The Colours Defining 2024

At the end of each year, the international colour authority (Pantone) announces the colour chosen to represent the following year. It’s a much-anticipated event expected to forecast the predominance of a colour in collections and fashion weeks. However, this is not always the case.

In the era of fleeting and ephemeral trends, what used to be the colour of the year has transformed into a whole spectrum; a palette of colours that now defines each year. It seems that, following the rise of beige and sand tones, 2024 has decided to embrace colour once again. From Gucci’s not-so-new hues to Jacquemus and Bottega Veneta’s motifs, we can determine the colours of 2024.

Cherry Red: From Jacquemus to Gucci

Guccio Gucci, founder of Gucci, had a well-known chapter of his life working at the Savoy Hotel in London. The interior of the hotel lift was dyed a deep red colour, translating into Gucci's Rosso Ancora shade in its new phase.

But it was Simon Jacquemus who initiated the red era with his “Le Chouchou” show in Versailles. From the red carpet the models walked on, to the cherry red details and accessories, and a campaign featuring cherries in a still life, cherry red emerged as a strong candidate for the colour of 2024.

Early in the year, statistics published by analysts such as the now-famous @databutmakeitfashion on Instagram detected cherry red as the first colour of the new year.

Hues of Silver

In our article on red-carpet trends, we highlighted the omnipresence of metallics and silver paillettes. Silver has gained traction at galas and events, eventually making its way to the streets.

Silver has appeared in handbags and accessories, such as some Bottega Veneta bags, Miu Miu accessories, and Jacquemus accessories. Its presence elevates looks in pastel tones, like some blues or oranges we've seen as a micro-trend.

One of the most celebrated looks was Valentino's sequin skirt, created exclusively for Meryl Streep at the Golden Globes this past February.

Olive Green

The neutral tone of 2024. The shows of Burberry, Gucci, and Saint Laurent dedicated a special place to it. Olive green was detected by trend algorithms as the successor to cherry red.

The omnipresence of green aligned with the beginning of spring, creating a perfect moment for its resurgence. The uniqueness of olive green is its versatility. As a neutral tone, it can combine widely with other colours.

We saw it in transparent dresses at Gucci and Saint Laurent, in Burberry's creative universe for the next season, and it reigned for several months as the good weather and spring arrived.

Baby Blue

Dubbed the most flattering spring trend, baby blue began its journey in March, among the last fashion week shows. Its presence in dresses, coats, and accessories was notable, with several articles dedicated to the colour.

It seems the Y2K trend persists, with light blue also becoming a trend in eyeshadow. A vivid image of 2002 Los Angeles, baby blue took to the streets and runways in the form of Prada bags, LOEWE bags, and clothing from Jil Sander and Bottega Veneta.

In its summer collection, The Row launched its baby blue shirt as a homage to the American work uniform (the famous "blue collar"). This collection propelled the office blue shirt, regaining traction as a new element of the modern uniform. The difference? A more relaxed fit and presence both in and out of working hours.

Butter Yellow

A key part of a French breakfast, or the latest Jacquemus show (“La Casa”) in Capri. Butter yellow seems to be the next candidate for the colour of the moment. By now, it is clear that Jacquemus's use of colour holds special power in the industry. This colour of ice cream, towels, canvas bags, and flowers is ideal for summer. It evokes life, health, nature, vitality, and Vitamin D.

The summer of 2024 in Europe has a particular Italian flavour. And yellow was Jacquemus's perfect reference to the warmth of the sun over the Italian coasts, pastel façades, and the dolce far niente of summer life.