From the Sector

From premium basics to fringes and sequins, right through to the return of capri pants and 90s-style denim: all the trends and price trends in the United States & Europe, according to data from Retviews by Lectra.

• Premium basics take center stage in Spring/Summer 2026 
• The 90s effect: capri pants (+62%) and flip-flops (+73%) lead the return to minimalism  However, maximalism persists: sequins (+40%) and fringe (+34%) are becoming increasingly widespread  
• Rising prices and premiumization strategies, with a new balance between value and aspiration 

As the summer season unfolds, the fashion industry is confirming a structural transformation that is already underway: the definitive shift towards ‘premiumization’. But what will be the key garments, the dominant trends, and how are prices evolving? 

Lectra – a leading provider of industrial technology solutions for the fashion market, has analyzed data from Retviews, its AI-powered solution specializing in competitive intelligence and automated benchmarking, to identify the latest fashion trends and how brands are adapting their strategies and pricing to navigate an increasingly complex landscape. 

“In a market characterized by more discerning consumers and growing competitive pressure, the real shift is the move from volume to value,” said Ketty Pillet, Lectra’s VP of Marketing, Americas. “Today, the fashion industry finds itself competing with spending on other experiences, from travel to dining, and this requires brands to strengthen their cultural and perceived value. At the same time, persistent cost pressures and differences between markets, such as between the United States and Europe, require increasingly targeted pricing and sourcing strategies. Thanks to Retviews’ insights, it is possible to interpret these dynamics and make more informed, growth-oriented decisions.” 
 
From T-shirts to sequins: the clash between minimalism and maximalism returns in the Spring/Summer (SS) 2026 collection 
While demand for essential, timeless pieces is on the rise, there is also a strong desire for self-expression. 

Retviews data shows that premium basics dominate the product ranges: T-shirts have seen a 41% increase (22% in the United States), whilst denim has risen by 47%. Shirts (up 13%) and outerwear (up 17%) remain must-haves, in line with a growing focus on versatility and durability. 

At the same time, however, maximalism is also making a comeback, bringing a touch of glamour to everyday wear. For this Spring/Summer season, sequins are up by 40% and fringe by 34%, a sign of an aesthetic that responds to the need for escapism and individuality, further fueled by the boom in resale and vintage fashion. 

1990s minimalism is dominating the season, driven by a renewed interest in streamlined, sophisticated dressing. The trend has been further fueled by the resurgence of style icon Carolyn Bessette-Kennedy, following the release of the Love Story series. According to Retviews data, certain iconic items are enjoying a real resurgence, with capri pants (+62%), flip-flops (+73%) and stripes (+8%). 

Denim remains a must-have (+21% in product ranges), but its silhouettes are evolving: low-rise styles (+22%) and bootcut styles (+15%) are on the rise, whilst flares (+94%) and cargo jeans (+108%) are experiencing a real boom. In contrast, the popularity of baggy jeans is on the decline (-5%). 

Furthermore, there is also a strong functional element. The utility style, ranging from technical jackets to cargo pants (+8%) – is gaining ground in collections, reflecting a growing fusion of fashion, comfort and lifestyle. This trend can be attributed to the rise of the wellness culture and sports communities, which are increasingly influencing the language of everyday clothing. 

Color: between expressiveness and wearability 
For the SS 2026 collections, there is a strong trend, particularly in the mid-range segment, towards color palettes that are both expressive and versatile. According to Retviews data, orange stands out as one of the season’s fastest-growing shades (+150% year-on-year), driven by its influence on the catwalks of brands such as Chanel, Valentino, Dior, Prada and Loewe. Cherry red is also consolidating its presence (+50%), establishing itself as a livelier evolution of the burgundy seen in the previous season. 

At the same time, more versatile shades are emerging and continue to drive commercial performance. Blue has seen a 23% increase, boosted both by moments of high cultural visibility and by the prominence of denim and high-quality basics. Brown (+75%) remains one of the dominant colors, whilst the blue-brown combination has established itself as one of the season’s signature pairings, reflecting a broader trend towards understated, sophisticated and easy-to-wear palettes. 

