Guizio Trend Forecast
The Ask
While studying abroad in Florence, Italy, I took a Trend Forecasting course where my team and I conducted an in-depth analysis of past and present demographics, economic factors, and social influences, and the impact they have in fashion.
We were tasked with creating a trend forecast for a brand of our choice, focusing on a season one year in advance. Our goal was to predict and articulate the upcoming season’s colors palette + macro color, patterns + fabrics, and overall essence.
Using our understanding of trend cycles, cultural movements, consumer analytics, and brand identity, we developed a SS ‘26 forecast for the womenswear brand Guizio, capturing the brand’s whimsical, feminine, and bold ethos - looking to its past to envision its future.
The Team
I collaborated on this assignment with two partners, Mia Chen and Aidan Higgins, both students at the University of Wisconsin–Madison. Working with them provided new ideas and perspectives from a different part of the country and a different university than my own. Collaborating with such a diverse group of thinkers made the project more well-rounded and enriched the depth of our analysis and insights.
The Process
In our research, we aimed to reaffirm our understanding—both as consumers and analysts—of Guizio’s brand identity, ethos, and core elements. We looked at their defining pieces and what their customers purchasing power reflected. Drawing on our cultural and social awareness, we analyzed emerging trends and behaviors to forecast a collection that authentically aligned with the brand’s past and their evolving narrative.
We sought to incorporate elements that could be effectively used in a strategic campaign—visually compelling and grounded in storytelling—while developing a cohesive theme, color palette, and essence that conveyed depth and narrative. By blending analytical insight with creative direction, we forecasted a concept that not only reflects Guizio’s established personality and projected growth, but also reflects the emotions, styles, and mood of the season.
Result
The key takeaway from our work was the establishment of a color story and narrative that illuminates Guizio’s predicted Spring 2026 collection, highlighting the brand’s persona. Their recent SS ‘25 campaign incorporated colors reminiscent of those we forecasted, demonstrating that the brand is on a trajectory toward a palette and experience aligned with our predictions.
Below is our introduction, color palette, and two key fabrics.
