Computer-aided creations and digital textile design pave the way for more sustainable products and, according to Malaika Ewande, founder and creative director of Trendbüro Vesuvius, will help determine the trends for the spring/summer 2024 season.
Ewande attended Pure London, which took place from 16th to 18th July and offered brands, retailers, buyers and other industry professionals an insight into the trends that will shape fashion for the coming summer.
Two megatrends will dominate the SS24 season, according to Ewande: ‘Quest for Innovation’, which is related to the advent of Artificial Intelligence (AI) and digital materials, and ‘Ultra Elevated Basics’, which results from the desire for high quality materials and fashion with durability. These two overarching trends can be broken down into four other key trends – ‘Tech Artistry’, ‘Romantic Wanderer’, ‘Soothing Luxury’ and ‘Freaks and Geeks’ – which Ewande for fashion United outline.
Tech Artistry
This trend is inspired by the use of 3D and innovative fabrics, taking textures from nature as a model. Colors combine neon pops of yellow and pink with vibrant metallic tones of gold and purple and shades of green rooted in nature. “Formal silhouettes explore virtual movement; Shapes can be reworked, destroyed and rebuilt, while casual wear takes a bold and creative path to create an ‘elven feel’,” says Ewande.
Driven by the environmentally conscious and tech-savvy Millennials and Gen-Zs, “the digital realm is embedded in the quest for innovation, and the sustainability in digital fashion is immense,” says Ewande, adding that digital garments have a 97 percent smaller footprint than physical ones.
Romantic hikers
The next trend is the direct counterpart of the previous one; he is the “embodiment of summer” – soft, romantic, feminine, dreamy. The colors of this trend do without the traditional pink and instead rely on bright coral red, moss green, rich burgundy red, tonal gray and bright blue tones.
Cashmere, embroidery, ruffles, feathers, delicate flowers and light fabrics form the framework for this trend, which Ewande describes as “dignified and modern, but still delicate”. Formal wear celebrates romantic opulence through elevated craftsmanship, while casual wear focuses on soft classics and clean lines.
Soothing luxury
This trend celebrates muted taste, minimalism and quality; sleek and geometric, it offers a “young and fresh approach to luxury”. He draws inspiration from Brutalism and architecture in general. The color palette combines copper and gold structures with natural shades of stone grey, green and brown.
For the formal side, think tonal and classic, high quality tailoring and form-fitting cuts; for the casual side of playfulness, “an take on relaxed yet tasteful luxury.” Key features include collars, cashmere, elegant slip dresses with interesting details and denim with bright color accents.
Freaks and Geeks
This trend celebrates cultural as well as personal and social identity. Ewande describes this as “one of the most important trends in the industry that won’t go away anytime soon”. It’s playful and features cutout details and lots of structure.
Artistry is key here with crochet, mesh and more. The colors are bright, cheerful and bold – primary colors like red, cobalt and yellow are contrasted with pink and mint green. Most importantly, there are no real rules to this trend: “It’s creative but carefree; the silhouettes are basically like a disguise game,” says Ewande.
This article originally appeared on FashionUnited.uk. Translated and edited by Simone Preuss.