After years dominated by pared-back design and highly polished aesthetics, the pendulum is swinging toward product with character and quirks. The outlook for 2028 balances digital with analog, retro and contemporary. But the pace of inspirations and iterations, continues to quicken, making it challenging to pinpoint what consumers want next.
To help the industry stay relevant, Cotton Incorporated is taking the lead in delivering forecasts that are useful, timely and actionable in a landscape that is sometimes difficult to navigate. Linda DeFranco, director, trend forecasting for Cotton Incorporated, leads the effort in identifying the cultural signals that impact how consumers want their clothes to look, feel and function.
“Rather than relying on one rigid seasonal framework, we provide layered content that can support different markets, regions and product cycles as needs evolve,” she said. “We also recognize that meaningful trends rarely change every few months. Instead of reinventing the story each season, we track how ideas evolve, add nuance over time and help clients build on concepts with greater confidence.”
Here, DeFranco shares where trends are coming from, how consumers are shopping and what it means to deliver garments that feel artisanal and authentic in an AI world.
HGI: How would you characterize the mood of the zeitgeist and how is it affecting emerging trends?
Linda DeFranco: The current mood that’s shaping emerging trends is highly emotional, with a growing emphasis on individuality, craftsmanship and authenticity. Consumers are increasingly drawn to products that feel handmade, carry unique qualities and do not appear mass-produced. Artisanal and crafted elements with a clear narrative have been trending for several seasons, and each season brings new nuances to that larger movement.
Consumers want authenticity from the sources of their information to the creators behind the products they choose. They are moving away from traditional feeds with a focus on intentional choices. With so much information about AI and digital creation available, consumers are increasingly craving items that offer a contrasting, authentic feel. Cotton embodies that idea beautifully because it has character. What might once have been perceived as a defect, such as natural slubs that give unique texture or color variation, is now appreciated for its uniqueness. Character is increasingly preferred over perfection.
HGI: At one time, trends were handed down from magazines, runways and brands. Times have changed. How are trends bubbling up today?
LD: The narrative surrounding fashion has shifted significantly. In the past, fashion trends were dictated by a select few; today, they are influenced by many voices. This democratization of fashion is exciting, but it also makes trends more complex to identify and market shifts more challenging to interpret.
Street style, subcultures, creators and influencers now play a significant role in shaping the market. Trend ideas are emerging across social media feeds, Substacks, broadcast platforms, brand pop-ups and other channels that offer distinct perspectives and emphasize individuality through storytelling. There is a sense of organized chaos in this moment. While that diversity is a positive development, it also complicates the process for brands trying to pinpoint trends and understand where the industry is headed. That is where Cotton Incorporated’s trend forecasting work plays an important role.
We research and interpret market shifts, understanding how culture, art, music, economics and design intersect to shape emerging trends and consumer sentiment. Trend forecasting is about connecting the dots across those influences and translating them into clear, actionable stories that brands can use. At the heart of that work is helping brands recognize cotton’s enduring relevance as a natural, versatile fiber that aligns with the values and lifestyles shaping the future marketplace.
HGI: What are the leading factors driving consumer buying decisions and how can brands create product to address them?
LD: Several leading factors driving consumer behavior today are rooted in long-standing fundamentals, including economic considerations and emotional attachment to a brand. Consumers seek brands that align with their personal identity. A product or brand should feel aspirational, but still achievable. Representation also matters. Consumers want to see themselves reflected in a brand’s identity, values, and lifestyle.
Brands need to continuously evolve their narratives to engage the audiences they want to reach. Fiber choice is increasingly important, especially as consumers become more aware of concerns surrounding plastic. Natural fibers, including cotton, are becoming more important in purchasing decisions. Consumers are looking for value, style and function. Cotton delivers that with versatility, breathability, fashion and functional performance.
HGI: Tell us about the trend stories you expect to dominate 2028.
LD: Several key trends are expected to dominate 2028, particularly the continued interest in artisanal and crafted products. Consumers increasingly value items that appear handmade and carry a sense of human touch. This desire is partly a response to the AI-generated products and digital creation, which has made tangible, expressive and imperfect design feel even more meaningful.
Storytelling is another critical part of this shift. Brands with a strong narrative and clear identity will be better positioned to connect with consumers. In our 2028 forecast, the Time-Honored trend reflects the crafted and artisanal aesthetics, enriched historical references from eras. The result is a mashup of influences that transcends any single moment in time. By focusing on handmade elements and craftsmanship, brands can respond to the rise of AI-driven designs and interactions while also sharing their own unique history and point of view.
Gen Z is navigating the balance between self-expression and authenticity as artificial intelligence continues to reshape culture and design. Our Expressive trend highlights the universal desire for authenticity that resonates across age groups and the importance of making a meaningful impact. This trend draws influence from subcultures and niche markets in fashion and design.
As a result, we expect traditional fashion and design boundaries to continue expanding. Retro elements will return alongside digital and pixelated prints, reflecting the duality of our online and offline lives. Classic patterns will appear in unconventional ways, resulting in playful silhouettes and unexpected design combinations.
HGI: What are some major shifts or new style directions designers should be aware of?
LD: In recent years, several significant style shifts have emerged. One notable change is the warming of aesthetics, moving away from clinical minimalism toward design with more heart, texture and personality. Color, texture, print and pattern are now at the forefront. These ideas resonate across a range of aesthetics and reflect broader global trends. Tactility, individuality and character have become increasingly important in both home and apparel.
