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To put together the AW2024 womenswear fashion trend report I’ve looked at over 400 runway shows, presentations and lookbooks from across the four major fashion weeks: New York, London, Milan, and Paris. That’s over 6000 images that have been analysed, with the key womenswear trends compiled into one fashion trend report divided into seven chapters. Each chapter can be purchased separately, or you can purchase the report in full – there is a 10% saving if you buy the report in full rather than each chapter separately.
Included in the report are the key silhouettes, fabrics, patterns, colours, and textures for AW2024 womenswear – there are clear correlations to TikTok and social media trends including the coquette aesthetic (Chapter 3: Daring to Dream), corpcore (Chapter 4: New Office Policy), and the mob wife aesthetic (Chapter 5: Walking with Purpose). Other new trends that are discussed include the new military influences (Chapter 2: Uniform not Conform) and the futuristic and techwear styles with a hint of dystopian dismantling (Chapter 7: Uncertain Future Ahead).
The 1970s influence and the impact of environmentalism is discussed in Chapter 1 (Real World Calling), while in Chapter 6 (Looking For Comfort) there is a collection of styles meant to bring refuge from the real world, with a collection of knits, quilted styles, and cozy accessories.
Each trend page contains six full colour images from the AW2024 womenswear runways, presentations and lookbooks clearly marked with both brand and city.
AW2024 Womenswear Trend Report (254 pages)
The full report contains 254 pages and offers a 10% saving versus buying each of the seven chapters separately. There is a table of contents at the beginning of the report. The seven chapters in this report are:
1. Real World Calling – 1970s, environmentalism, the natural world
2. Uniform not Conform – military and uniform styles
3. Daring to Dream – feminine and romantic
4. New Office Policy – business-inspired and corpcore
5. Walking with Purpose – sensual and bold styles
6. Looking for Comfort – knitwear, quilting, and cozy accessories
7. Uncertain Future Ahead – techwear and futuristic styles
Learn more about each chapter below, buy the full report, or shop each chapter separately.
AW2024 Womenswear Trend Report Chapter 1 Real World Calling (31 pages)
Real World Calling discusses AW2024 womenswear styles that are a direct result of current social and political events including economics and climate change: there is 1970s austerity along with a pushback of hedonism and glam, the aim for change with items that rework old materials into something new, however just like in the real world, materials decompose and break down – garments are distressed and shredded, fabrics are weathered and worn. There are five subcategories in this fashion trend report:
1 1970s Austerity
2 1970s Hedonism
3 Environmentalism
4 Material Breakdown
5 Vulnerability
AW2024 Womenswear Trend Report Chapter 2 Uniform not Conform (34 pages)
Uniform not Conform discusses styles with a military, outdoor and uniform influence – designers use colours, patterns and details directly from army and navy uniforms, there are outdoor and Old West references, while preppy and varsity styles are present also. This fashion trend report has four subcategories:
1 Colour & Pattern
2 Military
3 Outdoor
4 Uniforms
AW2024 Womenswear Trend Report Chapter 3 Daring to Dream (41 pages)
Daring to Dream discusses the feminine and romantic styles in the AW2024 womenswear collections – these can be considered to fall under the trending coquette aesthetic, though these styles are decidedly grown up. There are details like bows and ruffles, and fabrics like lace and velvet. Multiple influences including Surrealism and Victoriana come together. The five subcategories in this fashion trend report are:
1 Colour & Print
2 Details
3 Influence
4 Silhouette
5 Texture
AW2024 Womenswear Trend Report Chapter 4 New Office Policy (37 pages)
New Office Policy is all about the new tailoring styles for AW2024 womenswear, and the growing corpcore trend. Decidedly not ‘business casual’, new tailoring trends are contradictory, casual, and rework old classics into something new. Key pieces bring back Y2K styles. This fashion trend report has five subsections:
1 Angles & Curves
2 Contradictions
3 Details
4 Key Pieces
5 New Classics
AW2024 Womenswear Trend Report Chapter 5 Walking with Purpose (30 pages)
Walking with Purpose collects the AW2024 womenswear styles that are sensual and bold, and fit within the ‘mob wife’ aesthetic that has been all over social media and TikTok. Fur, animal print, lace and leather are key fabrics and prints, while cuts and slashes are important details, with the neckline also in focus. The four subsections in this fashion trend report are:
1 Cuts
2 Décolleté
3 Details & Prints
4 Fabric & Texture
AW2024 Womenswear Trend Report Chapter 6 Walking with Purpose (45 pages)
Looking for Comfort collects styles based on casual, comforting pieces, knitwear, and quilting. There is also a section about accessories that are essential to this theme. There are six subsections to this fashion trend report:
1 Accessories
2 Casual
3 Comfort
4 Knitwear
5 Outerwear
6 Quilting
AW2024 Womenswear Trend Report Chapter 7 Walking with Purpose (46 pages)
Uncertain Future Ahead collects modern styles with an undercurrent of dystopia. Futuristic styles have a hint of retro, and there is discordancy in the design with clashes of colour and function. Pre-Fall 2024 trends are updated and pushed forward for the new season. There are four subsections in this fashion trend report:
1 Details
2 Discordancy
3 Fresh Takes
4 Silhouette
About the author:
I have over 15 years of experience working in fashion across a broad range of disciplines, including trend forecasting (womenswear, menswear, and accessories), styling, buying & merchandising, e-commerce, and marketing.
I am a graduate of the London College of Fashion, with a Postgraduate Certificate in Fashion Buying & Merchandising, and have worked at brands including Karen Millen and Vivienne Westwood.
I regularly travel to attend major fashion events including London Fashion Week and Berlin Fashion Week, and have also worked backstage at Paris Fashion Week.
You can view all fashion trend reports on one page here – there is also a Pre-Fall 2024 womenswear report.
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