Impressions - March 2024 - 14

Education and awareness
take centerstage in the
womenswear category
By Jenn ifer Morrell ,
Contributing Writer
Womenswear
Outlook2024
W
Art by malkani- stock.adobe.com
hat's in a shirt? In a word: everything. Shapes, colors
and fabrics, to be sure, but today's savvy female consumer
wants more. She wants to be educated about
the manufacturing process of each garment, as well as
supply chain transparency-the " pedigree " of the product.
" Women are loving a shirt with a story, " says Laurel Hudson, communications
director, Allmade Apparel. " Education over the past few
years has really hit home, and ladies want to know where and how
their shirts are made. Better for the planet is also better for people. It is
important to be transparent about your supply chain, and we love that
we can do that. "
At fi rst glance, trends in womenswear may seem to be more of the
same, from preppy varsity and quiet luxury to core basics and tried-andtrue
classics. As we examine the details, however, we see the importance
of colors, the infl uence of past decades, the need for functionality and,
of course, a demand for sustainability.
" In 2024, fashion is about redefi ning style concepts more than reinventing
them, " says Vicki Ostrom, futurist and trend analyst, Sanmar.
" Th at doesn't mean that fashion is going to be boring, in fact it's the
exact opposite. "
Creativity allows more control of the style each wearer wants to
achieve. Ostrom points to an outfi t worn by Billie Eilish at the Golden
Globes recently, which was part designer fashion, part thrifted and part
something she had at home in her own closet.
" Th ere was incredible creativity in how she put her own unique stamp
on that look, " Ostrom says. " I think that the idea of 'refreshed' style is
really where a lot of women will be fi nding newness in 2024. "
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ImpressionsMagazine.com March 2024
A Sustained Movement
Without a doubt, the sustainability movement is a force in apparel
design. Consumers are putting the importance of sustainable manufacturing
before instant gratifi cation.
" As customers gain greater awareness of the drawbacks associated
with fast fashion, there is a growing demand for sustainability from
the entire life cycle of the garment, " says Andi Goeing, product marketing
specialist, S&S Activewear. " Th ere is an increasing preference
for brands that prioritize sustainable materials, adopt eco-friendly
practices, and maintain transparency. "
Goeing cites botanical dyed T-shirts as an example of a newer
sustainable trend in the wholesale market. Botanical dye, she says, is
a cleaner, more sustainable dying process using natural dyes derived
from fruits, fl owers and leaves.
Allmade's Hudson agrees. " Clearly, the movement of a sustainable
garment is taking over, " she says. " Here at Allmade, we couldn't be
happier that suppliers are getting on board. However, we believe that
creating one or two sustainable garments in your line isn't hitting the
mark. We are proud that our processes and ingredients in our apparel
are better for our planet and people. When we think about bringing
a new product to market, we analyze everything from dirt to shirt. "
What might we not see as much of this year? Th e crop top may fi -
nally be fi zzling, giving way to oversized, fl owy styles and muscle tees.
Even crewneck and v-neck T-shirts are oversized-the " tomboy " look.
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