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

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

Milan Fashion Week Fall 24 emerged as a testament to the city's enduring influence on the fashion landscape, blending heritage with a bold look towards the future. Heuritech analyzes its defining trends, their evolution compared to last year and their potential for adoption.

KHAKI

Khaki emerged as a standout shade on the Milanese catwalks for the Fall 24 season, marking its presence in 18% of the looks analyzed. Designers creatively incorporated the hue across a spectrum of garments, including outerwear, knitwear, and office attire, as well as on a variety of materials like suede, sequins, felt wool, and patent leather. This versatility offers consumers an expansive range of options for their winter wardrobes, aligning well with consumer preferences.

According to our platform, khaki is categorized as a "Consistent Riser" projected to see a +5% increase next fall. Particularly, boots and jackets are the most promising categories, with forecasted increases of +8% and +10%, respectively.

Leopard print marked its presence on 2% of the looks at Milan's fashion week this season, noting a one-point increase from last year's FW 23 collections. The standout aspect was the diversity in designs, including Diesel's dévoré printed faux fur, its integration with Versace's iconic scarf print, and Blumarine's preppy printed tights.

Despite this, leopard print is categorized as a "Consistent Decliner" on our platform, having experienced a downtrend for years with expectations to continue this trajectory into next fall. However, it retains more popularity among the 36-45 and 45+ age demographics, appealing toa range from mainstream to trendy profiles.

VELVET

Velvet, with a promising forecast of an 11% increase, is flagged as a "Consistent Riser" for Fall 24. This fabric has gained one point in representation from the Fall 23 season, featuring in 4% of all analyzed looks. Popular across the 16 to 45 age demographics, particularly with trendy and edgy profiles, velvet is experiencing a growth phase, buoyed by the current resurgence of 70s fashion.

For brands considering incorporating velvet into their collections, focusing on formal pant shapes could be particularly advantageous, as this item is projected to see a 16% increase in popularity for Fall 24.

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/