Girls! I made this at 2am while scrolling last night!! The small fashion brands are having a moment. If you’re a lifestyle brand, bookmark this! Bye, bye trend chasing.
Consumers want you authentic, honest, imperfect and purpose led. This is where the dollars are! It’s been a real mature year for fashion. Gen Z and Millennials aren’t interested in superficial trends and they’re calling out greenwashing. They want technology that works, clothing that is authentic to them and a brand that isn’t damaging the planet. You see this everywhere.
Tik Tok and Instagram about how 2026 is the new 2016. 37+ million Instagram posts and 1+ million Tik Tok videos. Posting from 10+ years ago with #2016. We’re feeling nostalgic for a life that was a little bit easier than it is now. But we’re also exhausted from too many options and bored of algorithms. We’re craving authenticity.
Maximalism is Gorgeous!
Fashion is going maximalist. Bright hues. And fused fabrics (velvet with denim, linen with sheer). And eye-popping shoulder designs. Right on time with sustainability!
Gen Z was ready for more. And why not? The maximalist era is considered an intentional excess. Every item you have on narrates a story – sustainable and personal. So what a refreshing moment for fashion!
Teal (Yes, really!)
Report by trend forecasters, WGSN, says teal is the colour for 2026. They must be doing it for fashion, actually, maybe not. Teal can be seen on Tik Tok and on the runway, accessible, year-round, gender-neutral. It symbolizes nature, balance, wealth, and peace.
You can see that in 2026 there are some really cool colors and styles. Teal is a great one because people want to wear the types of clothing that are important to them.
AI: (Don’t Panic!)
Many small brands are terrified about AI. Will it replace me? Will the soul of my brand die? These are all fair questions. But by 2026, AI will actually support you. It will turn up your creativity and make your decisions faster.
What Fashion Leaders Are Saying
AI: the opportunity of a lifetime for fashion in 2026. Only a handful of brands have dared yet. The top brands already rely on AI. The kicker? It’s a breeze!
Demand Forecasting
Yes this big! AI algorithms look at social media, previous sales and customer behaviour to tell you what will be hot. This alone saves overstock and waste and makes cash flow fun. – Brands using AI to do demand forecasting and are saving 50% of sample costs. – They get to market more quickly and get rid of dead stock.
Design to Market Faster
Sample less. Using digital twins and software (CLO Virtual Fashion), brands make garments in 3D. That saves on sampling. You only need 5 samples instead of 50. That halves your lead times (from 6 months to 3).
Personalised Shopping
AI agents get to know what your customer’s body shape, style and lifestyle! That’s how personalised recommendations are delivered to your customers. It means fewer returns (saving you money!) and loyal customers. Because they’ll come back for more because they know you get them!
Supply Chain Transparency
AI keeps an eye on your products, so you’re assured that your suppliers match up to your standards. And points to waste, so that you can make truthful sustainability claims.
Hybrid AI
Social media provides the entertainment. Content. Given the trend, creators and brands will use AI on social media. They’ll generate 5 designs and select the one that resonates. Using image to video they can demonstrate their product with their voiceover. Using text to video they can teach and tell real stories.
Sustainability Has Improved!
Sustainability can be a complex subject in fashion. Either brands touted general sustainability buzzwords (“we’re eco-friendly!!”).. Or they made broader claims (2026!!).
Why It Matters
Under the new EU Digital Product Passports, brands will have to report where, how and by whom their clothes are manufactured. Not a thing is kept in the dark anymore. The UK is rushing to keep pace. Customers can now track your supply chain. If you’ve been making this effort – yay!
Top Sustainability Trends
Circularity Surpasses Greenwashing
Echoing it: “High profile brands like H&M, Reformation and John Lewis endorse Circulese. These are products of a Swedish company that’s creating cellulosic fibres out of recycled textiles. Reselling is on fire (2-3x faster than new) – and savvy brands are reaping the financial reward. Vestiaire Collective & Depop reveal which brands consumers want to buy next.
BANNING FOREVER CHEMICALS
Home France just banned PFAS. The “Forever Chemicals” that make waterproofing waterproof will be regulated even more. It pays to adopt safer chemistries.
Fur Is Finished
Fur is losing its appeal with brands like Rick Owens and the CFDA. This is not just about the consumer.
Smart Sustainability
Put AI behind validating your sustainability assertions. Build a digital twin to map your supply chain and calculate your footprint. By 2026, customers will read between the lines and catch you out. Transparent data is likely to gain their loyalty. Nurturing customer loyalty.
What’s Selling on Tik Tok/Instagram?
I got a little carried away with social media yesterday evening, but here’s what I found:
365 Buttons
This started in the beginning of 2026. You make 365 buttons. (One for each day). It’s great at giving you more direction and focus, and the best part? It’s not supposed to make sense to everyone else!
Quite the reverse of all trends. You are literally just designing your life for yourself! Why fashion brands inserting this trend into purposeful messaging is garnering such engagement from your customers.. Customers commenting YES THIS tagging your friends.
Be sure to demonstrate how your items allow customers to make a statement. Don’t write this is trending it should be for those who dress for themselves.
Behind the Scenes
Our algorithm rewards brands that are authentic, community-centric and consistent. Beautiful runway shots are great, but they won’t generate results. Authenticity is in. Help your customers understand how you do it all, even if there are a few ‘OMG we nearly didn’t make this’ moments.
Creators posting genuine work are racking millions of views. Companies that share have communities.
Transformation
January is all about looking back. Regret, long reads. Sharing 2025 failures and what you’re going to do to fix them. Brands who are prepared to fess up and demonstrate genuine progress will win.
It’s a good fit for small brands because it allows you to be real in a way that megas can’t. That was the approach we took when we started, but it didn’t stick. The difference, as we’ve learned, is that you hear it more from your founder than from your PR.
Micro Aesthetic
Y2K Minimal, Poet Core, Coastal Cowgirl, Downtown Girl, Dark Academia and evolved Barbiecore. They’re very intimate. Only on Tik Tok do we love having people style what they want.
Ideal for styles-will fit everyone. You don’t have to please everyone-only your people.
Competitive Advantage
The fast fashion trend continues (up 10.74% since 2024!) but it’s more fragmented. Ultra-fast brands (Shein et al.) will continue to pull budget consumers. And ethical brands have the “quality” consumers. But the middle is under pressure. Which is good for you-you’re not the middle.
Prices are still climbing. Consumers are also getting used to purchasing more on second hand markets. Yet they will gladly pay more for that right piece that embraces their values.
Sole founders and small brands, rejoice! No corporate power understands what your customers truly care about like you do. You can stay lean and intentional. Use AI as your tool to scale while staying true to your values.
Will you be genuine and intentional, making technology your vehicle? That’s what growth will look like.
Stay raw, stay warm and ask yourself: are you creating a future to wear?
Until next time,
Love, Jasmin xx
