Long gone are the decades that are dedicated to specific trends; what punk was for the 1970s or the counter-cultural hippies were to1960s, for example. Today, with the advent of the internet and particularly with the acceleration of social media – trend cycles are fleeting, somewhat democratic and most of all, digitally-determined. Data analytics and algorithms shape consumer behaviour while cultural shifts are influenced by movements and discussions which largely take place in cyberspace. Yet, trends always (and arguably, most primarily) exist IRL, too. The internet is our interconnected mothership of information; from where we draw who we intend to be in the real world. 

With the rapid dissemination of visual content across platforms like Pinterest and social commentary on Tik Tok, trend forecasting appears less as an insidious and secretive tool by brands and corporations; rather, we as consumers are engaged with this process. I think of trend forecasters like Mandy Lee (@oldloserinbrooklyn) who is a trend forecasting veteran in New York, whose social media presence feels like hanging out with a bestie that has inside knowledge.

So, the verdict is in – here are ten of the most discussed trends set to shape 2024; particularly for fashion, but also – for vibes (mob wife energy, anyone?)

Indie Sleaze is Staying

Predicted by trend-analyst Mandy Lee (@oldloserinbrooklyn) two years ago, Indie Sleaze is the nostalgic revival for the late 2000s and early 2010s; Tumblr is kicking off, nostalgia for 90s grunge is bubbling beneath the cultural surface and life is far less curated than by today’s standards. Coming to fruition as per Mandy’s prediction, it appears we are only scratching the surface of this revival. With a vagueness to it, Indie Sleaze captures a kind of disparate time – its pre-internet even though the internet existed – its youth culture, unconstrained and rebellious, in a new millenia. It’s joyful and nihilistic; with TV shows like Skins encouraging a generation of ‘wasted youth’ edginess. 

Think Kate Moss at Glastonbury circa 2005, wearing muddy Hunter boots, slightly dishevelled and on the arm of a waif thin musician in a fedora (Pete Doherty, heroin’s sweaty poster-child). It’s Alexa Chung smoking a cigarette while wearing mary-janes and a babydoll dress (a reference to 90’s Mother, Courtney Love). It’s the ‘hipster’ aesthetic before the moustaches and clear Ray-ban’s; though these could certainly be up for grabs this year. As mentioned by Anya of the account @fashunadict, the 2010s is going to do for the rest of the 2020s what the y2k revival did for the first few years of this decade.

The Cheetah and Leopard Renaissance as Neutral Prints

When Wales Bonner dropped her latest Samba iteration with adidas – pony fur in leopard print – the rumours were confirmed. Leopard and cheetah print are back, and the girlies can rest, knowing the return of the busiest ‘neutral print’ that we  have ever known. Nothing whispers more of bold glamour than the cat print; specifically, Nature’s chicest, leopard and cheetah. Mother Nature not only gives the richest print; she also makes it the most flexible, meaning that there’s little a cat print doesn’t go with.

Electric Blue to Take Crimson’s Crown

In December, TikTok creator Katie Romero (@thekatieromero) took us through Pinterest’s annual trend forecasting event in New York. As a user-generated visual library, Pinterest is especially unique in its role to forecast, archive and analyse trends; in fact, it’s one of the most important assets in looking at trends. Especially as their digital moodboards are curated and ‘pinned’ by real people, in real time. So, Katie showcased that the team at Pinterest have detected increased searches for a variety of things; this one in particular, is the replacement of ‘a pop of red’ with electric blue. Or, as I say, the colour of Yves Saint Laurent Marrakech home, Fondation Jardin Majorelle.

Eclectic Grandpa is the new Preppy

Another prediction by Pinterest – Eclectic Grandpa is a more vintage, authentic expression of ‘preppiness’. Its loafers and boxer shorts, cosy and strange knits – its being a grandpa with great taste (especially in mid-century furniture, novels and gardening) and enjoying life with comfort. Personally, I am here for it – because it recycles the loafer, sambas and boxer short phenomena, extending the life span across a variety of key pieces that many of us might have already invested in. What’s in a name? The potential to be conscious consumers. 

