“I’ve been in this business for many years, and I can tell you that if you manage a loss of -6 percent this year, you’re doing incredibly well. The average industry loss is between -25 and -30 percent.” With this bold statement, Dutch trend forecaster David Shah opened his seminar on trends set to impact the textile sector —especially in swimwear, lingerie, and activewear— at the Mare di Moda fair, held from November 5 to 7 at the Palais des Festivals in Cannes, France.
These words set the tone for a talk about the challenges —and opportunities— of navigating a constantly changing market. Shah emphasized that adaptability and resilience are essential for businesses, which must strike a delicate balance between technological innovation and respect for tradition and culture. It’s no longer enough to merely follow aesthetic trends; the textile sector is undergoing a transformation, requiring a genuine commitment to sustainability, diversity, and inclusion to stand out in an increasingly competitive landscape.
The seminar continued by addressing key questions for textile professionals: what are consumers looking for? What strategies will best position Spring/Summer 2026 collections to meet emerging consumer demands?
Creative Resilience in Adversity
In a context of economic uncertainty and constant challenges, swimwear must respond with colourful designs, structure, and dynamism, serving as a manifesto of resilience against adversity.
For the SS26 season, classic stripe patterns in bold combinations and color blocking are standouts trends, offering an effortless elegance.
Modern Consumer’s Expectations
Today’s consumer is very demanding. They seek an emotional connection with the garments they purchase, expecting durability. In this context, integrating sustainable materials and advanced technologies in design becomes essential for brands aiming to capture attention.
Biopolymers
Biopolymers are natural-origin polymers produced from renewable resources like plants, bacteria, algae, or organic waste. Unlike conventional plastics derived from petroleum, these materials can be biodegradable or compostable, meaning they break down naturally under certain conditions, reducing plastic waste accumulation in the environment.
and recycled fibers are some of the textiles that have gained popularity during the last seasons, representing an opportunity to create versatile, long-lasting pieces without compromising on style or functionality.
Additionally, garments like swimwear and lingerie are no longer limited to their traditional uses; they’re evolving to become staples in everyday fashion. Shah suggested, for instance, that swimwear could be worn both at the beach and at a festival, or paired with an oversized blazer as an outfit for a night out.
Embracing Nature
As consumers seek a more authentic connection with their environment, textures inspired by natural elements like tree bark, eroded surfaces, or the movement of water are gaining prominence. This approach allows brands to offer an unpolished, organic aesthetic that connects people with the beauty of “imperfection.”
Shah points out that color techniques play a vital role in this aesthetic, with tones that mirror nature’s own palette. Emphasis is placed on natural dyes sourced from algae and plants, moving away from synthetic and industrial dyeing methods.
The goal is to capture the essence of nature by evoking textures inspired by elements like the ruggedness of bark or the soft touch of moss, rather than relying on direct imitation.
Water as Inspiration
For the upcoming seasons, water emerges as a central theme, with a color palette ranging from soft lilacs to pearlescent blues. These shades convey a sense of calm and self-care, appealing to clients who want to look and feel good.
This theme brings to life textures and pearl-like finishes that capture the movement of water under light, materializing in soft fabrics that gently embrace the body.
Nostalgic Athleisure
The athleisure trend is now evolving into a hybrid—and somewhat nostalgic—aesthetic that works in both urban and natural settings.
This new direction introduces pieces that merge urban and sporty styles, incorporating retro-inspired materials like terry cloth and crinoline, reminiscent of the 1970s.
Relaxed, sport-inspired silhouettes are set to become collection essentials, while ribbed fabrics offer a textured bridge between urban sophistication and outdoor appeal.
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Crafted Connections
In a market filled with endless options, authenticity has become a core value for consumers. Artisanal details such as visible stitching and crochet not only add visual appeal but also deepen the emotional bond with the garment, which is seen as a unique piece crafted with dedication and care.
Rather than conventional materials like mesh, the expert suggested opting for less common textures to create a more refined and artisanal style. Each piece, with its unique details and “imperfections”, tells a story, offering consumers an experience of authenticity and exclusivity.