Trends 2027: David Shah decodes the five key signals set to transform textiles

From October 22 to 24_ 2025_ the Palais des Festivals in Cannes hosts Mare di Moda_ the leading European trade show for beachwear_ lingerie and athleisure fabrics. Each year_ this event attracts some of the continent's most innovative designers_ manufacturers and design studios. Beyond the swimwear and innovative fibres_ Mare di Moda also establishes itself as a place where the future of the global market is shaped two years in advance.

A keynote speaker at this 2025 edition_ David Shah – publisher at Metropolitan Publishing BV and professor at the ArtEZ Academy – captivated the audience with a conference that was both dense and forward-looking. In a tightly packed hour of analysis_ he decoded the subtle signals and profound transformations that will shape fashion and textiles by 2027.

Between experience and inflation: new consumer paradox

“People are travelling_ but they are no longer buying_” observes David Shah. This paradox_ evident in both ready-to-wear and swimwear_ reflects a profound transformation. The global middle class is now willing to pay a premium for experiences like long weekends and wellness retreats_ yet hesitates to invest in clothing.

Premium brands_ from beachwear to lingerie_ are therefore left juggling high quality with price justification.

Recent luxury scandals_ notably involving Loro Piana_ have heightened mistrust. The consumer now expects tangible_ measurable value supported by a coherent narrative. In this context_ clothing is once again becoming primarily a functional product rather than a sign of ostentation.

However_ certain segments are proving resilient. Sportswear continues to see annual growth of nearly 7 percent_ driven by an unprecedented hybridisation of lifestyle_ health and mobility. Since Covid-19_ Shah notes_ “sport has become a way to get out of the house_ a ritual of social escape”.

This dynamic is reinforced by the growing importance of well-being_ particularly among Gen Z_ who_ according to Shah_ “value well-being over wealth”.

Sportswear and hybridisation: new creative matrix

According to David Shah_ 2027 will be the year of “hybrid fun” – a blend of technical aesthetics and sensory emotion.

Textiles are becoming high-performance_ breathable_ protective (UV-resistant_ salt-resistant_ quick-dry) and durable_ while retaining a touch of softness and lightness.

The main directions identified are:

• Layering – functional layers inspired by Skims and The North Face;

• Sculpt – shaping textiles_ dynamic silhouette;

• Glow & Shine – satin or iridescent materials_ discreet elegance;

• Sober luxury – solid tones_ expensive minimalism.

The women's sport continues to transform the market. “Women are no longer just participating in sport; they are redefining its codes – from sneaker design to brand communication_” explains Shah. They are infusing the segment with a desire for beauty_ narrative and emotion_ whereas men primarily valued performance.

Behind the sector's vitality_ however_ a question arises: is the sportswear market saturated?

Nike is going through a difficult period. Asian competition_ particularly from China_ is gaining ground_ while new outdoor brands are emerging with a more lifestyle-focused than athletic approach.

“Desired”: return of emotion and romanticism

While the 2020s were dedicated to functionality and minimalism_ Shah now observes a return to emotion_ colour and romanticism. Gone are the constrained and standardised styles: 2027 is set to be the year of reclaiming visual pleasure. Lines are softening_ colours are vibrant and stripes are shaded. The keyword? Desired.

Consumers_ weary of crises and the gloomy atmosphere_ are seeking happy endings_ tenderness_ flowers and sensual textures.

Palettes are softening – powder pinks_ watery blues_ light coral – and floral motifs are making a comeback_ modernised by digital technology.

Added to this is a strong trend: “kidulting_” a fascination with cuteness – cats_ toys_ naive worlds (think Labubu) – which reflects a search for innocence in a world saturated with uncertainty.

Between modesty and excess: two faces of desire

As fashion rediscovers emotion and fantasy_ another trend is emerging: that of asserted modesty. “Saint-Tropez (a summer fashion showroom) is no longer the temple of nudity and freedom; today_ the talk is of traditional weddings_ sobriety and religion_” notes Shah.

This more covered aesthetic – protective materials_ UV-resistant textiles_ demure lines – reflects less a step backwards than a need for guidance and stability. At the other end of the spectrum_ however_ a desire for flamboyance is re-emerging: the return of glitz_ saturated colours_ “ombre” stripes and multicoloured effects.

Since Anna Wintour_s departure from the forefront_ quiet luxury has given way to an aesthetic of chaos_ notes the expert. “The rich are starting to show they are rich again_” summarises Shah. This dualism_ between protection and provocation_ between withdrawal and exuberance_ illustrates the spirit of the times: a fractured but deeply expressive fashion_ where each extreme reflects the same search for meaning and visibility.

Textile innovation: key role of technical players

On an industrial level_ Shah highlights the role of smart fibres and premium recycling_ driven by players like Lycra_ “one of the few still convinced that sustainability and performance can coexist”.

Fabrics that allow for tanning or incorporate protective micro-treatments are gaining ground.

Beyond material effects_ an entire Euro-Mediterranean ecosystem is reorganising around innovation. This includes short supply chains and partnerships between spinners_ designers and manufacturers_ supported by European programmes.

2027: desired_ hybrid_ romantic and conscious

At the close of this 2025 edition_ the picture painted by David Shah is one of a fashion that is desired and liberated_ but now firmly rooted in reality.

Reading between the lines of the speaker's presentation_ 2027 is shaping up to be a year of acknowledged contradictions: protection and sensuality; romanticism and performance; introspection and expression.

Fashion is no longer just trying to fix the world; it seeks to feel it again_ to reconnect with materials_ emotion and the pleasure of existence.

Five fashion & textile trends for 2027

• Hybridisation – sport_ luxury and functionality merge to create new stylistic territories.

• Emotion – a return to colour_ romanticism and narrative in design.

• Protection – the rise of smart_ UV-resistant_ heat-resistant_ breathable and lightweight textiles.

• Kidulting – nostalgia and the sweetness of childhood are embraced as comforting values.

• Exuberance – the end of minimalism: a return to “showing off_” vibrant materials and visual joy.