Youth-driven themes and the cultural and societal shifts igniting them are the focus of Denim Dudes’ Spring/Summer 2025 trend forecast. Presented by Shannon Reddy at Kingpins Amsterdam last week, the themes counter the quiet luxury trend instigated by shows like “Succession” and “the upper echelons of society,” she said. Others call for a rebellious spirit; and most thread references from the ’90s and 2000s.
The tilted playing field magnified by unions strikes, inflation and online debates over “nepo babies” is giving way to efforts to erode class and wealth barriers and elitist attitudes, she said. This mindset is in direct opposition to the world of exclusivity that luxury fashion conglomerates have carefully constructed.
Though awareness of low-key wealth signals such as Loro Piana’s $525 cashmere baseball cap and The Row’s $1,550 basic sweaters is still growing, there’s a fraction of consumers welcoming a new age of luxury. “There has never been more awareness around wealth and class parity than there is today,” Reddy said, adding that it’s “getting harder and harder for your average person to work in the arts and work in a creative industry.”
As “flashing your wealth” is considered “increasingly gauche” during “economically turbulent times,” Reddy said the luxury market is changing and “turning off the aspirational customers” who would once buy entry-level items and create hype around large luxury brands.
“Consumers are putting their money into a different realm of luxury that feels a bit more authentic and aligned with their values, while simultaneously supporting young brands and creative and rising talent within the industry rather than putting their money into these massive fashion houses,” she said.
For denim, this post-luxury backlash means muted tones, faded darks, genderless styling, and clean and refined workwear like Harrington jackets. Long-length shorts and gaucho silhouettes enter the space while trompe-l’œil prints and clear coatings add novelty. There’s an element of elevated minimalism, relaxed styling, androgynous elegance and opportunities for upscale upcycling, Reddy said.
Young consumers are also burning out from the hustle that goes into building personal brands. The era of hyper individualism and “main character energy” is fading, Reddy said, adding that the shift from “living your best and truest life” is moving toward living a life that is integrated with the world.
With fringe lifestyles, dress codes and sexual preferences coming to the mainstream, consumers are exploring the “deeper recesses of subcultures” without prejudice and learning to accept themselves and others, she pointed out.
“Our collective awareness as a society is really reaching new heights,” she said of this sense of community. As Gen Z works to rewrite societal rules to create a world that’s more aligned with their values, Reddy said a disconnect between the way the world is working and what motivates people is emerging.
For one, these free-thinking consumers are reconsidering the parameters of gender-fluid fashion.
Reddy said the category is evolving from mostly male-centric silhouettes to having more feminine qualities. She added that the impact of this year’s blockbuster “Barbie” movie on society is an example of how female traits hold more value than they used to, and how mainstream media and social media are coming together to debunk harmful female stereotypes.
Fashion typically saved for “going out” like dark palettes and low rises are being adopted by this consumer for everyday wear, executed across a variety of silhouettes from skinny to bootcut and wide leg. Skin-tight denim that contours the body, denim bikini bottoms, midriff-bearing cropped jackets and peek-a-boo details add to the subversive anti-trend aesthetic. There is also a flood of 2000s-era details like grommets, straps, buckles and waistband entering the market, Reddy added.
“It’s also not about making unisex clothing. It’s about recognizing that anyone can [shop] in any department for any silhouette that they want,” she said.