The fashion industry in 2026 is closer to ‘restructuring’ than ‘recession.’ Even amidst shrinking consumption and uncertainty, the market is rapidly shifting toward a new structure. The Samsung Fashion Institute has summarized this with the six key keywords of WILLOW, presenting the direction of the fashion industry ranging from growth potential and AI innovation to experiential consumption and the evolution of office wear. Now, there is only one important question: What strategies should brands and fashion companies choose amidst these changes? In this content, we summarize the core trends that will drive 2026 and interpret them together from the perspectives of industry and brand strategy. The fashion market in 2026 is moving around ‘opportunity amidst uncertainty.’ The Samsung Fashion Institute has summarized this into six strategies based on the WILLOW keywords...