DEPOP’S Trend Report 2024
On the eve of January 1st 2024, I would like to share some of the trends that have been predicted for 2024. A couple of weeks ago, Depop's shared its first ever trends report. The report recaps the highlights of 2023, and forecasts which trends will resonate with Gen Z in the coming year. Bear in mind, however, that the majority of Depop’s customer base is under 26 years old.
According to Depop's trends spokesperson, Agus Panzoni, 2023 was all about escapism, which comes as no surprise considering how gloomy 2023 was worldwide. The Barbie movie, Beyonce's Renaissance Tour, and Taylor Swift's massively successful Eras tour were peoples vehicles of choice to live, if only briefly, in a state of effervescent happiness and suspended disbelief.
2023 was also nostalgic year for both Gen Z and millennials alike, with Y2K fashion making a comeback, and brands and consumers leaning heavily into girlhood symbolism by either wearing or featuring in their collections bows, ribbons, and lace. I mean who can forget Simone Rocha's iconic AW23 show?
So, what can we expect from 2024? According to Panzoni, next year will be characterized by a mix of sincerity and irony. “Formal wear is reinterpreted with a touch of nonchalance, romance sobers up, intellectualism provokes, and performance becomes performative,” she wrote in her report.
Earlier this month, in fact, Panzoni shared with her TikTok followers key four trends that will shape 2024:
Sleaze Academia: According to Panzoni, this trend subverts uniforms by incorporating elements of grunge into them. Personally, I see this as a natural response to the disenchantment brought upon by escalating sociopolitical conflicts, the extreme effects of climate change, and the realization that capitalism is burying us alive, but I digress. Going back to Panzoni's predictions, grunge uniforms are nothing new, I mean, we all remember "It Smells Like Teen Spirit", right? Key brands to get the look are: Tommy Hilfiger, Margiela, Polo Ralph Lauren, Gap and Coach.
Lazy Luxe: This trend is anchored in the "Lazy Girl" and "Quiet Quitting" trends that went viral on TikTok earlier this year, and which sought to redefine what success and shift the perspective on corporate aspirations. Panzoni thus expects casual spins on formalwear, and brands such as The Row, Cos, Skims, and Uggs to feature heavily in this trend. In my opinion, this is just a continuation of the "Quiet Luxury" and "Old Money" aesthetic that was trending in 2023.
Post Romance: This trend relies heavily in hyper feminine motifs such as bows, lace, and florals, but rather than overpowering other aesthetics, post romantic details will be incorporated into corporate uniforms. Moreover, the saccharine sweetness of this trend will be grounded by more sober elements and accessories. I do believe that this trend is anchored in a nostalgia for a more innocent time, and a desire to project strength through vulnerability. In my personal opinion, I also believe Post Romance seeks to challenge what is considered to be acceptable not just in a corporate or professional setting, but also redefines the symbols of adulthood. After all, there is a reason why brands such as Selkie, Simone Rocha, Sandy Liang, Shushu Tong, and LoveShackFancy have nowadays become so ubiquitous. To get the look, Panzoni, suggests wearing ruffles, miniskirts, ballet flats, and Mary Janes (does the Carel craze ring any bells?)
Sports Quest: This trend is essentially video-game inspired activewear that, although gender neutral, will be featured heavily in menswear collections. Panzoni underscores that “The trend references how video game dynamics are starting to infiltrate culture in a bigger way.” Search terms linked to this trend include "sambas", "puffer", "jersey", and "blokecore", an aesthetic inspired by 80's and 90's English football.
Here’s August Panzoni’s predictions for 2024
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