In the Media

“We’ve just gotten through the pandemic, where food was the baseline — if you could put food on your table, you were okay,” says Lisa White, the creative director and director of lifestyle and interiors at international trend-tracking firm WGSN. “Now we can be more playful with it.”

“The notion that clothing as an expression of our personality belongs to one gender or another is the social construct that needs disassembling,” said Nick Paget, a senior analyst at WGSN.

“If a buyer from a department store wanted to go to Paris, we’d have a guide that would tell them where to go and eat and which stores they should see for different things,” said Francesca Muston, the vice president of fashion content at WGSN.

Clare Varga, head of beauty at trend forecasting company WGSN, predicts that most beauty fans will be forced to reassess their needs amid the fear of future outbreaks and financial woes, causing the surge in DIY beauty treatments to continue long after the coronavirus crisis abates.

Athena Chen, WGSN’s Senior Editor for the Asia-Pacific region, suggested that “Celebrity-sold goods are particularly popular among luxury shoppers because they trust the authenticity of items owned by celebrities and aspire to follow their fashion tastes.”

The future of beauty technology will be driven by an increasing demand for personalisation and tailor-made formulas. It’s something Clare Varga, head of beauty at trend forecasting agency WGSN, calls ‘custom cosmetechs’.

"There's a new beauty persona called the Skinvestors, a next-gen, science-first beauty consumer who sees skincare as an investment," said Clare Varga, Head of Beauty at global trend forecasting agency WGSN.

"Everyday self-care and beauty rituals have been a real anchor for people, they've been a way of providing structure and escapism," says Clara Varga, Head of Beauty at WGSN discussing the social drivers moving the Beauty industry post-pandemic.

"I think that digital decor could become a sustainable way to update your space, if you have furnishings that you can change digitally by projecting color or light onto them," Sarah Housley, Head of Consumer Technology at WGSN.

The platform aims to provide insights into upcoming beauty trends to help brands create their next hero product.

"The new narrative of vegan leather [has it] viewed as a premium product," explains Petah Marian, senior editor at trend-spotting agency WGSN.

Vogue Italia interviews WGSN managing director, Carla Buzasi.