I wouldn’t wear that! Is 2024 the end of the trend?

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March 12, 2024

I wouldn’t wear that! Is 2024 the end of the trend?

Welcome to 2024, the age of the individual. In the ever-evolving world of fashion, 2024 is changing the game, a year where many consumers are staying resistant to the traditional magnetism of fleeting trends. Here at Blakely Clothing, we’ve surveyed 2,000 18-35-year-olds across the UK to uncover the fashion preferences of today’s consumers, setting the stage to reveal what people will genuinely be incorporating into their wardrobes in 2024.

Our research shows a significant shift in consumer mentality, away from short-lived trends and towards a more thoughtful approach that values quality, comfort, and timelessness. In fact, 75% of survey participants were looking to ‘buy better’ this year and see quality and comfort as the main considerations in their style choices for this year, while 58% have no intention of following fashion trends in 2024.

Join us as we offer a fresh, data-driven perspective on the UK’s forecasted fashion narrative for 2024 - where the emphasis on personal style, enduring quality, and comfort signifies not just a change in how we dress, but a transformation in how we define fashion itself.

Womenswear trends predicted for 2024

Women’s trends according to fashion powerhouses and social media - what do they look like?

According to the likes of Vogue, Stylecaster, and of course everyone’s latest sources of inspiration - TikTok and Pinterest - these are some of the hottest trends predicted for 2024:

  • Hot Metals - Wearing cool-toned metallic and high-shine pieces of clothing. Sequins can be incorporated and colours such as silver and chrome are popular.
  • Snowflake Patterns - Wearing white lace and broderie anglaise fabrics (patterns with small round or oval holes cut out of the fabric, providing a ‘snowflake’ look).
  • Transparent Layers - Wearing sheer clothing that ranges from slightly see-through to transparent, often styled with statement layers (such as a bold colourful bra showing through underneath a transparent top or dress).
  • Micro-minis and Short-shorts - Very short skirts, dresses and shorts that reveal the majority of the thigh. Popular styles include sequin-encrusted micro-dresses and boxy short-shorts.
  • Mob Wife Aesthetic - A combination of 90s glamour and 2010s pattern mixing - think animal print, black leather and all-gold everything.
  • Grandpacore - Wearing clothes typically associated with your grandpa, such as baggy suits, oversized polo shirts and knitted cardigans and sweater vests.
  • Subversive Prep - Styling typically ‘preppy’ outfits such as cardigans, button-downs and pullovers with more feminine elements such as ruffles and tulle.
  • C-Suite Chic - Wearing clothing traditionally associated with corporate workwear, such as blazers, outside of the office.
  • Girlcore - Wearing very feminine pieces of clothing. These could feature rosettes, bows, gems and pastel colours.
  • 1990s minimalism - Minimalist clothing which trended in the 90s such as tank tops, knee-high boots and bandeau dresses. Silver and grey tones are popular.

The results

When we asked shoppers which of these fashion trends they would incorporate into their wardrobes in 2024, here’s what female respondents had to say:
  • ‘Hot Metals’ and ‘Snowflake Patterns’ are the least popular womenswear trends with consumers - with 64% of women claiming that they are unlikely to embrace either of them.
  • ‘Transparent Layers’ were next in the “I wouldn’t wear that” rankings, with 62% of UK women giving a big no to this sheer fabric trend.
  • ‘1990s Minimalism’ and ‘Girlcore’ came out as the most wearable 2024 trends, with 60% of those surveyed saying they would be likely to wear them.

During the 2020 global pandemic, UK spending on women's clothes hit its highest at £12.3 billion, while men spent £7.2 billion on their clothes. But these numbers have since decreased, with women across the nation now spending about £9.4 billion on clothes, which is 33% less than the peak. Many aren’t splashing out on fast fashion like they used to, though the allure of ‘Girlcore’ and ‘1990s Minimalism’ interested 60% of female participants, a substantial 40% remained unswayed, choosing not to follow these mainstream fashion trends. This hints at a shifting dynamic in 2024, where the influence of fast fashion trends on female buyers is diminishing and we are starting to see a shift toward more conscious choices.

