What: John Lewis has outlined four key trends set to shape fashion and homeware in 2026, spanning colour, outerwear, sport and workwear, as the department store looks to tap shifting consumer tastes across categories.
Why it is important: The shift in office and generational fashion preferences highlights the need for retailers to adapt inventory and marketing to changing consumer behaviours.
John Lewis’s annual trends report for 2026 signals a decisive shift in fashion and homeware, with indigo set to dominate across categories, replacing the previous year’s cocoa brown and butter yellow. The duffle coat, reimagined by luxury brands and popularised through a collaboration with Labrum, is poised to become a menswear staple. The retailer’s expansion into golf reflects a surge in participation and a younger demographic, prompting a broader assortment and new brand launches in stores. Men’s denim sales have soared, particularly in relaxed fits, leading John Lewis to significantly reduce its skinny jeans offering. Office wear is evolving, with trainers increasingly replacing formal shoes and Gen X shoppers driving fashion spending, signalling a blending of generational styles and a move toward more versatile, comfortable dressing. The report also notes a rise in pre-owned fashion, increased cross-generational style adoption, and the enduring relevance of John Lewis’s price promise, now digitally enhanced to match competitors in real time. These trends underscore the retailer’s agility in responding to shifting consumer preferences and market dynamics.
IADS Notes: John Lewis’s trend forecast for 2026 mirrors broader retail shifts observed throughout the past year. The focus on expressive, versatile styles and the addition of new brands align with industry-wide moves toward younger, style-conscious consumers, as seen in April 2025 (“How John Lewis is reinventing its menswear offer,” Drapers) and February 2025 (“John Lewis adds 49 new fashion brands,” Retail Week). The embrace of minimalist, sustainable fashion and diversification into new categories like golf reflect the sector’s innovation and enhanced customer engagement, as documented in March 2025 (“Normcore returns. Is ‘boring fashion’ the future of sustainable style?” Forbes), April 2022 (“Department stores can be a beacon for retail,” The Retail Bulletin), and August 2025 (“Decathlon bets on compact stores,” Fashion United; “Lotte department store will significantly expand art courses,” Maeil Business Newspaper). The evolution in office wear and generational spending power further illustrates the impact of changing workplace norms and digital-first habits, as highlighted in October 2025 (“How Gen Z and Gen Alpha are rewiring the fashion industry,” BCG/WWD) and September 2025 (“Walk, lounge, sweat: How the generations are redefining activewear,” BCG).

John Lewis reveals key trends for 2026