From Fake Foods and Day-Jamas to Soft Adventure, find out what everyone will be wearing, eating and how they relax – we’ve got the inside scoop.
We were the first to call the Hyper Pink trend. We were there before Brat Summer and warned the world about No-and-Low Sober Lifestyles. We know you can’t afford to miss what’s coming next.
Here’s a preview of four of our eight top trends for 2025. Download the full report to discover our top trends across Sports & Outdoor, Consumer Tech, Food & Drink, and Colour.
The Forever Young Adult
Meet the Forever Young Adult, WGSN’s top consumer trend for 2025.
Global youth are redefining timelines and milestones. The permacrisis has led many young people to delay adulthood and live at home well into their 30s. For adults who are ‘adulting’, there is a resurgence of cultural nostalgia, from Dungeons and Dragon groups making a comeback to people buying toys and merch from their childhood.
Brands must rethink how they connect with the young-at-heart across all industries in 2025 and beyond.
Therapeutic Laziness
WGSN’s top beauty trend for 2025 is Therapeutic Laziness - the new form of self-care.
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.
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.
In an era of relentless pressure, this trend is one everyone can support, offering a universally indulgent and restorative appeal.
Day-jamas
In 2025, day-jama sets in bold and fun prints will 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 a fibre level.
Our data shows sleepwear outperforming dresses and swimwear within the resortwear mix over the past two-year period.
Fake Food
Fake Food will be your must-have interiors trend for 2025.
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 raising a smile.
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 in this trend, and the appetite is only growing.
Download the full report and take a peek into the magic we provide to leading brands worldwide.
About WGSN
Trend forecasting solutions for people ahead of their time
Our foresight helps businesses understand the changes they need to act on now so they can make the best products and services for tomorrow.
If you need to know what will fill consumers’ wardrobes, bathroom shelves, kitchens or even their hands in the future, WGSN’s proven combination of consumer insight, data and industry expertise will guide you.
For more than a quarter of a century, we have explained the big macro shifts in consumer lifestyles, values and needs to ensure our clients achieve future product and commercial success.
Email press@wgsn.com for more information and expert interviews. For more information, visit wgsn.com.