Brand Licensing Europe 2022: Key trends and insights

WGSN Fashion shares two key trends and insights from Brand Licensing Europe 2022.

Brand Licensing Europe returned to London's ExCel centre with a bigger show for 2022. Fashion took centre stage, with nine catwalk events adding a buzz to proceedings. Discover a preview of two key trends from across the show, as featured in our trade show report.

Express yourself 

In line with WGSN's A/W 23/24 Kidswear forecast Creative Reset, inclusivity, self-expression and creativity set the mood. Brands moved toward a less gendered, heteronormative approach across campaigns, apparel and toys. US company MGA Entertainment showcased its same-sex Bratz Pride dolls in collaboration with Dutch brand JimmyPaul, who also recreated adult-sized versions of the outfits with Netherlands-based Difuzed. In a catwalk highlight, models and TV characters Teletubbies hit the runway in UK brand GoGuy x Teletubbie x Ellesse’s collection of gender-inclusive streetwear, created to celebrate 50 years of Pride.

Prep stars 

Collegiate-inspired fashion was seen throughout the show. Varsity lettering, bomber jackets and sporting stripes were key, as brands harnessed a #newprep aesthetic. Classic cartoon characters featured on polo shirts and baseball tops, as brands blended heritage properties with sportswear staples. The bomber jacket, as seen at the Barbie catwalk show, continues to trend for A/W 22/23 and into S/S 23 thanks to its gender-inclusive and transseasonal appeal.

WGSN is the global authority on change, using expert trend forecasting combined with data science to help you get ahead of the right trends. For more information on how WGSN helps you prepare for tomorrow's consumer, download our hero white paper Future Consumer 2024.