Younger generations are exploring brands more deeply and seeking those that align with their values, particularly artificial intelligence is becoming part of the design conversation, though it is not the focus. The most successful brands will be those that find thoughtful ways to integrate technology while maintaining a clear sense of identity and purpose.
Natural fibers, especially cotton, are experiencing a meaningful resurgence. Consumers and the industry recognize cotton’s many benefits, from comfort and versatility to its role as a familiar material in everyday life. This renewed interest has staying power because cotton can support both timeless products and forward-looking innovation.
HGI: Activewear is a very crowded market right now. How can brands stand out from both an aesthetic and functional standpoint?
LD: Activewear is a crowded market, but brands still have clear opportunities to differentiate. One of the most important ways to stand out is through storytelling: staying true to a brand identity, communicating that identity consistently and allowing consumers to grow with the brand over time.
Defining activewear is challenging because the category spans high-performance apparel, everyday athleisure and everything in between. Everyday activewear and athleisure are especially important because they combine a large market opportunity with room for meaningful innovation.
To stand out, brands should prioritize versatility across product lines. Consumers are looking for creativity in fabric selection and silhouettes, and cotton is increasingly being used across activewear applications. Cotton-based products can give brands an edge because consumers are actively seeking cotton in activewear. Cotton naturally pulls moisture away from the skin, is breathable, and is durable.
Brands can further differentiate by incorporating cotton fabric innovations such as Cotton’s TransDRY® technology, designed for moisture management, or TOUGH COTTON™ technology, which enhances durability. Finding a natural fiber that is both functional and comfortable aligns with consumer preference; in fact, 70% of consumers prefer cotton activewear]*. At Cotton Incorporated, we developed Cotton Flex fabrics ideal for activewear like leggings to deliver the softness consumers love while providing the technical performance brands need.
Activewear also continues to show significant innovation in silhouette and design. Examples include hiking skirts made from cotton ripstop, functional water-resistant cotton windbreakers with heritage embroidered details, and garments that use performance fabrics in interesting colors and washes. This is also coming through cutouts, prints and patterns that bring a more expressive point of view to the category. Activewear will continue to push the boundaries of function and design.
HGI: What are the leading trends for denim for 2028? And what’s driving them?
LD: Denim trends for 2028 are as dynamic as those emerging in general apparel and activewear. Denim is uniquely versatile, moving easily from casual styles to more curated, elevated pieces. Cotton denim continues to be a fabric for many consumers and many markets.
Our 2028 denim forecast aligns closely with the broader apparel trends, with a strong influence from curated and artisanal aesthetics. We see denim incorporate mending and repair as high-design statements, with inspiration drawn from traditional sashiko techniques. Floral motifs add dimension and texture, often through embroidery accents. This direction combines historical craftsmanship with modern styling, pairing tapestry-inspired fabrics with denim in fresh ways.
In our Expressive denim trend, playful accents, unexpected proportions, interesting washes and unique silhouettes become important tools for self-expression. Designers are experimenting with scale and volume, while sartorial mashups, such as splicing denim into knit garments, give familiar styles a refreshed point of view. Denim is also appearing in unexpected categories, including outerwear and utilitarian silhouettes, by color choices and innovative styling. Different denim weights lend themselves to a wide range of market uses, and that versatility continues to inspire creativity.
HGI: Since the pandemic, consumers have been demanding comfort. Will that continue? If so, how are brands meeting this demand while also delivering on style?
LD: Consumers will continue to demand comfort, and that expectation is here to stay‡ In fact, nearly 70% of global consumers rate cotton clothing as the most comfortable. Comfort does not have to mean sacrificing style. During the pandemic, the focus shifted from what people wore to how they moved through each day, but the desire for comfort was already present before that moment. Today, consumers increasingly expect both comfort and style, and cotton supports that balance especially well.
Cotton is highly versatile and serves as an ideal material for a wide range of garments and silhouettes. Its softness against the skin can be enhanced in many ways to improve comfort. Cotton can be napped or brushed, blended with wool for warmth, or blended with cashmere for a more luxurious feel. Knit jeans can also resemble traditional woven jeans while wearing and feeling more like sweatpants, offering comfort without sacrificing style.
Designers and brands should make cotton part of their materials toolbox and communicate that clearly to consumers. Product descriptions should prominently identify cotton content, as consumers are actively seeking it. By designing with naturally comfortable fibers like cotton, brands can meet one of consumers’ most important expectations: comfort.
HGI: How does Cotton Incorporated work with designers and product developers to keep them up to date on the leading trends in the market?
LD: Our approach is collaborative and practical. We work directly with designers and product developers through in-person and virtual meetings, where we share trend insights, discuss client priorities and connect creative direction to material possibilities. Presentations cover color, cotton fabrics, styling and silhouettes, supported by fabric samples and product development expertise. We also engage clients globally, including Asia and Latin America, to better understand regional needs and provide relevant support.
Through the CottonWorks™ platform, we publish year-round reports on fashion, denim, activewear and color trends, giving clients ongoing access to inspiration and actionable insight. Our Material Library fabric collections bring those insights closer to production, showing how forecast concepts can translate into cotton-rich materials, constructions, finishes and performance features that product teams can explore, adapt and commercialize. Truly, streamlining product development.
*Cotton Incorporated 2022 Global Activewear Survey, U.S. data, n=852
‡Source: 2025 Global Lifestyle Monitor™ Survey of 13,026 consumers across 13 countries.
