Active Forecast A/W 24/25:

Expanded Imagination
Expanded Imagination explores the influence of
technology and AI on creativity. This translates into bold,
expressive designs featuring transformative colours and
materials, as well as those that delve into darker, more
complex emotions

Yvonne Kostiak and Charlotte Browning

12.06.22 - 9 minutes

P. E. Nation x ASICS
Introduction
WGSN’s A/W 24/25 forecasts explore how the macro themes covered in our
STEPIC reports (examining Society, Technology, the Environment, Politics,
Industry and Creativity) will filter down to seasonal product development.
Expanded Imagination is driven by developments in Technology and Creativity.

Over the coming years, artificial intelligence will be embraced as a facilitator of new
forms of creativity, and human imagination will be prized as a tool for problem-solving,
innovation and escapism amid an ongoing polycrisis. The metaverse will also make it
easier for us to inhabit our own interest-based spaces, making niche the new normal.
This will result in products and aesthetics that are unique and at times uncanny,
whether it be physical items that look as sleek as digital renders, or digital humans who
look and sound (almost) like the real thing. Expect to see more futuristic and fluid
forms, as well as changeable finishes with ombré and sprayed effects, or haptic textures,
or materials and ingredients that react to different stimuli. We will also see the re-
emergence of surrealism, which first flourished in the upheaval of the 1920s, and will
find fresh relevance amid the polycrisis of the 2020s as designers reject rationalism and
turn old ideas such as classicism on their head.
The duality of our digital and physical lives will inspire twinning or pairing themes,
taking the form of doppelganger designs with details that mirror each other, as well as
reflective materials, symmetrical patterns, and products that have two halves or
surprising sides (think modular designs, transformable furniture, or multifaceted make-
up and beauty products). This interest in duality will also be seen in an exploration not
only of the sunny side of self-expression, but also the darker, more introspective aspects
of human existence. @undead.wolf.lord

More reading
Expanded Imagination connects with the following macro forecast themes:
STEPIC Drivers: Decentralised Digital Culture | Synthetic Creativity
STEPIC Innovations: Digital Duality | Adaptive Design | Conscious Subcultures | AI
Surrealism
Big Ideas: Layered Realities | Strategic Imagination

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Colour

152-90-06

158-44-32

028-67-41

037-77-37

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055-85-20
Expanded Imagination A/W 24/25

Electric Kumquat
This palette juxtaposes intense brights with

Quiet Quartz

Pollen Yellow

Cool Matcha
Cyber Lime
Pink Flash
barely there tints and classic core colours.
Combine deeply saturated hues such as Pink
Flash, Electric Kumquat, Cyber Lime, Gentian

12-2908 TCX

18-2043 TCX

13-0752 TCX

13-0651 TCX

13-0319 TCX
15-1164 TCX
Blue and Murasaki Purple in clashing layers and
ombrés inspired by digital design. Use Black,
Optic White, Graphite and light pastels in
practical, technical and sensorial pieces.

Gentle Lavender
Murasaki Purple
Gentian Blue

Optic White
Graphite

Black
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Transformative
The concept: reflecting a world of constant
flux, products that can adapt, transform and
augment the human body will start to gain
traction. Merge advancements in technology
such as tech wearables, 3D printing and AR
(augmented reality) filters with activewear.
@pragmatiko.eth
Print and graphics: evolving from S/S 24’s
Synesthesia direction, create a sense of
transformation through ombré colour effects
and overlaid graphic lines in high-contrast
brights. Create graphics that have a surreal @theblackbutterfly.studio Nike
digital layer when viewed through a
smartphone, for example, Nike’s angel wings.
Materials: use thermo-adaptive e-materials that
can actively heat or cool the wearer. Supply
bespoke 3D printable designs that customers @ai.shoe.factory

can add to sneakers.

Relevant for: all-day active, snow sports,
sneakers, training

P.E. Nation @undead.wolf.lord Form

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Ghostly
The concept: as consumers continue to deal
with multiple crises, outlets for expression and
conscious hedonism will emerge. An anti-
hustle, emo attitude comes through as artists
and innovators use artificial intelligence to
explore the darker aspects of human emotion,
@commeconception
not in a negative way but in a spirit of creative
reconstruction.
Silhouette and styling: layered looks are
suitable for improv and modern dance trends
that are emerging. Use light, voluminous layers adidas Y-3 @movementdecoded
over supportive base layers.
Materials: dark, spooky and ghostly aesthetics
will intertwine with activewear and sneakers.
Experiment with performance delicates,
parachute wovens, milky sheers, tulle, mesh TripSpace

and prints with elusive and almost moving

forms. Use gentle tints and monochrome
colourways.
Relevant for: dance, streetwear, run, yoga,
pilates

