Zalando Trend Rewind says mafia wife, snotty summer and sports and fashion will dominate 2024

Zalando has looked ahead to 2024 based on data generated by its platform and has introduced Trend Rewind, a look at this year's trends.

The e-commerce giant said that “starting the year off strong, mafia wife style took over social media (up 5,000% year-on-year) and sparked heated debates about the romantic idea of ​​'movie' aesthetics. mafia wife.'”

Beyond its bold looks with bold makeup, voluminous hair, oversized sunglasses, luxurious gold jewelry, chic leather pants, high heels and leather jackets, the trend was supposed to “embodied strength, confidence and luxury without complex”.

After fading a bit, the second half of the year saw its resurgence, “probably driven in part by its seasonally appropriate staples, like the cozy (faux) fur coat, which is perfectly suited to the colder months.”

It showed that “what some dismissed as a fleeting TikTok fad at the beginning of the year has proven to have more staying power, provoking deeper reflection on the connections between fashion and media.”

Brat and demure summer

Meanwhile, in the summer, she saw trends “being impacted by music more than ever with the brat aesthetic taking over our feeds.”

Brat Summer (also up 5,000%) celebrated the “hedonistic chaos, messy authenticity, and Y2K aesthetic.” “Think smeared eyeliner, strappy tops and distressed everything.” And snotty green was “the shade of the season.”

The summer games trend coincided with the snotty summer during a year of big sporting events. Highly influenced by the Olympic Games, it rose 2,426% and “redefined the connection between sportswear and haute couture, combining them perfectly on a global stage. From LVMH's big takeover at the opening ceremony (with Dior and Louis Vuitton dressing icons like Lady Gaga and Céline Dion) to brands like Skims and Telfar revolutionizing athletes' wardrobes, the games have never looked so stylish.

“The global sporting event definitely had no shortage of viral moments, such as Snoop Dogg and Martha Stewart's unexpected Dressage appearance, which went viral for its humor and star power, while Kim Ye-ji's fierce aura and skills They earned him silver in shooting, and Yusuf Dikeç's simple style showed that less can be more in the pursuit of medals. This summer wasn't just about sports; It was also a celebration of style.”

After Charlie think like a lady with a wink.”

It rose 2,050%, peaking in September. Social media users were “trading bold summer styles for understated, polished outfits, adding subtle flair through accessories or fun details. The key is to mix a little boldness with sweetness to achieve a 'demuretsey' look: respectful but never boring.”

Key color and more trends

The fifth biggest trend of the year was butter yellow, with an increase of 1,763%. It was “a soft, sunny alternative to bolder tones. A mix of beige and canary yellow, it became the perfect neutral for summer. The color was adopted on the catwalks and by celebrities such as Rihanna, with her custom Jacquemus dress, or FKA Twigs, who appeared on the April cover of British Vogue in the iconic Loewe dress. From elegant dresses to oversized blazers, butter yellow proved versatile and easy to wear, becoming a key shade of the season. Whether casual or dressy, it was clear that butter yellow was a color to invest in for 2024.”

Other key trends of the year in the top 20 included micro shorts, cowboycore, blue eye makeup, grandpacore, chunky jewelry, kitten heels, mesh flats, barrel jeans, cuffed jeans, peptide lips, flats with buckle, suede, 90s minimalist, bag charms and chocolate brown.