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Your Life
2.0

Time Sensitive
NOW

The 2024 Trend Report

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memorandum.doc

Memorandum


What if you were the trend all along?

In 2024, you make your own reality.

Style hacks, GRWM videos, algorithmic SEO recommendations, shopping newsletters optimized for affiliate revenue—it’s just noise. You spent the first half of the 2020s hacking your cortisol, buying the right supplements, clocking the trends from logomania to quiet luxury; with each merciless refresh of the feed, one truth becomes clearer. The trend is in you. The only way to self-actualize in our overly annotated, incessantly updated world is to be yourself.

You must choose your way forward. The data shouldn’t tell you how to live—you train the AI to paint a more beautiful future. You choose your outfits. You are the catalyst and the information to be received by the world.

What world will you build?



Model wears Diesel sweater, Diesel jeans, Dsquared2 boxers, HELIOT EMIL hat and Chopova Lowena necklace.

Staff-Wide Email Findings

TB

THE BOSS

Subj: 2024 Trends

To: All

2:38 PM

Hi team,

As we assess the year ahead, surveying key themes from recent fashion shows, new consumer habits, and, yes, the overall vibes on the wind, we can begin to make pronouncements about the trends that will matter in 2024.

Today, I’m asking you to ignore the macro picture for a moment and look inward. What are you seeing in your day-to-day life out in the world (and on the internet of course) that feels like a thing? What gut feelings creep over you during your commute? When sleep is elusive and you scroll Instagram late at night in a room lit only by the screen, what patterns emerge? What’s lurking beneath the surface of reality?

Let us know where this introspection leads you on this company-wide email. There are no wrong answers.

CP

SENIOR EDITOR, DIGITAL MEDIA

Re: 2024 Trends

To: The Boss

2:38 PM

Hey,

Was at Pitti Uomo this year and couldn’t help but feel overwhelmed by the amount of guys in white pants. I’m all for wearing white in winter but it felt more like the status quo than a style swerve over there. Curious if that will make its way across the pond. Personally, I’m too much of a red wine drinker during winter months to keep it in my rotation but I’ve been really enjoying a white cargo + boot look.

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FL

ASSOCIATE BUYER, MENSWEAR

Re: 2024 Trends

To: The Boss

2:44 PM

Hey,

I was at a Top Golf over the weekend and saw a lot of visors. I think it could work ironically? Maybe more Hunter S. Thompson on day three of a mescaline bender than Rory McIlroy stepping up to the tee box at 18 on day three of St. Andrews. Could be something there.

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SG

MANAGING EDITOR

Re: Re: 2024 Trends

To: The Boss, Associate Buyer

2:52 PM

Why were you at Top Golf?

ACM

PERSONAL SHOPPER, SSENSE

Re: 2024 Trends

To: The Boss

3:05 PM

I’ve got a client who I’ve been trying to get out of their A.P.C. skinny jeans for over a year now. I finally got them into some Our Legacy Third Cut Denim but just received a concerned message from them about seeing pro-skinny jean content on TikTok. Any advice on how to navigate this?

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PS

ASSOCIATE CONTENT VIDEO EDITOR

Re: Re: 2024 Trends

To: The Boss, Personal Shopper

3:18 PM

The pendulum may be starting to swing back to skinny, but they should be good in those straight legs for at least another 13 months.

GS

ASSOCIATE BUYER, MENSWEAR

Re: 2024 Trends

To: The Boss, Personal Shopper

4:24 PM

The small-top baggy-bottom agenda still seems to have some legs—a fully flipped hypebeast dichotomy from 2016 skinny jeans and 3XL hoodie in the nightclubs. Cowboy cut and flared jeans with a tank or thrifted children’s tee is still being billed as a style hack as far as I can see over here.

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AF

LEAD DESIGNER PRODUCT

Re: 2024 Trends

To: The Boss

4:35 PM

The badges are in. Last year was bloke cosplay in the form of kits; this year we’re moving to the terraces. Not sure any of the guys walking around East Village can name three Ballon d’Or winners but I’m guessing this has legs in North America, at least until the World Cup arrives in 2026. Overheard a few guys at a dive bar talk about “splitting the G” (they couldn’t make heads or tails of the concept). Also not sure any of them know the difference between Stone Island and C.P. Company; it would frankly be heartbreaking to break the news to them about the decades-old divorce.