Pricing trends: the new balance between premiumization and perceived value 
The Spring/Summer season confirms a trend that is now well established: the mass and mid-market segments are increasingly behaving like the luxury sector. Retviews data highlights double-digit price rises for players such as Zara and Gap, reflecting a gradual shift towards premiumization in the product range. This trend is reinforced by the intensification of collaborations with high-profile designers, from John Galliano for Zara to Zac Posen for Gap, right through to Stella McCartney’s return with H&M, which boost the creative credibility of mass-market brands and justify further price rises. This is a ‘high-low’ model, in which an aspirational approach coexists with affordability, giving rise to long-term premiumization strategies. 

2026 marks the triumph of conscious spending: people are buying less, but better, prioritizing quality, durability and versatility. This is reflected in the growth of premium basics, the rise in average prices (outerwear +9% in the EU, +17% in the US; shirts +4% in the EU, +9% in the US) and in the renewed momentum of denim, with ranges expanding significantly in the EU (+50% year-on-year) and prices rising (+7% in the EU, +1% in the US), a sign of the premiumization of essential garments. In this context, ‘value’ takes center stage: according to recent PWC data, 74% of consumers are willing to pay more for sustainable and traceable products. 

Overall, a definitive shift is becoming apparent: mass-market and mid-market collections are now structurally more expensive than they were two years ago, not as a result of temporary fluctuations, but due to a strategic repositioning. In this context, a brand’s success will depend on its ability to interpret the concept of value in a credible way, translating it into desirable, durable products that meet the expectations of an increasingly discerning consumer. 

Fully booked schedules, focused conversations and an in-dustry clearly embracing face-to-face exchange once again: the latest edition of SUPREME WOMEN&MEN Düsseldorf, held from 24 to 27 July 2026, demonstrated the importance of focused order platforms, particularly in a challenging market environment. 

International collections, established agencies and new exhibitors came together at KWS 117–119, connecting with buyers and retail partners from across the DACH region. Yet the four days were about more than placing orders for the upcoming season. They were about new ideas, shared plans and, above all, the question of how brands and retailers can successfully shape the market going forward. 

Fashion had a strong presence throughout the city, extending well beyond the showrooms. From 22 to 29 July, the Düsseldorf Fashion Days brought together the city’s order business, showrooms and wider fashion activities, while the DFD Festival at Corneliusplatz brought fashion directly to Königsallee with runway shows and a programme designed to engage the city and its visitors. SUPREME WOMEN&MEN was part of this collective momentum, contributing its own distinct strengths: a curated setting, an efficient environment and close connections be-tween brands, agencies and retailers.

The sustainable fashion sector is facing the challenging economic situation with realism and pragmatism – this is the note on which INNATEX closes its doors on 20 July 2026. The Green Fashion community is not letting itself be discouraged by the crisis warning issued by the German Retail Federation (HDE) a few days ago. 

"The reluctance to spend among consumers, as perceived by the retail sector, is naturally a concern," says Alexander Hitzel, project manager at INNATEX. "Nobody is expecting a major breakthrough at the moment, but the industry is taking a constructive approach and is ready to implement the necessary measures. It appreciates that the trade fair is a reliable partner. We, too, recognise new challenges and are addressing them." 

Whilst the Kids section is currently showing a decline this summer, international brands' interest in INNATEX is growing. The trade fair will therefore focus more strongly on well-known and international newcomers and reorganise its offering into new clusters at the Messecenter Hofheim Rhein-Main in the future. The organiser, MUVEO GmbH, intend to further expand the Retail Summer Camp and link it more closely to strategic partnerships and campaigns. 

Green Fashion with a Future 
As part of the trade fair, the Association of German Fashion and Textile Designers (VDMD) presented its Design Award for Sustainable Collections to Vaude, Jan'n June, Wote and Sweersocean. The laudation was delivered by Dr Jürgen Janssen, Secretary-General of the German Council for Sustainable Development. He praised the award winners for remaining true to their vision. 

"We now need companies that stay on the course. The headwinds we are currently experiencing on many sustainability issues will turn around," predicts Dr Janssen. "After all, we are not just talking about costs, but also about benefits that are evident, for example, in higher quality and durability. And the fact that the use of sustainable raw materials, as well as transparency and fairness in the supply chain, receive less public attention than they did just a few years ago does not in any way mean that these issues are irrelevant, including from a business perspective. These values will regain importance. We are simply dealing with trends that are constantly changing. I am convinced that companies such as those exhibiting at INNATEX are fit for the future." 

