March Collective’s Rosie Taylor and Chantal Lavender talk trends, design and BLE plans

Rosie, Chantal, it’s great to connect. Can you give us an introduction to March Collective and its ethos?
We’re a creative duo helping brands, licensors, and retailers bring ideas to life, with a focus on trends, creative strategy and design. We launched March Collective to do things differently, putting trend insights and storytelling at the heart of how licensing connects with product.

You have both worked in licensing for some time, most recently at Disney. Are you calling on your past experience in your work with March Collective?
We were lucky to work with some amazing global brands during our time at Disney, such as Samsonite, adidas and Eastpak. In licensing, it’s easy to forget that not everyone is as into licensed characters as we are. Pairing standout visuals with on-trend thinking and elevated storytelling helps us introduce our world to new brands, and get designers and buyers excited about working with licensed characters. We found that storytelling and trend was a really important factor for successful product and we wanted to bring this element of product development to the forefront of our process.

Why do you think licensees, retailers and IP owners need support and insight around trends?
Trend isn’t just about what we see as “on trend” in the moment. It’s about understanding your consumers’ wants and needs. A trend-led product can help engage a new audience as well as your existing fanbase. Many of us are influenced by trends every day, whether lifestyle based, fashion driven or social media-led, so it’s important to consider this when designing licensed products.

“We feel the best way to work is by bringing trend insights, visuals and creative storytelling together.”

We feel the best way to work is by bringing trend insights, visuals and creative storytelling together, giving partners the confidence that their products will connect with today’s audiences. We do this through clear, cohesive visual plans that help retailers build collections which speak to their customers – while staying true to the brand or retailer’s USP.

Without revealing all your “trade secrets” can you give us some insight into the ways you spot trends and keep in touch with the market?
We love to say: ‘We’re chronically online so you don’t have to be’. However, long-term we think beyond the hype – although we do love a bit of hype! With social media, trend can be a whirlwind, evolving and burning out much quicker than ever before. By analysing root causes and consumer motivations, we forecast further and shape a steadier, longer-term story.

What lessons do you think the UK licensing industry can learn from other territories? Are there some things you have observed outside the UK that might work in the UK?
We often look to Asia for inspiration when it comes to characters and trends. The market there is forward-thinking, character-driven and more willing to trial niche properties. With the growing popularity of K-Pop and anime in the West, Asian licensed characters are having an increasing influence in the UK. The buzz around Labubu was a great example of something that started as a trailblazer in Asia and then quickly gained traction in the UK and North America. Blind boxes originated in Japan – they’re a great example of playfulness and collectability surrounding characters that we could learn from.

Reflecting back on 2025, have there been some specific trends you have observed this year that have been noteworthy?
Kidult is a trend that won’t go away any time soon – and we believe it will continue to evolve. Adults, young adults and even tweens are looking for the comfort of childhood and embracing playfulness in new ways. Collectability and cute culture also speak perfectly to the licensing industry as there are so many amazing characters and stories that can play into this trend.

Thinking about fan culture and fandom in particular, do you have any advice and suggestions for companies designing products for fans?
It’s important that products connect to fans’ love of the franchise and tap into that emotional pull of nostalgia. But not all fans express their fandom the same. Some go bold with franchise love; others keep it close with quiet, ‘if you know you know’ touches. Either way, authenticity is non-negotiable. We love to add details like easter eggs within product that a fan can find and really appreciate.

In terms of planning, how far ahead do you think companies should be thinking about their design work? And what are the challenges around predicting future trends?
We take a two-pronged approach. Most of a collection should be planned around longer-term trends rooted in social and lifestyle shifts, as these will stand the test of time. A year ahead is a good balance for most apparel, but category dictates lead time. For example, performance footwear typically runs 18 to 24 months ahead, which means investing in longer term macro trends rooted in consumer needs.

At the same time, there’s real value in leaving space for short-term, reactive pieces that tap into flash or social media trends. Skinnydip is a great example, as they tie in hype trends and social media moments, alongside a strong long term collection.

I believe you will be at BLE this year – what is on your agenda for BLE?
We’re using BLE to soft launch March Collective and showcase our services to the industry. Our main goal is to connect with people and hopefully inspire future collaborations, so feel free to come and say hello! We’re offering in-person mini presentations of our AW26/27 license trend report, showing how trend insight can be used to shape licensed product.

We visit the show every year to trend spot – it’s great to see which characters and trends the industry is investing in. The show gives us a strong indication of existing and new characters we should be factoring into our future trend reports.

Finally, what do you think makes a good design brief?
We know no single brief fits every project. The strongest ones start with a clear picture of the intended consumer, including who they are, the price points they buy at, and the results you hope to achieve. It also helps to share previous wins and misses, along with the capabilities of the factories.

What really matters is open, collaborative working. We see briefs as a starting point. From there, we work closely with our partners to shape and refine ideas, always aiming to create standout collections we’re all proud of.

Terrific. Thanks guys, and if readers want to connect, let’s point them to your site at https://www.marchcollective.design/