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Revolutionizing Retail: The Spring/Summer 24 Catwalk Colour and Print Analysis 


The Spring/Summer 2024 season marks a pivotal shift in the fashion industry, with a notable transition from bold and bright hues to a more nuanced palette of pastels and dark tones. This analysis delves into the emerging trends from the latest catwalks, offering retailers a guide to adapting their collections for the upcoming season. 

Table of Contents
1. The evolving colour landscape of Spring/Summer 24
2. The resurgence of romantic and whimsical prints
3. Strategic insights for retailers

1. The evolving colour landscape of Spring/Summer 24

The Spring/Summer 2024 season introduces a fascinating evolution in the colour palette, marked by a sophisticated blend of pastels, dark hues, and a continued appreciation for neutrals. This shift not only signifies a departure from the previously dominant bright and bold colours but also highlights the fashion industry’s response to the growing demand for versatility and sustainability.


The dominance of pastels and the rise of dark hues 

Pastels emerge as a key player, offering a fresh and soothing alternative to the vibrant tones of previous seasons. These colours, including soft lavenders, mint greens, and pale pinks, provide a foundation for creating serene and approachable collections. Simultaneously, dark hues like deep blues, rich burgundies, and elegant blacks gain prominence, suggesting a move towards more grounded and sophisticated aesthetics. This juxtaposition of light and dark tones enables designers to craft collections that cater to a wide range of consumer preferences, from the minimalist to the dramatic.

Neutrals and their enduring appeal 

Neutrals maintain their essential role in the fashion palette, acting as the perfect backdrop for both pastels and dark shades. The timeless appeal of beige, gray, and off-white hues ensures their continued relevance, offering endless styling possibilities. These colours not only facilitate the transition between seasons but also underscore the industry’s shift towards sustainability, as they lend themselves to timeless pieces that transcend fleeting trends.


The strategic use of brights and their impact 

While pastels and darks take center stage, bright colours are not entirely absent. Strategic pops of vibrant yellows, electric blues, and fiery reds are used to inject energy and highlight key pieces within collections. This selective use of brights demonstrates a thoughtful approach to colour, where emphasis is placed on creating impactful moments within a more subdued overall aesthetic.

The Spring/Summer 24 colour landscape reflects a nuanced understanding of the modern consumer’s desire for flexibility, sustainability, and personal expression. By embracing this diverse palette, retailers can offer collections that are both trend-forward and deeply resonant with the evolving tastes of their audience.

2. The resurgence of romantic and whimsical prints

The Spring/Summer 2024 collections signal a captivating return to romantic and whimsical prints, as designers embrace femininity with a modern twist. This season’s prints, characterized by their intricate details and nostalgic motifs, offer a fresh perspective on romanticism, appealing to a broad consumer base seeking both novelty and emotional resonance in their wardrobes.

floral prints

The appeal of florals and nature-inspired motifs 

Florals continue to be a staple in the print category, with a noticeable increase in large-scale floral designs. These prints, up 55% year-over-year, showcase a variety of interpretations from abstract to hyper-realistic, reflecting the industry’s ongoing love affair with nature. Moreover, the integration of nature-inspired motifs, including leaves and botanical patterns, speaks to a deeper consumer desire for connection with the natural world. This trend not only aligns with the aesthetic preferences of the modern romantic but also caters to the increasing demand for designs that evoke a sense of calm and tranquillity.


Incorporating bows, ties, and scrollwork for a Modern Romantic vibe 

Bows and ties have emerged as significant motifs, witnessing an 8% increase and further cementing the girlish charm and sophistication within collections. These elements, often incorporated through digital printing or as part of the garment’s construction, add a playful yet refined touch to pieces. Scrollwork and arabesques, with a remarkable 113% year-over-year growth, introduce a baroque-inspired elegance to the season. These intricate patterns, applied across a range of garments from dresses to accessories, offer a sophisticated option for consumers drawn to detailed and ornamental designs.

The shift towards sustainability in print choices 

Sustainability remains a key consideration, influencing the selection and application of prints. The movement towards more sustainable print techniques, such as digital printing, reflects the industry’s commitment to reducing its environmental impact. Additionally, the preference for prints that offer versatility and longevity, such as timeless florals and geometric patterns, underscores the shift towards more conscious consumption. Designers are increasingly opting for prints that can transcend seasons, thereby enhancing the wardrobe’s sustainability by encouraging longer wear and less frequent turnover.

3. Strategic insights for retailers

As the fashion landscape for Spring/Summer 2024 unfolds, it presents a wealth of opportunities and challenges for retailers. The shift towards a more nuanced colour palette and the resurgence of romantic prints underscore a broader consumer demand for versatility, emotional resonance, and sustainability in fashion choices. Here are strategic insights for retailers looking to navigate these trends effectively.

feather print

Adapting to consumer demand for versatility and longevity 

The S/S 24 season emphasizes the need for versatility in fashion offerings. With the dominance of pastels, the rise of dark hues, and the enduring appeal of neutrals, consumers are looking for pieces that can seamlessly transition between occasions and seasons. Retailers should focus on creating collections that offer a mix of timeless neutrals and statement pastels or darks, ensuring that each piece can be styled in multiple ways to maximize wearability and appeal to a sustainability-conscious audience.

Furthermore, the preference for romantic and whimsical prints, particularly those that are nature-inspired or incorporate elements like bows and scrollwork, indicates a desire for emotional connection through fashion. Retailers can tap into this trend by curating collections that not only look beautiful but also tell a story or evoke a sense of nostalgia, thereby deepening the consumer’s emotional investment in the brand.

bows and ties

Embracing transseasonality in product offerings 

The analysis highlights a significant demand for transseasonality, with texture prints experiencing a 78% year-over-year increase and dark colours being leveraged for trend-led silhouettes. Retailers should consider incorporating transseasonal elements into their collections, such as layering pieces, versatile fabrics, and colours that can effortlessly transition from one season to the next. This approach not only meets the consumer’s need for practicality but also aligns with the growing emphasis on sustainability by encouraging less frequent wardrobe changes.

Leveraging key colours and prints for targeted collections 

Given the detailed analysis of colour and print trends for S/S 24, retailers have a clear roadmap for developing targeted collections that resonate with the season’s key themes. For instance, collections that emphasize pastel hues, romantic florals, and intricate scrollwork can appeal to consumers drawn to modern romantic aesthetics. Similarly, offerings that feature dark hues, texture prints, and subtle placement prints can cater to those seeking sophistication and elegance.


The Spring/Summer 24 season calls for a strategic approach from retailers, one that balances aesthetic appeal with practical considerations of versatility, sustainability, and emotional resonance. By thoughtfully integrating the season’s key colour and print trends into their collections, retailers can not only meet the evolving needs of their consumers but also position themselves at the forefront of the fashion industry’s shift towards more meaningful and sustainable fashion choices.

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