There is plenty of inspiration in the trend and colour guide for the AW 24/25 season, where four trend themes are visualised with selected collection images.
“I cannot always control what goes on outside. But I can always control what goes on inside.”
— Wayne Dyer
The period from 2020 to 2025 will be recorded in history books as a time of overlapping crises, each creating challenges, but together sparking change. It’s inevitable that years of turbulence would trigger lasting changes, including a greater focus on self-understanding, reflection and balance. But how do external and uncontrollable crises impact us as individuals?
When the world seems complex and hard to understand, and when you can’t change anything, most people turn to focus on the near and on areas where there is real control. The lack of control in external matters is expressed by significantly increasing control internally. There are various definitions of intention, but essentially, it’s about being conscious of your goals and the path to them, and the ability to plan the journey. It’s also about optimising the experience of meaning, purpose and coherence in life.
Based on the need for control internally and the drive that arises when the goal and direction are clear, the seasonal narrative for AW 24/25 is based on the word ‘Intention’ – a word referring to control, goals and direction. And that your actions are in line with personal beliefs.
The Autumn/Winter 24/25 season reflects four consumer types:
Ladies & Gents
Nordic Explorers
Stargazers
Polar Poets
