24 Designers on How 2024 Will Shape the Future of Fashion

With each passing year, the fashion industry shape-shifts to mimic the zeitgeist. In 2020, fortunate designers across the globe transformed their ateliers into production centers for masks and medical supplies, in response to the onset of the COVID pandemic. The following year, Y2K had its glorious revival, as consumers found comfort in the past while practicing social distancing in the turbulent modern-day. 2022 saw the rise of the “-core,” or the widely-popular suffix that allowed TikTok users to turn practically any noun into a niche fashion trend; and thanks to its oversaturation, 2023 was predominantly about paring back, in the wake of quiet luxury.

Now, as 2024 is only days away, fashion’s next chapter is just beginning to write itself, and the industry’s surroundings are uncertain. To say the least, the world’s cultural and sociopolitical climates are tumultuous, and the calls for more sustainable industry practices are louder than ever. Designers know this to be true, and many of their outlooks for next year reflect a unified hunt for authenticity, transparency and necessity. The industry is fatigued by the pursuit of virality, and there’s a yearning for a larger spotlight on the fundamentals of true fashion design. In 2024, designers want to push the creative needle forward with caution — to preserve the environment, to make space for up-and-comers and to maintain their individuality.

Below, Hypebeast sat down with 24 designers to understand what the fashion industry can expect in 2024.

Willy Chavarria

How do you hope to see the fashion industry evolve over the next year?

I hope to see our values shift a bit and consume less fashion. I love clothing and I sell clothing, but I intend to focus on smaller collections with heirloom quality so that pieces can be worn for years and for generations. There are so many other ways to enjoy fashion and style without grabbing the latest trend. I hope people buy into value more than trend.

How do you hope to see your creative process evolve over the next year?

I will challenge myself more next year. I will find alternative ways to share my vision that are more dimensional than the past couple of years. I will incorporate more voices into my work.

Is there anything about this year’s fashion trends that might contribute to a shift in your thinking for next year?

The trends are evolving. They are maturing. I like that. I just don’t want to see anymore irony in fashion. I feel that trend has played itself out.

Colm Dillane, KidSuper

How do you hope to see the fashion industry evolve over the next year?

Well, I’m rooting for a change in how we show love to the up-and-comers. Let’s celebrate them on their way up, not just after they hit it big.

How do you hope to see your creative process evolve over the next year?

Honestly, I’m drowning in work. Gotta build a killer team. I want everyone to be on the same wavelength, bouncing ideas off each other like it’s a creative party.

In addition to our discussion, Colm expressed concern about the industry’s current underappreciation for the dedication and hard work invested in projects. He questions whether, in our contemporary culture, it’s more valuable to create a few impactful moments or resort to viral moments for visibility.

“It seems there’s a lack of appreciation for the effort people put into their work. It feels like the industry isn’t giving props for the grind. In today’s culture are we just chasing viral tricks?”

June Ambrose

How do you hope to see the fashion industry evolve over the next year?

I hope that the industry has been listening to the demand for women — women in positions of leadership. There’s constant movement in our industry so I expect there to be plenty of opportunities for women to be given creative freedom and appointed as Creative Directors.

How do you hope to see your creative process evolve over the next year?

The new year will bring about new creative opportunities and perspectives. I’m excited to re-package my learnings and expand my process. I think we’re at an inception point where there’s a huge emphasis on creative freedom, quality, individualism and surrealism. I hope to tap into that with my authentic intelligence.

Is there anything about this year’s fashion trends that might contribute to a shift in your thinking for next year?

This year we saw everything with a twist — and I loved it! There’s that thirst for individualism, and bringing surrealism into reality. I can appreciate that this generation takes education just as seriously as creativity. I want to take quality fundamentals, fabrics and silhouettes and remix them, allowing for playful interpretation and functionality.

Tommy Hilfiger

How do you hope to see the fashion industry evolve over the next year?

