Here’s what our Mentees Predict: Ahead of S/S 2024
Here’s what our Mentees Predict: Ahead of S/S 2024
Who better to get an insight into the trend predictions 2024, than from the emerging creatives building the future of our industry. We spoke to some our mentees Jessica Roye, Grace Marlene, Emeka Nwaeme and Mathusha Sagthidas to give their thoughts on what direction they think the industry is heading.
Offering their unique takes on pivotal questions: from the emerging photographers set to capture our imagination in 2024, to the consumer trends destined to redefine our shopping habits, and the designer brands that will rise to dominate the year. What’s exciting about this, is these emerging creatives aren’t just predicting the future of fashion; they are actively crafting it.
Jessica Roye: Writer
What are your top three fashion trend predictions for 2024?
Political statements in fashion – Advocacy and activism through fashion as the US, UK, Russia and India have elections that will shape global politics. Paris Olympics – The Olympics, in the birthplace of Haute Couture, will influence pop culture and fashion heavily, possibly with a Parisian-inspired sports/ streetwear look. Wedding/ bridal attire in casual settings – Such a fun way to ridicule standards surrounding femininity, appropriate dress, and the patriarchy.
Which designer brands do you think are going to come out on top of this year?
As Gen Z gains more buying power, especially in luxury spaces, I think brands with strong community roots and those that prioritise sustainability will come out on top—brands like Telfar, Ganni, and Vivienne Westwood.
What aspects of fashion do you think will be most spoken about for 2024?
I think AI in customer experience will be talked about a lot a, as brands continue to re-engage shoppers with the high street and build online communities. As well as the ethics behind AI in the fashion industry.
New legislation around sustainability will force brands to push ethical practices, possibly a further rise in greenwashing. The convocations around overproduction, waste and supply chain responsibility will stay relevant.
Grace Marlene Pasaribu: Marketing
How do you envision the retail experience in fashion evolving by 2024?
I think retail will continue to evolve using emerging technology, from stronger interactive features in-store such as AI try on’s (especially for jewellery, glasses, and shoes)- to immersive e-commerce such as live shopping using platforms such as TikTok Shop which is already very popular in the Asian market.
In what ways do you think technology will further integrate into fashion design and marketing in 2024?
My hope is that it will be used to reduce waste within production and manufacturing of garments, and as mentioned previously I believe we will see technology play a big impact on how we see marketing in 2024.
How do you think marketing can be more innovative in 2024?
I think innovation will appear in two ways; the first being in a more visually creative way, I hope we will see a lot more indie artists create strong visuals incorporated with technology in the photography and final result of campaigns. And the second innovative marketing technique will be creating memorable emotional impacts, such as stronger storytelling in campaigns and more connection to the brand, its history, and its consumers which can influence and inspire the next generation.
Emeka Nwaeme: Designer
Which do you think are going to be the biggest topics of conversion this year?
Sustainability, streetwear designs and definitely more inclusivity in design creations and processes.
What sustainable design practices will become more mainstream this year, if any?
Definitely upcycling, it’s going to be huge and massive, also textile manipulation and re-working.
What are your top three fashion trend predictions for 2024?
Oversized fits, Box Shoulders, Printed Denims.
Mathushaa Sagthidas: Photographer
What photographers do you see emerging?
Ayesha Kazim, they shoot some really beautiful portraits.
What photography style would you like to see more of in the future?
Still-life work and more projects/ inspiration of this nature, whether that be in exhibitions, through networking or socials. Hoping to see some unique and beautiful work that focuses on the set design aspect of still life as that is something that I would like to implement within my work in the future.
Do you think AI is going to influence photography this year?
AI is something influencing photography and editing a fair amount currently. You never know what could happen as it could make certain aspects of editing more time efficient. I think for me it’s something – I do think it’s going to have some sort of impact further this coming year.