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JD

SPECIALIST, BRAND PARTNERSHIPS

Re: Re: 2024 Trends

To: The Boss, Lead Designer Product

4:50 PM

Zidane, Kaká, Michael Owen

NS

EDITORIAL ASSISTANT

Re: Re: Re: 2024 Trends

To: The Boss, Lead Designer Product

4:52 PM

Messi, Messi, and Messi

BS

PERSONAL SHOPPER

Re: 2024 Trends

To: The Boss

5:34 PM

Someone recently tried to pitch me on a startup offering chartered cruises from Martha’s Vineyard to the Hamptons (still not sure if that’s possible). Is this the American version of the dolce vita lifestyle? Boat shoes and rugby polos instead of sandals and silk. I think the Aperol spritz economy stands to benefit either way.

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DL

BUYER

Re: 2024 Trends

To: The Boss

5:52 PM

I’ve been biting my tongue on Chelsea boots for a few seasons now. I know we all have PTSD from the West Coast skinny jean brunch era but Dries and Eckhaus have been sticking to their Chelsea boot guns and they always look great with baggy pants. I think the category just needs a PR psyop to turn the ship around—Tyler, the Creator could do the job. Does anyone know his rep? We should actually make that happen lol…

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GS

VIBE CURATION SPECIALIST

Re: 2024 Trends

To: The Boss

6:02 PM

Hi!

Thanks for the message. I’ve been deep in the trenches of mob wife discourse and my head is spinning over the dialectics. A Pam Anderson updo and morally questionable mink have divided the womenswear commonwealth. I think we’re all avoiding an unsettling truth—it seems as if the girlfriends (but not the goomars) and undercover-FBI-informant-best-friends are having more fun—sartorially.

Myself, personally, I’m all about psychiatrist-core. It’s like the “office siren,” but noticeably more beige. It’s a lot of pantsuits and double knits.

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VS

ASSOCIATE CONTENT EDITOR

Re: 2024 Trends

To: The Boss

6:12 PM

This summer is going to be about dressing with reckless abandon. The extra shreds of daylight as we move into spring are inspiring feelings of feral summer behavior. Coming off of a Fall/Winter season where printed tights as the key accoutrement for going-out looks, this summer, the girls are going manic. Untamed by online trend analysis, we’re skipping pattern mixing and going for pattern clashing. Style your choice of animal print with a printed blouse, a pair of colored lace tights, a baguette purse snug under the arm, and a tragically chic pair of pointed-toe low-heeled slingbacks that would make Patricia Field proud.

I couldn’t help but wonder—why have to choose between Carrie, Charlotte, Miranda, and Samantha if you can just be all four at the same time?

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DW

SENIOR BUYER, WOMENSWEAR

Re: 2024 Trends

To: The Boss

6:25 PM

Have you noticed that a lot of shoes have hairdos? Luar, Simone Rocha for JPG Couture, Lou Dallas…should we launch hair care for shoes?

TB

THE BOSS

Re: Re: 2024 Trends

To: Senior Buyer, Womenswear

6:43 PM

Interesting idea! Pls forward to Everything Else™ team for hair care x shoes synergies.

DW

SENIOR BUYER, WOMENSWEAR

Re: 2024 Trends

To: The Boss

7:01 PM

As if a Lana Del Rey country album announcement wasn’t already a colossal hit to the womenswear psyche, Beyoncé’s double song drop has confirmed that we’re going classic country. A natural evolution from the current stranglehold coquette has on women’s style, the Lower East Side is going to be packed with brilliant blouses and voluminous skirts with a Victorian feel, not unlike the Kentucky Derby. Think less Madonna’s Y2K “Music” album era, and more Marie Antoinette does a crawfish boil. A pouf shoulder and a petticoat never hurt anyone! Sitting in the theater watching Emma Stone as Bella Baxter in Poor Things, I felt something change on a spiritual level—a Southern ingenue on a Kawasaki four-stroke.

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HR

HUMAN RESOURCES

Subj: HR Memo & Facility Updates

To: All

02/06/24

Hello!

