SS24 Key colours in menswear wellness trend

April 6, 2023 0 Comments

Dark red, ocean blue and invigorating green are the three key colors of spring/summer 2024 men’s fashion, as predicted by trend specialists Carlin Creative, WGSN and Nelly Rodi. The forecasts coincide with the trend reports of the international textile fairs Première Vision and Texworld.

On the eve of the men’s fashion weeks in London, Milan and Paris, the main theme seems to be the pursuit of inner well-being or well-being. It should be noted here that the sudden change in the Post-recent times era has disrupted consumer lifestyle habits and the associated societal moods. According to WGSN, SS24 colors reflect a period of realignment in which consumers will adapt to rapid changes in society and technology. However, uncertainty will remain a dominant force due to the ongoing economic, political and environmental crises.

Red indicates the current difficulties
“Efficiency no longer determines our world. The straight line is no longer superior. If the route is still not-known, we know that it will seem winding. The pencil must often be left to wander for the Design to take shape”, explained Louis Gérin & Grégory Lamaud, artistic directors of Texworld “.

This “winding path” is marked by a dark red that foreshadows the “future twilight” of 2025. Uncertain and uneven tones, ambiguous pigmentation and twisted colors testify to this change of state. They “evoke disorder and transform doubt into a creative force,” Première Vision said.

Visually, this leads to a predominance of red – crimson, crimson, brick, purple, garnet, tile, dark, etc. emotionally attractive, it confirms the importance of being pushed / stimulated. According to WGSN, red is directly related to the nursing industry. “Radiant Red” embodies the need to cultivate a more loving, caring and loving culture.”

But red, of course, also represents passion, as emphasized by Catherine Basquin, director of the Nelly Rodi textile workshop: “Red is energy, a warm feeling, the idea of having a collective fever, of moving away from the conceptual to reconnect with the primordial instinct and authenticity.”.

Blue facilitates the transition to the future world
A dip in an ocean of freshness pretty much sums up the Blues breakthrough that we had clearly identified during Première Vision in February 2023. It is a question of renewing a color traditionally associated with the masculine gender to evolve towards a fluid and venereal couture, because the separation of men and women is no longer really in the air (despite the frenzied refeminization of women’s wardrobes

The different types of blue – Indigo, small, Denim, electric, French Blue, Azure, etc. – reflect the need for stability and moderation, as consumers are looking for the right balance between work, leisure and the impact of Digital Technology on everyday life. This research is influenced by the influence of sport on the Spring / Summer 2024 lifestyle. Maybe because of the 2024 Olympics?

This is what the trendsetters at Carlin Creative imagine: “The Paris 2024 Olympic Games will be the mouthpiece of consumer expectations, and brands must follow these values by offering a sporty and chic lifestyle.”An urban dive, therefore linked to the desire for a culture of fair play based on inclusivity, environmental responsibility and accessibility. “Sports culture gives access to better well-being for all.”

Blue, from Indigo to sky blue, also shows a need for perspective, space in the face of current turbulence and the feeling that we must constantly react to immediacy and be on our guard when, paradoxically, everything takes longer. According to Nelly Rodi, this is characterized by the rise of outdoor tourism and the need to be on the move.

In the end, this second breath, triggered by the oceanic vapors, translates the principle: “Nothing dies, we only change the form, the utility, sometimes the names. We must learn to review. Getting carried away. Accept the new contours of the world” (Texworld).

Green reflects a return to serenity
Here, the abundance of possibilities is the only rule: let go, make things happen and give strength to the imagination. The Green Slope, similar to the easiest ski slopes to cover, means our adaptability. Of course, this color can be associated with the green economy, a green capitalism (ecologically designed products at the source) that would make this world viable.

But beware, spring / summer 2024 consists of pushing the limits of greens inspired by the plant world – sage, lichen, Olive, fir – to turn to powerful chromatic vibrations, luminous, intense and brilliant greens that reinforce the joy of coming together to celebrate common values of respect and justice.

WGSN calls it “Cyber-lime, a near neon that can stimulate and energize the body and mind.”It means a strong link between nature and technology. He invites us to give more importance to nature, which is at the origin of new innovations in colors and biological materials.

An energetic green, that is to say minty, lemony or yellowish (especially for denim fabrics), but also lime green to reflect this “all-net” in which body and digital realities are interchangeable, mixing organic forms and synthetic realism.

This spicy aspect is softened by the celadon and Jade greens explored by Nelly Rodi. From precious stones to refined ceramics, these colors go hand in hand with lithotherapy, which is supposed to restore the balance of vital signs and help harmonize body and mind, or with the science of Latin American healers. They recall “an ancestral splendor that brings extravagance back to modern society.”a Pipe Dream? Maybe, but we want to believe in it, which is probably why this Green position is supported from top to bottom by the fashion industry.

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