WGSN’s 2028 trend Joyful Audacity: What is it and how can retail leverage it?

In a landscape influenced by financial pressure, uncertainty, and fatigue, shoppers are naturally gravitating toward positivity. Rather than passively seeking it, however, consumers are actively claiming happiness in ways that extend beyond previous fashion industry trends. While dopamine dressing and vibrant campaigns signaled efforts to offset negative experiences, joy is evolving into something retailers must actively enable through greater consumer agency, creativity, connection, and control.