For the new 20/21 trend season, Heimtextil doesn’t expect attendees and interior lovers to solely align with a singular trend. Instead, it encourages them to respond to the statement “WHERE I BELONG” and define what it means to them. As the overarching theme for Heimtextil 2020, “WHERE I BELONG” addresses layered identities via five diverse trends determined by Heimtextil and the Trend Council participants.
Identity was a recurring topic around the annual Heimtextil trend table when creating the vision for Heimtextil 20/21. Questions surrounding tolerance and curiosity raised bigger conversations on gender and cultural diversity. The notion of identity is shifting. How individuals self-identify today is forged by experiences that take place simultaneously, on different levels. Locally, nationally, globally, both online and offline.
Identity, therefore, can consist of many different layers. In fact, we all have multi-layered identities. Identity today is curated, and individuals are reinventing their environments to reflect this. In 2020, multi-layered identities are being embraced.
Engaging the multi-faceted self doesn’t necessarily mean aligning with one singular trend. Instead, it’s about taking the parts which you see yourself reflected in, meaning each trend has the potential to connect with audiences simultaneously, despite the unique differences of each. “Maximum Glam” turns the glamorous life tech-savvy, while “Pure Spiritual finds balance in nature and mysticism. “Active Urban” values utilitarian, adaptable solutions, where “Heritage Lux” celebrates rich, historical legacies. Meanwhile, “Multi-Local” embraces global cultural influences for good.
Heimtextil aims to create a world in which everyone can see themselves reflected in. In January 2020, it’s up to all Heimtextil visitors to define where they and their target customers belong. By Edda Simon