At the end of the year, the fashion retailer Zalando put together a fashion review of the trends of 2024. The basis is our own data, which was analyzed by the Trend Spotter team.
One of the hottest trends at the beginning of the year was the “Mob Wife Style”, which was discussed like no other on social media. It is characterized by a romanticized idea of a “mafia woman” aesthetic. Accessories such as eye-catching, chunky jewelry, intense blue eye shadow and XXL bags define the style and caused search queries to skyrocket by 5,000 percent.
In summer, it was primarily music that provided new impulses in fashion and equally high spikes in search queries. This is how the Brat Girl aesthetic took over the fashion world. Inspired by Charli XCX's chart-topping album Brat, Brat Summer 2024 celebrated hedonistic chaos, raw authenticity and Y2K aesthetics. The matching styles were characterized by smudged eyeliner, strapless tops and everything with a used look. The color “butter yellow” caused a stir in the summer, with search queries increasing by 1,763 percent. The color has been worn on runways and by celebrities such as Rihanna (in her custom Jacquemus dress) and FKA Twigs, who graced the April cover of British Vogue in Loewe's iconic pin dress.
The “Demure” trend started in autumn with an increase of 2,050 percent compared to 2023. This trend popularized reserved, feminine styles with a twist: ladylike, but with a wink. Now, just before the end of the year, demand for cozy grandpa-core looks and interest in self-care routines are increasing.
The Zalando Trend Rewind 2024 is available in all 25 markets on the Zalando website.
