Trendstop's Fashion Trend of the Year 2016 Is New Utility

Trendstop, the fashion trend forecasting agency, reveals New Utility as their Fashion Trend of the Year for 2016.

​​Trendstop, the fashion trend forecasting agency, reveals New Utility as their Fashion Trend of the Year for 2016.

New Utility combines fashion with function to create a clean, contemporary take on utility-inspired style. This trend direction will influence fashion, beauty, home and lifestyle products and campaigns throughout 2016.

Trendstop’s Trend of the Year is an annual cultural and creative concept that represents a current consumer mindset. It will develop throughout the coming year in editorial, campaigns, consumer products and retail.

Why New Utility?

Apple innovated the functional product with an exclusive design for the masses. Today’s consumer is increasingly expecting practical yet well designed products. New Utility reflects this desire for functional style. 

​​“The popularity of brands like COS, Acne, Danish Living & Punkt demonstrates how interested the consumer is in the clean Scandinavian design aesthetic” says Jaana Jätyri, founder of Trendstop.

Trendstop first identified New Utility in early 2014 through its global trend innovator analysis.

New Utility in Fashion

Search engine statistics show that unisex styles are gaining traction in comparison to overly feminine or masculine looks.

“Traditional gender stereotyping is in decline and the distinction between women’s and men’s fashion is becoming blurred” Jätyri explains.

The utilitarian aesthetic and uniform influences represent forms of genderless dressing.

New Utility is the ultimate unisex look, combining practicality with beautiful design.

It is defined by androgynous shapes and uniform styling. Key looks include clean-cut overcoats, relaxed suits, refined casualwear and utility detailing. Pared back shades of black, grey, navy and khaki complement functional fabrics.

New Utility in Beauty

The New Utility face is well defined. The brow or bone structure is highlighted over an understated base. Hair is controlled or swept back, with textural elements adding a contrast.

Strong groomed brows introduce masculinity, while rosy lip tints and defined lashes add femininity.

New Utility in Home & Lifestyle

Considered minimalist forms have an industrial feel, where every polished detail has a function. Structured frameworks are broken up by natural elements.

Visit the New Utility information page for further insights, quotes and images for Womenswear, Menswear, Kidswear, Beauty, Interiors and Lifestyle:

New Utility Online Briefings

Trendstop will present complimentary monthly online sessions on the New Utility Fashion Trend of the Year 2016. For details, visit 


About Trendstop

Trendstop is a global fashion and lifestyle trend forecasting agency. Clients include leading retailers and brands, such as Karl Lagerfeld, Tommy Hilfiger, Next, H&M, House of Fraser, L’Oreal, Geox and Zalando.

Trendstop has been publishing forward consumer trend analysis since 2002. The Trendstop Trend of the Year was launched in 2014. The Trendstop Trend of the Year 2015 Modern Seventies was featured in Vogue, Marie Claire, Cosmopolitan, Elle, GQ, WWD, In Style, Grazia, New York Times, WSJ, Forbes, The Telegraph, The Guardian and The Independent.

In retail the Modern Seventies trend was presented by Topshop, Very, Zara, New Look, H&M, & Other Stories, River Island, Liberty London, ASOS, Boohoo and Selfridges. 

To interview Trendstop CEO Jaana Jätyri, contact Alexandra on or 1-866-329-3140


About Trendstop

Trendstop is a specialist trend agency that combines a leading online trend platform with hands-on custom trend support. Our unique forward trend planning helps deliver successful product ranges and campaigns tailored to your and your clients' needs.

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