Intermoda 85, held from July 21–24 at Expo Guadalajara, Mexico, reaffirmed its position as Latin America’s leading fashion business platform, bringing together manufacturers, designers, 30,000 buyers and industry specialists from 31 Mexican states and 18 countries across 40,000 m² of exhibition space.
This edition stood out for its sharp focus on consumer intelligence, trend forecasting and hybrid fashion experiences that signal where the industry is heading next.
The runway program opened with Jesús de la Garsa’s “Supernova,” a vanguard display of craftsmanship and creative force. It concluded with EDHER GIN’s “Oro Vivo,” a 46-look collection inspired by the cultural symbolism of maize in Mexican heritage.
Future Snoop´s FW27/28 Breakdown: Understanding Gen Z Is Now a Strategic Imperative
One of the most influential talks of the event was delivered by Ada Jolly, Head of Ibero America at Future Snoops, who presented Generation Z toward FW 27/28: Identity, Desire and Style in Latin America. Her message was unequivocal: “Any brand that wants to remain in the market must understand Generation Z”. Jolly emphasized that Gen Z is not a single identity, but a constellation of emotional needs, fears and desires expressed through four archetypes that will define Autumn/Winter 2027–2028:
- Neo-Trads (Mudberry): structure-seeking consumers who blend nostalgic aesthetics with ironic modern touches.
- Justice Seekers (Neon Rouge): expressive individuals who channel uncertainty into activism, using fashion as a visual statement through sensual silhouettes, slogans, bold prints, and “creative protest.
- The Unlinked (Optic Fog): overwhelmed by hyperconnectivity, they retreat into discretion, heritage-rich products, and sustainability-driven choices.
- Extended Adolescents (Plasma): playful, personalization-driven consumers who embrace charms, bright colors, modular garments, and Y2K-inspired creativity.
Color psychology plays a key role in each archetype, offering emotional cues that help brands decode deeper motivations. Jolly concluded with a statement that resonated across the industry: “We do not design for a generation, but for the different ways of living today.”
Within the conference program of Intermoda 85, two sessions presented by Ethical Fashion Space (EFS), Intermoda’s strategic ally, stood out for addressing the industry’s evolving priorities: brand identity and inclusive design. In the Mindset forum, Lizet Esquivel and Molén Antolin delivered “How to Build a Fashion Voice: Identity, Narrative and Viability,” emphasizing that in a saturated market, true differentiation relies on the coherence of a brand’s story rather than its product alone. Their framework centered on creative identity, narrative, and strategic visibility was illustrated through the cases of Brazilian designer Renata Buzzo, whose interdisciplinary work has reached institutions like the MET, and Colombian designer Manuela Álvarez, whose collaborative approach with artisanal communities has earned recognition from platforms such as the LVMH Prize and the United Nations.
Intermoda also hosted the panel: Designing for Everyone: When Inclusion Redefines Business, likewise presented by Ethical Fashion Space (EFS) and featuring Laura Robles, Mónica Zampella, Lismeire Santos and Mireille Acquart. The speakers agreed that inclusion is now a strategic driver of innovation, competitiveness and sustainability. Examples ranged from Pampili’s development of inclusive footwear by listening directly to visually impaired girls and their families, to For & From, the first store in Latin America operated by people with disabilities in alliance with Inditex. Laura Robles additionally highlighted C&A’s Amperson strategy, which builds a culture of respect, diversity and equal opportunity through diagnostics, committees and ongoing actions. The panel concluded that authentic solutions emerge when people living the reality participate in the design process, calling on the industry to treat inclusion not as symbolic communication but as a permanent criterion for innovation and growth.
Trend Zone FW27/28: The Product Roadmap for Designers and Buyers
The Trend Zone, curated by Elena Alonso in collaboration with Future Snoops, presented the season’s most comprehensive and actionable FW27/28 forecast. The analysis was divided into three product categories that respond to evolving consumer expectations:
60% Essential Products: Versatility, Longevity and Timeless Value
A focus on durability and adaptability, featuring aged leather, waxy finishes, naturally worn textures and floral pictorial motifs. Key items included romantic blouses, ribbed miniskirts, classic polos, iconic trousers, derby shoes, flat ballerinas and sculptural metal accessories.
30%, Expected Products: Comfort, Protection and Emotional Wellbeing
This “tactile sanctuary” emphasized softness and security through plush textures, animal prints, gothic romanticism, balloon trousers, aqueous finishes and maxi charms. Footwear leaned toward biker boots and textured knee-high silhouettes.
10%, Innovative Products: Individuality and Urban Nostalgia
Wrinkled textures, sports meshes, contemporary quilting and retro racing motifs defined this category. Highlights included funnel-neck bombers, heritage pleated skirts, asymmetric bags, bowling-inspired footwear and playful accessories like oversized buckles and sporty sunglasses.
Mixed-Reality Fashion: Where Physical and Digital Design Converge
One of the most innovative areas of the fair was the Trend Zone, a collaboration between Future Snoops, Intermoda, Bitchy Soul and Browzwear. Students from Universidad Anáhuac Oaxaca created designs based on Future Snoops trend directions, which were then transformed into interactive 3D garments within a mixed reality environment.
Edely Garnica, Latam Commercial Operations Coordinator at Browzwear, mentioned that visitors could explore physical space, trend concepts, and digital garments simultaneously an experience that made innovation tangible and showcased how fashion now exists at the intersection of physical and digital worlds.
Intermoda 85: A Strategic Hub for the Future of Fashion With its blend of consumer insight, trend intelligence, mixed-reality innovation and cultural storytelling, Intermoda 85 demonstrated why Guadalajara continues to be a key fashion hub for Latin America. For designers, brands and buyers preparing for FW27/28, the event delivered a clear message: understanding Gen Z, designing with emotional intelligence and embracing hybrid realities are now essential pillars of the fashion future.
Images courtesy of Intermoda. Trend imagery courtesy of Future Snoops.
