Zalando has looked back at 2024 based on the data generated by its platform and come up with Trend Rewind, a look at what’s been trending this year.

The e-tail giant said that “starting the year with a bang, the mob wife style took over social media (up 5,000% year on year) and sparked heated discussions about the romanticised idea of the ‘mafia wife’ aesthetic”. 

Beyond its bold look with striking make-up, voluminous hair, oversized sunglasses, lavish gold jewellery, sleek leather pants, high heels, and fur jackets, the trend was “supposed to embody strength, confidence, and unapologetic luxury”.

After fading a little, the second half of the year saw its resurgence, “likely driven in part by its seasonally appropriate staple pieces, such as the cosy (faux) fur coat, which perfectly suits the colder months”.

It showed that “what some dismissed as a fleeting TikTok craze at the start of the year has proven to have more staying power, sparking a deeper reflection on the connections between fashion and media”.

Brat summer and demure

Meanwhile, in the summer, it saw trends “being impacted by music more than ever with brat girl aesthetics taking over our feeds”. 

Brat summer (also up 5,000%) celebrated “hedonistic chaos, messy authenticity, and Y2K aesthetics. Think smudged eyeliner, strappy tops, and all things distressed”. And brat green was “the shade of the season”.

The summer games trend coincided brat summer during a year of major sports events. Heavily influenced by the Olympics, it was up up 2,426% and “redefined the connection between sportswear and high fashion, blending them seamlessly on a global stage. From LVMH’s grand Opening Ceremony takeover — with Dior and Louis Vuitton dressing icons like Lady Gaga and Céline Dion — to brands like Skims and Telfar revolutionising athlete wardrobes, the games have never looked so chic. 

“The global sporting event was definitely not short on viral moments, like Snoop Dogg and Martha Stewart’s unexpected Dressage appearance, which went viral for its humour and star power, while Kim Ye-ji’s fierce aura and skills earned her silver in shooting, and Yusuf Dikeç’s simple style proved that less can be more in the quest for medals. This summer wasn’t just about sports; it was also a celebration of style”.

After Charlie XCX announced that brat summer was over, Zalando “saw a new social media phenomenon coming up — demure — leading to a spike in soft, mindful fashion choices with a satirical nod to decorum — think ladylike with a wink”. 

It was up 2,050%, peaking in September. Social media users were “trading in bold summer styles for understated, refined outfits, adding subtle flair through accessories or playful details. The key is to mix a little boldness with sweetness for a look that’s ‘demuretsey’ — respectful yet never dull”.

Key colour and more trends

The fifth-biggest trend of the year was butter yellow, up 1,763%.  It was “a soft, sunny alternative to bolder shades. A blend of beige and canary yellow, it became the perfect summer neutral. The colour was embraced on runways and by celebrities like Rihanna, in her custom Jacquemus gown, or FKA Twigs, who graced the April cover of British Vogue in Loewe’s iconic pin dress. From chic dresses to oversized blazers, butter yellow proved to be versatile and easy to wear, becoming a key shade of the season. Whether casual or elegant, it was clear that butter yellow was a colour to invest in for 2024”.

Other key trends of the year in the top 20 included micro shorts, cowboycore, blue eye make-up, grandpacore, chunky jewellery, kitten heels, mesh flats, barrel jeans, cuffed denim pants, ‘peptide’ lips, buckle flats, suede, 90’s minimalist, bag charms, and chocolate brown.