Question 1

What is a trend book?

Accepted Answer

A trend book is a tool published each season to help brands be ready for future trends and adapt their strategies and collections for more success. A trend book inspires creative teams and product development teams by presenting different esthetic codes (shapes, colors, materials and finishings). This trend information helps creative professionals launch a collection, set up an activation campaign or start a co-branding project.

Question 2

How is a trend book created?

Accepted Answer

The creative scenarios in a trend book are established two years in advance. During the preparation process, the trend agency organizes numerous workshops, collaborating with their in-house design experts and talents from different sectors. To satisfy consumers’ desires as much as possible, trend agencies work with economists and ethnologists and carefully examine marketing studies to calculate probable outcomes and situations. Trend books are created by crossing consumer analyses with market analyses and creative forecasts.

Question 3

How are new trends spotted?

Accepted Answer

New trends come from how consumers behave, and that behavior is rooted in their era. New trends can be detected by watching to see if weak signals become stronger. To identify new trends, it’s also important to carefully watch the evolutions and innovations in different markets. A new technology can totally change how a sector is organized and transform it completely.

Question 4

Who makes trends?

Accepted Answer

Society makes trends, and they emerge as our civilization evolves. Those who can identify them ahead of time make those trends available to the mass market and general public. Of course, many influencers play a role in creating trends, and trend forecasting agencies and their clients are naturally part of that group. But what really creates trends is the appearance of a large number of societal and technological factors that all move in the same direction.

Question 5

What is a mood board?

Accepted Answer

A mood board is a collage (either physical or digital) of many different visual elements, and it illustrates or represents an esthetic mood or a specific feeling. Designers, graphic artists and many other professionals use mood boards to communicate before a project begins and to develop their ideas for a project’s artistic direction.

Trend books

LIVING EXPRESSIONS SPRING-SUMMER 2027

WOMEN'S STORIES SPRING-SUMMER 2027

KIDS' STORIES SPRING-SUMMER 2027

BEAUTYLAB SPRING-SUMMER 2027

COLOR INTELLIGENCE SPRING-SUMMER 2027

LIFE & STYLE 2027

WOMEN'S STORIES FALL-Winter 26/27

LIVING EXPRESSIONS FALL-WINTER 26/27

BEAUTYLAB FALL-WINTER 26/27

COLOR INTELLIGENCE FALL-WINTER 26/27

LIFE & STYLE 2026

LIVING EXPRESSIONS SPRING-SUMMER 2026

Our trend books

Reconciling creation and responsibility