The trend ‘Anemoia’ was conceptualised during research for Sophie Squire’s dissertation topic titled “Why Does The Fashion Industry Rely On The Past For Its Present And Future Trends?”. The term became apparent in a WGSN podcast (Create Tomorrow). Anemoia is a publication created by Squire that showcases the trend consumed by Generation-Z, of feeling nostalgic towards eras in which one has not lived through.

As a reflection to the Covid-19 pandemic, consumers have been looking at the past through rose-tinted glasses and feeling sentimental towards times that they believe were better than the hardship-faced world that they now live in. Allowing them to take a step back from current affairs, consumers explore the world of the past through and become distracted by the fascination that is born. As a contemporary outlook towards repeated trends of the past, consumers of Anemoia search for products and content inspired by the past.

The trend book highlights cultural drivers that catalyse the trend, alongside which elements of the past consumers of the trend feel nostalgia for, specifically. Each photoshoot outcome reflects a different era that consumers of the trend Anemoia feel nostalgia towards, and showcases typical aesthetic appearances that are viewed as on-trend from the times. The eras that the photoshoots take inspiration from include the sixties, seventies, and nineties. Therefore, although the aesthetics of each photoshoot were heavily influenced by imagery from the original decades, the completed outcomes are a contemporary approach towards authentic aesthetics. The imagery is presented within the trend book and an exhibition strategy, and a trend film has also been created to visually present the trend.