2024 Fashion: The Year Trends Took a Backseat

For Gen Zs and millennials, 2024 was marked by distinct styles. Charli XCX’s Brat brought chaotic, rave-inspired energy to a niche group, while quiet luxury appealed to a more refined, mindful demographic. On the runways, boho chic made a triumphant return, revitalised by Chemena Kamali’s Chloé debut. Pharrell Williams also steered fashion into Western territory with his Louis Vuitton collection, underscored by Beyoncé’s Cowboy Carter aesthetic.

However, a Vogue Runway poll of over 100 fashion insiders revealed that 50.2% felt “trends are over.” This perspective stemmed from fatigue with fleeting micro-trends, the fragmented nature of fashion, and the distorting influence of social media algorithms. The rapid pace of trend evolution has made them feel transient and exaggerated online, even as they remain relevant to the business of fashion.

Highlights from the Year

• The Brat Phenomenon: Charli XCX’s Brat aesthetic, styled by Chris Horan, fused authenticity with wearability. It dominated niche communities and sparked collaborations with H&M and Acne Studios. Despite its success, Brat resonated more with Gen Z than older industry professionals.
• Boho’s Comeback: After years of decline, Boho Chic returned to the spotlight. Romantic and feminine designs—frilly frocks, blouses, and bloomers—were seen on runways like Gucci Resort 2025 and Saint Laurent Spring/Summer 2025. Boho’s resurgence reflected a cultural yearning for softness amid harsh times.
• Quiet Luxury: This understated and polished aesthetic embodied restraint and minimalism. Reflecting broader cultural conservatism, quiet luxury aligned with a rising preference for timeless, subtle sophistication over ostentation.

Bold Statements and Viral fever

While subtle trends like quiet luxury held sway, 2024 was also about making bold statements. From taupe shoes and boots to the daring no-pants look, individuality reigned. Even staples like the polo shirt took on fresh relevance, blending sporty charm with elegance.

The New Reality of Trends

Unlike streetwear’s dominance in the late 2010s, no single style in 2024 achieved mass adoption across all demographics and locations. Social media algorithms amplified niche trends like Brat or mob-wife aesthetics, making them seem larger than their real-world impact.

As fashion enters 2025, the industry appears poised for another shift. Whether it will be quiet luxury, the Western vibe, or a completely new direction remains to be seen. But one thing is certain: the lines between trends and individuality are blurrier than ever.