London Has Spoken: 5 Trends That Are Set to Be Big in 2024

Having lived in London for 12 years, I'm now fully accustomed to paying £10 for a large glass of wine, I impatiently don't want to wait longer than four minutes for a train, and you can bet you'll find me having brunch at the latest Instagram-worthy spot at the weekends. During said brunch, I'm people watching. And as a fashion editor, this is always one of the times I feel most inspired to try out new trends that I see. 

Last year, I couldn't go anywhere in east London during winter without seeing a pair of mini Ugg boots and a North Face puffer jacket. I swerved both of these, but this year I've already spotted winter trends I want to wear from now through to the end of 2024 and beyond. Be it a pop of burgundy (move over, red) or swapping my favourite gold jewellery for silver chunky rings and bangles, these are the 5 trends I guarantee will be big news this year. 

1. Hints Of Burgundy 

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(Image credit: @nlmarilyn)

Style Notes: While I'm all for the red trend, burgundy is about to swoop in to steal the show. Making any outfit look instantly luxe, it's all about pops of berry shades with a bag, knit, socks—or all three just like Marilyn. 

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2. Structured Maxi Skirts

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(Image credit: @monikh)

Style Notes: Move over slip skirts, the style to wear now through to 2024 is the tailored column maxi. Monikh has already worn it multiple times with everything from cashmere knits to oversized blazers. 

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3. Maxi Coats

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(Image credit: @femmblk)

Style Notes: They may not sound groundbreaking on paper, but don't underestimate the power of a great black coat this season. It's all about that maxi, floor-sweeping tailored styles that looks effortless with quite literally any look. The cult Cos version has already sold out, but I've found some others. 

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4. Silver Jewellery

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(Image credit: @daniellejinadu)

Style Notes: There's no doubt about it, silver beats gold right now. Dresses, trousers and coats have all had the chrome touch, but jewellery is the easiest way to try it out. I've only ever been into gold jewellery, but like a lot of other fashion people, I've made the switch this year. 

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5. Hoodies Under Everything

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(Image credit: @lindseyholland_)

Style Notes: Miu Miu put it on the runway, and now everyone in London has copied for winter 2023. Enter: the humble hoodie. Taking its time to shine, the simple basic is being added under every coat, jacket and blazer.

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Next Up: 8 Trends For 2024 That French Girls Are Already Wearing

Freelance Fashion Editor

Harriet Davey is a freelance fashion editor who has been part of Who What Wear's extended team since 2017. She previously worked in print at Look magazine and has since worked across print, digital and social for many other titles, including British Vogue, Stylist, Grazia, Refinery29 and Marie Claire. Also a stylist, Harriet has had the pleasure of producing cover shoots and editorials along with commercial shoots for brands including Boux Avenue, Watches of Switzerland, Benefit Cosmetics and Revolution. To add to this, Harriet also works in live TV styling for ITV’s This Morning.

Back to Who What Wear. With hundreds of published stories on site, Harriet knows what the WWW reader wants. Keeping up to date with the latest It buys and runway trends, she can guarantee to keep you one step ahead of the most stylish people.

When not writing or styling, Harriet loves to go shopping (yes, more fashion). If she’s not in a local Hackney bar or restaurant, you can find her forever searching for her next holiday destination.