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December 19, 2024
Zalando has regarded again at 2024 primarily based on the info generated by its platform and give you Development Rewind, a take a look at what’s been trending this 12 months.
Zalando’s mob large and demure tendencies – Zalando
The e-tail big stated that “starting the year with a bang, the mob wife style took over social media (up 5,000% year on year) and sparked heated discussions about the romanticised idea of the ‘mafia wife’ aesthetic”.
Past its daring look with hanging make-up, voluminous hair, outsized sun shades, lavish gold jewelry, smooth leather-based pants, excessive heels, and fur jackets, the development was “supposed to embody strength, confidence, and unapologetic luxury”.
After fading somewhat, the second half of the 12 months noticed its resurgence, “likely driven in part by its seasonally appropriate staple pieces, such as the cosy (faux) fur coat, which perfectly suits the colder months”.
It confirmed that “what some dismissed as a fleeting TikTok craze at the start of the year has proven to have more staying power, sparking a deeper reflection on the connections between fashion and media”.
Brat summer season and demure
In the meantime, in the summertime, it noticed tendencies “being impacted by music more than ever with brat girl aesthetics taking over our feeds”.
Brat summer (also up 5,000%) celebrated “hedonistic chaos, messy authenticity, and Y2K aesthetics. Think smudged eyeliner, strappy tops, and all things distressed”. And brat green was “the shade of the season”.
The summer games trend coincided brat summer during a year of major sports events. Heavily influenced by the Olympics, it was up up 2,426% and “redefined the connection between sportswear and high fashion, blending them seamlessly on a global stage. From LVMH’s grand Opening Ceremony takeover — with Dior and Louis Vuitton dressing icons like Lady Gaga and Céline Dion — to brands like Skims and Telfar revolutionising athlete wardrobes, the games have never looked so chic.
“The global sporting event was definitely not short on viral moments, like Snoop Dogg and Martha Stewart’s unexpected Dressage appearance, which went viral for its humour and star power, while Kim Ye-ji’s fierce aura and skills earned her silver in shooting, and Yusuf Dikeç’s simple style proved that less can be more in the quest for medals. This summer wasn’t just about sports; it was also a celebration of style”.
After Charlie XCX announced that brat summer was over, Zalando “saw a new social media phenomenon coming up — demure — leading to a spike in soft, mindful fashion choices with a satirical nod to decorum — think ladylike with a wink”.
It was up 2,050%, peaking in September. Social media users were “trading in bold summer styles for understated, refined outfits, adding subtle flair through accessories or playful details. The key is to mix a little boldness with sweetness for a look that’s ‘demuretsey’ — respectful yet never dull”.
Key color and extra tendencies
The fifth-biggest development of the 12 months was butter yellow, up 1,763%. It was “a soft, sunny alternative to bolder shades. A blend of beige and canary yellow, it became the perfect summer neutral. The colour was embraced on runways and by celebrities like Rihanna, in her custom Jacquemus gown, or FKA Twigs, who graced the April cover of British Vogue in Loewe’s iconic pin dress. From chic dresses to oversized blazers, butter yellow proved to be versatile and easy to wear, becoming a key shade of the season. Whether casual or elegant, it was clear that butter yellow was a colour to invest in for 2024”.
Different key tendencies of the 12 months within the prime 20 included micro shorts, cowboycore, blue eye make-up, grandpacore, chunky jewelry, kitten heels, mesh flats, barrel denims, cuffed denim pants, ‘peptide’ lips, buckle flats, suede, 90’s minimalist, bag charms, and chocolate brown.