The fashion industry is dynamic, fast-paced and constantly evolving. To stay ahead of the curve, you need to reshape your practices by breaking conventions and embracing the latest trends in technology. We know the future isn’t a distant event we have to wait for – it’s what we make it today. We’ve set tangible targets to accelerate circularity and inclusivity, which continue to be part of our brand DNA. While we’ve made great progress, we know there’s a long way to go and we’re taking steps every day to create a future of fashion we can be proud of. It’s not just about keeping up; it’s creating a style narrative that resonates with the ever-shifting tastes and values of communities around the world.

How do you hope to see your creative process evolve over the next year?

We are constantly fine-tuning our creative journey as we listen to our fans – refining collections based on real feedback they bring to the table. Aligning with incredible talent from our F.A.M.E.S network – that’s fashion, art, music, entertainment and sport – we continue to experiment and push boundaries through collaboration. Partnering with pioneering creatives, we’re constantly looking for ways to infuse our brand with fresh twists and unique perspectives as we ensure we move forward with a dynamic and contemporary approach.

Christa Bösch and Cosima Gadient, Ottolinger

What about the future of fashion excites you the most?

New inventions, new styles … in short, we love new. And it feels like it’s about time for something new to appear!

How will you remain creative?

One of our mums always says “If something bad is happening around you, never give up. It doesn’t make the situation better if you give up, and giving up would only let the other side win.” So, we are keeping up. We like challenges — and we want to show the best version of ourselves, make the best collection we can and be part of a change.

Nicole McLaughlin

How do you hope to see the fashion industry evolve over the next year?

Circular fashion is a priority for me. Every one of my projects has been an opportunity to bring to life used materials, so I’m just hoping to see a lot more of that within companies that is done in a way that feels impactful and hopefully helps the environment. Multi-functionality, the idea of being able to buy a piece that can do multiple different things or that can be worn many different ways, is also something I love. Vintage, as usual, is a recurring trend every year. I hope to see people find the staples in their closets and realize they just don’t need as much as they think they do.

I hope to see the industry narrow down — pinpointing key collaborations and moments that really feel the most impactful.

How do you hope to see your creative process evolve over the next year?

It will be about exploring different avenues. I’ve been really heavy on footwear this year, and that will definitely continue into 2024. I’ve gotten really into accessories and hand-making bags, so just exploring that world a little bit more. I’m constantly getting more into homeware, to be honest. I feel like, at some point, the pipeline from fashion and streetwear into homeware makes sense. The idea of turning your surroundings into something as important as your closet is exciting to me.

Stuart Vevers, Coach

How do you hope to see your creative process evolve over the next year?

With every runway and collection, my team and I are continuing to explore and experiment with new ways of designing with circularity in mind. Ideas we use in one season carry over to the next, to be deepened and improved on. Craft is something I’m passionate about and something intrinsic to Coach, and redefining our legacy through this lens of sustainability has also been an enriching practice for me as a designer.

Is there anything about this year’s fashion trends that might contribute to a shift in your thinking for next year?

The times that we are living through inspired many of us to pare things back to the essentials. At Coach, I was inspired to explore the heritage that defines us. The result isn’t minimalism. It’s a gesture towards all the possibilities for self-expression our heritage can inspire. I find this exciting—it’s a shift in how I’m thinking about our heritage that I want to continue to evolve and build on next year.

Mike Amiri, AMIRI

How do you hope to see the fashion industry evolve over the next year?

As we go into this next year, there is a feeling that we are at the beginning of a new era. Diverse voices adding to a global spirit of creativity, a refocus on craft and authentic storytelling, deeper conversations on sustainable responsibility, and the explorations of AI and its effect within our industry.

How do you hope to see your creative process evolve over the next year?

Over the last few years, we have transitioned from delivering a few collections a year to a proper global fashion house with international retail stores and sizable runway shows. With that said, the creative process has become an exercise not only in time management but also in refining a language of cohesive brand identity. Growth should never come at the expense of clarity so it’s less about designing singular items and more about creating a world.

Teddy Vonranson

How do you hope to see the fashion industry evolve over the next year?

