Trend Report Spring/Summer 2026

In 2026, we’re going full-on jelly. Squishy, bouncy and irresistibly tactile, the aesthetic is wobbling its way across beauty, fashion and packaging. Gen Z and Millennials are leading the charge, embracing an ASMR-worthy world of bendy phone cases, jelly textures and products that look almost too fun to use. It’s playful, fun and unapologetically sensory.

Year of the Horse is galloping far beyond traditional celebrations. Across fashion, beauty and confectionery, brands are embracing the symbol with bold reds, playful horse motifs and collectible packaging. What was once a regional moment is becoming a global design cue, blending cultural storytelling with limited-edition flair and gift-worthy spectacle.

Packaging is having an identity crisis, in the best possible way. Brands are gleefully ditching predictable formats and borrowing from entirely different categories. Honey arrives in paint tubes, peanut butter squeezes out like mustard, laundry liquid shows up in engine oil tins and socks are wrapped like deli salami. These playful format flips turn everyday products into instant conversation starters, blurring the line between utility and novelty.