Wth increasing exposés on quality and supply chains, many people are losing trust in luxury fashion brands.

The secondhand fashion market is growing 2.7x faster than the global fashion industry. Here’s how resale is redefining consumer behaviour, brand value, and the future of sustainable fashion.

Huge sustainable fashion news across the world throughout June - governments and brands alike showing up and letting down claims, big investments in circular textile technology and the resale boom evolving.

Collages have been quietly dominating the social media landscape, not just as aesthetic content, but as a deeper signal of how brands understand their customers. What started as nostalgic moodboarding has evolved into a new language of audience profiling, community building, and trend creation.

There’s been a surge in escapist fashion campaigns in 2025 - surreal and satire reigns when the world is falling apart. Irigai explores key fashion campaigns as social commentary.

Irigai's Trend Relevance Matrix helps brands quickly decide whether a trend is worth the hype for them, or to use their time and resources elsewhere.

Big moves being made in sustainable fashion news circularity initiatives across the world throughout May - from textile sorting and recycling to booming re-sale shopping habits.

Irigai is a branding intelligence studio rooted in strategy, sustainability, and soul. We partner with emerging and established brands across fashion, beauty, lifestyle, and design - with one common thread: future-facing.