Holiday Mode: Activated

1st February 2024

Get your passport ready. According to fashion & retail experts, 2024 is the year of travel.

Released at the end of last year, Business of Fashion and McKinsey & Company’s annual ‘State of Fashion’ report states ‘global travel is projected to exceed pre-pandemic flows for the first time in 2024, reaching up to 110% of 2019 levels’.

 The report, which analyses consumer shifts and the global economy, claims that despite rising living costs, travel is firmly back on the map. And thanks to lifestyle changes in recent years, expect to see a much more adventurous traveller at the departure lounge.

Since Covid, remote working has made 9-5 possible from anywhere in the world. And when the great outdoors became a sanctuary to those living a life indoors, a new-found love for nature became more and more embedded into everyday life. 

What’s on the itinerary? Leading trend forecaster WGSN sees walking, paddleboarding, to winter sports as key growth areas. Searches for extreme sport ‘Slacklining has amassing over ‘1billion views on TikTok’, whilst ‘Gorpcore’ – a colloquial term for trail-running mix – is still trending amongst luxury fans, thanks to collabs such as 2020’s The North Face x Gucci.

Business of Fashion also identifies ‘set-jetting’, where travellers are choosing holiday destinations inspired by TV shows and films, as key trends this year. Just last week, Conde Nast Traveller explored the luxury backdrops for each season of hit series, The White Lotus, as well as Priscilla’s Graceland and the undisclosed country estate behind Saltburn.

So, what does this mean for the future of fashion?

With outdoor pursuits and extreme sports becoming more mainstream, functionality has never looked so stylish. Consumers are looking to fashion brands that strike that the balance of practical, durable and comfortable products that wouldn’t look out of place in the city. And our clients are reaping the benefits.

Stubble & Co. – our B-Corp bag brand built for adventurers – has seen one of its most successful sales period this quarter since launch. The brainchild of couple Ben & Vic Watkiss, the brand’s bestselling ‘roll-top’ backpack sells more than 10 per hour. Loved by commuters, travellers and explorers, the brand’s rising popularity goes to show the need for bags that do more.

Holiday fashion is also creeping its way into our everyday wardrobe, thanks to unpredictable weather and more casual office dress-codes. 

Hawaiian shoemaker OluKai has been making waves in the UK since launching last September. Its sumptuously soft shearling slippers have graced the pages of Grazia, Daily Mail and Cosmo, with fashion influencers also riding the wave of OluKai’s luxurious take on island comfort. Influencer & surfer enthusiast Lindsey Holland showed her followers how to style a simple paid of black flip flops, and her post-recovery slippers fit seamlessly into her everyday wardrobe. 

With the much-anticipated third-instalment of The White Lotus around the corner, its Hawaiian debut, and home of OluKai, will no doubt continue to inspire holiday-makers this year.

Our womenswear brands are following suit. QVC’s soon-to-launch Spring edit is full to the brim with effortless summer staples for any vacation, no matter the luggage restrictions, whilst White Stuff is already seeing interest in its holiday shop category as customers plan trips in sunnier climes. Keep your eyes peeled for a summer full of fun hospitality ideas from instinct to bring these collections to life!

Where will your next adventure take you?