WGSN ANNOUNCES ITS TOP TREND PREDICTIONS FOR 2025

Trend forecasting authority WGSN has announced its top trends for 2025. Overarching themes, including Therapeutic Laziness, Soft Adventure, and Day-jamas, are just some of the trends that will affect consumer behavior for 2025 and beyond in beauty, fashion, tech, and sports & outdoors. These are the WGSN’s Top Trends for 2025.

Day-jamas (WGSN Fashion)

As luggage costs and size limits become more restrictive, travelers seek versatile items catering to various uses. Day-jama sets in bold and fun prints transition wearers from beach to bar to bed. Think of these as an upbeat revamp of the sad old sweat set. For activewear, Day-jamas focus on rest and recovery with wellness ingredients such as collagen, hyaluronic acid, and cannabidiol (CBD) infused at the fiber level. WGSN’s data shows sleepwear outperforming dresses and swimwear within the resortwear mix over the past two years.

Therapeutic Laziness (WGSN Beauty)

In 2025, we will embrace a new evolution of self-care, Therapeutic Laziness. Building on the ‘anti-wellness’ movement, this trend elevates ‘bed rotting’ or spending extended time in bed and being intentionally unproductive into a refined self-care ritual loaded with tactile hedonism. The antidote to rising levels of burnout and anxiety, Therapeutic Laziness offers a guilt-free retreat where therapeutic rest meets beauty. Our beds will become wellness zones and self-care sanctuaries. Think ‘treat-while-you-laze’ products that enhance skin and hair health while you unwind or sensorial bedding imbued with nourishing ingredients and scents that bridge the gap between skincare and sleep. Sleep tourism will also have a new allure, with hotels and retreats offering rest programs and serene spaces with sleep-enhancing amenities, from AI smart beds to prescription-scented lullabies. In an era of relentless pressure, this trend is one everyone can support, offering a universally indulgent and restorative appeal.

Fake Food (WGSN Interiors)

Soft-serve swirls as dog toys? Hamburger area rugs and popcorn vases? Yes, please. Embrace treat culture and propose decorative items and gifting ideas that tap into the feel-good, stress-relief power of bringing up a smile. The more realistic, the more surrealist the effect across trompe-l’oeil candles, tabletop, stationery, toys, furniture, and room decor, among others. Have fun and encourage your customers to have fun as well, no matter how small the treat or how cheekily the indulgence is portrayed. Play with textures, detailing, and embellishment. Delve into nostalgia, elevate your product with premium materials and finishes, or exaggerate your kidult appeal. There is something for every palate and the appetite is only growing.

AI Companionship (WGSN Consumer Tech)

Social isolation and loneliness are on the rise worldwide, and the World Health Organization (WHO) has declared loneliness a global health threat. The advocacy for social connectedness coincides with the rapid advancement of AI technologies embodied in humanoid and social robots, wearable AI devices, and AI agents. Think of them as smart assistants, caregivers or digital companions. These novel human-machine interactions will escalate in 2025, with AI engaging more deeply with humans to provide emotional support, alleviate loneliness and redefine our relationships with technology.

Future Dusk (WGSN Colour of the Year)

Future Dusk is the color for this era of transition. Moody and intriguing yet steadfast and constant, it offers a sense of mystery and escapism but also a reassuring stability. A fresh take on dependable dark blue, it feels both familiar and futuristic, earthy and cosmic. Its surreal and otherworldly qualities align with the long-term trend towards transformative colors, driven by the consumer desire for emotionally driven experiences, whether digital or IRL, and the need for awe-inspiring products that activate all the senses.

Soft Adventure (WGSN Sports & Outdoor)

Soft Adventure is an activity that doesn’t require a significant investment in equipment or much skill to start, such as hiking, camping, cycling, birdwatching, or snowshoeing. It has driven growth in outdoor participation since the pandemic, providing accessible activities for new participants to reap the health and wellness benefits of the outdoors. Soft Adventure’s growth is influenced by global demographic fluctuation, the cost-of-living crisis, and a wide range of multi-living situations and communities. Demand for age-agnostic soft adventure products and services designed for need, rather than a participant’s age, is rising.

The Global Pantry (WGSN Food & Drink)

Our pantries are evolving to reflect consumers’ rising global eating patterns. Whatever your region, your pantry is no longer filled with traditional sauces and condiments. It will be made up of several delicious tastes from other cuisines. Think Mexican salsa macha, Chinese chili crisp, Japanese yuzu koshu mayo, Indonesian sambal, Mojo Rojo from The Canary Islands, pandan kaya curd or ube halaya.

The Forever Young Adult (WGSN Insight)

Global youth are redefining life’s timeline. The permacrisis has left many youths to delay adulthood and live at home well into their 30s. In the West, youth stretches well into the 30s, while in India and Africa, booming young populations are driving a cultural ‘youthquake’ that will shape global trends for years. For adults who are ‘adulting,’ there is a resurgence of cultural nostalgia, from Dungeons and Dragon groups returning to people buying toys and merch from their childhood. Brands must rethink how they connect with the young at heart across all industries.

For more information on trends for the coming seasons, contact WGSN.

All images courtesy of WGSN.