Reading the Season: What SS27 Means for the Labels on Your Garments

The SS27 Season through the /STUDIOS lens‍

Your garment choices are probably progressing, but now attention shifts to labelling. SS27 is emerging as one of the most conceptually challenging seasons. Consumers in 2027 will desire a stronger link to their purchases. They look for meaning and are more apt to favour brands that offer it over those that do not. Digital Product Passports will soon become crucial in providing this information through smart digital labels that surpass regulations to create real connections. However, label design remains a vital extension of your brand's identity.

Three Consumer Trends to keep in mind as you design and source your labels:

1. Trust is the new premium

For buyers, this raises an important question: how does provenance reach the consumer? The garment can convey its story, and buyers can verify it. This shift makes Digital Product Passports more than compliance tools; they become valuable brand assets. When a label links consumers to the entire supply chain, covering fibre origin, production facilities, and circularity options, provenance transforms from a mere claim to a credible credential.

2. Craft and technology, not craft versus technology

Beyond digital design, tangible textures are key for labels that feel genuine, using alternative materials. These showcase your brand’s dedication to responsible sourcing and sustainable manufacturing. Create your products with material impact knowledge through ITL’s intelligen and assess both environmental and cost implications. This approach embodies premium labelling through craftsmanship.

3. Modular, adaptive design through Play

Consumers in 2027 will still pursue joyful experiences, often linked to more leisure time. Your garments can reflect this by featuring vibrant, customisable labels that invite exploration and self-expression.

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How is ITL/STUDIOS responding to these consumer-driven insights?

Our SS27 collection reflects these pressures. We have developed labels and trims that treat the physical-digital connection not as an add-on, but as part of the design process.

This means presenting materials with tactile integrity, alongside technology that survives wash cycles and responsible construction methods.

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Capture an insight below.

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Play Lab

Turn labels into play

/STUDIOS recognises that play drives creativity, wellbeing, and brand innovation. Play Lab invites brands to engage as active creators. This collection centres on engagement, acting as a space for experimentation, collaboration, and joyful involvement.

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Hyper-Texture

Alternative Materials take centre stage.

Coordinates indicating a location. Genuine textures. Messages conveyed using alternative materials such as kraft, olive leather and Tencel, helping to reinforce brand trust. This collection defines modern premium: tangible provenance, not just implied.

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Kinetic

Built on movement.

Inspired by a worldwide shift toward agency and active participation, Kinetic sparks curiosity through tiny discoveries and shimmering highlights that attract and delight both the wearer and their peers.

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Introducing: The Edit

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If you are range-planning and labelling decisions have not yet been finalised, we would like to show you these collections in hand. Request a folio, or book a consultation with the ITL/STUDIOS team to discuss how any of these fit your brief.

Contact: Hello@itl-group.com | www.itl-group.com

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