2027 Textile Trends: David Shah Reveals Five Transformative Signals

From October 22 to 24, 2025, the Palais des Festivals in Cannes will host Mare di Moda, the premier European trade show focused on beachwear, lingerie, and athleisure fabrics. This event draws some of the most creative designers, manufacturers, and studios from across Europe. Beyond showcasing swimwear and innovative textiles, Mare di Moda plays a pivotal role in setting trends that will shape the global market two years ahead.

One of the highlights of the 2025 edition was a keynote speech by David Shah, publisher at Metropolitan Publishing BV and professor at the ArtEZ Academy. His thought-provoking analysis captivated attendees as he explored the subtle signals and transformative trends expected to influence the fashion and textile industries by 2027.

New Consumer Paradox: Experience vs. Purchase

David Shah noted an intriguing shift: “People are traveling, but they are no longer buying.” This paradox is emerging in both ready-to-wear and swimwear markets, indicating a significant change in consumer priorities. The global middle class increasingly prioritizes experiences like weekend getaways and wellness retreats over investments in clothing.

This shift presents a challenge for premium brands in beachwear and lingerie, as they must find a balance between high quality and price justification.

Luxury scandals, particularly those involving Loro Piana, have led to heightened consumer skepticism. Today’s shoppers seek tangible value supported by a coherent narrative, viewing clothing more as functional items rather than symbols of status.

Despite these challenges, certain segments are thriving. The sportswear market is witnessing nearly 7 percent annual growth, driven by a growing hybridization of lifestyle, health, and mobility. Shah explains that since the Covid-19 pandemic, “sport has become a way to get out of the house, a ritual of social escape.”

This trend emphasizes well-being, particularly among Gen Z, who value health over wealth according to Shah.

Sportswear and Hybridization: A New Creative Matrix

David Shah predicts that 2027 will usher in an era of “hybrid fun,” blending technical aesthetics with sensory emotion.

Textiles are evolving to be high-performance, breathable, and protective, with features like UV-resistance and quick-dry capabilities, while still maintaining a softness and lightness.

Key directions identified include:

• Layering – practical layers inspired by brands like Skims and The North Face;

• Sculpt – shape-oriented textiles that create dynamic silhouettes;

• Glow & Shine – satin or iridescent fabrics exuding understated elegance;

• Sober luxury – solid colors reflecting expensive minimalism.

The women’s sports segment continues to redefine the market. “Women are not just participating in sports; they are changing its rules – from sneaker designs to brand messaging,” says Shah. Their focus on beauty, narrative, and emotion contrasts with the primarily performance-driven mindset of men.

However, a concern arises regarding market saturation in the sportswear sector. Major brands like Nike are facing tough competition from Asian rivals and new outdoor brands that emphasize a lifestyle over purely athletic attributes.

“Desired”: The Resurgence of Emotion and Romanticism

While the early 2020s emphasized functionality and minimalism, a return to emotion, color, and romanticism is now evident. The standardized styles of the past are giving way to the visual pleasure of softer lines and vibrant colors. The essence of this shift? Desired.

Consumers, tired of perpetual crises, are yearning for uplifting experiences—evident in their preference for tenderness, floral patterns, and comforting textures.

Color palettes are becoming softer with shades like powder pink, watery blue, and light coral, while floral motifs make a digital-age comeback.

Another growing trend is “kidulting,” a fascination with the cute and whimsical—cats, toys, and naive fantasies—as a response to the uncertainties of modern life.

Between Modesty and Excess: Dual Faces of Desire

As fashion re-embraces emotion and imagination, a trend towards modesty is also emerging. Shah observes that the fashion landscape of places like Saint-Tropez is transitioning from one of nudity to traditional weddings and subdued aesthetics.

This shift toward a more covered look—featuring protective materials and demure lines—reflects a desire for guidance and stability rather than a regression. Conversely, there’s also a revival of flamboyance characterized by vibrant colors and bold patterns.

With Anna Wintour stepping back, the spectrum of quiet luxury is being overshadowed by a more chaotic aesthetic, as Shah notes: “The wealthy are starting to display their affluence once again.” This dualism—protection versus provocation, restraint versus exuberance—encapsulates a fragmented yet expressive fashion realm where extremes represent the same quest for meaning and visibility.

Textile Innovation: The Role of Technical Players

On an industrial front, Shah highlights the significance of smart fibers and premium recycling, championed by companies like Lycra, which believe that sustainability and performance can coexist.

Fabrics designed for tanning and incorporating protective micro-treatments are gaining popularity.

A broader Euro-Mediterranean network is evolving around innovation, emphasizing short supply chains and collaborations among spinners, designers, and manufacturers supported by European initiatives.

2027: Desired, Hybrid, Romantic, and Conscious

As the 2025 edition concludes, David Shah presents a vision of fashion that is desired and liberated, yet grounded in reality.

The nuances of his presentation suggest that 2027 is poised to be a year rich in contradictions—merging protection with sensuality, romanticism with performance, and introspection with expressive freedom.

Fashion has evolved beyond merely addressing global issues; it seeks to reconnect with materials, emotions, and the joy of existence.

Five Fashion & Textile Trends for 2027

• Hybridization – merging sport, luxury, and functionality to create new stylistic realms.

• Emotion – a revival of color, romanticism, and storytelling in design.

• Protection – the rise of innovative, UV-resistant, breathable, and lightweight textiles.

• Kidulting – nostalgia and childlike sweetness embraced as comforting themes.

• Exuberance – moving beyond minimalism to celebrate vibrancy and visual joy.