Pinterest Predicts 2024 Fashion Trends
Published 09 January 2024
3 min read
Confirming many of our tip-offs for 2024, Pinterest’s annual Pinterest Predicts report uses global consumer search data to identify burgeoning trends set to make a commercial splash. We highlight five key fashion takeaways with links to relevant Stylus reports.
- Take a Bow: Fashion’s bow obsession is just getting started. Searches for ‘bow outfit’ and ‘bow aesthetic’ increased by 190% and 55% respectively between 2022 and 2023, but accessories are paramount: searches for ‘heels with bows’ and ‘bow necklace’ increased by 40% and 180%. For more, see Let Them Eat Cake from Gen Z Style IRL 23/24, Youth Style Collectives 24: New Wave Revival, and our Fashion Directions Soft Surrealism (S/S 24) and Frolic (A/W 24/25).
- Eclectic Grandpa: Especially popular with Gen Zers and boomers, eccentric cosiness is in for 2024. Searches for ‘grandad style’ and ‘grandpa core’ were up 60% and 65% respectively, while searches for ‘retro streetwear’ rose by 55%, and ‘eclectic clothing style’ by 130%. Read The New Face of Menswear and Elderly Aspirations from Gen Z Style IRL 23/24.
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- Goth Americana: A rising trend across fashion and home, searches for ‘Western gothic” and “vintage Americana” were both up 145% – meaning cowboy boots, dark romanticism and Western detailing aren’t going anywhere soon. See Youth Style Collectives 24: Americana Gothic and Southern Gothic from Gen Z Style IRL 23/24 for further inspiration.
- Heavy Metal: Klarna’s 2023 Checkout report credited Beyonce’s Renaissance Tour with spurring an uptick of interest in metallic pieces, and Pinterest also felt the impact, with searches for ‘metal corset’ up 35%. Important for both fashion and beauty, silver is key for 2024 – silver sneakers are already popular with Gen Z, and metallic silver was an S/S 24 runway standout.
- Making a Racket: Preppy on-court fashion is here to stay. Searches for ‘badminton bag’, ‘badminton shoes’ and ‘badminton outfit’ were up 105%, 50% and 80% respectively, while the general search ‘playing badminton aesthetic’ increased by 45%. See Tennis’s Stealth-Wealth Style Boom, Sports & Active: Key Trends to Watch, Youth Style Collectives 24: Open-Source Sports, and our S/S 24 Fashion Direction Clean Reset.