The fashion trends that dominated 2024

It is possible to make predictions for the coming year, bet on which colors and silhouettes will be most appreciated by consumers, and try to guess the brands that will conquer 2025. To better understand the direction the fashion industry is heading, it is necessary to analyze the choices made this year, so as to identify in advance the trends gaining ground on the runway and in the streets of fashion capitals. This is what the new report by Heuritech has attempted to do, a trend forecasting platform that leverages artificial intelligence to analyze the main market trends. The company’s 2024 recap contains small clues about what we might expect next year, even though nothing is certain in the fragmented universe of Fashion Weeks and the game of musical chairs among creative directors.

The first trend identified by Heuritech's research tools was the color scarlet red, which saw an 8% growth over the last twelve months, occupying 39% more of the FW24 collections. JW Anderson, Kiko Kostadinov, and Rotate were the brands that particularly embraced the bright shade, while the cities that most welcomed the color were primarily Milan and London. According to Heuritech, what made scarlet red special were its grunge, dynamic, rebellious yet glamorous qualities, aspects that make the color the perfect choice for a designer aiming to make a bold statement. The second trend emerging from the platform’s research is the waterproof material, which began to gain traction from street style—perhaps due to this year’s rainy Fashion Weeks.

Focusing on womenswear, Heuritech then identified Serene Romance as one of the main stylistic movements of 2024, particularly present on the runway for SS25. Carven, Khaite, Ester Manas, and Akris were champions of the trend, to which Chloé, Saint Laurent, and Chanel can also be added. Presenting simple yet voluptuous and extravagant silhouettes through the softness of suede, satin, and feathers, in 2024 the fashion houses chose to bring romanticism back into the spotlight. The most prominent details of this trend were ruffles and flounces, which add movement and lightness to garments, wide tailoring, which gives a relaxed and comfortable air to the look, and rounded shapes that make an evening dress, a top, or a skirt even fresher, more dynamic, and elegant. In the world of menswear, on the other hand, a trend that has started to make a comeback on the runway is stripes, which according to Heuritech have begun a slow comeback, registering a 1% growth season after season. The traditional sailor style, pajama pants, and deconstructed looks have allowed stripes to reappear during Fashion Week, particularly used by brands like Craig Green, Dolce&Gabbana, Junya Watanabe, and Bianca Saunders.