ON THE DOT. forecasts the key directions for womenswear to help your brand create A/W 20/21 collection. Our
two trends in this report – A(M) I REAL and DRY ICE are created specifically for young women. The report will show
colours, silhouette and the fabrication of each trend based on 2 types of Gen Z – me and we.
A(M) I REAL is based on Gen Z: me which is greatly documented. A selfie generation that shares everything on social
media and influenced by social media influencers. This trend explores the marriage of technology and humans. Due
to the rise of technology, such as AI, the line between “fake” and “real” is blurred. We have all seen how the rise of
‘Digital Influencer’ which has developed to be more human-like each day has made us, the real humans follow what
they do. This trend embraces a futuristic aesthetic that is grounded by a sense of humanity.
A(M) I REAL action points
01
Sleek but hype: the glossy and holographic surface will shake up the smart silhouette.
02 Double experiences: consider garments through a digital lens or order the flashlight, where illusory surface creates
a futuristic look that is primed for social media.
03 No more waste: consider creating as little waste as you can or using sustainable fabric in order to meet the demand
for sustainable mindset trend.
INTRODUCTION