Top trends: exploring the fashion landscape of 2024
As we journey through the summer of 2024, it's important to reflect on the fashion trends that will define this year. At Heuritech, our trend forecasting solutions have once again provided invaluable insights into the evolving preferences and behaviors of consumers. Here, we present the top ten trends of 2024 according to our fashion and data experts, showcasing their growth and the demographics driving their popularity. This comprehensive review captures the essence of the current fashion scene with a focus on our 2024 summer data and offers a glimpse into the future, helping brands and fashion enthusiasts stay ahead of the curve.
10 Top Trends of 2024
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The Polo shirt
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Wide-Leg Formal Shorts
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Off-White
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V-Neck
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Athletic Sophistication
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Patent Leather Loafers
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Flat-Heeled Mary Janes
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Gray Denim
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Lustrous Fabrics
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Leopard Print
Methodology: Heuritech's approach to trend forecasting
At Heuritech, our trend forecasting methodology harnesses the power of advanced artificial intelligence and data analytics. We utilize state-of-the-art machine learning algorithms to scrutinize extensive visual data from social media platforms. By detecting patterns and shifts in consumer behavior, we deliver real-time insights into emerging trends. Our approach melds the quantitative precision of data science with the qualitative insights of fashion industry experts, ensuring forecasts that are both accurate and actionable. This comprehensive methodology empowers brands to stay ahead of market trends and tailor their strategies to current consumer preferences, fostering innovation and growth in the fashion industry.
1. The polo shirt: sporty yet classy
2. Wide-Leg Formal Shorts: Modern Elegance
Photo: Hailey Bieber
Wide-leg formal shorts have been on a steady rise with an increase of visibility of +67%. This trend has been predominantly embraced by edgy consumers aged 16-25 and 26-35.
These shorts have been featured in collections ranging from casual sportswear and athletic attire to formal wardrobes and elevated luxury. Their versatility makes them a stylish addition to various fashion genres, catering to a wide array of style preferences.
3. Off-White: Timeless Neutral
Shades of white, particularly off-white, gained popularity in the beginning of 2024, showing a 10% increase compared to the previous year.
Off-white dresses saw a 12% rise, while cream jumpers increased by 10%. This color trend was predominantly adopted by trendy and edgy consumers, indicating its significant impact and high volume for the season.
Cream hues were seen in the SS' 24 runway shows of brands such as Dior, Gucci, Lemaire, and Sean Suen during the Men's Fashion Weeks.
4. V-Neck: Flattering Versatility
The V-neck, celebrated for its flattering and elongating neckline, continues to be a timeless and versatile fashion staple. During summer 2024 (April-June), V-neck jumpers for men saw a 7% increase compared to the previous year. For women, V-neck blouses experienced a significant 17% rise, while V-neck cardigans grew by 15%. These increases highlight the enduring popularity and adaptability of the V-neck design across different garments and ages.
5. Athletic Sophistication: The New Trend
In 2024, fashion and sportswear have become more intertwined than ever, particularly emphasizing the "Tennis core" trend. Heuritech's data indicates a significant 26% increase in the popularity of tennis mini skirts, embraced by both trendy and edgy consumers, primarily among Gen Z and individuals aged 26-35. Furthermore, retro football sneakers have seen a remarkable 225% growth during summer 2024 compared to the previous year, establishing them as a key trend for the year.
A sophisticated yet athletic style has prominently featured in various luxury brand fashion shows during Spring/Summer and Autumn/Winter 24, showcasing an elegant fusion of high-end design and sportswear elements. This trend, initially championed by luxury fashion houses, has rapidly gained traction and been adopted by major mass-market brands throughout the year. The widespread appeal of this style reflects a growing consumer preference for versatile and fashionable athletic wear, blending functionality with refined aesthetics.