Conscientious Companies Benefit from the EmpCo 
The "Textilwirtschaft Expert-Talk” session has now become a fixture on the INNATEX programme. In this edition, correspondent Kirsten Reinhold spoke to Ronja Hüttinger, sustainability consultant at BAM! Bock auf Morgen, about the impact of the Empowering Consumers for the Green Transition Directive (EmpCo) on the industry. Both agreed that EmpCo gives small and medium-sized fashion companies a strategic and financial edge over the large, conventional corporations. 

"EmpCo is about putting an end to brazen environmental lies," said Hüttinger. "Instead of sweeping generalisations, what counts now are concrete, verifiable facts. Companies that have poured their heart and soul into their products for years – those that work with natural fibres, produce fairly and recycle – have a clear advantage because they know their supply chain. This is precisely the advantage the big players don't have: they lack the evidence. Under no circumstances must the EmpCo lead to greenwashing. On the contrary, it should finally highlight the difference between genuine, conscientious work and greenwashing." 

"Industry players need to join forces" 
One of the most important ways for companies to move forward is through collaboration – that is the general consensus among fashion designers and experts. The possibilities range from partnerships between brands and retailers to charity projects and joint events. 

„When we created a T-shirt with our favourite falafel shop in Mülheim an der Ruhr, we didn't expect it to sell out so quickly," says Henry Canton of Mazine Streetwear. "People love it because it makes them feel part of a movement. Collaborations don't always have to follow the classic patterns. Alongside large campaigns, smaller, local partnerships can have just as strong an impact. What it takes above all is openness and creativity – and exchange with a community that inspires one another. That's exactly what makes INNATEX special to me." 

The INNATEX Showroom in Bern on 16 and 17 August 2026 rounds off this ordering season. The next INNATEX will take place from 16 to 18 January 2027.

Marco Lucietti joins the Board of Directors as the company advances its integrated model built on design, responsibility and Italian manufacturing excellence.

C&S announces the appointment of Marco Lucietti to its Board of Directors. With extensive international experience across the textile and denim industries, Lucietti will work alongside CEO Federico Corneli, contributing to the company’s managerial development, organizational structure and long-term strategic direction.

His appointment marks another step in C&S's ongoing transformation, as the company expands its role from a garment maker with deep roots in denim to a design-driven manufacturing partner for premium, luxury and urban fashion brands. The ambition is to build an integrated business model in which the experience gained through the company’s own brands and the expertise of its manufacturing services continuously strengthen one another.

This evolution is reflected in the company’s new brand statement, “Made by design, made to matter,” which embodies an approach where product culture, technological innovation and responsible growth come together. The company's vision is to transform creative ideas into scalable industrial realities through a short, fully integrated supply chain rooted in the historic textile districts of Central Italy.

Bringing this vision to life is the dialogue between the company's two strategic areas: on one side, research into trends, materials and consumer behavior – also fueled by firsthand retail experience – and on the other, the continuous evolution of the supply chain towards more transparent, efficient and responsible processes.

“Our ambition is to build an ecosystem where manufacturing, research, product culture and responsibility work together to create lasting value,” says Corneli. “Marco's appointment is an important milestone because it strengthens the organizational foundations of this vision and supports its long-term development. We want the experience generated by our brands and the expertise of our manufacturing services to reinforce one another, transforming creative ideas into relevant, scalable products designed to stand the test of time.”

Marco Lucietti brings more than twenty years of international experience in the textile industry, spanning strategy, corporate governance, sustainability, communications and organizational development. He will also continue his role as Adjunct Professor of Governance and Sustainability for Fashion at Sapienza University of Rome, while serving as Senior Advisor on selected international projects.

C&S is a garment maker and global partner for contemporary fashion brands. Since 1981, the company has supported brands in the development and manufacturing of collections by combining product culture, technical expertise and Italian manufacturing know-how across the textile districts of Central Italy. Building on its heritage in denim, C&S has expanded its expertise into the luxury and urban segments, developing an integrated model that combines product development, a short supply chain and responsible innovation. Made by design, made to matter captures the company's ambition: transforming creative visions into garments that combine quality, originality and lasting value.