A breeze. A sunbeam. A scent. A sound. A pulse. A moment. You are alive now. This is the moment. Seize it. In a world that moves fast, the present is often lost in the rush towards what comes next. We plan ahead or look back, forgetting to pause and feel life as it unfolds right now.

In AW 26/27, we focus on being fully present. There is only this one ‘now,’ and it deserves to be celebrated. We search for essence and create meaning through our choices and actions.

The present is fleeting. It’s here, then gone. The four consumer types we meet this season are deeply aware of this. For them, life is more than just being – it’s about filling the moment with meaning.

Some find meaning in creativity, exploring historical layers and linking past and future. Others are grounded in belonging – knowing where they come from and who they share their path with. Some take joy in simplicity, in sensory details and overlooked moments. And others find strength in the familiar, holding on to values that last. For them, life is about living with purpose and integrity.

What unites them is the belief that life must not be wasted. Through what they do, they bring clarity, beauty, and value to the present.

The four consumer types:

The Romantic

For The Romantic, the meaning of life lies in creativity, artistic and personal expression, and the ability to reinterpret history. They do not merely seek to preserve the past but to rediscover it, blend it with the present, and create a future where echoes of history can still be felt. They find value in history and the aesthetic narratives that testify to the passage of time, while leaving their own distinct mark. For them, existence is not predetermined, it must be created, shaped, and given meaning through aesthetics, storytelling, and an eternal pursuit of beauty.

The Silent

The Silent exists in the present moment, where time seems to stand still, and each instant holds a deeper significance. They do not seek nostalgia from the past nor dwell on the future, they find their existence in the immediate, in presence. Their world is stripped of unnecessary distractions, free from anything that pulls attention away from the essential. In silence, a unique sense of freedom arises, where existence is not defined by noise and chaos but by tranquility, harmony, and heightened sensory awareness.

The Dandy

The Dandy moves through life with a sense of purpose and an unwavering belief in values that have proven their strength over time. For them, existence is a journey where authenticity, integrity, and sophisticated self-awareness serve as essential guiding principles. They do not see tradition as a limitation but as a rich source of inspiration, where the virtues of the past can be revitalized and brought into the present. The Dandy is not merely a style but an existential stance, an insistence on quality, finesse, and intellectual engagement that elevates the everyday into something more meaningful.

The Native

The Native is deeply rooted in a sense of belonging and an awareness of where one comes from and who one shares the journey within the grand scheme of life. They are strongly connected to their origins and the cultural identity that comes with it. To them, identity is not fleeting or accidental, but something shaped through generations, through craftsmanship, traditions, and shared narratives. The Native seeks an authentic way of being in the world, one that honors the past while allowing space for renewal.