The world is entering a new era, and fashion, like all industries, must adapt. I see a shift towards a more nurturing, female-led energy. The younger generation is more sensitive, intuitive, and discerning in their choices, both emotionally and physically. They seek authenticity and generosity. I’m an eternal optimist and believe that a kinder, more nurturing leadership style is emerging. This is vital in fashion, an industry brimming with creative talent. We must embrace and champion this evolution with a modern approach.

How do you hope to see your creative process evolve over the next year?

As more people engage with my brand, it’s crucial to streamline my creative process to focus on other growth areas. Creativity isn’t just about the product; it’s the starting point. My vision influences many brand aspects, especially customer connection. Modern consumers seek a deep connection with their investments. I’m fortunate to be deeply involved in every step of the creative and product development process, ensuring an intuitive customer experience. As both my brand and I mature, I plan to take more risks, amplify my voice, and sharpen my vision to be recognized as a modern thinker and innovator.

Maxwell Osborne, anOnlyChild

How do you hope to see the fashion industry evolve over the next year?

It’s going to keep evolving its inclusivity and creative ways to push the envelope, and I am excited for it.

How do you hope to see your creative process evolve over the next year?

We have been really focused on the textile itself and continuing to improve our search for deadstock fabrics and making them “ours.”

Our only shift is presenting the brand in smaller personal formats to go against the idea that we need to turn heads for the sake of it.

Rachel Scott, Diotima

How do you hope to see the fashion industry evolve over the next year?

I hope for the fashion industry to be less rigid and conservative, and for it to create new solutions to the real issues we face rather than sticking to the status quo.

How do you hope to see your creative process evolve over the next year?

I want to push my ideas further, bring myself to places that I don’t yet understand, and dwell there until I make sense of it and the ideas take shape in unexpected ways.

Chris Gibbs, UNION LA

How do you hope to see your creative process evolve over the next year?

For me, I am probably going to entertain a barbell approach where on one hand, I will stay close to the ideas and creative process that have gotten me this far. And on the other hand, I am going to start experimenting with entirely new ideas because I have to in order to try and attract a new, younger customer. Because some of the traditional processes most likely aren’t going to work, it will give me agency to try something new.

Is there anything about this year’s fashion trends that might contribute to a shift in your thinking for next year?

There are two things that come to mind:

One, I find myself more willing to push the envelope with experimentation and I’m less inclined to lean on some of our more tried and proven methods.

Two, I find myself really trying to observe, research, and pattern our fits after the new ways people are wearing clothing. I’ve historically patterned our looks around this idea that the contemporary look for a man is an oversized top and slimmer bottom (sort of an inverted pyramid). But I am seeing a lot of young people flip that and go slimmer drapage on top and looser, larger silhouettes on the bottom. I will admit, I am quite fond of the former, but I will probably experiment a bit with the latter.

Brendon Babenzien, J. Crew

How do you hope to see the fashion industry evolve over the next year?

I hope the fashion industry becomes more humane and more creative. Truly creative. Human creativity that relies on life experience, connections with others and success and struggle that informs the creative process. We all need to have real things happen to us to draw from and technology is vying to steal those real experiences from us.

How do you hope to see your creative process evolve over the next year?

I hope to achieve an open mindedness that I haven’t approached since my youth. Age can dull curiosity. I’ve worked to rediscover that curiosity which has led to an enthusiasm to create new social connections, a renewed energy for solving social problems through business, and brought a new excitement in the actual design process.

John Geiger

How do you hope to see the fashion industry evolve over the next year?

Luxury is no longer a price point. Luxury is about quality, in my opinion. The world is changing, and the consumer is more educated on product, with a real understanding of the difference of quality versus just expensive. We started my namesake brand based on the “medium,” meaning each item I design must meet this medium halfway between two extremes. Also, the future of fashion will incorporate digital, as we have seen in the past years, but I believe in 2024 we will reach new heights.

How do you hope to see your creative process evolve over the next year?

As more and more brands try to move to DTC I am trying to design for retail and DTC. We have had huge success in DTC but for the brand to grow to where it can we will be hitting hand-picked retailers heavily coming this spring.
Is there anything about this year’s fashion trends that might contribute to a shift in your thinking for next year?

