Trendreport: From Forecast to For You page

What role does a fashion agency like TWNS Distribution play?

“In our showroom in the heart of Brussels, retailers can get to know the brands we represent, discover new collections, and place their orders. Our brands are sold in mid-range boutiques and concept stores. For those players, it’s important that the clothing they offer is both high-quality and affordable. That’s how they differentiate themselves and compete with high street labels.

We learn a lot through our contacts with buyers: what’s happening in the market, which trends and items are successful (and which aren’t), and what Belgian consumers are looking for. We can then respond to that—not only as a distributor, but also as a brand. In doing so, we help shape the fashion landscape together.”

What conclusions can you draw about fashion and trends in Belgium?

“Belgian consumers shop quite conservatively. We once designed a beautiful rainbow sweater with Twns the Label. Retailers were enthusiastic, we were too, but the Belgian customer didn’t really take to it. Meanwhile, the same sweater sold out immediately in France.

In Belgium, basics always perform better than in our neighbouring countries. That might be due to our down-to-earth mentality: clothing needs to be practical, versatile, and timeless.

Even though our Belgian fashion houses belong to the absolute global elite, the average Belgian consumer isn’t a trendsetter—more a cautious trend follower.”

How do trends come about?

“Most brands still take their cues from major fashion houses. Top designers set the tone, and from there, trends trickle down to the high streets. The digital world has also become an integral part of the fashion ecosystem: influencers translate a trend on their platforms to a wider audience and help it go mainstream. But the big ideas still begin in the creative mind of a designer and on the catwalk.

Nostalgia plays a big role in shaping macrotrends. We always look back to a specific era. Right now, the ‘90s and 2000s are making a comeback. They’re close enough to feel nostalgic about, but far enough away to feel cool again. Each era gets a fresh, modern twist.

Within those macrotrends, you get countless microtrends: oversized silhouettes, low-rise jeans, bold shoulders, neon colours... Some stick around, others fade quickly.

How long a trend lasts is hard to predict. But a combination of intuition, sales data, and logic can help you make a decent forecast. The return of colour after a long beige phase, for instance, makes perfect sense. Maybe it’s time to bring that rainbow sweater back out (laughs).”

We live in a digital world—how important is physical buying still?

Showrooms, as well as trade fairs like Modefabriek in Amsterdam or CIFF in Copenhagen, are still incredibly important for discovering brands, trends, and looks. You need to be able to soak up the vibe of a new fashion season—really see and feel the colours, the fabrics, the pieces.

For us, those are also key moments to observe what resonates with retailers. What do they reach for enthusiastically? What actually gets ordered?

A photo is just a snapshot. We’ve seen it many times: we send out a lookbook, but buyers only get truly convinced once they’ve felt the fabric or held the item in their hands.

Even the in-store shopping experience is gaining value again. Since the COVID crisis, I’ve noticed a gradual shift: from impersonal online shopping to the social experience of physical retail. Service, styling, human connection, and discovery are once again appreciated.”

Which trend have you helped popularise?

“With Twns the Label, we set the tone with our bold use of colour—but also with our storytelling. Today, a brand needs to tell a story, to embody personality.

Twns the Label is a brand built around the birth of our twin boys. It’s their playfulness, strength, and softness that inspire our knitwear collections.

In my opinion, personality, authenticity, and experience are the trends of today—and of tomorrow.”

What’s your biggest source of inspiration as a designer?

“It sounds cliché, but I draw most of my inspiration from life itself: pop culture, TV series, museums... and just as much from endlessly scrolling through Instagram or TikTok, through brain rot reels (laughs). I rarely go looking for inspiration on purpose. On Pinterest and other social media, you often see the same things over and over again. If you want original ideas, you have to look beyond that—look at what’s going on in the world.

As a designer, you try to capture the spirit of the times. And since we’re all living in the same moment, many fashion designers are influenced by the same cultural and societal shifts at the same time. That’s how global trends emerge.”

Which trend is currently on the rise?

“We’re living in challenging times: wars, pandemics, climate crisis, housing crisis... Where that unrest used to translate into calm, minimalist design (remember ‘quiet luxury’), we’re now seeing—at least among early adopters—a craving for playful escapism.

No more conforming or blending into your surroundings, but rather standing out and showing your unique personality. We need a shot of fun to counterbalance the heaviness of everyday life.

You can see that not just in fashion but also in interiors: the beige latte frappuccino aesthetic is slowly making room for bold, colourful design. It’s a macro-trend I absolutely support—and one I love to ride with my wild, joyful designs. On social media, I see firsthand that this trend is resonating.”

What determines whether a trend breaks through or not?

“Large-scale trends are fairly easy to predict. It’s simple math: action – reaction. Microtrends are much harder to pin down, exactly because there are so many of them. And because you rarely know who actually started them: a brand through a smart campaign? A fashion magazine with strong content? A specific community? Or a (well-paid) influencer or celebrity?

A trend catches on because the timing is right, and because the ‘right people’ are pushing it. But in my experience, the more a trend peaks, the faster it burns out.

Take the Labubu hype (Pop Mart dolls as accessories, ed.). Now that they’re everywhere in the streets, you can be sure they’ll soon be passé on social media—and the next microtrend is already waiting. It’s the circle of life (laughs).”

What role does social media play in trendsetting?

“Social media mainly speeds up the trend cycle. Because more and more people are posting content online, we—within the same target group and with similar algorithms—are constantly being shown the same looks, the same interiors, the same lifestyles. And that gets boring fast.

That creates both a desire and a need to do things differently and to experiment with trends more quickly. If you want to stand out as a creator, you have to cut through the noise—you need to be visually distinctive.

