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.
1. The polo shirt: sporty yet classy
Polo shirts saw a remarkable 13% increase in popularity for women in Europe between April and June 2024 compared to the same period in the previous year. This surge was primarily fueled by both edgy and mainstream consumers who appreciate the blend of sporty and sophisticated styles.
This traditionally sporty staple was prominently featured in various fashion shows, often contrasted with more feminine touches. For those whose style strikes a balance between sporty and sleek, the polo shirt is an ideal choice. Its versatile nature allows it to be dressed up or down, making it a must-have in any contemporary wardrobe.
Polo shirts women Europe
2. Wide-Leg Formal Shorts: Modern Elegance
Hailey Bieber
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.
Wide leg formal shorts women Europe
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.
Model poses in white, wide dress
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