Death to preorders, as I believe in quality over everything. There is too much uncertainty with quality and delivery times, when people want their items instantly in today’s fast-paced world.

Vandy The Pink

How do you hope and/or expect to see the fashion industry evolve over the next year?

I hope that we all continue supporting each other within the industry. We are considered a new brand but there are even newer up and coming brands, so for us to continue to support everyone and help others. We also want to continuously listen and take feedback from our consumers so we can create better products for them. Valuing input and feedback so we can learn and have knowledge of what people want to see.

How do you hope to see your creative process evolve over the next year?

This year, 2023, I had the opportunity to work with amazing creatives in different industries. It was a year where I was able to experience how I can incorporate my work in different spaces. Once a frog in a well that thought the sky is only as big as the top of the well is now a frog who now knows of the ocean, world, space. Try and experience everything, and don’t knock it, until you try it. Will continue pushing myself to create in different spaces and not limiting myself to just apparel.

Heiko Desens, PUMA

How do you hope to see the fashion industry evolve over the next year?

I do see that we are at the end of a cycle in fashion regarding retrospective driven looks in apparel. The last decade was all about retro vibes outdoors, varsity in classic sportswear, strong 70s impact on colours, and randomness of mix and match in design of the 90s. I notice a need for a fresher, more moody and tech-driven look, which of course still will be paired with vintage pieces but will ultimately shape a totally new look and vibe.

How do you hope to see your creative process evolve over the next year?

We are experiencing a big impact of AI right now. It has been building up over the last month and in my recent Design Workshop there wasn’t hardly a moment without being exposed to content created by AI. On a positive note, the fear of replacing creatives by AI has gone for now, and my design team enjoys the extra tool as a resource to generate options or variations. Ironically, one of the teams refers to AI as the ‘design intern’. The development of AI tools is in full swing and accelerating, so we will be watching it and see what future benefits it will bring for us creatives.

Fletcher Kassell, Tanner Fletcher

How do you hope to see the fashion industry evolve over the next year?

I hope that the fashion industry will become more authentic over the next year. Authenticity is one of Tanner Fletcher’s biggest values and we always pull from it when designing. We’re already seeing this happen amongst consumers but I hope and expect to see more authentic characters coming out of 2024.

This means that less people are trying to fit a mold or some kind of impossible beauty standard. The new beauty standard is self care (mentally and physically), which leads to being the most authentic version of yourself … I think the power of fashion is starting to be used for good rather than past times where it has felt more about one set of rules and an expression of wealth and status alone rather than self expression, self identity, differentiating oneself and having fun.

How do you hope to see your creative process evolve over the next year?

If Tanner and I are leaders in this wave of authenticity, we must also be true to ourselves and be as authentic as possible. It can be a challenge at times especially in fashion where there is a lot of noise in the industry. I hope my creative process evolves to be a constant reminder of where my light shines the brightest and what makes me completely unique.

Taofeek Abijako, Head of State

How do you hope to see the fashion industry evolve over the next year?

I think consumers are smarter than we think they are. They’re seeing through surface level marketing, like influencer product placements and paid ads that don’t necessarily align with a brand’s value. Consumers will start leaning towards brands who are providing unique and creative ways of engagement — a level of intimacy that makes them feel like a part of something special. This will play a big role in buying behaviors, as consumers become more mindful of how they spend during a looming global economic downturn.

How do you hope to see your creative process evolve over the next year?

Building on the process we’ve been developing over the past years. As the brand scales, it’s very important to be open to other views and perspectives that helps with those blind spots you could easily miss. “It takes a village to raise a kid.” The same applies to a brand.

Siying Qu and Haoran Li, Private Policy

How do you hope to see the fashion industry evolve over the next year?

I hope the fashion industry becomes more REAL next year, embracing honesty about our creative process and challenges, whether in business or sustainability. The further economic challenges and AI revolution might push us to prioritize what truly matters.

How do you hope to see your creative process evolve over the next year?

Next year, I aim to have more fun, granting myself the freedom to experiment. I want to dive into unconventional collaborations with musicians, nightclubs, and culture makers across America.

Is there anything about this year’s fashion trends that might contribute to a shift in your thinking for next year?

