Strategy/
Women’s Clothing
Outfit by Sea, Outfit by Wales Bonner, Photo by Stina Randestad, Outfit by Sinéad O’Dwyer, Upcycled knitwear by Vitelli, CFGNY at the Vaguely Asian Show
Mixing codes
Size inclusivity
Realness
Ruches
Blazers, once worn exclusively by men, are a staple of women’s wardrobes. Collarless styles draw the attention to the garment worn underneath. The blazer provides an architectural and universal structure to an outfit.
Size inclusiveness and working on adjusting the “standardized” sizing goes beyond just producing larger size ranges. Brands should consider women’s realness and cater to women’s bodies as they are.
Layering leads to non-seasonality, coats over dresses, skirts over trousers, and mixing garments as individual statements.
The textiles tell a story by being stitched and quilted, knitted with multi-colour mixes or embroidered and decorated with appliqués. Ruches add some interest and movement to the garments.
Men’s Clothing
Thibo Denis x Dior, Bonne Suits, Outfit by Awake, Upcycled knitwear by Vitelli, Maison Mihara Yasuhiro Canvas OG Sole, Denim by Diesel
Uniforms
Texture
Formal
Bending rules
The social or aesthetic “rules” of previous generations are no longer valid. Dress formally to express personal style, rather than conforming to traditional standards. Checks are taken out of their traditional context into new shapes and textures.
A new aesthetic is based on changing social values. This is realized through craftsmanship and the use of natural materials, such as cotton, denim and twill. Uniforms were once the norm for men, denoting one’s profession or social status. Menswear has become more diverse and expressive and uniforms are now a statement of inclusion.
The use of colour and embroidered or appliquéd decorations transforms universal garments into individual, creative expressions.
Beauty
Photo by Kisu, Male wellness by Science of Him, Nooci women’s longevity products based on Chinese medicine, Makeup by Basma by Basma Salman on TikTok, Hwang Hyunjin of South Korean boy group Stray Kids, Menstrual cup by Nixit
Women’s needs
Masculinity
Herbal ingredients
Lipstick effect
Specific attention to women’s health, their hormonal changes and increased knowledge about the female body is needed to improve the wellbeing of women and equalize the gender health gap.
Societal expectations of what it means to be a “real man” can keep men from seeking help for their mental or physical health. Stress the importance of sports activities for mental and physical wellbeing.
The beauty industry is at the forefront of social change. Self-care is an important part of well-being for both men and women. Shared rituals of self-care create a sense of belonging and security. Herbal ingredients have been used for centuries as natural remedies to improve health and well-being and are an alternative to conventional medicine as a more holistic approach to health care.
Food
Hamantaschen by Joan Nathan, Community Kitchen by Food For All Africa, Pide by Oklava London, World Central Kitchen food aid, Fort Fridge Community Fridge, Korea inspired food by Marie Méon
World food
Stews
A human right
Aid
Food is a fundamental human right and as a society, it is needed to work towards more equitable access to healthy food.
High food prices make people switch to cheaper alternatives, which may not be the healthiest choices. Supermarkets need to focus on making healthy food choices affordable. Provide recipes on healthy cooking with affordable ingredients such as recipes for warm and comforting stews.
Food is connection and the rituals of coming together through food are important. Cherish home cooking, shared cooking, shared eating and family time.
A down to earth approach to food with warmth and a mix of cultural references and tastes. Adding ancient grains such as spelt, kamut, and einkorn to local food products for nutritional benefits.
Living
Photo by Roger Davies, Lamps by Carmen D’Apollonio, Lamp by Projet Amélie Touchet, Interior by Laura Gonzalez, Photo by Michael Sinclair, Ceramics by Alice Mackler
Figurative
Colour
Mixed
Ceramics
Interiors are colourful and are almost a colour experience in themselves in an earthy and grounded way. Wallpapers and fabrics are decorative, and in addition to using earthy materials such as clay, velvet fabric adds depth to the interior. The atmosphere has a modern 70s vibe.
Figurative art pieces are collector’s items and can range from paintings, sculptures, and decorative objects such as figurines. These objects add character and personality to a space.
Different cultures associate specific colours with different meanings, and these colours can be used in home decor to convey those meanings and heritage.
Ceramic pieces such as vases, bowls, lamps, and figurines add texture and depth to a space while conveying a sense of history and tradition.
Retail
Wellness and beauty treatments at the Lafayette Wellness Galerie, The Swap Shop Rotterdam, The Break Room rest station for the food delivery community, Wellness and beauty treatments at the Lafayette Wellness Galerie, Sneaker swap by Patta
Wellbeing first
Workers rights
Swap shops
Niches
Wellbeing as the ultimate focus for retail. Creating space for rest, treatments and healthy food instead the selling of products.
Swap shops with no price tags promote sustainability by reducing waste and fostering community and collaboration.
Shops and products that are personal stories that started as a solution to an issue that someone experienced themselves.
Consider the rights of employees when promoting social values, ensure that the employees are treated fairly and that the working conditions are safe and ethical.
Catering to specific niches means targeting groups of customers who share common interests and values or experience common challenges.
Architecture
Masdar Institute by Foster + Partners, Safe house for women and children by Yen-Han Liu, Make Space for Girls campaigns for facilities and public spaces for teenage girls, Housing complex in Raipur, India by Sanjay Puri Architects
Make space
Safety
Public space
Colour use
House prices have led to a wealth divide. New approaches to housing are needed to reduce these inequalities and enable accessible housing and home ownership for all.
Creating public environments that are not only functional but also conducive to human interaction and community building. Public spaces play a vital role in building a sense of community. In many countries, women and girls face significant safety concerns when using public spaces. Buildings and public spaces should be designed to be safe and secure for everyone.
Colour has a significant impact on people’s emotions and can be used to create a particular mood or atmosphere. Brown surfaces feel warm and trusted, and bright colours feel active and welcoming.
Technology
Evie smart ring for women by Movano, Breast cancer self-checking tool by Shefali Bohra and Debra Babalola, The One water purifier by Wells, Leaf Urban wellness tracker and alarm by Bellabeat, Arzum OKKA Minio Jet Turkish Coffee Machine, Smart cooking assistant by DelishUp, India
Fem tech
Non-western perspectives
Health focus
Protective
Fem tech reflects a growing recognition of the unique health concerns and experiences of women. Technological innovations designed to meet the needs of women include a range of products and services, from period tracking apps to breast cancer screening tools.
By considering the ways in which technology reflects and shapes values, it is possible to build a more just and equitable technological landscape that serves the needs of all people.
Technology can use new perspectives, a non-western view on water safety, household appliances and food preparation.
Health-focused innovations that are designed to promote greater social and economic inclusion and to protect the well-being of people and their communities.
Health-focused innovations that are designed to promote greater social and economic inclusion and to protect the well-being of people and their communities.
Mobility
U+ mobility concept by the University of Cape Town, South Africa, Yulu Bike Delhi, Barq Electric Scooter by Rena Max, Dubai, EV by Ceer, Saudi Arabia, Women-only car share by Bolt
Mobility concepts
Local start-ups
Sharing
Women-only
The social or aesthetic “rules” of previous generations are no longer valid. Dress formally to express personal style, rather than conforming to traditional standards. Checks are taken out of their traditional context into new shapes and textures.
A new aesthetic is based on changing social values. This is realized through craftsmanship and the use of natural materials, such as cotton, denim and twill. Uniforms were once the norm for men, denoting one’s profession or social status. Menswear has become more diverse and expressive and uniforms are now a statement of inclusion.
The use of colour and embroidered or appliquéd decorations transforms universal garments into individual, creative expressions.