Gym Shark @muddycap Templa

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Soccer scene
The concept: creativity and technology merge
to bring the beautiful game to more
communities and unused spaces in cities.
Startups such as Street FC host flashmob-like
pick-up soccer games through an app and
Discord.
@vibesfootballclub
Materials: connect players to digital twins in
games such as EA Sports’ FIFA tournaments,
using smart insoles in shoes. Use antimicrobial
materials to help wearers stay fresh for post-
game socialising. Alternatively, create 11Teamsports Kappa
accompanying lifestyle items to change into,
using casual, low-impact jerseys.
Prints and graphics: keep things local.
Collaborate with local graffiti artists to
reference surrounding environments. Nike

Strengthen a sense of community through

playful branding.
Relevant for: football, lifestyle

Street FC Umbro Brasil FIFA

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Minimalist futures
The concept: the merging of the physical and
digital worlds continues to unlock possibilities
in wellness and physical performance. Creating
a digital twin through biometric data capture
could help athletes prevent injury, or reach
goals more quickly. Evolving from S/S 24,
Cipher Skin
elevated all-day-active pieces use smart fabrics
for enhanced comfort.
Silhouette and styling: keep styles clean and
minimalist, with elegant lines and seams. Use
reliable and rejuvenating neutral colours. @arumn.official Elina Ilén

Materials: for base layers and innerwear, use

skin-boosting and rejuvenating ingredients such
as infrared fibres, or vitamin- or seaweed-
infused materials. Integrate sensors such as
ECG sensors that measure vitals, including body Kymira

temperature, heart rate, heart health, muscles

and respiratory health.
Relevant for: training, lifestyle, lounge, all-day
active

@_ai_bertina Michi @modem.works

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Serene futurism
The concept: S/S 24’s Serene Futurism evolves
into winter with a more tactile, sensorial and
tech-driven edge. Tap into aesthetics and
finishes inspired by digital design, such as AI
surrealism and ASMR.
Materials: deliver practicality that has a
@livestockcanada
positive impact on the senses. Use a
biodegradable high-pile borg fleece with
pattern or ombré colours. Employ glossy sheen,
parachute wovens and cushioned comfort on
outer layers. Create organic textures and ridges A A Spectrum Goldwin
through embossing, debossing and knit
techniques.
Colour: use a combination of gentle tints and
deep darks in ombré and pearlescent effects.
@benjometry
Relevant for: ski, cycling, run, lifestyle, all-day
active, training

@stefo_rotolo Patronace Cristiano Burani

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Main character energy
The concept: reflecting the idea of conscious
hedonism, activewear takes on a bold and
creative personality. Bright colours, energetic
prints and abstract artworks splash across a
range of layered textures. Update snow-sports
gear with a more youthful, animated appeal.
Soar
Colour: use impactful and confident colours
such as Pink Flash, Gentian Blue and Murasaki
Purple.
Prints and graphics: evolving from fashion’s
#JoyfulExpression trend, graphics are pared- UNRUN 4254 Napapijri

down and darker in colour. Create all-over

prints inspired by layers of colour typically
found in AI-generated art. Add motifs through
appliqués, digital printing techniques and
quilting. Khrisjoy

