Womenswear City Spotlight - London Fall/Winter 2024 (Heuritech)

The City Spotlight is designed to analyze the distribution of trends and identify standout features at the capital city level.

Defying expectations of a subdued fashion scene amidst challenging times, London Fashion Week has once again proven its resilience and innovation. Heuritech analyzes its defining trends, their evolution compared to last year and their potential for adoption.

CREAM

Cream shades, particularly those with yellow undertones, have emerged as the new neutrals inrecent seasons, swiftly gaining market adoption. Offering a slightly more light-catching optionthan classic beiges, these shades are experiencing gradual growth both on and off the catwalks.

They've seen a one-point increase in their representation among total looks and are forecasted to gain an additional 3% traction among female consumers for Fall ‘24. Our panels indicate that this trend is particularly appealing to the younger demographic, ages 16 to 35, with trendy or edgy profiles.

Lace, contributing a regal touch, featured in 3% of the looks at this London Fashion Week. Designers made a nod to bygone fashion eras, creating a temporal leap in their collections.

While lace has gained popularity among edgy and trendy profiles this year — evidenced by thesurge in lace tights and stockings — it's advised for brands to carefully consider their alignment with this fabric. According to our data, lace is forecasted to see a 10% decrease in visibility for Fall ‘24, indicating a need for strategic planning in its use.

FLORALS

Also featured in 3% of the total looks from the London catwalks, this print experienced adecrease of two percentage points from last year's FW 23 collections. Similarly, off the catwalks, it's projected to see an 11% decline in visibility, according to our data. While the print remains a timeless classic, this trend may signal a need for innovation or modernization through new techniques.

Marques’ Almeida introduced an opulent brocade onflared pants, and Erdem explored one of the emerging trends with blurred florals. Theseapproaches present interesting avenues for revitalization.

Appendix - Heuritech Metrics Guide

The Heuritech Metrics Guide is designed to clarify the metrics employed in our analysis, which compares the visibility and performance of trends on catwalks with their projected visibility growth.

About Heuritech.

Heuritech offers AI-powered insights that leverage market & consumer data to quantify and predict what people wear for the largest apparel companies worldwide. Find out more here https://www.heuritech.com/