Heimtextil Trends: Where I Belong


Heimtextil launches the new 2020/2021 trend season today with the “WHERE I BELONG” forecast. At the annual international Trend Council workshop held earlier this year, agencies came together to identify the overarching decor and consumer themes. Identity was the ever-present topic that became part of a broader discussion on gender and cultural diversity, on tolerance and curiosity.

“Today, the process of identification seems to be more complicated than ever,” the trend book informs us. “Identities are now formed through experiences that take place simultaneously, on different levels. Locally, nationally, globally, both online and offline. Identity therefore can consist of many different layers. In fact, we all have multi-layered identities.”   

“WHERE I BELONG” addresses these layered identities via the five diverse Heimtextil 20/21 trends. These trends are Maximum Glam, Multi-Local, Pure Spiritual, Active Urban and Heritage Lux. Raw beauty, imperfections, craftsmanship, maximalism, and experimentation are all celebrated. Maximum Glam turns the glamorous life tech-savvy, Pure Spiritual finds balance in nature and mysticism, Active Urban values utilitarian, adaptable solutions; Heritage Lux celebrates rich historical legacies and Multi-Local embraces global cultural influences. 

Bigger is better in this direction. Pleasure seekers revel in layering theatrical influences and glamorous showtime aesthetics, forging a fantastic marriage between the crafted and the digitally rendered. After all, we’re in a “insta-saavy” decor world.  Textiles get an attitude through a mash-up of glam, gradients and spectrums, fake fur, pile and fringe, jacquard weaves and fantastical prints. The flashy, kitsch color range becomes brutally glam thanks to the choatic riot of refraction and reflection on vibrant surfaces of electric sheen, synthetic shimmer, digital glitch and artful blur. 

Idealists seek perfection and purity, restoring equilibrium by connecting with the uber-natural. They embrace technology for good while shifting between realism and mysticism in pursuit of a personal haven. This is the most minimalist of all the trends in hue and pattern and introduces a rich array of materials.  the result of name suggests this trend is dedicated to experimental, earth-conscious materials with textiles derived from the botanical world, such as jute, pine bark, and paper. Deep green is a hue that emerges here, referencing seaweed, kelp, and algae. To address a renewed bond with nature,textiles are selected that represents nature’s traces, organic structures and irregularities. Shades are created from the earth and cultured by man. 












Urban dwellers confront the challenges of the fast paced, shape-shifting, man-made environment by searching for utilitarian, adaptable solutions- “Form follows function.” They value tech performance while making smart use of valuable and renewable resources. Functionality is prioritized, while looking cool and working well remains key. The color palette goes for bold, but more in the form of primary colors-uniform blue, asphalt grey and caterpillar yellow. Textiles reference workwear, and active sportswear with smooth surfaces and a fun mash-up of graphic textures. 

Preservers of historic legacies treasure sensuousness alongside the uncanny, enlightenment together with darkness, for a whole new immersive experience. This new narrative translates to a love for luxury and splendor, decoration and embellishment. Finding beauty in history and nature through ornamental patterning and alluring surface enhancement. In textiles, this translates to celebrating history, reimagined. Reflecting on ancient history results in a palette featuring enigmatic blood red, sapphire and a lustrous mother-of-pearl. The report makes a commentary on the hospitality market, noting that “today, we see shiny, modern hotels losing out to heritage hotels, reflecting a desire to understand and embrace history in a rapidly changing built environment.”

Hyper-locals go global, celebrating inclusivity over appropriation, honoring traditional craftsmanship and adjusting the world’s gaze to embrace exchange, creative integrity and diverse identities. Indigenous style meets global influences. This is a celebration of crafted and decorative pattern, from tribal and folkloric to geometric and abstract. Textile colors become part of a wider cultural narrative, linked to local community, cultural heritage and private identity .Multi-Local focuses on patterns emerging from diverse cultures—think heritage prints such as batik and ikat blended with printed floral velours, jacquard knits, and gobelin weaves.

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