If there’s one misconception about the fashion industry that does us harm, it’s that getting professionally involved in style doesn’t require a sharp mind. From the painfully detailed mathematics skills necessary to master garment design, to the art of business and communications that it takes to eloquently go about events and networking, working in the fashion industry and having a genuine understanding of the landscape isn’t for the faint of heart. But what about when it comes to translating the science behind trends and tracking their performance? Well, we asked Molly Rooyakkers, a market research analyst and fashion enthusiast who’s mastered the art of balancing fashion and data analytics, and here’s what she had to say about what’s good in 2024:
The Data
Based in Amsterdam, Molly shared that she gets to see more than a fair share of jaw-dropping street style on a day-to-day basis. Which, luckily, makes the observation-based part of her job a little easier: “I take two or three different routes when it comes to trend analysis; the first one is very traditional: looking at magazines, campaigns, and keeping an eye out for trends I see in person.”
via @lexxola on Instagram
Once Rooyakkers notices a trend starts to develop, she runs the data. “I use a lot of search volume data and API (application programming interface) software to see how well these things are actually performing… Sometimes the data matches, and a trend I noticed is there, and sometimes it was just a fluke.” Naturally, as results vary, she’s learned how to determine how things will actually do. “It’s not perfect,” she clarified, “but it’s usually pretty accurate.” So, all that being said, what trends can we expect to see develop in 2024, and which ones are we likely to leave in 2023?
What’s Coming
The most prominent trend prediction Rooyakkers shared for 2024 was a rise in 90s minimalism and 90s-inspired corporate looks. We’ve all seen that photo of Kate Moss in her ever-coveted grey Alex Perry dress- call that the blueprint. Think ultra-mini pencil skirts, bayonetta reading glasses, flats with knee-high socks, and sharp silhouettes. But is grey the new black? That’s a secret we’ll never tell.
via Backgrid
Another trend to expect is a focus on reinventing the famed power details of the 60s and 80s. “60s fashion is an era that hasn’t gotten very much attention yet, I think. I’m actually really excited to see how it turns out,” Molly mused. However, as opposed to slim-framed prescription glasses for daywear, she noted that the biggest sunglass trend for 2024 is likely to be massive, 80s-inspired aviators, which provides an interesting contrast to what we’re seeing so far. But with power shoulders, statement eyewear, and suiting all over the runway this FW23 season (throwback to Luar’s Fall 2023 RTW), how could we deny it? Drama is going to be the theme of the year.
via Isidore Montag / Gorunway.com
“I’m lucky to live in a safe city where I can go out in a mini skirt and not worry about being unsafe, getting catcalled or followed, anything like that. I know some people won’t be able to dress like that if they have to worry about how other people will respond,” she added, a sentiment we all share. But Molly quickly noted that there are still attainable ways to embrace the upcoming style season, starting with internet-deemed subway shirts. “I don’t know if you’ve seen the trend, but I think it’s so cool to see these girls take off their baggy sweatshirts and jackets with the most amazing outfits underneath.”
What’s Going
Now that we know a bit about what to expect from 2024, let’s talk about what trends we’re leaving in 2023. So much of this year’s fashion scene was focused on shoes, and in 2024, we’re set to see more. However, the first thing Rooyakkers noted was that sneakers were quickly dropping in popularity, specifically styles like the Adidas Sambas and Gazelles, and Onitsuka Tigers. Sneakers across countless brands have decreased in search volume over the past months. “It’s all about loafers, kitten heels, ballet flats, and boots,” she shared in a recent Instagram post.
via @vjintage on Instagram
Molly confirmed that kitten heels would probably stick around, but edgier styles, such as Miu Miu’s buckled slingbacks, were already dropping in popularity. Moreover, looks with an emphasis on bright color combinations and loud patterns have started to die out.
via Isidore Montag / Gorunway.com
Aside from those, however, it’s hard to tell what’s going to drop before it does. But hopefully this gives you the head start you need in priming your closet for the new year. Better yet, you can stay in the loop on Molly’s Instagram account, where she shares her latest finds and thoughts on what’s to come.
By Mackenzie Ostrowski
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