The New “Fashion Core” Trends You’re Seeing Everywhere in 2026

Okay, lovelies, I was literally scrolling through TikTok at 2am last night (totally relatable, right?🙃) and I just had to sit down and write this because the pieces are finally clicking into place in a way that’s honestly kind of wild for small fashion brands. And if you’re running any lifestyle business, this is the moment where understanding what’s actually happening could make a proper difference. The real-talk headline is… We’re officially done with trend-chasing. Like, actually done.

We’re in the era where your customers want you to be you, messy, intentional, real, and backed by actual values. Not a carefully curated aesthetic with a hollow middle. And OMG, the commercial opportunity in that? Chef’s kiss. This year feels like fashion’s coming-of-age moment and not just another “drop cycle.” Gen Z and Millennials are done with superficial trends and empty sustainability talk, but they want tech that actually does good, style that actually feels like them, and business models that don’t trash the planet. And social media is screaming it back at us. 

Okay So What’s ACTUALLY Trending Right Now (Not the Fancy PR Version)

The “2016 Called and Wants Itself Back” Moment

So this is crazy… TikTok and Instagram are absolutely exploding with the “2026 is the New 2016” trend. Like, 37 million Instagram posts, over 1 million TikTok videos. People are posting decade-old photos, tagging themselves from 2016, and it’s genuinely emotional because there’s this collective vibe of like… “okay but 2016 felt simpler, you know?” Well, that’s more than just a random nostalgia in the vintage-reboot way, but that’s exhaustion. People are tired of infinite choice, algorithm overload, and the pressure to have a “perfect aesthetic.” They’re literally craving authenticity and relief.

The Maximalism Thing That’s Actually Kind of Genius

Okay, so here’s where it gets interesting and actually a bit contradictory in the best way. We’re seeing this massive shift toward maximalism in fashion right now. Bold colours, texture mixing (like, velvet and denim together, linen and sheer fabrics), oversized shoulders, chunky gold jewellery. But it’s happening alongside the sustainability boom, which sounds like it shouldn’t work, but it absolutely does.

Gen Z basically looked at the whole “quiet luxury minimalism” trend from 2022-2024 and was like “…but what if I wanted to express myself boldly though?” It’s intentional maximalism. Statement pieces instead of fast fashion hauls. Pieces that are built to last and tell a story about who you are. It’s maximalism with a conscience, and honestly, it’s the most exciting thing happening in fashion right now.

The “Transformative Teal” Moment (No, Seriously!)

WGSN (like, the actual trend forecasting authority) just dropped that teal is the colour of 2026, and I know that sounds very “fancy fashion forecast,” but here’s why it actually matters, teal is everywhere across TikTok, it’s showing up in collections, and the reason is kind of beautiful. It’s gender-neutral, it works across seasons, and it literally carries meaning nature, balance, depth, calmness.

What I’m flagging here is the pattern, colours and aesthetics in 2026 aren’t just chosen because they look good but in real, they’re chosen because they mean something. Teal is trendy because people want to wear their values.

The AI Thing (and Why You Shouldn’t Be Scared (honestly!)

Okay, so I know a lot of small fashion brands get a bit nervous when AI comes up. Like, “will it replace me?” “Is this going to make everything soulless?” And honestly? I totally get it. But let me flip the script here. AI in 2026 fashion isn’t about replacing creativity, but it’s about amplifying it and making smarter decisions in like, half the time. That’s it and that’s the whole thing.

What the Big Players Are Actually Doing (So You Can Too)

Fashion executives literally just identified AI as the biggest opportunity for 2026, bigger than product innovation, and even bigger than sustainability. But here’s the nuance that matters, most brands are doing it in silos, which is kind of messy. The real winners are integrating AI across their whole business, and honestly? It’s not as complicated as it sounds.

Demand Forecasting: This is huge. AI algorithms are analysing social media, historical sales data, and consumer behaviour to predict what will actually sell (not what you hope will sell). This alone reduces overproduction, minimizes waste, and keeps your cash flow healthy. Brands using AI forecasting are making 50% fewer samples, getting to market faster, and reducing dead inventory by like, a wild amount. For a solo founder? That’s the difference between staying agile and drowning in stock.

Design to Market Faster: Digital twins and CLO Virtual Fashion (this is software that basically lets you simulate garments in 3D) are cutting prototyping down to nothing. Instead of making 50 physical samples, you’re making 5. Instead of 6-month lead times, you’re hitting 3 months. That speed is everything when you’re competing against bigger brands.

Personalised Shopping (because Everyone Wants to Feel Seen): AI agents are learning customer body shapes, style preferences, and lifestyle stuff to give tailored recommendations and virtual try-ons. This is reducing returns (which is massive for your margins) and building actual customer loyalty. People come back when they feel understood.

Supply Chain Transparency: AI is tracking materials in real-time, making sure suppliers meet your standards, and finding inefficiencies before they become problems. This is honestly the backbone of being able to make real sustainability claims (which 2026 consumers absolutely expect).

The Human-AI Hybrid is What’s Actually Winning

Here’s what I’m seeing on social, creators and brands using AI for support, not replacement. Like, they’ll generate 5 design directions with AI, then hand-pick the one that feels right. They’ll use image-to-video tools to create product demos, but layer it with their own voiceover. They’ll use text-to-video explainers for educational content, but keep the storytelling really really human.

The Sustainability Conversation Has Actually Changed (And It’s Good News!)

The sustainability conversation in fashion has been rough. Brands have been making vague greenwashing claims for like, forever (“we’re eco-friendly!!” with zero backup). It’s been honestly kind of exhausting to watch. But 2026? It’s different. The regulatory landscape actually shifted, and honestly, it’s forcing everyone to be real.

