According to Malaika Ewande, founder and creative director of trend agency Vesuvio, computer-assisted creation and digital textile design will pave the way for more sustainable products and help shape trends for the Spring/Summer 2024 season. Said it would be helpful.
Ewande will be attending Pure London from Sunday 16th July to Tuesday 18th July to give brands, retailers, buyers and other industry professionals insight into the trends shaping fashion for the coming summer. provided.
According to Ewande, the SS24 season will be dominated by two megatrends. One is ‘search for innovation’ related to the rise of AI and digital materials, and the other is ‘ultra-elevated basics’ born out of the desire for high-quality materials and long-lasting fashion. . These two overarching trends, he said, can be further broken down into four main trends, which Ewande outlined in his FashionUnited.
technical artistry
3D and innovative fabrics are used, but inspired by the textures of nature. It’s about harnessing the power of technology to serve nature. The colors here combine neon pops of yellow and pink with vibrant metallics of gold and lilac and green tones rooted in nature. “Formal silhouettes explore virtual movement, shapes can be remade, destroyed and rebuilt, while casual ones take bold and creative routes in search of an ‘elf-like vibe’. will take.”
Driven by more environmentally conscious and tech-savvy millennials and Gen Z, “the digital realm is embedded in the quest for innovation, and the sustainability of digital fashion is immense,” said Ewande. , adding that digital clothing has a 97% smaller footprint than physical clothing.
romantic wanderer
This next trend is the direct antithesis of the previous trend. It’s a soft, romantic, feminine and dreamy ‘summer embodiment’. Colors for this trend eschew traditional pinks, opting instead for bright corals, moss greens, rich burgundies, tonal grays, and pops of blue hues.
Cashmere, embroidery, broderie, ruffles, feathers, soft florals and light fabrics set the stage for this trend, which Ewande describes as regal, contemporary yet delicate. Formal wear here celebrates romantic luxury through high craftsmanship, while casual wear aims for soft classics and clean lines.
soothing luxury
This trend celebrates sober taste, minimalism and quality. With its sleek, geometric design, it offers a “young and fresh approach to luxury”. Inspired by Brutalist and Architecture. Its color palette combines textures of copper and gold with elemental shades of stone grey, green and brown.
For the formal side, think tones and classics, quality tailoring and fitted cuts. For casual, think playful, ‘relaxed yet classy heirloom’. Key features include collars, cashmere, elegant slip-his dresses with interesting details, and denim layered with bright pops of color.
freaks school
This trend celebrates cultural, personal and social identity. Ewande describes it as “he’s one of the most important trends in the industry at the moment, and it’s not going fast.” The trend is playful and features cut-out details, crochet, netting and rich textures.
Craftsmanship is key here, such as crocheting and netting. Colors are bright, happy, and powerful. Red, cobalt and yellow primary colors are contrasted with pink and mint green. Best of all, this trend has no real rules. Silhouette is basically like dress-up play,” Ewande said.
