9 Trending Buys That Are About to Become Fully-Fledged Icons in 2024

(Image credit: Future)

Often, we find ourselves scrolling through Instagram or Pinterest and noticing the same pieces cropping up in pictures time and again. A certain shoe here, a statement colour there, and before you know it, microtrends begin to spread like wildfire and they'll be everywhere you look. Take 2023's slingback for example. The demure, low-heeled shoe had been the reserve of '50s housewives until a Prada makeover made them internet famous, and suddenly slingbacks were all over the high street too, propelling the style from dated to rated with such speed that they almost instantly reached must-have status. 


(Image credit: @nlmarilyn )

So, given the amount of new trends, buzzy aesthetics and talking points we've enjoyed over the last few months alone, what can we expect to see in 2024? I'm happy to tell you that I have your answer. Forget the flash-in-the-pan fads (leg warmers and pigeon bags, I'm looking at you), right now we're discussing the trending pieces causing a stir on socials that will actually go the distance. Some are old favourites, others are wholly unexpected but welcome new additions and all are undeniably good. So, keep scrolling to see nine hot buys about to become cult hits in 2024. It's time to prepare your wardrobe. 


cult buys 2024

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Style Notes: What we predicted would be one of winter 2023's biggest accessory trends is carrying into spring 2024 too, and we couldn't be happier to invest in a practical and chic trend like the suede bag. With the release of The Row's Margaux tote in chocolate suede, this tactile bag was catapulted to new heights, and unlike tiny top handles or mini clutches, the bigger is the better when it comes to this elegant bag style, so its roomy enough to carry all of your essentials and then some.

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(Image credit: @bellathomas)

Style Notes: The sunnier seasons deserve a new dress trend cool enough to replace the ditsy print midi, and we may have found it in the tank dress—a simple throw-on-and-go style that looks effortlessly elegant in almost any scenario. It makes sense then why we've seen so many suddenly spring up in high-street and premium stores, and whether you wear with them now with trainers and a leather jacket or in summer with flat sandals and a glorious tan, this is the kind of dress you're going to want in your arsenal over the next 12 months.

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(Image credit: @hannahlewisstylist)

Style Notes: Okay, these might be better suited to the winter months rather than spring, but big, fluffy faux-fur coats made a return at the beginning of the year and we couldn't be happier at the thought of bundling up in these cloud-soft blankets again. We first noticed the trend cropping up on Instagram before the new-in sections of our favourite stores started to carry them, and now they're a style staple for celebs too. The trending coats in question? Neutral colours and vintage styles that look like they could have been handed down through generations. 

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(Image credit: @threadsstyling)

Style Notes: Who could have predicted that one of the year's biggest trends would be a pair of statement tights? Well, social media did, of course. Once we fell in love with bold red it was only a matter of time before it would extend to our accessories too, and what started as a head-to-toe-red runway trend evolved into pops of red in street style, which then became red socks, and now red tights, in even more shades than the original hot scarlet. For bonus points, match your tights to your shoes for an even more arresting take on the trend.

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(Image credit: @threadsstyling)

Style Notes: After staying true to quiet luxury for well over a year, it would seem that shoppers are heading back to styles that bear the original luxury stamp of approval: the logo. If you're still traumatised by the logomania of the noughties, I have good news. There's no need to pile on the prints; this time around there is a pared-back approach to designer dressing that is less of a shout and more of a luxurious whisper. These logos are the simple, clean and fuss-free way to tell everyone exactly what you're wearing. 

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(Image credit: @nlmarilyn)

Style Notes: Ballet pumps had a good run, but this trend (likely an off-shoot of the popular slingback) means that we'll be making a pointed decision to return to dressier shoes in 2024. Whether heels or easy flats, the pointed toe has overtaken round and square as the most double-tapped shoe style of the last few months, gearing us up to wear the ladylike shoe style well into the next year too. 

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(Image credit: @sarahlouiseblythe)

Style Notes: Whether you follow the coquette, academia, regency, balletcore or even plazacore hashtags, a number of TikTok aesthetics have all made a hero of one key detail this year—the bow. This ode to hyper-femininity has been cropping up on shirts, shoes, in hair and on knitwear (particularly this party season) and reflects the surge in searches for softer, prettier pieces and accessories (most notably, ribbons) towards the end of 2023.

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(Image credit: @salome.mory )

Style Notes: We traded skinnies for mom jeans, mom jeans for straight-leg, straight-leg for wide-leg; and now the wide-leg is making way for what can only be described as one of the most experimental denim cuts we've seen for decades. Balloon, barrel and horseshoe jeans are most notable for their supersized shape—nipping in at the waist, widening at the knee and tapering at the ankle—and socials are falling head over heels for this surprisingly flattering silhouette. The curved profile manages to work with every shape and size, and frankly, who can say they've felt comfortable in skinnies?

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(Image credit: @modedamour)

Style Notes: Keep elbow gloves on your radar, as although this incredibly chic piece has only started resurfacing recently, I have a feeling you're going to see a lot more of it in 2024. Wear with rolled-up sleeves to make the most of their wow factor and prepare for compliments. As influencers Marilyn Nwawulor-Kazemaks and Anna Vitiello prove, this simple styling tweak can elevate any look from good to great.

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Next Up, 8 Simple Spring Outfits That Will Always Be Timeless

Remy Farrell
Fashion Editor

Remy Farrell is a London-based shopping editor with nearly 10 years of editorial experience covering fashion, beauty and lifestyle. After graduating with a journalism degree and working on the editorial and fashion teams for titles such as Grazia, Elle, Cosmopolitan and British Vogue, she moved into the luxury e-commerce sector, working as fashion assistant at TheOutnet.com styling for the social media channels and helping to develop the collections for the in-house brand Iris & Ink. After expanding an assisting and styling portfolio that includes shooting talent such as Gigi Hadid, Victoria Beckham and Miquita Oliver, she also branched out into beauty, creating tried-and-tested reviews and diverse beauty content.In her role as shopping editor at Who What Wear, Remy is interested in discovering new and exciting brands to share with the Who What Wear readership and particularly loves uncovering hidden gems at affordable prices to make shopping accessible to everyone.Born and raised in Sheffield, Yorkshire, Remy moved to London in 2014 and lives in the Docklands with her partner and pug Billie.