Relevant for: run, training, ski, snow sports,

lifestyle, skate

@itsreuben Good Wood @joey_khamis_design

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Action points
Leverage creativity by
experimenting with digital tools
in the design process
Use AI as a ‘second brain’ to provide
alternative ideas in the ideation phase of
a product, using emerging tools such as
DALL.E 2, Magenta and Creative AI Lab.
Use #3Ddesign and #3Dprinting to test
concepts ahead of sampling and
production
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Design for creative expression,
whether that is through dance,
snow sports or in the gym
Consumers will be seeking healthy
forms of escapism where they can let
loose, socialise and express themselves
in supportive spaces, as opposed to bars
or nightclubs. Channel ‘main character
energy’ through bright colours, or tap
into darker themes inspired by fashion
Partner with digital spaces or
health trackers to create digital
twins
Fitness will continue to evolve in digital
worlds. Incentivise exercise in real life
through connected clothing and
footwear that can boost the wearer’s
score or credits in-game through
movement
Explore health and wellbeing
opportunities optimised for e-
textiles
E-textiles present an opportunity not
only in managing and increasing health
by tracking biometrics, but also
preventing serious conditions and
improving wellbeing. They can also
facilitate tele-healthcare, connecting the
wearer to health professionals and loved
ones
Influences
@theblackbutterfly.studio
The Black Butterfly Studio
AKA Frankie Forzoni, this
Singapore-based designer
creates striking images using
MidJourney and retouched in
Photoshop. The Parasport
Collection is particularly
inspiring for its use of colours,
and captures the superhuman
qualities of para athletes.
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Street FC
Street FC
Street FC hosts flashmob-like
pick-up soccer games. The
company organises short and
fast five-a-side games on
underused concrete spaces.
Then, gamifying participation
beyond the court, player profiles
track streaks and peer ratings
while members connect on
Discord. With $2m in new
funding, Street FC is scaling
from five to 20 cities by 2023.
@0scarpettersson
Oscar Pettersson
Oscar Pettersson is a 3D motion
designer. His work was featured
in the Design Museum’s
exhibition WEIRD SENSATION
FEELS GOOD: The World of
ASMR. Pettersson’s work such as
Rotating Rings, pictured, moves
in a smooth motion, creating a
calming sensation for the
onlooker.
Wearable X
Innovation: E-Textiles
This WGSN report explains how
new advancements in electronic
textiles are driving apparel use
cases that could revolutionise
remote healthcare,
thermoregulation and sensorial
experience in the physical world
and the metaverse.
Nike
Nike’s .SWOOSH
Nike has launched the .SWOOSH
platform as an inclusive digital
space to champion athletes and
sports. Community members
will be able to unlock access to
physical Nike products, attend
online events such as intimate
conversations with athletes or
designers, and collaborate with
Nike on designs.
WGSN’s forecasts are created by our global team of experts
Fashion forecasting team
Helen Palmer, Head of Materials and
Textiles
Sara Maggioni, Head of Womenswear
Nick Paget, Senior Strategist, Menswear
Erin Rechner, Head of Kidswear
Allison Goodfellow-Ash, Strategist,
Kidswear
Jane Collins, Senior Strategist, Footwear
and Accessories
Hannah Allan, Strategist, Kidswear
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Yvonne Kostiak, Senior Strategist, Active Victoria Bulmer, Strategist, Materials Contributors
Graham Krag, Senior Strategist, Prints Fanny Chow, Strategist, Prints and APAC
and Graphics Graphics Charlotte Chan, Content Strategist
Charlotte Casey, Senior Strategist, Charlotte Browning, Strategist, Active
Africa
Knitwear
Raeesa Brey, Researcher
Jo Lynch, Strategist, Intimates
LATAM
Rebecca Saygi, Strategist, Swimwear
Mariana Santiloni, Client Services
Rose Hudson, Strategist, Prints and Manager
Graphics
Nicole Ajimal, Strategist, Materials
WGSN trend matrix 2025
Mapping the continuity between the themes covered in our STEPIC Drivers, STEPIC Innovations, Big Ideas
and Product Forecasts.

STEPIC STEPIC Drivers STEPIC Innovations Big Ideas Forecast

Diversity for Survival
The Polycrisis Era Flex-Abilities
From Personalised to Individualised

Society
Digital Duality
Decentralised
Layered Realities
Digital Culture Expanded
Adaptive Design
Technology Imagination

Bio-Synthetic Streams
Nature As a
Resource-Ready
Environment Board Member
Sleep for Sustainability
Future Terrains
Beyond Borders
Politics The Great
Migration Urgent Optimism
All the Rage

Industry
Future Mining Inter-Actions
The Second Preservation
Space Age Mode
The End of Abundance
Creativity

Conscious Subcultures
Synthetic Strategic
Creativity Imagination
AI Surrealism

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WGSN 2025 forecast schedule
Your guide to when WGSN's 2025 forecast reports will be published.

STEPIC STEPIC Big Future Personas/Product Product

Drivers Innovations Ideas Consumer Opportunities Forecasts

The six global macro- The 12 areas of innovation
economic drivers that that will lead transformation
will shape 2025, and across industries in 2025 and
strategies for success their implications for
business, culture and design
STEPIC Drivers and STEPIC
Innovations contextualised
for the fashion, beauty,
interiors, food and drink,
and consumer tech
industries
The key consumer
sentiments and profiles
that will disrupt
industries in 2025
The Future Consumer
profiles contextualised for
the beauty, food and drink,
consumer tech and
interiors industries
Product Forecasts present
the design directions for
each industry and product
category, with more than
80 reports throughout the
year across WGSN

Business Strategy Business & Product Strategy Product Strategy Business & Consumer Strategy Consumer Strategy Product Strategy
Insight Insight, Fashion, Beauty, Interiors, Fashion, Beauty, Interiors, Insight Beauty, Food & Drink, Fashion, Beauty, Interiors,
Food & Drink, Consumer Tech Food & Drink, Consumer Tech Consumer Tech, Interiors Food & Drink, Consumer Tech

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