As we welcome the new quarter, your HR team wants to inform you of new office spaces organized by -core or style. For the balletcore department, please find your warm-up studio on L5, next to the adorable voluminous skirts warehouse. Only regular ballet flats will be allowed in-studio. For ballet flats with a treaded sole, please use the avant-garde knitwear cat café. (This is a kind reminder to not let ANY Oscar-nominated directors near the ballet studio. This is not a world in which Black Swan needs a sequel.)

With new additions come bittersweet goodbyes! We’re closing the GORP rain simulation room; however, we will be transforming the space into a climbing gym. Chalk powder made from last year’s dad sneakers is available at reception.

Thanks to everyone involved on the Aesthetic Real Estate team who put in so much work to accommodate the ever-changing landscape of personal style!

Please contact us if you have any questions.

Best,
Your HR Team

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hot-guys.doc

The New Hot Guy Index

Willy Chavarria’s brand is about bringing queer, Latino history to fashion. That’s the beauty—but there’s also the brawn. A connoisseur of the sexiest men in New York City, Chavarria says, “There is hot and there is burning hot. Burning hot for me are those beautiful people who get more and more sexy the longer you see them in action. Especially those that get hotter with age!” According to the data, these are his favorite dudes:

  • Patricio Manuel
  • Barack Obama
  • Steve Kornacki
  • Kendrick Lamar
  • Hakeem Jeffries
  • Willem Dafoe
  • Vincent Cassel
  • Volodymyr Zelenskyy
  • My hot husband, David Ramirez


Photo: Paul Yem

POP MUSIC: IT’S IMPORTANT

Pop music is the language of our times, and woe to anyone who doesn’t get that. Benjamin Barron and Bror August Vestbø, cofounders of ALL-IN, take it seriously—in fact, they’ve created a fictional pop star named Allina to act as a muse for their sexy, surprising collections. These are some of Allina’s favorite cuts.


Photo: Pascal Gambarte, courtesy ALL–IN
▶︎

Trend-Representation.doc

TREND REPRESENTATION

The truth is, your style is in your hands. Do not trust diktats from those claiming to know. Don’t trust their software, either. The potential to make your fashion dreams real is yours to unlock. As Luar’s Raul Lopez once told SSENSE’s head of content, “There’s nothing better than a bitch who lives it.”

Now is the time. You must live it!

To support your lifestyle advancement, SSENSE has created eight archetypes for the year 2024. We spent 2023 going to fashion shows, art openings, small dinner parties, and large technology summits, surveilling, observing, and chronicling. Trusting our intuition over data, we let the nostalgic passion of Madonna’s Celebration tour into our hearts; the icy pallor of all-day video conferencing calls infected our minds, and the thrill of crushing energy drinks and playing first-person shooters with the lads sent shivers through our spirits. We emerged, new. The archetypes came from within.

These characters embrace corpo-core, channel the Eurotrash American West, parody the free spirits of Los Angeles and the sinister gossip of the Upper East Side. To emphasize their surreality, we contracted a team of specialists to project pseudo-realities on an LED wall behind models Colin Jones and Akito Mizutani. Simultaneously real and imagined, visceral and digital, these “fantasies” made “reality” manifest a new world that artificial intelligence never could.

It’s real. It’s now. It’s the avatar you project into this world. LIVE IT!

Old-Masters.mp4

Old-Masters.doc

trend-representation.doc

OLD MASTERS

  • BEING GENTLE AND BEAUTIFUL IN AN INCREASINGLY HOSTILE WORLD
  • POETRY INSTEAD OF PROSE
  • BERETS
  • DRAPED BUBBLE SHAPES
  • TEENAGE LUDDITES
  • OPERA SHOES
  • HAND MIRRORS > RING LIGHTS
  • LORE
  • BLOOMERS
  • REMBRAND(T)Y MELVILLE
  • KISSING
  • TALL SOCKS
  • ARTFUL POISE
Model (left) wears: Chopova Lowena blouse, OPEN YY skirt, Chopova Lowena shorts, vintage hat, La Manso belt, Fancì Club boots, Chopova Lowena socks, La Manso ring, and Justine Clenquet earrings.
Model (Right) wears: Interior top, Black Comme Des Garçons skirt, Y’s hat, Dsquared2 belt, Maison Margiela loafers, and AREA earrings.

