The end of the year is arguably the best time to look at fashion trends, as it not only tells us what has remained popular throughout 2024, it also predicts what is likely to endure in 2025.
These are the months that count, so put on your most studious glasses and get your notebook at the ready to review the findings from a recent study by Public Desire. They analysed online engagement during Fashion Week 2024 to discover the top styles by examining Google search volume, Pinterest pins, Instagram hashtags, and TikTok mentions.
Let’s find out what people are really talking about, with the top 5 trends of 2024 (plus the niche styles you didn’t know were on the rise…)
1. Vintage
This look is a classic that – quite literally – never gets old. With an astounding 31.7 million Pinterest pins, this is what everyone had on their vision board in 2024. The trend celebrates styles gone by, and prioritises well-made pieces that continue to be seen as wardrobe staples. Technically, vintage could mean anything from a previous era, but you will typically see people searching for clothing that copies styles from the 50s and earlier.
2. Grunge
Going in a completely different direction, grunge takes second place on our list, with Pinterest pins hitting 28.6 million. This one appears to satisfy the younger generation’s craving to express their individuality and uniqueness with an edgy, alternative look. It’s very early-Billie Eilish, and it’s going nowhere any time soon.
3. Cowgirl
Who knew we’d ever be able to channel our inner Dolly Parton here in the UK?! Looks that were once reserved for folks in Texas and Nashville are now making their way to Britain, with a reported rise in country music’s popularity this side of the atlantic; apparently streaming of country music has increased by 70% in the first four months of 2024, and popularity of the cowgirl style isn’t far behind.
This one seamlessly blends traditional Western items like cowboy boots and fringed jackets with modern fashion. It dominated with 800,000 Google searches this year, as well as 1.4 million Pinterest pins.
4. Coquette
Here’s a crash course in coquette style: it’s playful, girly, romantic, ultra-feminine, and elegant. Think pastel colours, bows, lace, corsets and cutesy accessories. Gen Z is loving this one, which is why it’s ranking at number 4 on our list with 2.8 million Pinterest pins and 2.2 million Instagram and TikTok mentions.
5. Y2K
Harking back to the year 2000, Y2K style celebrates nostalgia for all things 90s and early noughties, with 8 million Pinterest pins and over 90,000 Google searches to find out how to put together the perfect Y2K outfit. Everyone is catching the millennium bug all over again in 2024, with things like butterfly tops, Juicy-inspired velour tracksuits, and skirts-over-trousers all making an unpredictable comeback.
Niche Styles
Just behind the top 5 looks of 2024, a few others are causing a stir.
Cottagecore has a whopping 5.8 million Pinterest pins. It’s loved by people who are craving simplicity, and perfect for those who dream of retiring early to live the farm life. If you like this sort of twee aesthetic but picture yourself by the sea, Coastal Grandma might be more your vibe – with 185,000 TikTok mentions, you’re in good company.
Quiet Luxury, also known as ‘Old Money’, is generating over 120,000 searches on Google. It’s not flashy or obvious, but understated, elegant and “quiet”, as the name suggests, prioritising tailored pieces with modest accessories. In complete contrast to this is the Mob Wife aesthetic, which is exactly what it sounds like; loud and in-your-face. Think big fluffy coats and statement earrings. This style has over 34,000 Instagram hashtags.
Dark Academia has seen a steady presence in the fashion world, and comes into its own in the colder months of the year. With over 5 million TikTok mentions, this style is a firm favourite for anyone who loves the idea of sitting in a dusty library and dressing like a stylish professor.
If this is a little too gothic for your taste, Light Academia is also trending with over 800,000 Pinterest pins, and is a softer scholarly substitute. If, in contrast, you love gothic looks, Whimsical Goth is trending right now with 1.2 million TikTok mentions, while Dark Feminine is also on the up, with over 185,000 Instagram mentions.
Acubi combines minimalist streetwear with slightly edgy elements, and takes influence from Korean fashion. It features a lot of oversized clothing, gender-neutral styles and muted tones. With over 400,000 Google searches, it’s climbing in popularity as more people discover this unique look.
The Office Siren trend is office-wear made sexy, with 1.8 million TikTok mentions proudly ushering in the era of unbuttoned shirts, skin-tight pencil skirts and low-cut waistcoats. We’re on board.
Style is forever evolving, and although 2024 is coming to a close, these fashion trends are clearly just getting started. What will your predictions be for 2025?
