2024 marks a year that, although not too dense with explosive trends, is enough to satisfy the soul's craving for novelty.

Another year has come to an end, and it's the perfect time to look back at the fashion trends that defined the last year. In 2023, the fashion world was immersed in the spread of aesthetic trends ending in "-core" such as balletcore, cottagecore, mermaidcore, barbiecore, cartooncore. So in 2024, what unexpected trends were born and pleased fashion lovers?

Mob Wife

Seen as a counterpoint to the Clean Girl Look, the Mob Wife Aesthetic quickly became one of the first fashion trends to gain major traction in 2024. Fur coats, animal prints, voluminous hair, bright red lips, and chunky gold jewelry replaced the sleek, minimalist look of the previous year. On TikTok, the hashtag #mobwifeaesthetics reached over 52 million views in just 10 days. Influencers and celebrities quickly jumped on board, sharing how they were incorporating the trend into their personal style. Late last year, Dua Lipa was spotted leaving the Greenwich Hotel in New York wearing a lace jumpsuit topped with an oversized faux fur coat. Kendall Jenner opted for a floor-length fur coat from Phoebe Philo while in Aspen, while Jennifer Lawrence showed up to the 2024 Golden Globes after-party in a stylish fur-print coat.
The runways were also a key indicator of the rise of this trend. At the Pharrell Williams-directed Louis Vuitton show, fur and faux fur coats appeared in the second quarter men's collection. DSquared2 and Dolce &amp; Gabbana introduced similar designs in their Spring/Summer 2024 men's collections. On the women's side, CHANEL at the M&eacute;tiers d'Art 2024 show and Saint Laurent Spring/Summer 2024 both presented luxurious fur and animal print coats.
Fur coats may be the most iconic item in the &ldquo;Mob Wife&rdquo; aesthetic, but the surge in demand has raised important questions about ethics and sustainability. According to a 2023 report commissioned by the Humane Society International in the UK, products made from mink, fox, and raccoon fur have a greater environmental impact than any other material used in the fashion industry. Notably, the carbon footprint of 1kg of mink fur is 31 times higher than that of cotton, and the water pollution from these three furs is on average 100 times higher than that of cotton.
Most major brands and mainstream retailers have now abandoned real fur, and many countries have banned fur farming. This has been made possible by consumers increasingly rejecting the idea of real fur as fashion. Many faux furs on the market are still made from petroleum-based products like polyester and acrylic, which take around 1,000 years to biodegrade after ending up in landfill. &ldquo;Maintaining a zero-animal goal while moving away from petroleum-based products is a huge challenge,&rdquo; says Arnaud Brunois, director of communications and sustainability at Ecopel, a company that works with brands like Stella McCartney. &ldquo;The next generation of synthetic materials needs to be designed differently, without new plastics to ensure circularity.&rdquo;

Brat

At this year&rsquo;s UK music festival, Glastonbury, fans flocked to the main stage to await Charli XCX&rsquo;s performance. Many in the audience were dressed in &ldquo;slime green&rdquo; &ndash; the colour of Charli&rsquo;s album Brat, a colour that has become synonymous with her since the album was released on June 7. The Brat aesthetic has quickly spread beyond Glastonbury.
Since the album&rsquo;s official release in June, Brat has generated $22.5 million in media value (MIV), according to Launchmetrics. Global shopping platform Lyst has also recorded a 17% increase in searches for &ldquo;Brat green&rdquo; products in just two weeks. A few months ago, British luxury retailer Flannels sent out a Brat green collection to customers and the media, including designs from Balenciaga and Coperni. New York brand Kate Spade posted a Brat green handbag on TikTok, introducing it as an &ldquo;entry-level&rdquo; item. Meanwhile, cosmetics brand ColourPop launched a guide to becoming Brat, with green makeup products inspired by the album&rsquo;s song 360. Retailer BeautyBay claims that the trend is not limited to the fashion industry. Notably, on July 4, the Green Party of England and Wales (a political party in England and Wales) launched a Brat green graphic design to attract the attention of young voters.
Charli's manager, Anna Meacham, cites designers like Jonathan Anderson, Marc Jacobs, Glenn Martens, Demna of Balenciaga, and Francesco Risso of Marni (Marni, who dressed Charli at the Met Gala). &ldquo;Charli draws inspiration from so many places, from wild parties to It-girls, from club culture to internet culture. She has a very clear vision, and I love how brands are engaging with Charli's Brat world,&rdquo; she says. She also notes that when brand-artist collaborations are truly meaningful, they can create timeless, iconic pieces rather than just short-term promotional gimmicks.
With planned activities throughout the year, brands can confidently invest in the movement, experts say, comparing it to Beyonc&eacute;&rsquo;s &ldquo;Cowboy Carter Era&rdquo; or &ldquo;Barbiecore.&rdquo; &ldquo;Brat is not just an aesthetic, it&rsquo;s an attitude,&rdquo; says Katy Lubin, Lyst&rsquo;s VP of Brand and Communications. &ldquo;It&rsquo;s chaotic, bold and fun &ndash; a break from the chicness of Coquette or Barbiecore, and the perfect antithesis to the neatness of Clean Girl or the formality of Quiet Luxury.&rdquo;

