The decline of the ‘white, minimalist’ trainer

The footwear market is cooling, driven by a complex international economic climate and a profound shift in consumer tastes, as people grow weary of mass-produced minimalism.

Outlining this transition is fashion designer Lucio Righetto, who states that the energy crisis, geopolitical conflicts both within and beyond Europe’s borders, and the effects of climate change are inevitably influencing purchasing habits – all macroeconomic factors compounded by aesthetic saturation: the public is showing growing weariness with the ubiquity of white trainers or those with an ‘essential’ design – to be clearly distinguished from the technical, performance-oriented models produced by the sports giants.

To understand the evolution currently underway, we need to look to the recent past. As early as around 2005, trainers had become a cornerstone of everyday life, before finally being accepted between 2019 and 2020 even in formal, elegant settings and in the workplace. Today, however, that momentum seems to have run out of steam. There is a growing desire for a more refined style – a sophisticated take on casual wear that is suited to everyday life. Although a segment of less discerning or informed consumers continues to buy sports and streetwear footwear, this market is steadily shrinking.

The real change is being driven by those seeking a stylistic shift and who are swapping trainers for loafers. This resurgence, which has also been influenced by recent films, evokes Michael Jackson’s iconic style and offers a more formal look, embraced by both men and women alike. This revolution, however, does not extend to teenagers and the very young, for whom sportswear and trainers remain deeply ingrained in their DNA. The shift towards elegance, on the other hand, specifically involves the 30-and-over age group. At the same time, in the world of women’s footwear, we are witnessing a major comeback of heels and decidedly more sophisticated styles.

This reversal of the trend will undoubtedly breathe new life into the footwear market, a sector that has long shown clear signs of stagnation and which, thanks to this breath of fresh air, is set to regain momentum, although it is unlikely to replicate the splendour and extraordinary sales volumes of the last twenty years.