The return to authenticity: what 2027's defining consumer trend means for fashion

In a societal climate marked by anxiety, people need, more than ever, to find renewed meaning in their lives, says Eric Miternique, founder of L’Agence Pulse, a Paris-based agency specialising in trend forecasting, foresight and strategy.

Against a backdrop of AI, overlapping economic, social, climate and health crises, international conflicts and an ever-present digital world, consumers are looking for experiences that bring back a sense of presence, emotion, pleasure and sensory balance, he states. “Tactility, creativity, nature and human connection are regaining their relevance, while optimism is emerging as a conscious response to the prevailing uncertainty.”

Looking ahead to 2027, Miternique identifies the quest for authenticity as the overarching consumer trend. “Authenticity is taking precedence over digital artificiality,” he says. Consumers are drawn to ‘real’ experiences that are genuine and carry emotional weight.

He adds: "Tangible elements, craftsmanship, handmade items, tactile materials and artisanal products are increasingly favoured by consumers seeking an emotional connection with the brands and products they use. Consequently, brand storytelling must be authentic, human-centric and imbued with a sense of optimism."

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Putting the human element back at the heart of society

One of the first expressions of this shift is a renewed focus on the human element.

Surrounded by AI, consumers want to reconnect with what makes us human: imperfection, emotion and the senses. "Amidst deep fakes and overly polished imagery, artificial intelligence has, paradoxically, restored value to 'imperfection'," says Miternique. Imperfection has come to signal what is genuine. 80 percent of consumers still prefer speaking with a human when shopping, while 87 percent value experiences that foster connection, according to marketing agency VML in its The Future 100: 2026 report, Miternique points out.

Daily life is shifting too, Miternique observes. People are slowing down, valuing simple everyday rituals and making time for what feels meaningful.

For brands, authenticity has become a prerequisite. As Miternique puts it: "Brands must pay closer attention to signs of the human touch, as these now determine consumer trust. They need to showcase the human element – the artisan behind the product and the behind-the-scenes creative process – to build closer relationships with customers and provide reassurance."

In practice, he says, this means making craftsmanship more visible and verifiable: showing the workshop, the people behind a product and how it is designed and made.

Visual communication can embrace imperfection too, with less retouching and a wider range of real body types. Also, brands can benefit from being clear about where they do and do not use AI, the L’Agence Pulse founder adds, as consumers find it increasingly hard to distinguish between AI-generated and human-created content.

"For retailers, the human element comes to life in-store through identifiable advisors and 'human' customer service, as opposed to virtual chatbots," Miternique states.

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Rediscovering the power of the collective

If the first shift is about reconnecting with our humanity, the second is about reconnecting with one another.

Miternique points to the growing recognition of loneliness as a public health issue. In 2025, a report by the World Health Organization (WHO) found that one in six people worldwide is affected by loneliness.

“In an era marked by loneliness, lack of connection, automation, mistrust and a loss of societal bearings, consumers are turning to the reassuring power of the collective. Whether through community-created spaces, local initiatives or a renewed interest in intergenerational exchange, people are rediscovering the strength found in unity.”

For consumers, this translates into a growing desire for belonging, participation and shared experiences. Miternique sees this in the enthusiasm for co-creation workshops, brand collaborations and initiatives based on sharing and resource pooling. “This shift reflects a deep desire for group belonging, as well as a strong enthusiasm for sharing.”

For fashion, this desire for belonging can be expressed through clothing and the communities that form around it. Clothing becomes a marker of identity and a vehicle for belonging: consumers connect with others through shared aesthetics, lifestyles and dress codes, across generations and social groups.

For brands, this opens up opportunities to build communities around shared interests rather than simply around products. "In practical terms, a brand can create its own club – a running club, a sewing workshop, a clothing-swap event – have its community vote on colours, or partner with another brand," Miternique explains. Recent examples show how this is already taking shape: in September, Circle Sportswear launched a capsule collection with Japanese concept store Case Study, centred on a shared vision of running as a social bond.

“For retailers, the store becomes a meeting place,” Miternique states. He points to several examples: i-Run organises group outings and product-testing days and hosted an Adidas tour across five cities in September. Sézane, meanwhile, opened a six-month pop-up store in Paris at the start of the autumn season.

Loyalty programmes can extend this connection too. Rather than rewarding consumers solely for how much they spend, brands can reward them for taking part in events. As Miternique puts it: “The key metric to track then becomes the number of returning participants, not just the average basket value. Consumers are buying an experience, an emotion and a sense of belonging to a community.”

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Rediscovering optimism

After reconnecting with ourselves and with each other, the third shift is about optimism and joy.

According to French technology company Criteo, 54 percent of consumers say they want to feel joy when shopping online.

"Amidst multiple uncertainties, consumers are choosing not to give in to resignation but to keep hope alive," Miternique says. This is not naive optimism. Consumers recognise how serious the current crises are, but refuse to let that turn into defeatism.VML describes this mindset as 'dystoptimism', a term introduced in the previously mentioned Future report. "It encourages a balance between realism and hope, avoiding both catastrophising and naivety," Miternique explains.

For brands, this has real consequences: making someone smile can count as much as offering a good deal. "Humour and joy are thus emerging as key drivers of engagement and loyalty, ranking alongside price and quality," he says.

According to Miternique, the quickest way for fashion brands to respond is through 'little daily pleasures' – "things essential for maintaining balance, even during times of restriction". These are small, affordable purchases that lift the mood without straining the budget, such as an accessory, a piece of knitwear or a pair of cheerful socks.

"This approach also extends to colour, prints, packaging and communication," says Miternique. A brighter palette, a playful print or a campaign with a wink can offer a welcome counterweight to a daily reality that often feels heavy.

"For retailers, the in-store atmosphere does the heavy lifting: colourful window displays, a warm welcome and festive events," says Miternique.

Especially during periods of economic uncertainty, 'pleasure shopping' can become a mood-boosting act, the L'Agence Pulse founder concludes. The idea echoes the so-called 'lipstick effect', also known as the 'lipstick index', a term popularised by Estée Lauder's Leonard Lauder during the early-2000s downturn: in tough times, consumers postpone big purchases but still treat themselves to small luxuries.

Written input was provided for this article. Story idea and editing by Esmée Blaazer.