Fashion

From guerrilla runways to rave-like shows, spring/summer 2027 broke fashion’s rules. These five personas decode the values and forces shaping contemporary fashion consumers and the sectors beyond.

Lagos is emerging as the next global fashion capital – where luxury, streetwear, sportswear and cultural infrastructure are maturing simultaneously, and global brands are being drawn to the city for creative direction.

Supermarkets and grocery retailers are manufacturing cultural cachet from within their existing low-price identity.

In a world of synthetic faces and suppressed appetites, muscle, movement and nudity are becoming marketing’s new markers of authenticity.

Just as consumers have scrutinised what’s in their food and on their skin, they’re now asking the same questions about the materials their clothes are made from – starting with activewear.