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Ending the year in style with Zalando’s 2024 Trend Rewind

How Zalando leverages its own data to provide customers with an engaging year end trend wrap up

December 18, 2024
Technology
Four images in a reel: 2024 Trend Rewind; 1: Mob wife - woman in black clothes and sunglasses, deep red lipstick, gold necklace; 2: Brat summer - red-haired woman wearing only a bra-like top looking back over her naked shoulder; 3: Summer games - young man in short white sportswear with a tennis racket

As the end of the year is slowly approaching and the holiday season is nearing its peak, we are not only asking ourselves “What do I wear?” to this season’s events such as office Christmas parties and family celebrations as shown in our holiday campaign. We are also taking a look at the full year to see what trends and products have excited our customers most over the past 12 months with Zalando’s 2024 Trend Rewind.
 
For those who want to take a stroll down the memory lane of this year’s most famous trends together with us, Zalando’s Trend Spotter team has analysed all the different trends that emerged in 2024 and created the Zalando 2024 Trend Rewind based on Zalando’s own data.

Starting the year with a bang, the Mob Wife style took over social media and sparked heated discussions about the romanticized idea of the "mafia wife" aesthetic. In the months to follow it was all about making statements, be it with chunky jewellery, intense blue eyeshadow or XXL bags. In summer, we saw trends being impacted by music more than ever with brat girl aesthetics taking over our feeds. After Charlie XCX announced that brat summer was over, we saw a new social media phenomenon coming up - demure - leading to a spike in soft, mindful fashion choices with a satirical nod to decorum—think ladylike with a wink. 2024 was a year of statement trends and while we’re slowly winding down for the holidays, we see cozy grandpa looks and self care routines emerging.

Customers can now discover their favourite trends and pieces in this year’s Zalando 2024 Trend Rewind, available in all 25 markets as of today.

The top 5 trends for 2024*:

  • Mob Wife (up +5,000% compared to 2023)
  • Brat Summer  (up +5,000% compared to 2023)
  • Summer Games  (up 2,426% compared to 2023)
  • Demure  (up 2,050% compared to 2023)
  • Butter Yellow  (up 1,763% compared to 2023)

*based on searches of related terms to the trend in YoY comparison

 

With Trend Spotter, customers can discover emerging trends in ten different fashion capitals every week and see what is trending locally and across Europe. Each featured item comes with an explanation of why it is listed in Trend Spotter that week and whether it is related to a global or local trend.

Discover this year's Trend Rewind

What do I wear this holiday season?

In line with our brand refresh, this year's holiday campaign shows the festive season’s dilemma of finding the perfect outfit and how Zalando can help.

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About Zalando

Founded in Berlin in 2008, Zalando is Europe’s leading online multi-brand fashion destination. We are building a pan-European ecosystem for fashion and lifestyle e-commerce, along two growth vectors: Business-to-Consumer (B2C) and Business-to-Business (B2B). In B2C, we provide an inspiring, high-quality multi-brand shopping experience for fashion and lifestyle products to more than 50 million active customers across 25 markets. In B2B, we leverage our logistics infrastructure, software, and service capabilities to support brands and retailers in managing and scaling their entire e-commerce business, both on and off the Zalando platform. Through our ecosystem vision, Zalando aims to enable positive change in the fashion and lifestyle industry.