2024 was the year of whiplash-inducing cultural and internet trends

Brat! Wicked! Demure! Olympics! 2024 has been a monumental year for fashion, culture, sport and the increasingly blurred lines in between.

Fashion brands started this year playing it safe. The Autumn/Winter 2024 collections featured classic silhouettes, commercial or high-ticket pieces like outerwear and homogenous, samey colour palettes, forcing many editors (including this one) to bemoan a lack of originality and excitement from fashion today. Little did we know that a whiplash-inducing year of pop culture trends, buzzy moments and unexpected partnerships was in store to spice things up.