As we head toward 2026, it is increasingly apparent that health and wellbeing are top priorities for consumers. A recent report has unveiled that 84% of U.S. consumers view wellness as a significant aspect of their lives.
In The State of Fashion 2026 report created by The Business of Fashion and McKinsey & Company, 51% of the respondents indicated they would maintain or increase their spending on health and wellness, even if their discretionary income were to decline.
Additionally, 89% of participants in McKinsey’s survey stated that “being part of a like-minded community” is a major factor for forming emotional connections with brands.
The report highlights, “Wellbeing is redefining how consumers globally live and define themselves, shifting from a pursuit of niche enthusiasts to a priority across consumer segments.” It shows that 84% of U.S. consumers and 94% of Chinese consumers now consider wellness a crucial or significant priority. Notably, Gen Z and Millennials are leading the way, accounting for over 40% of U.S. wellness expenditures in 2024.
“For many in this generation, wellbeing has evolved from a hobby into a defining part of who they are, with 55% considering fitness to be a core part of their identity.”
Central to this movement is a focus on longevity—emphasizing the importance of living well, not just living longer. This trend predominantly influences industries related to skincare and fitness.
So, how does the fashion industry fit into the landscape of these wellness trends for 2026?
According to the report, this is not a fleeting trend that the fashion industry can afford to overlook. The transition is described as “an enduring lifestyle shift,” with the wellness market expected to grow at an annual rate of 6% from 2019 onward and to continue at a pace of 5-6% per year through 2028.
“This shift is reshaping consumer spending across categories, influencing not just food choices—where approximately half of consumers and two-thirds of Gen Z and Millennials purchased functional nutrition products and supplements last year—but also their social habits.”
Given its close ties to lifestyle, fashion brands must consider how to engage with wellbeing-conscious customers. Many have naturally expanded into complementary areas such as athleisure and skincare, enabling them to capture a larger portion of lifestyle spending. Further opportunities exist for fashion brands to integrate consumers’ evolving wellness priorities into their broader strategies.
Capitalizing on Third Spaces in Fashion
The report indicates that fashion brands are increasingly trying to forge emotional connections with customers by developing “third spaces”—social settings situated between home and work. These environments encourage customers to spend more time with a brand, whether online or offline.
“Brands are leveraging these spaces as tools to attract and retain customers, with almost one third of consumers first discovering a brand aligned with their values through brand-community interactions.”
For instance, Dior is expanding its range of branded spas, allowing deeper integration into the lifestyle of its customers, while Lululemon is establishing yoga hubs.
Alo Yoga has launched a wellness club, a subscription-based digital platform dedicated to yoga, fitness, mindfulness, and self-care, offering members on-demand access to instructors. The brand also organizes in-person wellness retreats focusing on Pilates, mindfulness, and nutrition.
Three Strategies for Brands to Embrace Wellness Trends for 2026
- Evaluate the Role of Wellbeing in Your Brand
Determine whether wellbeing is central to your brand identity or merely on the periphery. Examine how your brand can evolve in alignment with the wellness movement, considering everything from marketing strategies to full brand transformations. Start by grasping your brand’s core values, what resonates with customers, and how well you currently meet their expectations. Utilize insights from social listening and search analytics to stay attuned to the changing identities of your consumers. - Implement Authentic Strategic Integrations
Identify ways your brand can genuinely execute the wellbeing opportunity across relevant categories, services, or communities. Recognize areas that complement your existing offerings, brand values, and design identity to weave wellbeing into your strategy effectively. Successful integration often builds on what your brand already does well, naturally extending those strengths into the wellness area. Focus on opportunities that are informed by data regarding customer adoption, revenue potential, and risk factors. - Build Long-term Credibility in the Wellness Space
Establish meaningful, lasting connections with customers around wellbeing through consistency and dedication. This demands sustained efforts that are reflected in your products, services, and overall customer experiences. Ensure that initiatives are in line with your brand values to enhance rather than dilute brand equity. Forming partnerships with credible experts, creators, and adjacent sectors like fitness, hospitality, and beauty can further solidify your authority within the wellness sphere, allowing you to expand your influence effectively.
