"We don't see ourselves as a type of person, we are freeing ourselves from labels." - Gemma Riberti, WGSN. Encompassing all of the micro trends above, identity polarisation is an extreme expression of ourselves, one that can’t be confined or defined by anyone else. Now more than ever we have unfiltered exposure to influences from around the world, which has created a more, more, more attitude.
We've seen this translated into how eporta members use the platform, whilst the number of searches conducted has risen, we’ve seen a 42% reduction over the last year, in the usage of style filters when searching. This demonstrates that people are less concerned about fitting their design into a category and are more concerned with finding the right product.
It comes as no surprise that social media is a key driver in Identity Polarisation. Particularly sites like Pinterest and Instagram, created with the purpose of exploring and sharing stories through imagery. As Blake Barnes, Head of Product for Instagram said- "Before you can realise that you would like to become the world's best rock climber, you'd need to know that sometimes people scale sheer granite cliffs". This ability to expand horizons beyond the norm is what keeps 800 million Instagram users coming back day after day.
This has also given us confidence to experiment with new styles of self projection, as there is always an audience there to validate you. Peer-approval through likes and reposts provide instant gratification and a sense of pleasure.
Over the last 5 years, we have seen minimalism hit its peak, however, today on eporta neutrals and beige have become the least searched for tones. In fact, the most searched for colour of all time on the platform is now red. Orange has become the fastest growing colour search in the last three months, highlighting that bold colours are in favour. This movement is freeing designers to use bold colours and clashing patterns, pushing the boundaries of maximalism.