Trendreport: From Forecast to For You page

What role does a fashion agency like TWNS Distribution play?

“In our Brussels showroom, we connect brands and retailers. Boutiques and concept stores discover new collections and place their orders, always with a focus on high-quality yet accessible fashion that can compete with high street labels. Through close relationships with buyers, we gain valuable insights into market trends and consumer preferences. Those insights allow us to respond not only as a distributor, but also as a brand—helping to shape the fashion landscape together.”

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

“Belgian consumers tend to shop conservatively. Timeless basics generally perform better here than bold statement pieces. That reflects our pragmatic mindset: fashion should be practical, versatile, and long-lasting. While Belgian fashion houses rank among the world’s best, the average consumer is more of a cautious trend follower than a trendsetter.”

How do trends come about?

“Trends still originate with major fashion houses and designers, before filtering down to the high street—often amplified by influencers. Nostalgia plays a key role in this process. Today, we see a revival of the ’90s and early 2000s, reinterpreted with a modern twist.

Within these macrotrends, countless microtrends emerge. Some endure, others fade quickly. Predicting longevity isn’t easy, but intuition, sales data, and logic help. After a long period of beige, for example, the return of colour feels inevitable.”

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

“Despite the digital shift, showrooms and trade fairs remain essential. Seeing, touching, and experiencing fabrics and colours makes all the difference. It’s also how we observe what truly resonates with retailers.

The same goes for retail itself. Since COVID, there’s been a renewed appreciation for physical shopping—valuing service, styling, human connection, and discovery over purely transactional online experiences.”

Which trend have you helped popularise?

“With Twns the Label, we’ve become known for bold colour and strong storytelling. The brand is inspired by our twin sons—their playfulness, strength, and softness shape our knitwear.

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?

“My biggest source of inspiration is life itself: pop culture, series, museums, and yes—social media too. I rarely look for inspiration deliberately. Original ideas come from observing what’s happening in the world. As a designer, you try to capture the spirit of the times. Because we all live in the same moment, creatives are often influenced by the same cultural and societal shifts. That’s how global trends emerge.”

Which trend is currently on the rise?

“We’re living in uncertain times, and fashion is responding with a clear counter-movement. After years of minimalism and ‘quiet luxury’, there’s a growing appetite—especially among early adopters—for playful escapism. People want to stand out, express their personality and inject some fun into everyday life.

This shift goes beyond fashion and is visible in interiors too: beige is giving way to bold colour. It’s a macro-trend I strongly believe in, and one that clearly resonates on social media.”

What determines whether a trend breaks through or not?

“Macro trends often follow a simple logic of action and reaction. Microtrends are harder to predict because they can come from anywhere: brands, communities, magazines or influencers. A trend breaks through when the timing is right and the right people amplify it. But the faster a trend peaks, the faster it tends to disappear.”

What role does social media play in trendsetting?

“Social media has drastically sped up the trend cycle. Seeing the same visuals over and over quickly leads to saturation, which pushes creators to experiment and differentiate themselves. Platforms like TikTok and Instagram act as accelerators, fuelled by instant feedback. Likes and shares immediately show whether something resonates—and trends take shape in real time.”

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?

“Trend creation today is a continuous exchange between brands, magazines and creators. Everyone has to reinvent themselves to stay relevant. Fashion shows are no longer closed industry events but live social media moments, and brands need to move faster to keep up.

Magazines—especially niche and cult titles—are also reclaiming influence as tastemakers. In an oversaturated landscape, authenticity is what truly matters. You’re no longer selling just a product, but a world, a feeling, an experience. 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, we often focus on microtrends—but for brands and retailers, these are rarely what truly matters. By the time a microtrend is named, it’s usually already fading. Far more influential are the macrotrends that shape the fashion landscape in a lasting way.

One of those shifts is the increasing pressure on the fashion industry due to higher U.S. import tariffs. This will affect what gets produced, bought and worn. I foresee a decentralisation of all things American. Streetwear will remain relevant, but no longer in its traditional American form. To stay healthy, the Belgian fashion sector will need to think and operate more locally.”

“This evolution is already visible in countries like Nigeria, Ghana, Japan and South Korea, where young brands are focusing more strongly on their domestic markets. Belgium can learn from these examples. Designers, retailers and distributors need to collaborate more closely and bring parts of the production process back home. Trademart, with over 1,500 brands under one roof, is already leading by example—though supportive government policies remain essential given high local production costs.”

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

“I don’t agree with that assumption. Belgian creatives have been shaping international fashion for decades through bold, forward-thinking design. Names like Raf Simons, Anthony Vaccarello, Glenn Martens and Meryll Rogge continue to influence global trends.

Fashion is driven by recognisable and expressive pieces—especially among younger generations. Today’s trendsetters embrace statement items, from Vibram toe shoes to iconic Bottega Veneta bags. Their style is intentional and often politically charged. For fashion professionals, staying closely connected to Gen Z and Gen Alpha is crucial to understanding where fashion is headed.”

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

“Trends still originate in the creative minds of designers, but social media has become the primary accelerator. Shared materials and colour palettes often emerge at textile fairs, then gain momentum as content creators amplify them online. Social platforms have largely taken over the role of traditional fashion media simply because they move faster.

Magazines, however, still have a future—if they evolve. By combining print with digital content, events and podcasts, they can become cultural hubs and build engaged communities.”

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

“The future of fashion and retail isn’t just about selling—it’s about building relationships. Brands and stores need to create a sense of belonging through storytelling, events and meaningful engagement.

The Antwerp skate store Lockwood is a great example: by supporting young skaters and involving them in the brand, they built a community that spans generations. That mix of physical experience and authentic digital content is key. Growth starts with knowing who you are as a brand, who your audience is, and where you can truly connect with them.”