Slower, honest, softer, trustworthy and “far more human” are part of a new vocabulary shaping design, according to Ana Paula Alves, the founder and strategy director of the trend forecasting firm Be Disobedient.

Last week at Kingpins Amsterdam, Alves and trend forecaster Fedra Fumiatti presented “The Real Shift,” a Spring/Summer 2028 trend forecast that counters the threat artificial intelligence poses to creativity and skill-based careers. In it, they described how consumers expect brands to reveal their processes, develop signature designs and spotlight the artisans and experts in their supply chains. Alves pointed to recent campaigns by Paul Smith, Bottega Veneta and Polaroid that celebrate humanity.

“In a market flooded with synthetic perfection, people will pay a premium for what’s human-made,” she said.

That message was carried across three themes: Real Sport, Real Nature and Real Social.

In Real Sport, denim explores the relationship between fashion, body, movement and performance. “Real sport also is about incorporating singular elements such as structured shoulders, shaped panels, padded constructions and stronger proportions,” Alves said.

Ergonomic patterns, stripes, curved lines and lace-up closures are pulled straight from the world of motorsports and the rugby field. Dance inspires the theme’s skirts and dresses with denim fringe, sweat-inspired laminated finishes and body-conscious silhouettes.

Real Sport calls for comfort stretch, knit and soft-touch denim. Key items include denim hoodies, baggy Bermuda shorts made with heavyweight rigid fabrics and oversized jeans with double-knee constructions, carpenter panels, heavy topstitching and bar tacks.

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