The womenswear fashion forecast

Our research also found that:

  • Despite being one of the biggest trends of the year, 44% of survey participants say that they’re unlikely to go along with the ‘Grandpacore’ fashion trend in 2024, while nearly a quarter (24%) of these women claim it’s very unlikely that they’d follow this one.
  • 68% of respondents told us that they’re influenced by fashion trends they see on social media, compared to a slightly lesser 53% of men.
  • Although popular on TikTok, 57% of survey participants won’t be embracing the 'Mob Wife Aesthetic' in their wardrobes this year.
  • ‘C-Suite Chic’ was the second most popular trend (58%), favoured most among the 25-35 age group (63%) and least among 18-24s (52%).

Find out what’s trending in our womenswear range currently

Menswear trends in 2024

Men’s trends according to fashion powerhouses and social media - what do they look like?

GQ, Vogue, Stylecaster, and social media sites pinpoint that these are some of the hottest menswear trends to watch out for in 2024:

  • Glitterbombed - Outfits featuring sequins, shimmery fabrics and/or glitter.
  • Animal Print - Wearing one or a variety of pieces of clothing featuring an animal print pattern or texture, e.g., snake, leopard or zebra prints.
  • Jelly Dressing - Wearing colours, textures and shapes of clothing inspired by the jellyfish. This could be pastel colours, puffy silhouettes and/or iridescent fabrics.
  • Thigh-high fits - Shorts that show the majority of the thigh. High-waisted styles and micro-shorts are bolder variants of the trend.
  • Mesh Better - Combining/layering clothes made of mesh material or fine knit to add dimension and texture to your outfit.
  • Electric Grandpa - Retro streetwear, loafers and knitted clothing such as cardigans and sweater vests, often in bright or loud colours and prints.
  • Need for Tweed - Formal clothing typically associated with older generations, often made of tweed material (a rough, woollen fabric), outfits may consist of two-piece suits, oversized wraparound overcoats and thick shirts.
  • Loud Luxury - Using your clothing to make a statement e.g., bright colours, bold prints and oversized logos and embellishments, often from expensive or luxurious brands.
  • Supersize Me - Bigger and slouchier clothing such as baggy sweatpants or oversized blazers to give a ‘relaxed’ and oversized look.
  • Back in Black - All of your outfit being the colour black with no or very few other colours.

The results

It’s not just the women who are becoming less trend-influenced and more interested in everyday basics. A shift is taking place with men too, as male consumers begin to gravitate towards more comfortable, durable and timeless attire:

  • 69% of male respondents won’t be incorporating the ‘Glitterbombed’ trend into their wardrobe in 2024, making it the least wearable trend among consumers.
  • ‘Jelly Dressing’ was the second least wearable menswear trend, with 65% uninterested.
  • 72% of men in our survey embraced the ‘Back in Black’ trend for 2024, especially favoured in Eastern England.

The popularity of the ‘Back in Black’ trend shows the enduring appeal of plain black clothing, a choice which is celebrated for being simple, convenient, flexible and flattering in the ever-changing fashion landscape. More than a third of total male respondents (34%) are ‘very likely’ (and a further 38% ‘likely’) to adopt this trend, in a broader movement to fashion choices which not only look good but provide lasting value and versatility.

‘Supersize Me’ cements comfort dressing as a year-round trend

In 2024, menswear trends are challenging some norms with a call for more relaxed and accommodating fashion choices. Capturing this transformation is the ‘Supersize Me’ trend, a move towards oversized and freeing garments which combine comfort and style like jumpers and hoodies. Nationally, 55% of respondents indicate an interest in endorsing the ‘Supersize Me’ trend in their 2024 wardrobes, showing comfort is king in the realm of men’s contemporary fashion.

The ‘Supersize Me’ clothes trend for men looks to be most popular in the North West, where a notable 63% of men are embracing the spacious allure of oversized clothing, which is in direct contrast to the North East where the percentage of eager wearers dip to 41%. A departure from constrictive sizes is on the horizon - a far throw from the more fitted looks of the last 15 years.

‘Loud Luxury’ has men divided, with 51% planning to wear this trend

62% of Yorkshiremen are keen to rock a ‘Loud Luxury’ look this year, compared to 31% of Northern Irish men. Overall, the UK is divided 51/49 between those who can’t wait to wear it, and those who would never be seen in a loud luxury look - making it the style most likely to divide opinions, closely followed by the ‘Need for Tweed’ and ‘Eclectic Grandpa’ trends.

63% of men are unlikely or very unlikely to don the ‘Thigh-High Fit’ trend this year

Despite being recognised as a popular trend for 2024, a large proportion of men were unlikely (31%) or very unlikely (32%) to go near styles that showed off their thighs. Men's fashion has been becoming increasingly bolder and varied over recent years, but it seems high-waisted styles and micro-shorts still have a way to go. The overwhelming majority of our survey participants claimed they wanted to dress for comfort in 2024, where restrictive clothing for the sake of fashion is less of a priority.