Tenniscore: serving looks
Tenniscore made an elegant comeback in April of 2024, trending on TikTok with over 2.8 million views. This trend fuses tennis players' aesthetics with everyday looks, creating a perfect blend of contemporary sportswear and nostalgia. Its charm lies in its enduring versatile appeal with hashtags like #whitesneakers and #inlacoste that further showcase this trend. Opaque rainproof material, graphic tees, and other streetwear elements encourage a mix-and-match styling for effortlessly cool looks. According to Heuritech's data, windbreakers have seen a growth in popularity among women in Europe, with an increase of +5% while cycling shorts have a massive magnitude adopted by mainstream, trendy, and edgy female consumers in Europe from April to June 2024. This surge in popularity is fuelled by pop culture moments like Zendaya in the movie "Challengers," which has led to 9.8 million searches for the term between April and May 2024. Essential accessories for this trend include athletic sunglasses, high-rise socks, headbands, and the ever-important white sports sneakers. The Roland Garros competition, with its rich history and iconic status in the tennis world, extends beyond the court, inspiring fans and fashion enthusiasts alike to embrace the trend in their everyday wear. Tenniscore seamlessly blends sporty and chic aesthetics, incorporating sleek athletic elements with the edgy appeal of streetwear. The result is a sophisticated yet relaxed style that effortlessly resonates with fashion enthusiasts.
6. Patent Leather Loafers: Polished Perfection
In the realm of menswear, patent leather loafers have experienced a notable 26% increase in popularity this summer. This trend has been predominantly embraced by trendy and edgy consumers, indicating a shift towards bolder, more polished footwear choices. The appeal of patent leather loafers spans across various age segments, highlighting their versatility and timeless elegance. This rise in adoption underscores a broader movement in men's fashion towards incorporating classic elements with a contemporary twist, catering to a diverse range of style preferences and age groups.
7. Flat-Heeled Mary Janes: Feminine Classic
The feminine and classic flat-heeled Mary Janes, characterized by their distinctive strap across the instep, have emerged as a rising star in 2024, boasting an impressive 108% growth. This shoe model has found favor primarily among Edgy consumers aged 26-35 and 45 and older, reflecting its broad appeal across different age groups. According to Heuritech, the popularity of flat-heeled Mary Janes is expected to continue its steady growth, cementing its status as a key footwear trend for 2024.
8. Gray Denim: Staple with Style
Gray denim is considered to be a consistent riser meaning it has been growing steadily and gained momentum over the past years. In 2024, gray denim fabric saw a 25% increase, while gray denim pants experienced a 28% rise in popularity, particularly among trendy consumers. This trend suggests that people are increasingly turning to basic and staple pieces, valuing the versatility and timeless appeal of gray denim. The sustained growth in gray denim's popularity underscores a broader shift towards classic, reliable wardrobe essentials that offer both style and practicality.
9. Lustrous Fabrics: Shimmer and Shine
Over the past 12 months, lustrous fabric has experienced a substantial 49% growth, characterized by a medium magnitude of adoption primarily among edgy consumers aged 26-35. This trend has been prominently showcased on various fashion runways for both the Spring/Summer and Autumn/Winter 2024 collections. Lustrous fabrics have been particularly prevalent in dresses and tops, making bold statements with their shimmering, eye-catching finish.
10. Leopard Print: Bold and Fierce
With an increase of +114% this summer (April-June) 2024 compared to previous year along with a Big magnitude its is clear to say that Leopard is a key trend for 2024.
Adopted not only by the luxury houses it has reached the mainstream consumers by being available in plenty collections from fast fashion brands too. It is adopted by Trendy consumers in various ages. During the same period Leopard Casual pants saw an increase with +318% and Leopard blouses with +89%.
In our Fashion Week FW’24 Report, our experts highlited that from adorning coats to skirts, blouses, dresses and accessories the leopard print made a powerful statement.
Embracing the top trends of 2024
The top trends of 2024 highlight a diverse and dynamic fashion landscape, reflecting a blend of sporty elegance, timeless neutrals, bold patterns, and sophisticated styles. From the sporty yet classy polo shirt to the modern elegance of wide-leg formal shorts, each trend showcases a unique aspect of contemporary fashion. Off-white emerges as a timeless neutral, while leopard print brings a bold and fierce touch. Athletic sophistication redefines casual wear, and patent leather loafers offer polished perfection. Flat-heeled Mary Janes revive a feminine classic, and gray denim stands as a stylish staple. Lustrous fabrics add shimmer and shine, while V-necks provide flattering versatility. As these trends continue to evolve, they promise to inspire and shape the fashion world, offering endless possibilities for brands and consumers alike.