Instead of following color or silhouette trends, I’m focusing on cultural moments for next year. This year’s emphasis on Barbie pink reflected a culture for gender freedom, signaling a broader move for fashion to engage with communities and social movements.

Kacey Lynch, Bricks & Wood

How do you hope to see the fashion industry evolve over the next year?

I see the industry evolving in a more conservative way. I think society, the economy and things are just changing fairly rapidly before our eyes. I think it’s time for us, the creators and consumers, to start being more mindful of what’s being oversaturated.

How do you hope to see your creative process evolve over the next year?

I see my creative process evolving in a very personable and forward way. I think I’ve always had transparency, but I think when I say forward I mean in a not-so-traditional fashion. Experimenting with different cuts, & trying to create some form of uniqueness to the garment rather than just my own version of the piece.

Christian Juul Nielsen, Aknvas

How do you hope to see the fashion industry evolve over the next year?

Creativity. The most relevant brands at the moment have amazing textures and interesting silhouettes. I hope the focus will come back to quality and great design. Mass production seems less relevant, while interesting quality knits in new stitches and emotional cocktail dresses feel relevant. Elevated day looks will be very influential in 2024.

I dream of a world where accountability is a shared endeavor among designers, buyers, and consumers. While designers carry the ethical responsibility, one I willingly embrace, I also hope for increased accountability from buyers and consumers.

How do you hope to see your creative process evolve over the next year?

The more sources of inspiration you surround yourself with, the further you can push your creativity. This can come from people, images and experiences etc. My goal is to push myself further and add even more creativity to my AKNVAS collections by adding more inspiration to my lifestyle and workspace.

Ji Won Choi

How do you hope to see the fashion industry evolve over the next year?

Sustainability in fashion is becoming more and more of a core topic when producing items, but consumers see a tag in a clothing store that has a “sustainable” label and have no idea what it means, how the item is sustainable, etc. I hope the industry creates more regulations on how brands can market their sustainability. Any brand can slap a sustainable label on a dress and call it sustainable even if 10% of the fabric is made of recycled plastic.

How do you hope to see your creative process evolve over the next year?

I’m ending 2023 with the realization that I don’t care about “easy to wear” items, and it makes me happiest to be as creative as I can be. Over the next year I will focus on creative design over easy wearability, and create more custom, one-of-a-kind pieces.

Is there anything about this year’s fashion trends that might contribute to a shift in your thinking for next year?

2023 was the year of Sophia Richie and Succession’s quiet luxury and I sure am going into 2024 bored of it. I am excited for the return of maximalism, and I am itching to create maximalist looks that are loud and exciting to look at.

Elad & Neta Yam, Urban Sophistication

How do you hope to see the fashion industry evolve over the next year?

We hope to see fashion take a more personal approach this year. We’ve seen extremely expressive fashion in the past years, but the way it meets you and us remains surface level, distant — whether it’s because many of it meets us just as a viral image on social media, or because the garment is not actually wearable. Even with the “quiet luxury” trend, it is more of a facade, a persona you wear. With Urban Sophistication expanding into new categories in 2024, we are looking to create an experience that revolves more about the wearer than the viewer. Fashion that speaks for you, but more importantly – with you.

Saul Nash

How do you hope to see the fashion industry evolve over the next year?

In 2024 I hope fashion will move forward in a conscious and inclusive way. Continuing to nurture an environment which enables designers to produce work that is authentic to them and the people they connect with.

2023 has been a really exciting year creatively for me and it has been great to be able to further tell my brand story through both live shows and film. However, the political and economical instability have been challenging for emerging brands. In 2024 I think it will be really important to keep an open mind and strike a balance to find creative and impactful ways to showcase work and communicate with customers without placing a financial burden on brands.

How do you hope to see your creative process evolve over the next year?

With the expansion of digital technologies and processes in fashion from tools which assist with Pattern cutting to the softwares, which aid in realizing ideas. I want to further work with some of these processes within my brand. It’s not an attempt to eliminate manual craftsmanship but I feel like these tools can enhance the precision and accuracy in my work.