Get the latest edit and discover what’s trending at the moment in our menswear collection

Moving away from fashion trends: the regional results

60% of us have our personal style influenced by social media

Social media is still a formidable force in shaping the personal style of many Brits. An impressive 60% of respondents agree they are influenced by the fashion trends they encounter on social media, highlighting the significant role sites like TikTok and Instagram play in the evolution of individual styles. Though it is widely recognised that social media plays a vital role in influencing fashion trends, our data suggests that the influence of social media is less related to known trends, and more about individual inspiration.

  • 58% of our respondents stated they would not be actively following fashion trends in 2024.
  • 46% agreed that pursuing fashion trends is not essential to ‘feeling’ stylish.
  • People in Eastern England are least likely to be influenced by social media, with 56% of respondents saying that it doesn’t impact their fashion choices.
  • Those in Northern Ireland are the most social media-inspired, with 71% of respondents in the region saying that social media influences their personal style.

Gareth Newman, CEO at Blakely Clothing observes: "The regional variations in how social media influences fashion choices highlight that digital trends often don't mirror actual wardrobe selections. It's becoming clear that consumers are less swayed by online fast fashion trends than we might assume."

85% of us will be dressing for comfort this year

Comfort is the new luxury. A massive 85% of participants in Blakely’s survey will be dressing for comfort in 2024, which goes hand-in-hand with a general consumer shift towards prioritising wellbeing. This extends to fashion, where people would prefer to feel relaxed in their clothing choices.

Breaking it down by region, those in the North East are most likely to be dressing for comfort this year at 89%, whereas those in the South East are the ‘least’ likely to be, although this is still a huge majority at 81%.

We’re not going back to the lockdown-worthy wear of 2020 however. 2024’s wardrobes are set to feature flexible athleisure, with popular looks as likely to be seen at the gym as in the lounge. Online searches for ‘athleisure’ have risen 25% in the last quarter, with overall interest in ‘athleisure wear’ up 50% and ‘how to wear athleisure’ now the second most searched-for query for this anti-trend, trend.

“At Blakely, some of our most popular products sit within the athleisure wear space. From women's leggings to oversized men's hoodies and tees, this trend is something we think will continue far into 2024,” adds Gareth.

75% of young consumers are looking to ‘buy better’

Three-quarters of those surveyed say they are looking to ‘buy better’ and seek quality pieces over passing trends, with more than 1 in 5 (23%) strongly agreeing that this is their intention. And, there’s not much differentiation across the nation - the majority of the UK wants to ‘buy better.’ Even in the North West, where people agree the least, still 72% of the region will be investing in quality clothing in 2024. Buying better encompasses a few things for consumers, which illustrates again a change from what looks good, to what lasts and can be worn more often:

  • 78% are willing to spend more on clothing if it means better quality and durability.
  • 67% of people claim that they are more likely to invest in classic and timeless pieces of clothing than trending items.
  • 77% agree that how often they will be able to wear an item will influence whether or not they will purchase it.
  • Over three-quarters (77%) of survey participants claim that they are more likely to consider the longevity of a piece of clothing rather than its trendiness.

The future of fashion

As we enter 2024, it’s evident that the fashion world is being reshaped by a collective shift toward a more individualised style of consumption. There are 15% fewer Google searches related to fashion trends in the UK each month now than there were 5 years ago, while searches for ‘comfortable clothes’ have shot up 32% in the last month alone. Our survey of 2,000 18-35-year-olds across the UK supports those signs of a marked departure from transient fast fashion trends, with 75% instead prioritising quality, comfort and timeless design.

The majority of shoppers (67%) are not being swayed by fleeting trends, which shows a transformation in the way that fashion is perceived and consumed. The definition of fashion is changing, where enduring quality and comfort are at the forefront of consumer demand, focusing on wellness and value for money rather than simply conforming to trending aesthetics.

Blakely Clothing: timeless quality


Shop timeless and well-designed menswear and womenswear for 2024

Our research was conducted throughout February 2024 via a national survey, distributed to a representative audience of 2,000 18-35 year olds across the UK. Trends and search data were collected through Google Trends, Ahrefs, historic Google keyword data, Pinterest and TikTok trends