Trendstop Fashion Trend of the Year 2016 is New Utility

Trendstop, the fashion trend forecasting agency, reveals New Utility as their Fashion Trend of the Year for 2016.

New Utility combines fashion with function to create a clean, contemporary take on utility-inspired style. This trend direction will influence fashion, beauty, home and lifestyle products and campaigns throughout 2016.

Trendstop’s Trend of the Year is an annual cultural and creative concept that represents a current consumer mindset. It will develop throughout the coming year in editorial, campaigns, consumer products and retail.

Why New Utility?

Apple innovated the functional product with an exclusive design for the masses. Today’s consumer is increasingly expecting practical yet well designed products. New Utility reflects this desire for functional style.


“The popularity of brands like COS, Acne, Danish Living & Punkt demonstrates how interested the consumer is in the clean Scandinavian design aesthetic.” Jätyri explains.

Trendstop first identified New Utility in early 2014 through its global trend innovator analysis.

New Utility in Fashion

Search engine statistics show that unisex styles are gaining traction in comparison to overly feminine or masculine looks.

“Traditional gender stereotyping is in decline and the distinction between women’s and men’s fashion is becoming blurred.” says Jaana Jätyri, founder of Trendstop.


The utilitarian aesthetic and uniform influences represent forms of genderless dressing. New Utility is the ultimate unisex look, combining practicality with beautiful design.

It is defined by androgynous shapes and uniform styling. Key looks include clean-cut overcoats, relaxed suits, refined casualwear and utility detailing. Pared back shades of black, grey, navy and khaki complement functional fabrics.


New Utility in Beauty

The New Utility face is well defined. The brow or bone structure is highlighted over an understated base. Hair is controlled or swept back, with textural elements adding a contrast.

Strong groomed brows introduce masculinity, while rosy lip tints and defined lashes add femininity.


New Utility in Home & Lifestyle

Considered minimalist forms have an industrial feel, where every polished detail has a function. Structured frameworks are broken up by natural elements.


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