The aim of this report is to analyse the key lifestyle shifts in 2024 which will affect the fashion industry in 2025. Since the rise of Gender Inclusive and Neutral Culture trends, consumers are increasingly looking for brands to be inclusive of the LGBTQ community and neutral in their designs. In 2025, gender-inclusive will continue to influence the fashion industry as the zeitgeist of the period starting in 2018. This trend will be named ‘She, He, They’. Fashion brands will inevitably have to change for these key trends to satisfy consumer needs. Comme des Garcons as the selected brand, this report will mainly focus on how the BLACK Comme Des Garcons line which is famous for the details and silhouettes adapts to this ‘She, He, They’ trend.

By using the data from secondary research, it can be concluded that the primary consumers of Comme des Garcons are millennials and the secondary consumers are Gen Z. Using the Diffusion of Innovation framework to describe them, their roles belong to Innovators and Early Adopters, who are interested in new ideas and are willing to take risks and experiment.

Brand designer Rei Kawakubo defines the brand as ‘Like boys’, ‘Independent’, ‘Different to Anyone’, ‘Wear your Freedom’, aiming to express the brand’s independence and differentiate itself from other brands through the use of Japanese aesthetics, irregular cuts and high-quality products.