Reading the zeitgeist in fashion: Why trend forecasting is becoming cultural intelligence
- Jul 15
- 3 min read
As fashion moves beyond isolated trends, reading the zeitgeist has become the competitive advantage. The challenge is no longer finding signals. It is understanding what they mean
Every season the industry identifies hundreds of new trends. Colours receive names. Aesthetic movements appear overnight. Social media invents micro-trends faster than most brands can respond to them. The result is not greater clarity but greater noise.
