power and the Bioindustry
- Repair, Resale, and the Evolution of Consumers
- The Transformation of Multi-brand Stores
- Inclusivity and the Rejection of Stereotypes
- Multiculturalism and Radicalization
- Artificial Intelligence and Humanized Technology
The Role of Fashion in WGSN Studies
WGSN, globally recognized for its ability to anticipate and dictate future trends, began its studies focusing on fashion over 25 years ago. Today, fashion continues to be a fundamental pillar of its research; however, the macro consumer trends identified by the agency apply across various sectors, not just the textile industry. This has allowed WGSN to position itself as an authority in predicting how shifts in consumer behavior will impact fashion and other key industries.
2026: The Year of Reorientation
When Lisa White speaks of 2026 as “the year of reorientation,” she refers to a deep and necessary change in how industries and brands engage with the world. According to her, after the first quarter-century, we are reaching a point where traditional ideas and outdated approaches are being challenged. More and more people and companies are recognizing the urgent need to rethink how we interact with society, how we organize our industries, and how we manage natural resources. In particular, fashion brands will need to reflect on their goals and strategies to adapt to an ever-changing environment and increasingly demanding consumers.
The Return to Traditional Medicine and Cultural Appropriation
A relevant point that White highlighted is the growing interest in traditional medicine, especially in the United States, where many people can no longer afford the high costs of allopathic medicine. This interest has opened new market opportunities in the health sector, similar to what is happening in fashion, where the search for more sustainable alternatives is driving new trends.
However, concerns arise regarding cultural appropriation, a phenomenon that has sparked controversy across various industries. Lisa White emphasizes that while many brands lack the necessary tools to handle cultural appropriation properly, there are initiatives that are paving a positive path. One such example is Roots Studio, which collaborates with Indigenous communities to protect their economic rights through the creation and marketing of designs for global brands like Uniqlo. This model represents an ethical solution that ensures communities benefit from the commercial exploitation of their cultural heritage.
Bioregion and Materials: Towards More Sustainable Production
Another central concept is “bioregion-materials,” suggesting that brands should opt for materials native to the regions where production sites are located. This trend is driven by the growing demand from consumers for environmental responsibility from brands, as the climate crisis has reached unprecedented levels of urgency. White underscores that companies must adopt ethical and transparent practices, moving away from greenwashing and rewarding genuine efforts toward sustainability.
Purchasing Power and the Bioindustry
As we move towards a “bioindustrial evolution,” the cost of adopting sustainable practices remains a debated topic. While it may initially appear costly, White points out that, in the long run, it often becomes more economical. She gives the example of producing products, such as chocolate, from molecules rather than relying on cacao, a process that, while innovative, could have implications for both accessibility and sustainability.
In the fashion industry, products will also evolve to better adapt to consumers’ purchasing power by optimizing production chains and reducing waste, enabling brands to offer sustainable products without compromising profitability.
Repair, Resale, and the Evolution of Consumers
White also anticipates that by 2026, consumers will prefer products that are repairable or offer repair options, generating a trend toward more durable and responsible products. Brands like Patagonia are already leading this niche, which is expected to grow in the coming years.
Moreover, White introduces the concept of “design for life stages,” reflecting the desire of many individuals not to engage in the same professional activities throughout their careers. This approach suggests greater flexibility in fashion design and production, opening the doors to new consumption patterns and diversification without losing sight of specialization.
The Transformation of Multi-brand Stores
Another topic discussed was the future of multi-brand and conceptual stores, which face the challenge of a proliferation of direct-to-consumer brands. White argues that many of these stores have lost their identity, making them vulnerable in a saturated market. However, there is hope in the resurgence of young entrepreneurs opening small neighborhood stores, such as local tailors, offering a more personalized and authentic approach to retail.
Inclusivity and the Rejection of Stereotypes
Regarding aesthetic representation, White notes a growing rejection of traditional beauty stereotypes, despite the ongoing influence of social media and filters. The diversification in advertising and media has allowed more people to feel comfortable with their appearances, leading to greater personal empowerment. In this context, more modeling agencies are including individuals with disabilities in their campaigns, reflecting a more inclusive society.
Multiculturalism and Radicalization
While multiculturalism continues to advance, White acknowledges the threat of radical elements in power that tend to promote more conservative policies during times of uncertainty. However, she emphasizes that multiculturalism is an inevitable reality that will remain a key factor in the future of globalized societies.
Artificial Intelligence and Humanized Technology
Finally, White addresses the role of artificial intelligence (AI) in fashion, highlighting that while rapid technologies like AI have served the interests of fast fashion, there is potential to use it ethically and responsibly. She stresses the importance of guiding brands toward an appropriate use of technology, promoting a more intentional and responsible approach that avoids viral misinformation.
“Humanizing technology” is another crucial concept, wherein White reflects on the jobs that might be replaced by automation and AI. Although history shows that there have always been professions that disappear with technological advancement, White is confident that a new educational system will prepare individuals to adapt to changes and seize new job opportunities.
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