Are Microtrends Officially Over?

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Are Microtrends Officially Over?

As a seasoned fashion enthusiast with decades of sartorial adventures under my belt, I must say this year has been quite the rollercoaster ride for the industry! From the fleeting microtrends to the long-lasting movements, it’s been a fascinating dance between the ephemeral and the enduring.

As someone who has been closely following the fashion industry for over two decades, I have witnessed its rollercoaster ride of trends and transformations. This year, however, has presented a unique set of challenges that have forced brands to think outside the box. The shift in creative directors, coupled with the luxury slowdown, has undeniably affected the landscape of fashion.

The RETAIL INTELLIGENCE PLATFORM EDITED analyzes the shifting landscape of small-scale fashion trends, as striking new aesthetics haven’t gained much traction yet. Trends like Y2K and blokecore have persisted since pandemic restrictions were lifted, dominating global fashion scenes with their relaxed denim styles and heavily illustrated sports shirts. Although minimalist wardrobes have become more popular, flashy microtrends have arisen and vanished quickly.

In early 2024, a trend known as the “office siren look,” initiated by Bella Hadid’s provocative paparazzi snaps, took over social media, experiencing a 73% surge in online searches. This trend led to increased demand for classic workwear items such as neckties, suits, and faux glasses, which saw a 12% rise in sales during the year. Additionally, versatile button-downs and strappy kitten heels witnessed a significant increase from 101% to 224% in their early months. Originating on the runways of Miu Miu, Prada, and Bottega Veneta, this seductive style gradually gave way to more casual preppy styles and academic-inspired references by mid-year.

During autumn and winter, the rougher, out-of-key trends associated with blokecore music softened down. However, they saw a comeback during the summer, coinciding with the EUROS football tournament. This competition sparked a significant increase in purchases, driven mainly by young Gen-Z consumers – up to 72% to 76%. As a result, football shirts and jorts have emerged as essential clothing items for warm weather, experiencing a surge in demand, effectively breaking free from the trend cycle.

As a fashion enthusiast who has been following trends for over two decades, I have to say that the shift in luxury fashion this year towards quiet elegance was both intriguing and refreshing. At first, I found myself drawn to the slouchy trench coats and strong-shouldered blazers that dominated the scene earlier this year, particularly since they align with my personal style. However, as the movement waned and graphic-heavy casualwear took its place, I must admit that I felt a bit disconnected.

In 2024, the style often associated with wives of organized crime groups was anticipated to prevail but faded just as swiftly. Instead of oversized furs and bold leopard print becoming popular, they failed to create a significant impact. On the other hand, leopard print fashion continues to thrive in line with Y2K trends.

After the COVID-19 pandemic, there was a surge in popularity for trendy, bold fashion choices that helped people rejuvenate after lockdown. Items like MSCHF’s Big Red Boots and Balenciaga’s snack-themed bags gained attention, but their impracticality meant they wouldn’t last long. Instead, practical clothing has become the trend, with shoes becoming more streamlined and wardrobes focusing on traditional styles. The abundance of short-lived microtrends means they disappear swiftly, and 74% of Gen Z is now prioritizing real-life experiences over digital ones, indicating a move away from purchasing viral items solely for social media content towards items with an offline, “in-the-know” allure, as reported by EDITED.

You can read EDITED’s full report here.

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2024-08-01 13:56