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.
MELTING EARTH is based on Gen Z: We which has a mindset of “caring is the new cool”. Rather than escaping reali-
ty, they choose to face and feel then solve problems instead. This trend looks upon the world biggest issue, climate
change. As younger consumers are already concerned about it and take action on it, they expect brands to pay
attention to this issue and by also being sustainable. Womenswear take on an optimistic point of being more sustain-
able, upbeat mood, focusing on the theme “less is more” and “It is your choice”.
MELTING EARTH action points
01 Replaceable: concern regarding the innovation of technology now gives us more reasons for being more sustainable.
Brands must think of using alternative materials that are harmless to the environment or wildlife. For example, using
animal fur such as sheep instead of bear fur that requires killing the bear.
02 Design to be adaptable: the change our environment and street pollution has been a main topic for the past few
years. Think of the fabrics and silhouette that are adaptable. For instance, making a longer turtle neck so people
could use as a mask when they walk in the polluted streets.
INTRODUCTION