Looking Back At 2024 Through the Lens of Fashion

As we begin to reflect on the year we're about to bid farewell to, it's an ideal moment for us at Scarlet Destiny to contemplate what this year has offered. For us, this reflection translates into a fashion recap (of course). The landscape of trends has continued to change at a remarkable speed, often moving away from the traditional structured seasons in favour of a more unpredictable approach. Social media has firmly positioned itself as a key player in influencing shopping habits, driving trends, and altering narratives in real-time.

Although microtrends—those fleeting yet immensely popular phenomena—have always been around, platforms like TikTok have significantly increased their visibility and pace. When we examine which trends endure, it becomes evident that those rooted in cultural moments often ignite broader conversations and leave lasting impressions, despite facing criticism for their rapid fluctuations and role in fast fashion. Today, we’re delving deeper into some of the defining fashion moments of 2024.

Mob Wife Aesthetic

This year kicked off with a daring statement from TikTok creator Kayla Trivieri, who asserted that the ‘clean girl’ aesthetic of 2023 is officially “out,” paving the way for the ‘Mob Wife’ era. This trend, inspired by the 25th anniversary of The Sopranos and even acknowledged by The Godfather director Francis Ford Coppola, took off with its signature dramatic fur coats, striking jewelry, oversized sunglasses, and animal prints. However, just as swiftly as this aesthetic gained popularity, it encountered criticism for allegedly glamorising mafia culture, leading to its rapid decline as quickly as it emerged. Although with the recent glamorising of Luigi Mangione, a young Italian man suspected to have killed UnitedHealthcare CEO Brian Thompson, this trend might be seeing a comeback.

Tenniscore

The eagerly awaited film Challengers, featuring Zendaya and styled by Jonathan Anderson, became the focal point of this trend. With tennis-inspired outfits—think pleated skirts, tailored polos, and pristine white sneakers—taking over runways and social media, Tenniscore was at the forefront of Summer 2024 fashion. Major sporting events such as the Paris Olympics and Wimbledon intensified the enthusiasm, solidifying its role in the fashion story of the year.

Demure

Jools Lebron, a TikTok creator who embraces timeless simplicity, has brought the ‘Demure’ trend to our attention. Her guiding principle, “very demure, very mindful” has sparked a movement towards styles that emphasise modesty and elegance—think garments featuring greater coverage, gentle pastel colors, and classic silhouettes. Though it’s a brief trend, it has struck a chord with individuals looking for a minimalist and thoughtful way to dress.

Brat

In stark contrast, ‘Brat Summer’ brought a neon-green wave of rebellious energy, inspired by Charli XCX’s album Brat. From its striking green album cover to its unapologetic, party-girl attitude, the trend captured the zeitgeist of carefree defiance. Social media amplified the movement, with Charli herself adding cultural moments to the trend’s story, even referencing Kamala Harris in a viral post that turned heads and headlines. Yes, Charli thinks Kamala IS brat.

Wicked

The film adaptation of Wicked not only presented a captivating narrative but also set a fashion trend for 2024. Stars Cynthia Erivo and Ariana Grande vividly portrayed their characters, Elphaba and Glinda, both on screen and during their promotional wardrobe appearances. The palette of emerald greens, pastel pinks, and elegant blacks dominated the scene, inspiring social media creators and designers everywhere. Collaborative collections solidified the film’s status as a significant fashion influence of the year too. Did you go watch the movie yet?

While these microtrends may seem at odds with the sustainability-driven mindset of our time, they highlight that fashion is, at its heart, about creativity and self-expression. They remind us that dressing up is, and always should be, fun. As we say farewell to 2024, we can’t wait to see what 2025 will bring to the fashion world.

Happy New Year, 

Scarlet Destiny team X

[info sourced on fashionunited.co.uk | All imagers sourced on canva.com]