Spring Summer 2021 Trend Tracking: Earth Child

First published in 2019, our Earth Child Spring Summer 2021 trend looks at restoring our connection with the earth as families opt to live slower, natural and more considered lives. Retailers have embraced the earthy colour palette of this story, using soft tonal colour combinations across all products to reflect the calm and soothing mood.

‘Slow living’ as a lifestyle choice has dominated social media feeds for the past few years, but as the pandemic has also forced families to slow down and reflect on their busy lives, it is clear this trend for a slower more considered way of living is here to stay.

The pandemic has elevated the need to protect our children from toxins, allergens and pollutants and create a safe home. Expect to see an emphasis on creating a healthy, calm and soothing environment for our children. This trend provides opportunities for sustainable and natural products across all categories as parents look for products that reflect their values.

We have been tracking the interpretation of our Earth Child seasonal forecast worldwide. Here are our key selections of how brands and retailers have embraced our Spring Summer 2021 trend story.

Curved organic design

Wooden toys double as art, with sculptural shapes slotting together. Fluid curves overlap and interlock, creating gentle movement.

Soft wavy lines

Soft wavy lines feature as placement prints on textiles and furniture. Soft, tonal colour combinations support the comforting mood of this story.

Natural rattan and macramé trims

Furniture made from natural rattan and cane provides sustainable alternatives to plastic, while macrame edging adds a bohemian and handcrafted feel to textiles and accessories.

Simplistic messaging

Messaging is simplistic, centering on slow living and the key elements of sea, salt and sun.

Washed linens

Lightweight, linen fabrics with subtle stonewashed effects are key. Natural pigments and dyes reflect the consumer’s desire to protect their children from toxins, allergens and pollutants.

Sustainable materials

Tableware and teething products are biodegradable, plastic-free and non-toxic, in putty shades.

Shells 

The shape and texture of shells inform lighting and toys, with ridges and lines stitched into textiles and uncoated surfaces adding soft texture in sun-bleached, earthy shades.

For the foreseeable future we expect to see consumers continue to seek more sustainable and natural products for their children. Soft neutrals create a soothing  and calm environment which supports the post-pandemic desire for ‘slow living.’