These trends will be in shop windows for summer 2021

2021 promises to be another uncertain year due to the pandemic, which is why FashionUnited brings you an overview of the main
trends that will determine the spring-summer 2021 season – a ‘best of’ for
retailers and e-retailers who are looking for inspiration to replenish
their stock or to keep their windows as up-to-date as possible.

Image: Saint Laurent SS21, Ferragamo SS21

Sensual knitted tops

Knitwear may be a fabric for the colder seasons, but its soft contours
make it possible to provide bodies with a shape that will remain in the
summer season. In the report ‘SS21 Trends Spotlight: Europe vs. US ‘, the
Heuritech analytics platform reports a 20 percent increase in form-fitting
knit garments for the summer of 2021 compared to the summer of 2020. To
take a well-considered bet on this material, the company recommends
focusing on the tops, the category where knitting is most prevalent. You
are safer with this substance in the European market than in the United
States, according to the Heuritech report.

The Première Vision website also indicates the buyer’s preference for
“wrapped knitwear”. That term refers to knits that are both sensual and
easy to wear; Première Vision mentions as an example thick, stretchable
fabrics and fine fleeces, made from a mixture of viscose and other
synthetic fibers.

Image: Oysho webshop (2019)

Linen in neutral and pastel shades

Linen is increasingly gaining ground. For a long time the material was
discarded, now it is recognized for its durable qualities and praised for
its versatility. In a study devoted to linen,
Tagwalk, a search engine specializing in fashion, revealed a telling
figure: +102 percent linen seen on the spring-summer runways 21. Heuritech
adds that linen in combination with pastel or neutrals and on custom pieces
are in demand, adding that the material could enable brands to target
avant-garde and trendy consumers.

Image: Saint Laurent SS21, Isabel Marant SS21

Metallic items with an 80’s flair

The disco wind that blew over the holiday season in the winter of 2020 will
not fully subside this summer. The looks with shimmering materials reflect
the desire for parties that many will have to miss due to the pandemic.
Burberry, Acne Studios, Isabel Marant and Paco Rabanne used metallic
materials in their spring and summer collections. Heuritech specifies the
categories of products associated with this trend: skirts for the European
market and jackets for the American market. Tagwalk also points out that
the term “disco” in the SS21 collections is up 132.8 percent from SS20.
Metallic pieces are mainly aimed at consumers with a sharp style, the
demand for them among the general public has yet to grow.

Image: Isabel Marant SS21, Agnès b. SS21

Cheerful looks

Last June, Célina Bailly, responsible for the Women’s Casual trend book
at trend agency Promostyl, told FashionUnited that “Joy” would be one of
the big themes for spring-summer 2021. This keyword should be understood as
the consumer’s desire to wear garments that are much more comfortable and
creative. “People are going to buy more color, natural shades like green,
yellow, something that brings more joy,” Celina explained at the time. In
addition to this use of color, pieces with creative prints and weaves also
appeared remarkably often at SS21 fashion weeks. A few examples: Christopher
Kane and his painted collection, Marni and the pieces from the archive that
were patched and painted with poetic words, or Stella Jean with her vibrant
outfits.

Whether it’s the expression of uninhibited creativity or clashing
prints, the idea here is to focus on clothes that are at the core joyful
and comforting. It’s no coincidence that the most successful brands on
Instagram at London Fashion Week SS21 all showcased colorful and printed
collections.

Image: Agnès b. PE21, Dior PE21

Freedom of movement in comfortable pieces

The lockdown periods have converted consumers to radically comfortable
outfits. The Première Vision trade fair praises the casual wear category,
be it ultra-feminine or boyish, tight-fitting or loose-fitting. Think of a
tight knit dress, clothes that fit like a second skin, or light, flowy
outfits like those from Dior on the SS21 catwalk. Première Vision also
highlights a desire for silky, casual pieces, with feminine outerwear that
fluctuates in material between luxurious cotton and silk.

Almost any pieces that allow consumers to swap their eternal jogging suit
for a less boring outfit are good to include. The outfit should bring
comfort and elegance and should be worn both at home and outdoors. Céline
Bailly points out to FashionUnited readers that the trend towards
sustainability is becoming increasingly important, and with it the desire
to reflect it in our outfits.