SS21 Trends Spotlight: Europe vs US

Key Takeaways

Linen: The leading fabric for Summer 2021

Linen emerged as one of the strongest trends for SS21 in both Europe and the US, favored for its breathable, lightweight properties that suit warm weather. With a growth rate of 23% in Europe and 21% in the US, linen was a clear fashion bet for both markets. This fabric was especially popular among edgy and trendy consumers, with designers like Dawei and Kim Shui showcasing linen in relaxed suits and flowing silhouettes. Linen’s neutral tones, such as beige and white, made it a versatile choice for both markets, ensuring its broad appeal.

Beige and white: staple colors across both markets

Beige and white remained timeless color choices, penetrating all three consumer segments (edgy, trendy, and mainstream) across both Europe and the US. Beige experienced 2% growth in Europe and 3% in the US, making it a safe bet for both markets. This color was seen across garments like coats and dresses, with brands such as Prada and Hermès emphasizing the monochromatic beige trend. Similarly, white maintained a massive magnitude across both regions, with additional visibility in categories like tops and dresses, making it a staple for any SS21 collection.

Cable knit: A diverging Trend

The performance of cable knit varied significantly between the two regions. In Europe, the fabric experienced a 20% increase, positioning it as a bold bet for edgy consumers. Conversely, in the US, cable knit saw a 13% decrease, making it a mark down trend. This divergence reflects the different seasonal demands and consumer preferences, with Europe continuing to embrace experimental knits for the summer, while the US leaned toward more lightweight, breathable fabrics.

Bright orange and Tie-Dye: Vibrant hits for SS21

Bright orange and tie-dye were major color and print trends for SS21, with both seeing higher growth in the US compared to Europe. Bright orange grew by 3% in Europe and 14% in the US, appealing to edgy and trendy segments in both markets. Meanwhile, tie-dye experienced a 9% growth in Europe and 14% in the US, indicating a stronger adoption of the pattern in the American market. Both trends were popular for tops and dresses, making them solid options for brands looking to capitalize on bold summer fashion.

Sheer fabrics: A universally loved trend

Sheer fabrics maintained steady growth across Europe and the US, with a big magnitude in both regions. These airy, revealing materials were incorporated into SS21 collections through dresses and skirts, providing a modern, ethereal feel. The fabric’s versatility made it appealing to all consumer segments, ensuring that sheer fabrics would remain a safe bet for the summer season. Designers like Acne Studios and Simone Rocha used sheer to create deconstructed shapes, emphasizing its adaptability.

Ditsy florals and taffeta: A contrast in adoption

Ditsy florals experienced significant growth in both regions, with 31% growth in Europe and 16% in the US, making it a fashion bet for both markets. The print's nostalgic, feminine appeal resonated across all segments, especially in categories like dresses and skirts. In contrast, taffeta, a more luxurious fabric, performed well in Europe with a 15% increase, but saw a 7% decrease in the US, suggesting a regional difference in the adoption of more formal, opulent fabrics for the summer season.

Metallic fabrics: steady growth for bold consumers

Metallic fabrics continued to grow steadily in both Europe (5%) and the US (8%), with a particular appeal among edgy and trendy consumers. Designers like Paco Rabanne and Burberry highlighted metallics in their collections, with the fabric making a statement in skirts and outerwear. This trend showcased how metallics can add a futuristic, avant-garde touch to summer fashion, making them a safe bet for brands aiming to appeal to bold, fashion-forward audiences.

By comparing the trends across these two regions, the report demonstrates how certain trends, such as linen, bright orange, and sheer fabrics, exhibit universal appeal, while others like cable knit and taffeta show notable regional differences. This detailed analysis equips brands with the knowledge to tailor their collections to better meet the preferences of both European and American consumers for SS21.

Other useful resources on trends:
- Orange color trend forecast
- Corset trend forecast
- Womenswear in China and Japan