Coquette’s Bow Mania Continues

Coquette is as much a socio-psychological phenomena as it is a fashion one (how distinct the two are from is a topic for another day) and refers to a specific manifestation of ideas around girlhood, womanhood – femininity – and its expression through fashion. At first glance, coquette appears as a naive attempt for child-like innocence; pastels, ruffles and delicate things –  deeper, though, seems to be subversion of femininity and the doll-like expectations that women have faced since time immemorial. Aesthetically, its big, satin bows – small velvet ones – basically, the Sandy Liang effect. Its exaggerated femininity – yet by no means traditional. Its Lana Del Rey musings for a time one never actually existed in; for me, I think firstly of Sofia Coppola’s The Virgin Suicides, one of the greatest films ever made and a portrait of girlhood as tragic, tender and inarticulable. Trend forecasters predict that the influx of bows stemming from Coquette will remain – long after our attentiveness toward girlhood wanes. 

Clean Girl is out, Mob Wife is in

 Get ready to channel your inner Carmela Soprano; because clean girl is out and ‘mob wife’ is in. The clean girl aesthetic, embodied by celebrities such as Hailey Bieber, are markers of a woman well taken care of; its sleek, gelled buns, flawless skin, minimal accessories and clean, tailored pieces. The clean girl aesthetic is the ‘investment banker’ energy of fashion; and mob wife, set to sweep 2024, is the gangster energy. Take ‘being well taken care of’ and imagine yourself dressing like the man (woman, or you) in your life would die by the sword to get whatever you wanted? Yes, mob wife aesthetic is THAT bold and THAT glamorous; it’s the faux furs, the stacked jewellery, the bold lip colour – its opulence and richness as an antidote to the restrained ‘quiet luxury’ trend of 2022 and 2023. It’s Michelle Pfeiffer in Scarface – sexy as hell and unapologetic as can be.

‘Mob Wife Energy’ Opulence, by Marlen_Stahlhuth, courtesy of DTS.

Fur is Back, Vintage or Faux

The return of fur is both a ‘mob wife’ and ‘indie sleaze’ phenomena; and it’s a contentious one, too. Supposed to be a thing of the past, it seems fur is back – though, only faux or vintage furs. I had a bunch of fur coats in the early 2010s (there used to be a great place to thrift fur in Salt River) and perhaps, I am pinching myself for giving them away with reckless abandon. I am not here to spark an ethical debate on this trend; simply to communicate that, it seems can’t shake our penchant for the fabric itself. 

Golden Eyes and Glitter

What chrome was to 2022 and 2023, it appears gold will be to 2024; think glitter eyes make, in shades of amber and gold. Think the warmth and light cascading across this year, reflected in our make-up; we love the switch up of our Mother minerals, silver and gold – mix and match, perhaps?

Dainty Shoes Supercede Chunkiness

Ballet flats are here to stay, along with kitten heels and the hybrid sneaker-sports-pump; basically, forget anything chunky ever existed and make sure the platform you have is MINIMAL – dainty shoes are in, chunky heavy shoes are *out*. Tying into coquette, indie sleaze and with slivers of y2k revival; when shoe shopping, think sharp, clean and snatched silhouettes; and go wild on colours, materials and details.  

Fashion’s Quality Crisis will Be Irrefutable

Less fun yet very important;  trend-forecaster Mandy Lee (@oldloserinbrooklyn) has been discussing the inescapable truth that we are facing, with the rapid loss of quality in fashion and how we, as consumers, have traded longevity for the fast-fashion, devastating practices of corporations. The clothes we buy are cheaper but they also fit terribly, prone to falling apart (even when well taken care of) and the material blends are becoming more and more dodgy. This could mean that any push towards thrifting, upcycling and DIYing (learn to sew, I promise it’s the best) will only increase; as consumers decide to take matters into their own hands as a response to an overall dissatisfaction with their usual retail platforms.

Written by: Holly Beaton

A brand that blurs the boundaries between street fashion and golf wear? Found is here and it’s everything you could hope for when it comes to inclusive fashion on the golf course.  Established in 2023, Found is a South African born, international golf apparel brand that reflects a collection whereby women, men, and non gender conforming people of all ages will feel comfortable and look great whether on, or off the course. 

On 13 December 2023, Found introduced their much anticipated inaugural range of golf clothing and street apparel. The collection reflects the brands commitment to build an inclusive golf culture whilst supporting sustainable manufacturing and economic empowerment. The garments are designed to appeal to classic old timers, those new to the game, or those who hardly play at all. 

