Women’s Apparel Color: F/W 2021 Lifestyle
CONSUMER PROFILEThe COVID-19 pandemic necessitated a radical shift in culture for many Millennial women, upending perpetual hustle in favor of balance and care. This “fewer but better” mentality pervades throughout areas of life, from relationships to purchased goods. Lasting, meaningful, and environmentally responsible are requisite product attributes. Additionally, the liminal space of working from home has led consumers to embrace “workleisure” and “athleisure” as the new normal.
KEYWORDSEasygoing. Optimistic. Organic. Transseasonal.
The moodboard exhibits images of raw textures, mountain landscapes, painterly nouveau florals, watercolor art, futuristic product design, and elevated activewear. Though seemingly disparate, together these influences showcase a high-low aesthetic—like the unexpected yet effortless pairing of a puffer jacket with a knit dress. Colors look to natural pigments for an irregular earthen quality. They often dance on the line between two hues and defy categorization, as in yellow-green or blue-purple.
Versatile yet invigorating, the Flow State palette embodies natural interconnection. Muted olive, deep teals, and warm plums provide a rich anchor against bright orange, lively pinks, and pale buttery hues.
