Spring/Summer 2024 Fashion Trends

Weeks into 2024, the latest fashion trends are becoming apparent. Nostalgia has been driving the trends in the last years, and this time is no exception. The difference with 2024, is an added element of playfulness. We’re not taking things so seriously. If you’re looking for your fashion eCommerce business to grow, staying on top of the latest trends is key.


Second Hand fashion has hugely risen in popularity this year. This is due to sustainability concerns, as well as price point reduction. Thrifting and vintage fashion stores have taken the spotlight, especially when consumers are aware of the impact of fast fashion on the environment.

Even mainstream fast fashion stores, such as Urban Outfitters have included a vintage section within their store. The rare finds that pop up make all the difference to shoppers. Customers, especially Millennials and Gen Z want to spend money in places that align with their values.

It’s important to make sure that any causes you are working towards are clearly signified in your store. If you are offering secondhand clothing products, advertise this and make it clear why and how you are implementing this.


For a while we’ve seen yoga pants being worn out and about as everyday clothing. Expect this to go even further in 2024, as sporty staples become one of the main fashion trends. For example, track jackets, tees, oversized hoodies and baseball caps are all back in, in a big way.

If your fashion store sells any of these products, it’s a great idea to emphasize and boost these. If your store sells general fashion, maybe a push in this direction could go a long way. 

Bold and Bright

2024 isn’t shying away from color. In fact, bright colors are set to be a major fashion industry trend for the year. Colors such as fuschia, yellow and lots of shades of green are taking prominence. Monochrome outfits are also taking center stage, but with a statement color thrown in.

This highlights fashion’s ability to set emotions and moods. Bright colors signify uplifting moods and excitements, which is something we could all use. When it comes to eCommerce; make sure your store follows this theme.

If your products are bright and bold, make sure your homepage and web display is too. If you are using no-code design, then you can make changes to your web design easily and without costly or lengthy back end operations. This means you can stay on top of the trends, keeping your customers happy.

Trending Colors

According to fashion stores with search powered by Fast Simon, the most popular colors currently are:

  • Pink
  • Blue
  • Green
  • Red
  • Yellow
  • Biege
  • Purple

When it comes to specific clothing items, blue and pink were the most popular colors in the folllowing categories:

  • Dresses
  • Tops
  • Hoodies
  • Leggings
  • Pants
  • Shorts
  • Swimwear

Genderless Fashion

Moving towards further inclusivity, the fashion industry is moving towards genderless fashion. After all, who defines who can wear what? Everybody should be free to wear what they feel inclined to, and what makes them feel good.

Shoppers, especially in younger generations, are looking to align with companies that don’t reinforce traditional gender norms. Adding more general neutral clothing to your store will give more reach to more people. It’s more inclusive for all.

One concrete example of how this can be seen is through flared leggings and cargo pants being both heavily trending items currently. Whilst flared leggings can traditionally be seen as more feminine, they are being worn by many men. Similarly cargo pants used to be seen as more masculine, but are now being worn by many females.

Accessories Are The Way

Adding accessories to your store is a great way to upsell. Using product recommendations at the end of a buying journey, for example right before the checkout, is a great way to boost AOV. With smart AI recommendations, it’s a great way to improve customer satisfaction whilst at the same time increasing sales.

For example, if someone is buying a dress, offering them a bag or jewelry that will pair nicely with the bag is a great way to add an extra sale on to the end. Accessories can be fashionable, practical and unique. The more inventive and creative, the happier your customers will be.

Social Power

As to be expected, social media continues to reign supreme when it comes to the fashion industry in 2024. Influencers, UGC (user generated content), and brand image and awareness all thrive over social media.

The social proof presented in these ways is unmatched through any other format. Platforms such as TikTok, Instagram, Facebook, Pinterest and X can all provide great ways of boosting trust and sales.

Word of advice; keep your social media presence active, engaging and clear. The more open and transparent you are, the more your customers will engage.


The fashion industry is a huge part of the eCommerce world. Making sure you stay on top of the latest trends is important in order to keep your customers happy and make sure that your sales stay where you want them to be. Taking these 2024 trends into account will definitely help you on your way.