Very Demure, Very Mindful

If you've been seeing the phrase &ldquo;Very demure, very mindful&rdquo; popping up on Instagram lately from Western celebrities, influencers, or even your friends, you're not alone.
The phrase &ldquo;Very demure, very mindful&rdquo; originated from a viral TikTok video posted on August 6 by Jools Lebron (@joolieannie), a Puerto Rican-born transgender content creator. In the video, she shares how to be polite, humble, and respectful to others in the workplace. Jools says in the video:
&ldquo;Look at my makeup for work&mdash;it&rsquo;s very sober, very thoughtful. I don&rsquo;t wear blue eyeshadow to work. I don&rsquo;t clown around. I don&rsquo;t overdo it. I&rsquo;m very careful when I go to work. See how polished I am? The way I dress for an interview is how I appear at work. A lot of women go to interviews looking like Marge Simpson, but when they go to work they look like Patty and Selma. That&rsquo;s not proper.&rdquo;
The video has attracted more than 4.6 million views on TikTok, and the hashtag #demure has more than 170,000 posts on Instagram. After becoming famous, Jools continued to post a series of videos instructing how to be &ldquo;proper&rdquo; in everyday situations such as: &ldquo;Eating late at night properly&rdquo;, &ldquo;Going to bars properly&rdquo;&hellip; These videos not only received positive feedback but also helped the word &ldquo;Demure&rdquo; become an indispensable part of social media culture.
Although &ldquo;Demure&rdquo; is defined as &ldquo;modest, reserved, or conformist,&rdquo; Jools&rsquo;s use of the word isn&rsquo;t meant to be preachy. In fact, &ldquo;Demure&rdquo; is a slang term used in the LGBTQ+ community to mock stereotypes of propriety and social conditioning, while also poking fun at the gap between one&rsquo;s ideals and reality. The trend has quickly spread across Hollywood. Jennifer Lopez was one of the first stars to jump on the bandwagon, using the phrase to promote her Delola brand of booze. Meanwhile, actor Penn Badgley brought Jools&rsquo;s classic line to life in a behind-the-scenes video for his hit TikTok series You.
Unlike fashion trends like Balletcore, Cottagecore or Blokette, the phrase &ldquo;Very demure, very mindful&rdquo; does not come with specific standards of style or image. It gives free space for each person to define themselves through their own words and style. If I had to choose a representative role model, it would probably be Sylvie &ndash; the powerful boss in Emily in Paris or US Vice President Kamala Harris in a Chlo&eacute; suit when appearing on the campaign stage.

Rich Mom

Quiet Luxury is becoming the focus of fashion, with minimalist outfits without logos but showing class through high-quality materials and perfect tailoring techniques. A prominent branch of Quiet Luxury is the &ldquo;Rich Mom&rdquo; style &ndash; a strong, confident, powerful demeanor of &ldquo;rich moms&rdquo; who do not want to be bothered.
This style celebrates minimalism, elegance, combining items of the same color to create a sophisticated look. The highlight is often luxury accessories such as handbags or jewelry, not ostentatious but still attractive enough to leave an impression. Different from designs full of logos to affirm brand value, handbags in the Rich Mom style prioritize luxury, practicality, meeting the needs of busy women. Comes with typical accessories such as: high end jewelry, luxury watches, designer jeans.
Supermodel Gisele B&uuml;ndchen is a prime example of this style. She uses the power of basics like jeans and a white shirt, combined with a large Saint Laurent bag with the YSL logo, to create an outfit that is both casual and trendy.
Angelina Jolie, one of the faces associated with Quiet Luxury, is also a fan of the large Saint Laurent bag. She often chooses bags like the Tot&ecirc;me T-lock or Herm&egrave;s to complete her elegant yet powerful look.
Women who love this style often choose items that combine sophistication and utility. Inspired by fashion icons like Gisele B&uuml;ndchen and Angelina Jolie, you can learn simple ways to combine high-end jeans with a white shirt or cashmere sweater, adding accents with a standout handbag from brands like Saint Laurent, Herm&egrave;s.

Grandpacore

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According to Pinterest&rsquo;s early-year predictions report, retro style promises to &ldquo;take over&rdquo; our wardrobes in 2024, with the fashion trends of the next 12 months taking direct inspiration from our grandfather&rsquo;s wardrobe. The social network recorded a significant increase in searches for fashion terms such as: customized denim jacket (up 355%), eclectic style (up 130%), Grandpa core (up 65%), retro streetwear (up 55%), and grandfather style (up 60%).
Like many other aesthetic trends, Grandpacore does not have a specific definition but is felt through association and emotion. If grandma's wardrobe evokes an elegant, graceful image (classic handbags, lipstick, pearl necklaces...), grandpa's style tends to be comfortable, warm but still fashionable. Basically, when you think of the items your grandpa often wears, those are the pieces that make up Grandpa core.
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In fact, the "grandfather" style has never disappeared. It is like a timeless attitude, expressing absolute freedom in creating a comfortable space for oneself. According to Selene Oliva, editor of Vogue Italy, this trend was born after the pandemic, when people sought "relaxation" and "comfort" in the way they dressed, making this aesthetic more and more evident.
The most prominent ambassador of the Grandpa core style is Tyler The Creator. He has made this style his own, with the perfect balance of materials and color patterns. Tyler combines classic pieces with new creations from the modern fashion world in an excellent way. In many public appearances, Gigi Hadid and G-Dragon also seem to be attracted to the classic appeal of the "grandpa" style.
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Trends That Dominated Fashion in 2024

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