From the departure of fashion’s old guards to new viral memes taking control of the scene, 2024 has been an eventful year.
There were not so nice news (the deaths of prominent designers), but also lighthearted moments (pop stars making clothes a central element of their vibe).
This year has also seen an astounding amount of movement among the top ranks of fashion houses.
Changes abounded too in the menswear market, as well as the blurring of lines between luxury and mass-market brands.
A need to go viral
These days, trends don’t only come from fashion runways. They are also born online.
Widely shared videos showed how everyone can embody it by wearing lots of neon green, as well as incorporating Y2K fashion influences into their outfits.
In August, the idea of demure dressing captured everyone’s attention.
This trend began when a TikTok user poked fun at the stereotypical ideas of femininity. Her monologue was subsequently shared millions of times in a span of a few days, spreading across the globe.
Her words (“very demure, very mindful”) became a catchphrase, and are, arguably, the biggest viral trend this year leading to a rise in popularity for understated fashion pieces (see cover photo).
Cowboy collective
Numerous trends came and went in 2024, but perhaps one of the most defining is country western fashion – in this case, meaning the cowboy look.
Denim saw a revival, especially outfits comprising the material from head to toe. This was seen as part of the Y2K resurgence (another big trend of the year).
When Beyonce’s Cowboy Carter album was released in March, it resulted in the cowboy hat being hailed as a must-have accessory.
Louis Vuitton’s menswear – headed by singer-songwriter Pharrell Williams – went crazy for country western fashion as well.
In January, the fashion house turned its runway event into a rodeo of sorts. This was during the menswear week in Paris.
Models were seen wearing denim jackets and leather chaps. It was a proud moment for Malaysians too as our runway star Ridzman Zidaine opened the show.
Read more: Talking the walk: Fashion model Ridzman Zidaine on repping Malaysia globally
Fashioning pop-culture
Showbiz and fashion have increasingly become intertwined. Breathtaking costumes by designers were seen on stage throughout the year.
Ariana Grande performed in Maison Margiela at the Met Gala, Taylor Swift continued her “runway show” of never-ending designer looks while touring, and Usher wowed during the Super Bowl halftime show wearing Dolce & Gabbana.
Brands also went all out on snapping up celebrities, both for campaigns and ambassadorship roles – Asian stars are the prime recruits (especially those from South Korea and Thailand).
The most recent new ambassadorships included Celine with its new global ambassadors – Chinese actress Shishi Liu, South Korean singer Danielle from K-pop girl group NewJeans, and South Korean actress and singer Suzy Bae. South Korean K-pop boy group TWS are also named as brand ambassadors.
Prada chooses South Korean actors Byeon Wooseok and Kim Soohyun as brand ambassadors and Maison Valentino appoints its first brand ambassador from Thailand – Jeff Satur, an actor, singer-songwriter, and producer in both music and film.
Over to the silver screen, designers are lending their hand to create costumes for films. A good example is how Jonathan Anderson fashioned the looks for Challengers and Queer.
When men dare to be different
You could say that 2024 put to rest the argument about how menswear is boring and staid.
Beyond just formal suits, designers are pushing boundaries. They are dressing guys in less than conventional getups.
Brighter colours, unconventional cuts, trendy accessories – experimenting with fashion is no longer a woman’s domain.
Case in point: Paul Mescal’s short shorts, which he wore to attend Gucci’s show in Milan. To this day, it remains a much talked about subject.
This year’s award ceremonies also saw the rise in gents rocking jewellery. Scores of male celebrities took to the red carpet sporting brooches, signet rings, thick chain necklaces and more.
Ralph Lauren launched its very first men’s jewellery collection in October. So did Louis Vuitton back in January.
Also, the Met Gala next year will be dedicated to menswear, a sure indication of how much the segment has grown its influence lately.
Switching places
Chanel recently filled the void of the artistic director position with Matthieu Blazy. It was a subject of intense speculation for months on – made more dramatic with other designers leaving their jobs too.
You also have veterans of the fashion world retiring and putting on their swansong shows.
John Galliano, Alessandro Michele, Pierpaolo Piccioli, Sarah Burton, Blazy, Hedi Slimane, Virginie Viard, Dries Van Noten, Chemena Kamali and more, it looks like a never-ending list of exits and hirings.
Special mention goes to Clare Waight Keller, who was announced as Uniqlo’s creative director in September.
Previously from Givenchy, her appointment is said to signify a change in the industry.
Big brands have been reporting a decline in sales for 2024, and Waight Keller’s new role was taken as a reminder of how luxury and value can coexist.
Read more: Matthieu Blazy's appointment represents the biggest change this year in fashion
Leaving behind a legacy
Roberto Cavalli, the flamboyant Italian designer, died at age 83 on April 12. His eponymous label is known to all in fashion – and perhaps, also to those out of the industry.
He will forever be celebrated for his flashy and flamboyant designs.
On Nov 1, India’s superstar designer Rohit Bal also passed on. He was 63 years old at the time.
Bal is remembered for being the “bad boy of fashion” in his home country. His designs have been worn by celebrities all over the world too.
There is also the death of Iris Apfel on March 1 at the age of 102. The US fashion designer (and fashion icon) is known for producing some of the most colourfully dramatic designs.
Apfel was also frequently photographed adorned with chunky accessories, not to forget her oversized black-rimmed glasses.
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