Good morning and welcome to a new chapter of “What will sell in 2024?” In this installment the trend predictions of Pinterest, that social network with a predominantly female audience (76.2% of users are women) and with an algorithm that, because it is dumber than Instagram’s, makes those who use it smarter. they use. In other words: the content it suggests is more varied and, consequently, the universes of those who are exposed to it are more diverse.
Back to the topic at hand: according to your prediction report, next year we will want to dress like “eclectic grandparents” (Bode plus Carhartt plus Camper plus New Balance), wear melted metals (something similar to Rabanne’s 1969 bag subjected to high temperatures) be jellyfish (like Prada models) and put on electric blue makeup (no trace of Peach Fuzz, the color of the year according to Pantone). We will also experience a revival of the golden age of jazz and its most classic look, so Taylor Swift may be getting ahead of trends for the first time. Congratulations to Taylor, by the way. For the year and for her birthday.
Social platforms and forecasts aside, on the list of things that will return with certainty in 2024 are the firm Donna Karan New York, the creator of Colette Sarah Andelman and the magazine AnOther Man. In parts. Women’s Wear Daily reported this week that G-III Apparel Group Ltd, the company that acquired Donna Karan International Inc. in 2016, plans to relaunch the brand’s most exclusive category with a spring collection that will land in stores in mid-February and which will be inspired by the “Seven Easy Pieces” that the designer presented in the eighties, seven garments that could be combined in infinite ways and that constituted a complete wardrobe for women. The campaign that will accompany the launch is still confidential, but hopefully it will be similar to the one that made the model Rosemary McGrotha president of the United States in 1992.
If Karan laid the foundations for the modern women’s wardrobe, Sarah Andelman, together with her mother Colette Roussaux, co-created the concept store format in 1997. Colette was the first store that sold not only products, but also a lifestyle. He decided to close in 2017 (since then the opening of Dover Street Market in Paris has not come, but that is another topic) because, in his words, “all things have an end”, and from that date on he began to collaborate more or less public form with commercial establishments and fashion brands. Next year, Mise en Page, an exhibition dedicated to the intersection between literature and fashion, will open at Le Bon Marché, the department store owned by the LVMH group.
More paper: AnOther, the magazine owned by Dazed Media, will relaunch its men’s edition in April, which disappeared from the market in 2020 amid the pandemic. It is surprising that such an avant-garde newspaper decides to relaunch a men’s title at a time when differences between genders tend to be eliminated, but in the editorial landscape as in social networks: the more points of view, the better.
In recent days, there are also those who have identified something that we should not take with us to 2024: the use of words lightly. It remains to be proven whether the fact that Yeezy has named Gosha Rubchinskiy head of design is a “milestone in the history of design,” as the company’s statement says. For now, it’s just another chapter in the story of Ye (formerly known as Kanye West) trying to get attention.
Rubchinskiy rose to fame in the 2010s for a proposal that mixed streetwear aesthetics with elements of post-Soviet youth culture, and fell from grace in 2018 after being accused by a 16-year-old of pressuring him to send him explicit photographs through social networks.
On a more positive note, Holly Waddington’s work with the costumes of Poor Things – Yorgos Lanthimos’ latest film starring Emma Stone that will be released in January 2024 in Spain and which narrates the social and sexual awakening of a young woman – , has been raising sighs of longing on Twitter for days. Maybe what we really want to wear next year is a style that combines Victorian aesthetics with surrealism, 1930s silhouette and space age design; and refer to our clothes as “condom cape” or “vagina blouse.” The emotional bond those names would establish between the wearer and the clothing could do more for sustainability and the environment than any climate summit.
