A preview of the SS24 season for men confirms the wellness trend

Dark red, ocean blue and refreshing green are the three main shades for SS24 men’s fashion, predict trend specialists Carlin Creative, WGSN and Nelly Rodi. These visions correspond to the specifications of the international textile fairs Première Vision and Texworld.

On the eve of the men’s fashion weeks in London, Milan and Paris, the search for ‘wellness’ seems to be the guiding principle. The sudden change of the post-coronavirus era has shaken consumer lifestyles and associated societal moods. According to WGSN, SS24’s colors reflect a period of realignment as consumers will adapt to rapid changes in society and technology. However, uncertainty will remain a dominant aspect due to ongoing economic, political and environmental uncertainties.

Red roads to indicate environmental problems

Efficiency no longer runs our world. The linear line is no longer in charge. If the route is still unknown, we know it will be eventful. We often have to let the pencil go to sketch the design,” said Louis Gérin and Grégory Lamaud, Artistic Directors of Texworld.

This ‘winding path’ is marked by a dark red line that heralds the ‘future twilight’ of the year 2025. Uncertain and broken colours, ambiguous pigmentations and twisted tones point to this change of circumstances. They ‘evoke disorder and elevate doubt to the level of creative inspiration’, according to Première Vision.

Visually, that translates to an abundance of red – crimson, brick, purple, garnet, tomette, dark, and so on. It is emotionally captivating, as it reaffirms the importance of being stimulated. According to WGSN, red is directly linked to the healthcare economy. “Radiant red embodies the need to cultivate a more affectionate, caring and loving culture.”

But red is of course also about passion, as Catherine Basquin, director of the textile studio Nelly Rodi, points out: Red is energy, the calientethe idea of ​​rediscovering a shared passion, away from the conceptual to reconnect with the primal instinct and authenticity.”

Blue roads lead the way to the next world

A dip in the ocean identifies the freshness of the blue color that we also saw at the First Vision show in February 2023. Here is the idea to renew a color traditionally associated with the male gender and evolve towards genderless fluid tailoring, where the dividing line ‘male/female’ no longer really hangs in the air.

The different shades of blue – Indigo, Klein, Denim, Electric, France, Azure, etc. – explore the need for stability and modesty. Consumers are looking for the right balance between work, leisure and the invasion of digital technology in our daily lives. This quest also translates the influence of sport on the SS24 lifestyle. Could that be because of the Olympic Games in 2024? In all probability.

At least, that’s what the trendsetters at Carlin Creative propose: “The 2024 Olympic Games, hosted in Paris, will be the voice of consumer expectations and brands will need to follow these values ​​by offering an athletic-chic lifestyle” So an urban dive, combined with the desire for a fair-play culture based on inclusiveness, eco-responsibility and accessibility. “Sports culture offers access to well-being for everyone.”

Blue, from indigo to sky blue, also indicates the need for space. A distance from the current turbulence, from the feeling that we have to constantly react to current events, that we have to keep the ball high, let the opposite of everything last for a long time. According to Nelly Rodi, this is characterized by the boom in outdoor tourism and the need to be on the move.

Finally, this second way, caused by water vapors, reflects the principle that “nothing dies”. (Texworld).

Green lines for more peace of mind

Here the abundance of possibilities is the only rule: let go, let it happen and let the imagination take over. The green slope, a bit like the ski slopes that are easiest to take, refers to our ability to adapt. Of course we can link this color to the green economy, a green capitalism (environmentally conscious products at the source) that would make this world viable.

But be warned, for SS24 it’s all about crossing boundaries from plant-inspired greens – sage, lichen, olive, spruce – towards bold color tones, luminous, intense and brilliant greens that enhance the joy of coming together to values ​​of respect and honesty.

A tonic green, therefore, minty, lemony or yellowish (especially for denim fabrics) but also lime trees, to echo this “Everything Net”, where physical and digital realities are interchangeable, mixing organic forms and synthetic realism.

WGSN talks about “cyber lime, a zesty quasi-neon, able to stimulate and energize body and mind”. It means a powerful link between nature and technology. It invites us to give more importance to nature, which is the source of new innovations in colors and organic materials.

This ‘sour’ aspect is balanced by the celadon and jade green colors that Nelly Rodi has researched. From gemstones to refined ceramics, these shades go hand in hand with lithotherapy, which is believed to restore vital functions and help harmonize body and mind. They evoke “an ancestral splendor that brings flamboyance back to our modern society.” A utopia? Maybe, but we want to believe in it and that’s why this green attitude is probably supported by everyone involved in the fashion industry, in all facets.

This article previously appeared on FashionUnited.FR. Translation and editing by Sylvana Lijbaart.