Their premier collection is titled ‘Golf Cart, Yet Street Smart.’ and is showcased in their debut campaign shot by Kent Andreasen and styled by Courtney Eley, as they present to us, garments that “transcend the green”.

In the words of co-founder Lance Peach “Found is for everyone. Every type of alt culture acolyte who has discovered the joys of an ancient game but needs it to reflect the way they show up. We are leading a revolution against golfwear that is curiously stuck in a cul-de-sac of tastelessness and blandness.” 

The brand’s design is focused around clothing that allows you to comfortably belong on a golf course without closeting your authentic self. The garments are intentionally created to blur gender binaries and are intended for both playing golf or participating in any other pastime. Think “From Street to Skate, Tennis to the Tate” 

“Found is inspired by streetwear as much as by the salubrious surrounds of golf course havens, so that you will look at home whether sitting at the pub or driving off the 1st. The better you look, the better you feel, the better you play  (that’s the theory anyway, the game will do with you what it wants).” says Lance. 

The garments are exclusively manufactured in Cape Town, South Africa. Co- founders Ellen Keillar and Lance Peach have lived and worked in Cape Town for a combined 20 years. Through Found, they are bringing their knowledge and expertise of South African manufacturing to an international market. Found has partnered with local artisans to produce limited run collections that champion craftsmanship and support economic empowerment.

Their first collection includes a reinterpretation of the classic golf polo, baggy trousers, oversized knits, t-shirts, boxy sweaters, shorts & skorts, a boiler suit and more. The clothes are intended to be loose fitting and  designed with adjustable detailing so you can wear them the way you choose. Found produces golf clothing with a particular focus on non-gendered garments and women’s styles, moving away from the traditional short skirts and tight trousers. Inspired by surf and skate culture brands where garments have their origin in the sport but are suitable for everyday use, they believe that clothes should be worn and seen. Found garments are intended as much for the course as they are for the street.

Shop Found Golf HERE
Follow Found HERE 

Campaign Credits:
Photographer: Kent Andreasen 
Stylist: Courtney Eley 
Models: Donny Truter, Zeeka Sellidon, Elie Bisimwa, Andile Dlamini 

For more news, visit the Connect Everything Collective homepage www.ceconline.co.za

The launch of Canvas Studios by Bash – TFG’s fashion and lifestyle platform – marks a feat for thoughtfully designed, local fashion in South Africa. Building brands that stand the test of a curious and creative customer-base is so critical and with an approach centred around the innate creative expression in our personal wardrobes; Canvas Studios is encouraging women to express their original essence through fashion.

Designed by David West and his team, the label merges clean lines and a minimalist sensibility – focused on silhouettes and considered cuts – together with prints and bold colours; this approach sees the softness of womenswear made versatile, timeless and adaptable for all seasons, occasions and practices. Having launched a series, profiling two immense artistic forces in – Amy Ayanda and Masego Morgan – the Canvas Studios campaign is an incredible accomplishment in the art of creative collaboration between the brand, the campaign team and the creatives themselves through a local lens. In two intimate portrayals of Amy and Masego in their own respective spaces, the campaign centred around their practices as creative beings as #CanvasGirls, in the form of ‘edits’ – curated pieces from the collection that reference their personal styles.

Canvas Studios is designed with creatively-expressive women in mind; those who will draw out their own originality with whatever they wear. With the first collection launch, Canvas Studios’ designer, David West, explains that, “when we design we always ask ourselves questions like, ‘how easy is this to wear?’, ‘how does it make you feel’ or ‘is it comfortable’ – because we want our customers’ personalities to shine through the pieces and not let the clothes wear them. Comfort is so important to us, so we tend to strip the pieces down to their simplest form and allow the bold prints to do a lot of the work when it comes to adding design elements.” From a multitude of co-ord sets in linen and prints, to broad-strap dresses, shirt dresses, shorts, accessories and more; the collection blends statement pieces with essentials, motivated by the mentality of ‘mix ‘n match’ across multiple garments.