Platforms like TikTok and Instagram act mostly as accelerators. Also because of the immediate feedback. As a content creator or designer, you instantly see—via likes and shares—whether a look works or not. You can respond to that intelligently. That’s how trends take on a life of their own online.”

Do trends still emerge top-down (from brands and magazines), or more bottom-up (from creators and online communities)? And how do you see the evolution of trend creation?

“Today, there’s a constant and organic cross-pollination between all of these levels. As I said earlier, it’s hard to pinpoint who exactly put a trend on the map—it’s more of a group effort. But I do believe brands, magazines and creators will need to reinvent themselves to keep up.

Fashion shows and fashion weeks used to be exclusive previews aimed at buyers and fashion journalists. Today, they’ve become influencer events. Catwalk looks appear live on social media, for an audience that doesn’t want to wait a year to buy into a trend. Designers and brands will have to respond more quickly.

I also think magazines will reclaim a key role in trendsetting—but in a different way. Nowadays it’s especially cult magazines that are setting and breaking trends. That’s a classic counter-movement. Just like the return of slow coffee and vinyl records, we’re diving back into exclusive fashion publications.

For brands and content creators online, the real challenge is standing out in an oversaturated media landscape. A basic influencer ad doesn’t convince anyone anymore. You need to spark emotion, create a world, work with inspiring ambassadors, and sell an experience—not just a product.

Your story has to make sense, and above all: you have to stay authentic. Authenticity is the biggest trend today—at every level.”

Which trend will shape our fashion landscape the most in the future?

“When we talk about trends, most people immediately think of microtrends. But in reality – especially for brands and retailers – it doesn't really matter whether we're hanging Labubu dolls on our handbags or wearing skinny jeans again. By the time we name these microtrends, they’re already on their way out.

What truly matters are the macrotrends that shape the fashion landscape – they have a much deeper and lasting impact.

Due to increased import tariffs in the U.S., the fashion sector is facing growing challenges. This affects what gets bought and sold – and what shows up in our streets. I predict a decentralisation of all things American. Streetwear will of course remain important, but no longer the American way. Our fashion industry will need to adapt.

If we want to keep the Belgian fashion sector healthy, we’ll have to focus even more on local thinking and working. That shift is already happening in countries like Nigeria and Ghana, and also in Japan and South Korea, where younger brands are increasingly focusing on their own local markets. We should learn from these examples.

Belgian fashion players – and by that, I don’t just mean designers – need to collaborate, learn from each other, and bring more of the production process back to our own country. Trademart, with over 1,500 brands under one roof, is already a frontrunner when it comes to joining forces. But since production and labour costs here are so high, our government also needs to step in and take a more supportive role.”

Belgian consumers are said to be cautious in their choices. Should brands and retailers take that into account?

“I disagree with that statement. It’s actually Belgian creatives who’ve been shaping the international fashion scene for decades – and they’ve done it with forward-thinking designs. Just think of Raf Simons, Anthony Vaccarello, Meryll Rogge or Glenn Martens. Many of the microtrends or silhouettes you now see in major chains are directly inspired by their work.

We should never take it for granted that such a small country produces so much fashion talent. And it’s not a coincidence. It’s because we have such a fertile creative environment – precisely because we’re not making cautious choices.

When you look at true trendsetters – and it’s young people who make trends go mainstream and shape the zeitgeist – the most popular items right now are not quiet luxury pieces, but Vibram toe shoes or a Bottega Veneta bag with its signature woven leather. Fashion is driven by bold and/or recognisable designs.

Of course, everything depends on who you are as a brand or shop, and which trends are relevant for your audience. If bold colour isn’t expected from you, it may not resonate – whereas for brands like Walter Van Beirendonck or Essentiel, it’s exactly what people want.

The trendy youth I see around me express a wide mix of styles. Their outfits may look effortless, but they are often very thought-through: protest shirts, handmade pieces, vintage, high fashion… With the clothes they wear, young people make a statement. It’s a form of political expression.

Fashion professionals will have to take that into account. In fact, everyone working in fashion should stay closely connected to Gen Z and Gen Alpha – to understand what’s going on in their world.”

Social media are indispensable trend platforms. Are they taking over the role of traditional media?

“New trends still originate in the creative minds of top designers. They’re taught in fashion school not to look at what others are doing – not even on social media. But they do use online tastemakers – think A$AP Rocky or Kim Kardashian – to strengthen their brand image.

One reason why we often see similar trends across fashion weeks is because many brands visit the same textile trade shows, where shared materials and colour palettes emerge – like suede or the so-called ‘new neutrals’.

Content creators then pick up these trends and highlight them on their platforms, which helps those trends take off and become amplified online. Social media have taken over the role of traditional fashion media – simply because they’re faster.

If magazines don’t jump on the digital train, they’ll lose their relevance as trendsetters. At ELLE, we want to grow into a fashion and culture hub – for people and brands who want to see fashion come to life: in print, on social, on our website, through podcasts and live events. That’s how you build a strong, engaged community under one roof.”

How can shops and brands continue to grow in the future?

“In fashion and retail, it’s no longer just about selling products – it’s about building a community and a long-term relationship with your audience. Especially in difficult times, people want to feel like they belong, like they’re part of something.

That’s why it’s important that brands and retailers give something back to their consumers: events, moments of connection, storytelling… I know, it can feel exhausting – the fashion sector already has enough on its plate. But that’s exactly where the future lies.

The Antwerp skate store Lockwood understood that very early on. They built a skate team, supported young skaters, mentored them, and got them involved in the shop. Years later, those original customers are coming back – now with their own kids. That’s how you create a thriving, multi-generational community.

That connection is essential – both offline and online. People want to feel and experience products, but also engage with fast, authentic content on social media.

The key is knowing what’s relevant for your brand, who your audience is, and which platforms they actively use.”