The 2024 vacation season is upon us and as seaside retailers stock up on the latest products for their stores, it is important to be on trend where fashion is concerned.
Atlanta Apparel’s fashion office, which works with trend forecast network WGSN, released its Spring/Summer 2024 Trend Report, detailing the season’s overarching themes.
According to Morgan Ramage, Atlanta Apparel’s fashion and events director, “For spring and summer, consumers are expressing a sense of optimism by dressing up, while also prioritizing versatility, resulting in overall balanced looks.”
She adds that “Spring/Summer 2024 staple inspiration follows updated Y2K trends, tailored-yet-comfortable silhouettes on the body, and versatile, nostalgic and vacation-ready footwear paired with statement accessories all over.”
Must-have apparel items for next season play on high spirits and multi-use options, with body-highlighting shapes, mini lengths and streamlined silhouettes. Styles include: spliced denim; wide-leg trousers; soft utility pants; tailored shorts; retro print swimwear; coordinating shorts and shirts; twisted accents; column-style dresses and skirts; volume mini dresses; maxi dresses; tunics; T-shirt blouses; wrap skirts; miniskirts; and ruffled and pleated midi skirts.
Colors and prints
Ramage notes that key colors for Spring/Summer 2024 are driven by the need to balance optimism with stability. Those themes pull in balancing and uplifting brights, timeless neutrals, digital-inspired pastels and darks.
“A few of the season’s top colors include: Apricot Crush, a wellness-inspiring color; Elemental Blue, a mid-tone blue that appeals to stability; Malachite Green, connecting trends to nature; Pink Cyclamen, a vibrant and engaging pink that translates empowerment and optimism; Timeless Taupe, a neutral, long-lasting color; and Radiant Red and Golden Cob, two colors prevalent on runways for the next season.”
Print themes for Spring/Summer 2024 focus on handcrafted, artisanal designs for trans-seasonality, playful tropics and joyful motifs, which reflect consumer yearning to travel.
“Top prints use themes of: surreal and playful nautical and beach scenes to create senses of optimism and escapism; florals taking influence from baroque patterns and highly decorative tile prints; futuristic and digital blends with nature and intense color combinations; collages and statement stripes creating uplifting and energetic simplicity; and nature-inspired prints using technical direction with geometric patterns and natural tones,” Ramage notes.
Several restortwear brands shared their insights with Seaside Retailer on what they are offering for 2024. Here is what they had to say.
Honolulu-based Lani Lau markets itself as “your one-stop-shop for effortless stylish boho beach and resortwear.” The brand’s motifs are inspired by Owner and Designer Michelle Smith’s travels around the world, but mostly the ocean and the beautiful Hawaiian islands.
She says, “Resort 2024 embraces the beauty of the natural world through earthy tones and natural textures. From sandy neutrals to mossy greens, these colors evoke a sense of serenity and connection to nature. Natural textures, such as linen, jute and woven fabrics, bring a tactile and organic element to the collections. Crochet pieces are also in and evoke a sense of bohemian elegance and laid-back charm.”
As for styles, she sees “cinched waist and low-back neckline dresses, flowy garments, relaxed silhouettes that exude a sense of effortless elegance.”
Young Fabulous & Broke is a brand inspired by the laid-back style of California. Carlos Martin, whose title is “bossman, account executive,” says the company is known for its unique and vibrant tie-dye and abstract washes.
“We do a variety of fabrications, from silky wovens to a rayon-linen,” he says. Florals, he notes, are always a classic. And colorwise, he says, fuchsia continues to be strong, followed by cobalt and orange.
California-based Bali Queen prides itself on a one-size look that will look amazing on women of all shapes and sizes, according to Owner and Founder Eileen Burke.
“We are family-owned and operated and cater to mom-and-pop shops because we are ones ourselves. Our line is curated in small batches due to the fact that it is handmade, not mass produced.”
“Key colors for Spring/Summer ’24 are driven by the need to balance optimism with stability. Those themes pull in balancing and uplifting brights, timeless neutrals, digital-inspired pastels and darks.” — Morgan Ramage, Atlanta Apparel
And according to Burke, “Flowy beachwear is what our customer wants to wear on their next vacation.”
