Sign of a profound transformation, the crisis we are going through questions the excesses of yesterday’s world that resonate without limit on our choices and aspirations, and is opening up to a diversity of projections. Before diving into our new SS 2022 Inspirations Trend Book, our expert Aude Legré ,Director of Prospective and Brand Strategy, shares our convictions, our selection of strategic and creative concepts to anticipate the key changes and capture the major socio-cultural influences that will shape next season.
Sandrine Maggiani: Next season will be disrupted by the global crisis we are going through, what changes have been made to the SS 2022 Inspirations Trend Book to anticipate this transformation?
Aude Legré: The evolution of our main themes for the FW 21-22 particularly echoes the desires of individuals faced to the crisis, since our 4 themes mirror our current aspirations as persons who don’t know what to think or choose, caught up in contradictory desires and needs. In response to a totally unparalleled experience that leads us to reevaluate our entire system, we decided to analyze the crisis and its resonance throughout the SS 2022 Inspirations trend book.
image: @paris_in_motion_by_axel_gylden
SM : Once identified, how can we anticipate the “contradictory desires and needs” that influence our behaviors still overwhelmed by emotions?
AL: More than ever, to anticipate these transformations, the trendbook relies on opposing dynamics, contrasting themes. As an example, our approach of a “generous essentialism” continues to grow and develop differently in all the trendbook’s themes. These paradoxical forces explore and offer a variety of bold and powerful creative territories that nourish the search for harmony between seemingly conflicting desires and needs.
SM: What ” unexpected resources” and positive consequences have you observed that are explored in the creative scenarios for SS 2022?
AL: To enter this “extra-ordinary” period, the key points developed to reach “an harmonization of resources” echo a need for increased sensoriality while seeking security, for escape while trying to find grounded references in a reality that has become fictional. Moreover, we go even further in a visceral return to nature and essentialism, proposing scenarios to find the answers to building a new future, using a range of different solutions.
SM: What are the priorities for major changes and what positive scenarios can be imagined?
AL: Without unveiling the richness of the innovative strategic and creative scenarios presented in the SS2022 Trendbook, I would say:
1# In this context, sensitivity and sensoriality both challenged and heightened accentuate the need for new essentials, for a better understanding of what is primordial for oneself on a physical, relational, personal, professional and material level.
This change in attitude towards our own needs challenges our ability to adapt to these new environments to guide us to a new, more sustainable and fulfilling lifestyle.
2# The period of confinement we experienced contributed to the exploration of our inner life to the point of becoming a source of personal and collective inventiveness.
This transformative ability will lead us either to the comforting spontaneity of connection with others, creative and caring activities, or to extraordinary dreamlike fantasies, contemporary spirituality or virtual worlds.
This is only a short overview. I will say to conclude that the current situation is an opportunity to look for all the solutions facing a future that is opening up to a plurality of projections, resourceful and innovative scenarios you will discover in the SS 2022 Inspirations. Let’s get inspired, contact us.