Moss Goes Mainstream
The next big thing on the plant scene? Moss.
Millennials, but especially Gen Z’ers, are enamored by biophilic design. Compared to prior generations, their early interactions with nature have drastically decreased. Growing up on screens - computers, cell phones and TVs, has structured their lifestyle as sedentary, “always on” and created a distance and divide from the people near to them, their communities and their environment. This nature “debt” is impacting their bodies and their brains, sparking them to reach for nature from every angle. Youngsters are prioritizing natural living and exploring earthly hobbies like indoor gardening and floral design. At a deep biological level, they are craving a closer connection with nature and are eager to align with brands that can satisfy this desire. From fashion to beauty to interior design, much needed nature is sprouting up across a spectrum of industries. The brands below are great examples of how nature can be adopted into creative and strategic visions. Moss, in particular, is about to get major.
When it comes to interior design, earthly elements are on the rise. Vertical plant systems are flourishing front and center in corporate offices like Amazon and Etsy. Co-working spaces like the Assemblage in New York feature floor to ceiling moss walls. Rather than a cold, capitalistic work atmosphere, these nature-filled environments are full of life and set a serene scene. In terms of home furnishings, moss-inspired fabrics and colors are on the rise, particularly on rugs and chairs.
Moss has also been making a statement on the fashion front. Back in Spring 2015, Dries Van Noten sent his models down a moss-covered carpet back, designed by Buenos Aires-based artist Alexandra Kehayoglou. In Fall 2018, fashion brand Gypsy Sport showcased a range of earthly elements in their collection, notably a moss-embroidered purse. Emporio Armani and Loewe featured coats with moss-like colors and textures in recent seasons. When it comes to shoes, Nike renovated their Air Max 1s with a rugged, turf-like material.
Massive moss displays are sprouting up at luxury events and stores. Glossier recently covering their Seattle pop-up shop with hills of moss. The concept was designed by Glossier’s in-house team in partnership with Lily Kwong. Moss photo backdrops with neon lights are also becoming a staple at red carpet events.
More and more brands are incorporating ingredients like sea moss extract into their products. Beauty brands like Naturopathica and Alba Botanical are leading the way.
The color green, as a whole, is a key color for the next decade, given the expected advancements in natural lifestyles and technology. Executive director of Pantone Leatrice Eiseman says “satisfying our growing desire to rejuvenate and revitalize, greenery symbolizes the reconnection we seek with nature, one another, and a larger purpose.”
How can your brand create the next great, green oasis?
Additional stats:
- Worldwide searches for the term “artisan moss green” and “moss wall system” are up 250% in the last year according to Google Trends.
- The search term “moss” yields over 40,000 results on Amazon and nearly 85,000 results on Etsy.
- The DIY Yard and Garden industry is worth nearly 37 billion dollars, driven by younger generations. Nearly 40% of millennials grow plants indoors, and gen z is expected to be an even larger market (National Gardening Survey of 2017).