Bali Queen styles range from tunics, shirt dresses, kimonos and caftans, and one trend that has been popular across the board is eyelet detail.
“We have many styles in the eyelet style that has been a hit,” Burke says. “Like how embroidery was very popular in the past few years, like the beginning of Jonny Was and that same look, we feel the eyelet is taking off in the same direction.”
Rayon is a fabric that Burke says Bali Queen always offers in resortwear, and tangerine and aqua are hit colors for the summer resortwear line.
Go with the flow
Loose and flowy is also the name of the game at Briton Court. Briton Court co-founder, Stephanie Ebert, says, “Flowy, maxi dresses remain popular due to their versatile and comfortable design.”
She explains, “The loose, flowing silhouette appeals to nearly all body types, offering a flattering and effortless style. Additionally, the versatility of maxi dresses allows for easy transitions between occasions, making them a go-to choice for a wide range of events.”
The brand embodies the dressed up versatility that Atlanta Apparel’s trend report describes.
“We continue to see love for A-line shapes with elevated takes — think bright, bold prints and patterns, and even sequined-trim tastefully decorating the neckline or cuff,” describes Ebert, adding, “Briton Court’s resortwear line stands out for its perfect fusion of style and comfort.”
She describes the collection as embodying an elevated-yet-relaxed aesthetic, with exclusive prints and patterns that can’t be found anywhere else on the market. Briton Court’s prints are hand painted and designed by print artists in Brazil and the United States.
The brand uses fabrics that are breathable and lightweight that “embrace southern summers in comfort and style,” notes Ebert. “Ladies continue to lean into the flowy and easy dresses that can be paired with sandals, sneakers or a wedge.”
Footwear, jewelry and purses
And Atlanta Apparel also gives insight into footwear and accessory trends in its Spring/Summer 2024 Trend Report, noting that footwear trends reflect the desire to leisurely travel while remaining versatile and nostalgic.
Styles are thick and more athletic or thinner with a minimalist approach that features shimmering, printed details to stand out. Styles include: ballet flats with buckles, laces and simple designs; flat sandals; slides; heeled sandals; fisherman sandals; strappy flatforms; cocktail hour wedges; resort espadrilles; stacked platforms; embellished cowboy boots ticking toward thigh-high, stark-white designs and shiny metallics; and all-terrain sneakers, adding a spin to an outdoor classic.
Accessories command attention, the Atlanta Apparel report surmises, with dainty yet striking geometric patterns. Organic influences such as floral blooms and shell accents celebrate the earth through fashion as well.
Jewelry highlights include: charm necklaces; illusion earrings; jeweled chokers; wrist stacks; unique bangles; floral and shell jewelry and heart charms.
Trending belts include rope belts; Y2K chain belts; and belly chains, while eyewear includes aviators and super- sized frames.
And for bags, look for everyday tote bags, carry-on luggage; storage accessories; resort shopper bags; crafted bucket bags; mini top-handle purses; phone bags; and soft-volume shoulder bags.
Hat styles include printed wide-brim hats and western hats, according to the Atlanta Apparel report.
Telling a story
From intricate impressions of the ocean reefs to florals to intricate high-design details extracted from the artwork, every Bairiki product is inspired by a Jan Barwick painting.
According to Miranda Philbin of Bairiki by Jan Barwick, based on Vogue and London Fashion Week, the brand’s capes featuring large florals and sea life are “on the money trend wise.”
The poly satin fabric is easy wear, easy travel, washable and beach friendly, notes Philbin. “Sarongs and capes are multifunctional and wear from beach to bar to brunch.”
But it is the artwork that truly makes the pieces stand out.
“They are not just a piece of fabric — there is a story behind every design,” she explains. “The ethos behind Bairiki by Jan Barwick is to bring attention to global warming and the plight of our oceans.”
And whether your customers like more muted tones or vibrant colors, tie-dyes or cutouts, resortwear brands seem to have lot in common in terms of combining elegance with ease of wear. The trend of wanting both elegance and comfort is extremely important in our current economic climate according to Ramage with Atlanta Apparel.
“As cost of living continues to shape consumer behavior, wearability and utility are at the forefront of design and trends, with reimagined staples and added proportions,” she says.