Beyond Aesthetic: 
How to win in 2026

There is an exciting field between simplicity and excess, between calm and sensory overload. Brands must learn to understand both worlds – and find the right tone for each target group. Our trend paper provides ten impulses to position your brand for success in 2026.

The future belongs to brands brave enough to embrace tension – turning it into creative and cultural energy rather than resolving it.


Minimal or maximal – today's brands need a clear position and authentic voice. Those that manage to transform challenges into creative power will stand out. In a market where trends come and go, only brands that balance distinctiveness with relevance will leave a lasting impression. Consumers strive for brands that feel genuine and consistent. Our trend paper gives brands insight into new trends and how to catch up with them.

Key takeaways:

  1. Define your brand’s stance — and maintain it consistently.
  2. Prioritize textures, tones, and ingredients.
  3. Create a brand environment.
  4. Empower consumers with digital tools.
  5. Reduce choice paralysis, make the responsible option obvious.
  6. Push design towards creative transformation — inspired by other categories and collaboration.
  7. Enrich storytelling for approachability and reach.
  8. Go beyond utility, make products irresistible.
  9. Skip stereotyped personas and include people’s voices into shaping your brand.
  10. Jump off the hype train and celebrate craft and imperfection.

Get started!

47 pages. 2 megatrends. 10 brand takeaways. Download the new Fashion and Lifestyle Trend Report and take the next step.

Beyond Aesthetic: How to win in 2026

Get in Touch!

Yara Soliman
Design Director

Mail to Yara

Eva Krämer  
Creative Director

Mail to Eva