Anime-Kings.mp4

Anime-Kings.doc

trend-representation.doc

ANIME KINGS

  • HENTAI FANTASIES THROUGH BLUE LIGHT GLASSES
  • SLUGGING ENERGY DRINKS
  • JUST ME AND MY WAIFU PILLOW
  • KATSUHIRO OTOMO <3
  • WILLIAM GIBSON AS A WAY OF LIFE
  • GRAPHIC SHIRTING
  • CARTOON PATTERNS
  • IF THE GUY ON THE TWITCH STREAM WAS ACTUALLY HOT
  • IF MEN POSTING ON REDDIT DRESSED COOL
  • CYBERSPACE COLORS
Model wears: Chopova Lowena jacket, Chopova Lowena cardigan, Chopova Lowena hoodie, Chopova Lowena skirt, Chopova Lowena sweatpants, Chopova Lowena necklace, and Marni sneakers.

Market-Prospectus_BUY.xlsx

BUY

SELL

Market-Prospectus_SELL.xlsx

BUY

SELL

Oui-Haw.mp4

Oui-Haw.doc

trend-representation.doc

OUI-HAW

  • MADONNA’S “DON’T TELL ME” VIDEO
  • JANTIES
  • FLANNEL
  • EUROTRASH TAKES ON AMERICAN WEST
  • LOW-SLUNG TROUSERS
  • TRUCKER JACKETS & TRUCKER HATS
  • STUDDED BELTS
  • KACEY MUSGRAVES’ NEW ALBUM
  • BEYONCÉ’S NEW ALBUM
  • DIRTY BROWN CAPS
  • SNAKESKIN
  • JUST KEEP ON TRUCKIN’
Model wears: KNWLS blouse, KNWLS shorts, KNWLS boots, and Balenciaga earrings.

Water-Cooler-Chic.mp4

Water-Cooler-Chic.doc

trend-representation.doc

WATER COOLER CHIC

  • ’90s GALLERY GIRL
  • TOTAL BITCHINESS
  • GRAY PRADA SKIRT
  • COMMUTERCORE
  • KIRSTEN OWEN’S BLUNT BLONDE BOB
  • SHORT SUITS
  • CEO STYLE TO SUIT YOUR HOT SEXY LIFE
  • OVER-CAFFEINATING FROM THE VC-FUNDED COFFEE SPOT
  • GLOSSY BLACK ACCESSORIES
Model (left) wears: Prada blazer, Givenchy turtleneck, Mugler shirt, MM6 Maison Margiela skirt, Wolford tights, Maison Margiela heels, and Jean Paul Gaultier earrings.
Model (right) wears: Thom Browne blazer, MM6 Maison Margiela shirt, Thom Browne shorts, Bottega Veneta tie, and Bottega Veneta shoes.

Social-Media-Findings.xlsx

RESULTS

SSENSE-TR_IG-POLLS

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SSENSE

SS24_TrendReport

Social-Media-Findings

Montecito-GF.mp4

Montecito-GF.doc

trend-representation.doc

MONTECITO GF

  • BEING LEGITIMATELY RICH
  • BEING LEGITIMATELY BUMMED YOU LOST “HALF A DAY OF SKIING”
  • CARRYING A BIG BAG FOR NO REASON
  • CASHMERE KNITS
  • BEIGE
  • AMERICAN RIVIERA ORCHARD
  • WOOLEN OR SILKEN PANTS
  • HAVING A GOOD JEWELER ON SPEED DIAL
  • RIDING BOOTS
  • A JAUNTY LITTLE HAT
  • GOOP
  • GREEN JUICE
  • GHIA
Model wears: LISA YANG sweater, LISA YANG cardigan, Interior dress, The Row boots, The Row bag, The Row beanie, Chopova Lowena necklace, and Sophie Buhai earrings.

Melrose-bf.mp4

Melrose-bf.doc

trend-representation.doc

MELROSE BF

  • TOTAL DIRTBAG HOLLYWOOD BOYFRIEND
  • SUPER OVERSIZED SHAPES
  • BAGGY PANTS
  • SKATE SHOES
  • NEVER GOT “WELLNESS”
  • RIPPED JEANS
  • 3D-PRINTED SLIDES
  • PUTTING YOUR ARM THROUGH THE BOTTOM OF YOUR HOODIE
  • GASLIGHT, GHOST, GOON
Model wears: LU’U DAN coat, LU’U DAN hoodie, VETEMENTS t-shirt, LU’U DAN pants, Balenciaga sneakers, and Diesel hat.

