麦肯锡-2026年时尚状况：规则何时改变（英）

The State of Fashion 2026ACKNOWLEDGEMENTSThe authors would like to thank Emily Beaumont, Laura Hyland, Helena Hyytiä and Aoife Mullan from McKinsey’s London, Helsinki and Dublin offices for their critical roles in delivering this report. We would also like to thank Abhishek Goel for his significant contribution to the MGFI article again this year. A special thanks to all members of The Business of Fashion and the McKinsey communities for their contributions to the research and participation in the BoF-McKinsey State of Fashion 2026 Executive Survey and the BoF-McKinsey State of Fashion 2026 Consumer Survey, especially the many industry experts who generously shared their perspectives during interviews. In particular, we would like to thankRocco Basilico, James Cadwallader, Michelle Gass, Daniel Herrmann, Rati Sahi Levesque, Alexis Nasard, Joshua Schulman and Ahmed Zaidi. The authors are grateful to Altiant for their contribution to the research.The wider BoF team has also played an instrumental role in creating this report — in particular, Brian Baskin, Nick Blunden, Simone Stern Carbone, Cathaleen Chen, Niamh Coombes, Amanda Dargan, Fred Galley, He Jia, Vikram Alexei Kansara, Presiyana Karastoyanova, Joan Kennedy, Sarah Kent, Rawan Maki, Malique Morris, Alex Negrescu, Carlos Lopez Sanchez, Arunima Sharma, Lillian Sesiguzel, Amy Vien, Amy Warren, Robert Williams, Michelle Wiles, Josephine Wood and Robb Young.We would like to thank the following McKinsey colleagues for their special contributions to the report creation: Ekaterina Abramicheva, Rhythm Ahuja, Julie Annis, Sarah André, Jiamei Bai, Magdalena Balcerzak, Danielle Bozarth, Julia Borrebaeck, Pamela Brown, Inés Casanovas, Joyce Chai, Dhruv Chandras, Michael Chui, Becca Coggins, Gurneet Singh Dandona, Javier Del Pozo, Sandrine Devillard, Hayley Doner, Eric Falardeau, David Fuller, Katharina Giebel, Kenza Haddioui, Sangwoo Han, Holger Harreis, Taka Hemley, Julian Hügl, Patricio Ibáñez, Michael Jennings, Gabrielle Johansen, Younghoon Kang, Sophia Kummers, Nikolai Langguth, Jihye Lee, Clarisse Magnin, Laura Mendoza, Alexandra Mondalek, Blaire Motes, Steve Noble, Olga Ostromecka, Gizem Ozcelik, Roger Roberts, Katharina Rombach, Amaury Saint Olive, Carlos Sánchez Altable, Alice Scalco, Jennifer Schmidt, Alok Singh, Nadya Snezhkova, Henri Stehle, Marie Strawczynski, Corinne Teschner, Katarina Towianska, Yasufumi Tozuka, and Rebecca Zhang.We’d also like to thank Vratislav Pecka for the cover illustration.2The State of Fashion 2026CONTENTS6Executive SummaryTheme 01: Tariff Turbulence10Industry Outlook18Global EconomyTheme 02: Workforce Rewired38Consumer ShiftsTheme 03: The AI ShopperTheme 04: Jewellery SparklesTheme 05: Smart Frames82Fashion SystemTheme 07: Efficiency UnlockedTheme 08: Resale Sprint Theme 09: The Elevation GameTheme 10: Luxury RecalibratedTheme 06: The Wellbeing EraMcKinsey Global Fashion Index128The State of Fashion 2026Imran Amed is one of the global fashion industry’s leadin