Editor’s Note
As we navigate the current retail landscape, forward-looking insights are invaluable. This article explores WGSN’s 2026 macro trend forecast, “Unserious Everything,” which anticipates a consumer shift towards playful release and curated access. Understanding these long-term movements can help brands strategize beyond seasonal cycles.
While many are preparing for the peak of the year-end shopping season, WGSN is already looking further ahead. The trend forecasting company has announced the changes and movements expected to define 2026. From “Gatekeeping as Currency” to “Sophisticated Escapism,” various trends are seen as becoming established.
WGSN has named its comprehensive macro trend “Unserious Everything.” The platform predicts that consumers will seek tools to release their emotions as a reaction to a world dominated by overwhelming stress and tension. This is an evolution of the previously proposed WGSN trend “Glimmers,” which pointed to an increase in tools for dealing with negative emotions. Unserious Everything suggests a society where consumers actively pursue more disruptive environments and step into “realms where they can laugh out loud.”
Additionally, WGSN expects the return to curation and protection to continue. The company’s trend report depicts a cautious consumer image seeking value and, consequently, trying to establish means of preservation. This is true both in clothing purchases and in approaches to social media.
In the fashion field, a phenomenon is observed where two contrasting trends are interrelated. One example is “Going for Gold,” which suggests that gold is regaining attention and acquiring high status as a symbol of stability in times of high uncertainty. As a result, WGSN states that bold gold jewelry is expected to be added to the wardrobes of consumers who want to add uplifting glamour to casual looks.
Closely related to and forming a pair with this is the consumer trend “Guardian Design,” set against the backdrop of heightened awareness of protecting valuables. WGSN points out that anti-theft features are emerging as an important selection criterion in accessories and apparel, becoming a symbol of functional value. Not limited to travel bags, features like button-down shoulder straps for handbags, RFID-blocking pockets, and carabiner clips for securing items to tables are spreading, reflecting the high priority of safety among cautious consumers.
Another factor determining post-purchase habits is a different form of “protection.” WGSN introduces “Gatekeeping” as one of its 2026 insights, noting that “scarcity is gaining attention again.” It states that this will spread into diverse movements to “protect cultural capital,” ranging from keeping product information private to the rise of closed communities.
Similarly, consumers will seek to protect their mental health by severing deep-rooted connections with social media. As more young people link declining mental health to online life, “Digital Privilege” will become more common. Those who can disconnect without sacrificing their careers or social status will come to view such offline habits as privileged. Therefore, WGSN suggests that brands leverage the momentum of offline sanctuaries and digital detox experiences.
Similarly, WGSN’s sports and outdoor trend “Rugged Luxury” also points to widespread consumer fatigue. Here, the platform states that a sensation named “sophisticated escapism” is born, which can be seen in the growing demand for multi-sensory products and high-performance yet refined outdoor gear. Accompanying this, WGSN proposes making product designs more accessible and diversifying price ranges. There is a demand to make premium products that utilize sustainable materials and textures accessible to a broader audience.