Designers-to-know.pdf

Designers-to-know.pdf

Featured brands: YAKU, NUBA
Featured brands: OUAT, JOHANNA PARV

Designers-to-know.pdf

Featured brands: CARTER YOUNG, LA COLLECTION
Featured brands: STANLEY RAFFINGTON, DEVOA

Gossip-girls.mp4

Gossip-girls.doc

trend-representation.doc

GOSSIP GIRLS

  • VARSITY-MEETS-CLUB KID
  • SKIPPING LAX PRACTICE TO LISTEN TO ETHEL CAIN
  • RUGBY SHIRTS
  • LITTLE CARDIGANS
  • WHAT BLAIR WALDORF WOULD WEAR TO MISSHAPES
  • BOAT SHOES
  • COLLEGIATE MERCH
  • ABERCROMBIE BOYS ON K
  • LOW-SLUNG CARGO PANTS
  • SMUDGED EYE MAKEUP
  • BITCHY LITTLE PURSES
  • A CORRODED AMERICANA WITH A SWEET SOUL
Model (left) wears: Kiko Kostadinov cardigan, Kiko Kostadinov vest, lesugiatelier shirt, JW Anderson shorts, Thom Browne socks, and JW Anderson espadrilles.
Model (right) wears: Pushbutton shirt, Sandy Liang skirt, Prada bag, Burberry heels, and AREA earrings.

real-housewives.mp4

real-housewives.doc

trend-representation.doc

REAL HOUSEWIVES

  • HOT. CINCHED. FABULOUS.
  • FULL SKIRTS
  • BUSTIERS
  • SICK AND TWISTED BEAUTY
  • KITTEN HEELS
  • OPERA GLOVES
  • POINTED HATS
  • PHANTOM THREAD
  • EXPOSED LINGERIE
  • CONNECTIC*NT
  • WHAT YOU WEAR IN THE ARCH DIGEST HOUSE TOUR OF YOUR MIND
Model wears: PAULA CANOVAS DEL VAS dress, Magda Butrym heels, and AREA earrings.

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Trend-Representation_Credits.doc

CREATIVE DIRECTION

Thom Bettridge

PHOTOGRAPHY

Ilya Lipkin

STYLING

Clare Byrne

ART DIRECTION

Sasha Wells

MODELS

Colin Jones / Women ManagementAkito Mizutani / Wilhelmina Models



CASTING DIRECTION
Greg Krelenstein
HAIR STYLIST
Matt Benns
MAKEUP ARTIST
Jezz Hill
MANICURIST
Nori Yamanaka
SET DESIGN
Elysia Belilove
LED WALL
Ashley Systems
LIGHTING DESIGNER
Dean Dodos
DIGITAL TECHNICIAN
Nick Barr
Director of Photography
Lucas Chemotti
1st AC
Auriel Rickard


Stylist Assistant
Silvia Lee
Hair Stylist Assistant
Kat Cabrera
Makeup Artist Assistant
Jessica Paillant
Set Design Assistants
Helen KacicWill Rose
Lighting Assistants
Eliot OppenheimerAlex Johnstone
Retouching
MCD Creative
Production
Chloe Snower
Production Manager
Meher Jalal
Production Assistants
Alan BellKonstantin von Schroder
Special Thanks
Webber Represents

SSENSE-PRESS_Masthead.doc

Creative Direction

Thom Bettridge

Editorial Direction

Steff Yotka

Art Direction

Florian Pétigny

Managing Editor

Ross Scarano

Web Design and Development

Kristina Vannan

Business Operations

Dang Trinh
Christophe Ullens

SSENSE Press Creative Team

Dora Boras
Kimberly Bulliman
Jaydi Cilento
Robby Kelly
Camille Leblanc-Murray
Miranda Mignacca
Natacha Nicol
Gavin Park
Michael Rinaldi
Alek Rose
Jaime Salgado
Elisa Schwalm
Chloe Snower
Fiona Torrens
Kristina Vannan
Sasha Wells
Savannah Whitmer
Alexandra Zbikowski

Hero image

Model wears Givenchy turtleneck and MM6 Maison Margiela skirt.
This trend report is excerpted from a limited edition zine: SSENSE Press, a series of print artifacts created by SSENSE and distributed to friends, collaborators, and select loyalty customers.