Why This Moment Actually Matters

The EU’s Digital Product Passport is now live, which means brands have to disclose where, how, and by whom clothes are made at point of sale. You can’t hide anymore. In the UK, similar pressures are building fast. Consumers can literally see your supply chain. And you know what? That’s actually great news if you’ve been doing the work.

What’s Actually Trending in Sustainability

Circularity Over Greenwashing: Major brands (H&M, Reformation, John Lewis) are backing Circulese, a Swedish company creating recycled cellulosic fibres. This is actual infrastructure. The second-hand market is booming (again, 2 to 3x faster growth than new), and smart brands are integrating resale into their business models instead of fighting it. Like, Vestiaire Collective and Depop are showing which brands people actually want to keep wearing.

The Death of “Forever Chemicals”: France just banned PFAS (per and polyfluoroalkyl substances, aka the forever chemicals in water-repellent coatings). This is seismic. Other regulations will follow. And honestly, brands that already moved to safer alternatives now have a competitive advantage because they won’t have to scramble when the rules change globally.

Fur Bans Go Mainstream: From Rick Owens to the CFDA (literally New York Fashion Week), major institutions are banning fur. This signals both consumer sentiment and regulatory direction. Even luxury can’t ignore it anymore.

The Smart Play (Hint: It Involves Data)

Here’s where AI meets sustainability in a way that actually works authentic, data-backed claims. Use AI to track your supply chain, measure your environmental impact accurately, and communicate it honestly. 2026 consumers are sophisticated, they can sniff out BS from a mile away. But if you show the data? If you’re transparent about your choices? They’ll trust you. And trust builds loyalty ties in repeat customers.

What’s ACTUALLY Selling on TikTok and Instagram (Real-Time Intel!)

Okay, so I spent way too much time on social last night and here’s what I’m genuinely seeing trending right now:

The “365 Buttons” Philosophy (It’s More Than It Sounds)

This went absolutely viral at the start of 2026—the whole concept of getting 365 buttons (one for each day) to be more intentional about choices. But the genius part was the line: “It only has to make sense to me for me to do it.”

This is basically the antithesis of trend-chasing. It’s saying, “I’m designing my life for me, not for approval or algorithms or what everyone else is doing.” And fashion brands that tap into this, messaging around personal intention rather than trend adoption are getting insane engagement. People are commenting like “YES THIS” and tagging their friends. It’s real.

What this means: Position your pieces as tools for self-expression, not trend participation. “This is for people who dress for themselves” hits different than “this is trending.”

Behind-the-Scenes Authenticity (The Algorithm Rewards This Now)

The TikTok algorithm in 2026 is literally rewarding consistency, community interaction, and content that feels real. Polished, standalone runway shots? They’re fine, but they’re not getting the engagement. What’s winning is messy, behind-the-moments content. The design process. The production floor. The “OMG we almost didn’t get this right” moments.

Creators showing the actual work, not the highlight reel, are getting millions of views. And brands that do this? They’re building communities, not just audiences.

Transformation Storytelling (The Vulnerable Moment)

Instead of just celebrating wins, January 2026 TikTok trends are leaning into introspection, genuine regret, and year-long narratives. People are sharing what they got wrong in 2025, what they’re doing differently, actual vulnerable stuff. And brands that own past mistakes and show real progress? They’re outperforming the ones that only show the wins.

This is huge for small brands because you have the ability to be this vulnerable in a way mega-corporations can’t. “We launched with this vision, it didn’t work, here’s what we learned” hits so much different coming from a founder than a PR team.

Micro-Aesthetics and Personal Style Kingdoms

Y2K Minimal, PoetCore, Coastal Cowgirl, Downtown Girl, Dark Academia, Barbiecore evolved, these aesthetics are trending because they’re deeply personal, not universal. TikTok is rewarding people who develop their own style language rather than chasing what everyone else is doing.

This is actually amazing for fashion because it means there’s room for everyone. You don’t need to appeal to everyone; you need to appeal deeply to your people.

The Competitive Reality Check (Being Real About 2026)

Fast fashion is still growing (up 10.74% from 2024, which is wild), but it’s polarised. You’ve got ultra-fast fashion behemoths like Shein tempting price-conscious consumers on one end, and ethical, intentional brands capturing quality-focused buyers on the other. The middle ground, generic, undifferentiated retail and it’s being hollowed out. That’s actually good news for you because you’re not generic.

Prices are under pressure everywhere. Consumers are spending more time in second-hand marketplaces, hunting for value, prioritizing health and wellbeing over pure consumption. But here’s the flip side (and this is important): they’re alsowilling to pay premium prices for pieces that align with their values and tell a story about who they are.

Tariffs and supply chain complexity are reshaping everything. 76% of fashion executives cited tariffs as the biggest issue right now. But in real, this is good news for UK and EU brands with local or regional supply chains. You have a structural advantage over brands reliant on long-haul logistics. Your speed + lower carbon footprint = win.

The Actual Closing Moment

We’re at a point where the old advantages, scale, cheap sourcing, trend-chasing speed, don’t guarantee anything anymore. The new advantages are authenticity, intentionality, intelligent use of technology, and radical transparency.

And thb. for solo founders and small fashion brands, that’s genuinely good news. You’re closer to your customers’ actual values than any mega-brand could ever be. You can move faster. You can be more intentional. You can use AI as a tool to scale without losing your soul.

The question is whether you’re willing to be honest, stay intentional, and use technology as a support system rather than a replacement for creativity. That’s where the growth is. That’s where 2026 is heading.

Stay raw, stay toasty, and always ask, Is this building a future worth wearing?

Until next time,

Love, Jasmin xx