Masego Morgan

The campaign itself composed together two creative women, distinct from each other yet aligned in their respective approaches towards colour and ingenuity in their expression. Amy Ayanda is an artist and musician for whom textured colour, transient motifs and metaphor inform her work. Describing her practice, Amy explains that “in my final year at Michaelis, I developed my artistic process using dried flowers, layering acrylics and oils. Initially I thought I would focus on oils, but the birth of my daughter redirected me to watercolours and abstract line-work. This shift birthed a distinctive style that defines my current practice. My work has evolved to be more figurative lately – as I’m aiming to explore new and deeper motifs.” In terms of Amy’s thematic and referential concerns, she explains that “my art revolves around personal narratives, delving into loss and land politics in South Africa, resonating with themes of longing, belonging, love, and loss. The metaphor of a flower remains a powerful metaphor in art, and I’m very grateful to have maintained a disciplined, ritualistic practice, with a curiosity to learn and explore as foundational to my art.”

Sustainable ‘hunny’ and stylist Masego Morgan, has been a champion of local design for a long time, feeling that a localised textile and fashion industry is necessary for a more sustainable future in South Africa. Masego’s soft approach to sustainability is about finding balance, particularly with her focus on regenerative, handcrafting and re-using practices are part of her expression, a refreshing viewpoint for someone in the fashion industry to embody. The terms ‘activist’ and ‘advocate’ hold and require context and expectation, whereas Masego’s expression is ultimately invested in inspiring change in people around her, to see sustainability as ways of living that are beautiful, practical and achievable. As she says, “it’s not about being 100% sustainable, it’s about doing what we can and doing it in a way that is sustainable to us. Striving for a sustainable way of living centres around the concepts of ‘ubuntu’ or ‘ukama’, our interconnectedness with each other, the planet and the future generations to come.”

Shot by photographer Aart Verrips and styled by Kristi Vlok, the creative team behind the Canvas Studio launch ventured to Amy’s studio and Masego’s home, shooting them in the familiarity of their spaces. As the team explains, “each artist brought their individual perspective and artistic vision to the project, which was inspiring. Amy’s studio was incredible to see first hand. It provided a behind-the-scenes look at her creative space and allowed us to gain a deeper understanding of how she produces her artworks. Masego’s home in Southern Peninsula, nestled among picturesque mountains, provided a breathtaking backdrop that enhanced the overall creative experience. Masego’s unique style, with her skillful use of colour and print, added a vibrant and captivating dimension to the project.” 

As Amy says, feeling aligned to the project was rooted in the interconnectedness of Cape Town’s creative community, saying “knowing who was on the team, I trusted that it was a really well thought out collaboration on their side already. I absolutely loved the pieces and Kristi did such an amazing job selecting from the collection what would be true to my personal style. I’ve known Kristi and Gabby for a very long time – we used to waitress together many years ago – and in a way, they’ve watched me grow up, so that was really beautiful to have them in my space and for Gabby to be curating the flowers while Kristi styled just felt super aligned and full circle.”

The team explains that, “the most interesting and exciting part about working on the campaign was really delving into the psychology and experience of the women who would be wearing Canvas Studios. As a creative team, we had to consider how to speak to her and visually communicate and educate her about the product given the newness of the brand.” Noting that part of their process involved finding ways to centre these women and their stories, as a core value of the brand is ‘lived expression’, the team expressed that absolutely everything was workshopped, with deep consideration across colours and language. 

This campaign was shaped by the borrowing and sharing of ideas across the entire process – truly, the art of creative collaboration – as the team says, “we worked closely with the designers and strategists on launching this brand and it was an absolute honour and a huge collaboration. Having everyone in the room with us gave us a better understanding of the thinking behind who they wanted to make this brand for. The result was a cohesive visual language across various channels. Bringing this brand to life was a massive collaboration between designers, copy and strategy and David and his team. It gave us room to give our customers the best shopping experience, surfacing what we know they love and meeting them exactly where they are.”

Launching a new brand with an identified philosophy and clear customer in mind, speaks to Bash’s commitment to collaborative and creative-led thinking. Through the vehicle of Canvas Studios, this commitment is integrated into the Bash offering as a local retailer focused on enhancing the local landscape; of customers and creatives alike. We absolutely love to see it.

Shop Amy Ayanda’s Edit HERE 
Shop Masego Morgan’s Edit HERE
Shop the full Canvas Studios collection HERE

Written by: Holly Beaton