Decoding AW26 trends and shifting consumer patterns: Heuritech's AI-driven forecasts

Since its launch in 2013_ Paris-based trend forecasting platform Heuritech has relied on artificial intelligence (AI) to formulate its own forecasts for each season. Its technology scans millions of social media images monthly_ receiving data points on what consumers are wearing and identifying over 20_000 trends spanning material and silhouettes to colour and print. The language model then learns the behaviour of the trends and can therefore predict future shifts_ boasting a 90 percent accuracy rate.

The platform is now in the process of analysing the autumn/winter 2026 season_ looking into how materials_ colours and prints will chop and change over the coming year. In an interview with FashionUnited_ fashion analyst Frida Tordhag_ speaks on what to expect from womenswear_ how trends themselves are evolving and the impact of heightened regulation on design.

What kind of textile innovations do you see dominating the AW26 season?

There is Ego-Eco_ which captures fashion_s desire for environmental responsibility. There is also a lot going on within Europe in terms of new regulations on fast fashion and a more circular economy for textiles.

In terms of fabrics and materials_ there has been an increase in the use of organic cotton_ low-impact wool blends and soft-tactile finishes. This also reflects what the consumer will be wearing in the upcoming AW26 season_ which is heavy on fabrics.

In the way of heightened regulation_ such as DPPs_ how is this changing landscape going to influence fashion and clothing trends in the coming years?

This is something that will take many years. It unfortunately won_t be as quick as SS26 and AW26. Something we have spotted_ and that our data is now backing_ is how people are moving away from microtrends.

People have a deeper access to knowledge_ so we have seen higher expectations on fashion houses and brands on what they are putting out_ when compared to a couple of years ago. Big fashion houses need to understand and give what consumers want. The power of the consumer is only growing stronger_ because they have so many different

With this in mind_ how are trends themselves evolving?

What we have seen_ particularly among Gen Z over the past two years_ is a huge amount of microtrends due to TikTok and social media. It shows how Gen Z and some other age groups have been constantly seeking stimulation in the way they use social media. If they go to a restaurant_ they never want only one dish_ they want to share and try everything. That is similar to how they are consuming fashion_ too. It_s the desire for constant novelty. That_s why we have seen such a rapid turnover of styles and aesthetics.

But people are getting fed up by this – not only by fast-moving trends_ but also the way we use social media. They want to cut their screen time and view being offline as a new luxury. We see it in marketing too. Before_ it was about catching attention-spans. Now_ marketing trends are leaning into the feeling of relaxation and slowing down.

This leads into the way we consume trends_ and with this_ we can also see the growth of personal style becoming an important part of expressing your identity. This is due to many reasons_ like the economy but also environmental factors where fashion is entering this phase that values individuality and craftsmanship over hype. Also storytelling over surface-level trends.

Are fashion seasons shifting_ too?

When speaking about fashion trends_ it_s important to reflect back on autumn/winter 2025 and the upcoming SS26. One thing that we have seen is that compared to just a couple of years ago_ seasonal fashion is really fading out. It_s not that strong a contrast between spring and summer to autumn and winter_ both due to the climate but also because we consume so much global content at all times. We can be inspired by Australia that has a different seasonality than Europe_ and so on.

What kinds of prints will we be seeing in AW26?

Animal prints have had strong growth over the past year. However in AW26_ we actually see a 16 percent decline in animal prints_ so they won_t be as visible. The prints we will see more of within the animal category are reptile skin prints_ specifically crocodile_ which has a forecasted growth of 54 percent during autumn. What will be noticeable with crocodile is how it_s incorporated into leather and darker hues like brown_ black or the classic autumn colour_ burgundy.

Another print that has grown during SS25 and is continuing to grow into 2026 for both seasons are small and big dots. They have been linked to the animal print category due to Dalmation-inspired prints_ seen in asymmetrical dots. However_ during winter_ big dots are expected to grow in visibility by 115 percent_ which is a strong growth compared to the year before. Small dots will see a 38 percent growth compared to AW25. It will also be a check-heavy season_ with different kinds of checks at play_ like plaid and gingham_ which are both expected to grow by 16 percent.

For prints_ we will see – not so much a shift away from _quiet luxury_ or minimalism_ as those will always be around more or less – a more print-heavy season_ with individual and personalised style. It_s about making fashion fun again.

Do you see any shifts in colours?

Colours are more or less similar to what has been seen in the past. The colour brown_ especially during 2025_ was almost considered as the “new black”. For the upcoming autumn season_ we see warmer and lighter hues of brown growing_ with cinnamon brown forecast to grow 9 percent. Chestnut brown is forecast to grow 11 percent_ and camel 5 percent. We_re moving away from darker brown hues_ and stepping into lighter ones.

We also see colours like a darker yellow and slightly green khaki hues increasing. Cardboard khaki and moss khaki_ for example_ are expected to grow 6 and 5 percent. It creates this forest-inspired palette_ mixing lighter hues of brown together with a combination of mustard yellow and beige brown.

Another thing we have spotted and is on the rise for 2026 regarding colours is “colour block” styling. So layering with the same colour: styling grey pieces with other hues of grey_ creating a monotone look.

And for fabrics?

This can be seen in fabrics too. We have spotted “fabric blocking” growing more prominent_ this time mixing contrasting fabrics into the same piece. Let_s say a sweater combines knitted fabric together with suede_ with details of suede incorporated into the knit. Suede is a fabric that is estimated to grow 45 percent during this season.

We have also seen feather and fur details in pieces_ often along the hemline of sweater sleeves or dresses. Fur details are estimated to grow 14 percent_ and feathers 12 percent.

Another fabric forecast growing strongly both in SS and AW is lace_ specifically the incorporation of lace as a styling element_ such as a lace trim at the bottom of a tank top_ lace stockings or a lace bralette peeking through under your top. It's a continuation of the SS26 forecasted trend of romantic and delicate fabrics_ tapping into femininity and women being in a more feminine era.

Is there also a continuation in any silhouettes over the year?

Yes_ AW26 will be similar to SS26 in that there is a big emphasis on volume. We see that draped pieces_ such as draped tops or dresses_ are forecasted to grow strong because they add a fluidity_ a different kind of volume to a piece. A bubble hem is expected to be popular in SS26_ but those shapes are often created using very thick_ summery fabrics. The autumn version will incorporate more draping.

This season sounds more extravagant than those of previous years. We_ve seen the rise of _quiet luxury_ and the casualisation of fashion. What kind of movements do you envision defining AW26?

As mentioned_ there is a moving away from seasonality_ but AW26 will also be about blurring the lines regarding specific genders. In fashion_ however_ contrasts do exist_ so we also see this season strongly gravitating towards dramatic femininity and darker romance_ as seen in extravagant fashion trends like feathers or lace.

Why are people moving away from quiet luxury?

There could be different influences. Fashion has always been a way of self expression. I think that_ in a world that is going through everything from an economic turndown to political challenges and climate change_ fashion can still be an industry that allows people to dream_ and not be too serious.

Over the past year_ quiet luxury has been a very minimalistic_ very serious and conservative trend. Now we can see how_ as a reaction to that_ fashion is becoming more fun and playful again. That being said_ as I mentioned before_ opposites always exist_ and quiet luxury will still be around_ but less as a trend and more as a mainstay.