CMF Directions 2026
Our latest directions for 2026 feature diverse CMF palettes for SIN, MOON, TINY and STITCH.
SIN
This story develops from the wealth and power drivers of our previous story PAY (2025/26). However, instead of under-the-radar stealth luxury, SIN is about risk-taking and confrontation.
In many ways, this is a reaction to the resurgence of the far right within a shifting political landscape. But it is also a counterpoint to a new kind of social authoritarianism driven by identity politics and social justice, sometimes labelled as a new Puritan movement.
There are echoes of history here, particularly the 16th century, when Puritanism was on the rise, fuelling restrictive levels of social control within communities. As a response, SIN reflects an increasing reluctance to be shamed, constrained or controlled.
Visually, SIN is dark, decadent and very maximalist, reminiscent of the often-queasy blend of satire, tragedy and betrayal.
MOON
The Moon is the target of a new space race. In 2023, India and Russia launched rival missions. In 2024, the Odysseus spacecraft became the first private venture to land successfully on the Moon. In 2026, NASA’s planned mission could mark a historic milestone, placing the first woman on the Moon.
Amid global divisions, this idea of collective endeavour and optimism may be perfectly timed. As with the original space race, the message here is about the journey and not the destination, about collaboration across the world.
This is very much a materials story. Mirrored chrome coatings and crumpled cool metals evoke futuristic aesthetics, while rough-cast finishes echo the surface of the Moon. Technical textiles are explored for strength and flexibility, and lightweight functional metals have an industrial feel.
Visually, the mood here is highly atmospheric. A sense of weightlessness is expressed through translucent materials with impressions of dust and minerals. Reflecting the absence of visual noise, patterns are minimal with diffused traces of gridlines and coordinates.
TINY
Increasingly there is recognition that high expectations and frantic activity are making us anxious and stressed. In contrast to all this freneticism, the art of mundane living, the repetitive certainty of specific routines and the joy of simply existing feel aspirational.
There are elements of sustainability here, with a recognition of small but beautiful objects placing less stress on finite resources.
TINY also reflects an invigorated appraisal of craftsmanship. However, this is not high-end, unaffordable craftsmanship, but more about objects with purpose and worth. Upcycling offers a thoughtful alternative to throwaway furniture, giving much-loved pieces a fresh lease of life.
Domesticity and functionality inform humble materials with classic treatments. Wood, ceramics, enamel and leather sit comfortably alongside domestic weaves and embroidery. Everyday conversational prints and retro repeats add a gentle quirky element to this approachable story.
STITCH
Mary Shelley’s Gothic masterpiece Frankenstein, written during a period of seismic scientific and political change, serves as a lens for STITCH, a story that explores disassociation, digital anxiety and the artifice of hyper-femininity.
Shelley’s tale of the manmade monster resonates in today’s world, where deepfakes, AI and digital manipulation make consumers increasingly unsure whether what they are being presented with is real or fake, fuelling mistrust.
Visually, this story is one of dissonant combinations and frivolity. Materials are cinched and corseted, while exaggeration and spectacle play out in maximalist frills and embellishment. Plump, fleshy surfaces contrast with viscous and cracked finishes, and surgical stitching speaks to a Frankenstein approach. Patterns play with disrupted hyper-feminine motifs, alongside otherworldly filtered expressions.
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The CMF Directions feature 100+ pages and more than 250 fully credited images from directional designers and creators.
The standards for all colours are referenced to the closest Pantone, NCS, RAL, plus RGB, CMYK, LAB and HEX breakdowns, and are supplied digitally.