Three trending colours for SS2024 are red, green, and blue – I’ve already written about them in an article with shopping ideas here, and also posted some street style from Milan Fashion Week SS2024 here. I wanted to look at red, green, and blue a little more and researched Google search interest for these three colours. I looked at worldwide Google search trends under the shopping category and I got the data of the past 12 months. I focused on 2023 from January to the end of November and averaged the search interest figure for each month then plotted graphs for each colour with a data point for each month from January to November. Here’s what I found out
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Red
The shades of red on the catwalk vary from the bright reds at No21 and Schiaparelli to the deeper reds at Alexander McQueen and the darker shades at Hermès.
As for search interest, it’s interesting how there’s a spike in searches in February which was when the big four AW2023 fashion weeks took place and red first started showing up quite significantly on runways. The next dates for big four fashion weeks were mid to late September when SSS2024 shows took place and that’s when searches started growing again, and they kept getting higher since then.
These are the countries with the highest search interest for the colour red – the UK (100), US (97), Australia (84), Ireland (75), and Canada (67). Just a reminder – this is for searches of ‘red’ within the shopping category. A score of 75 for Ireland means that search interest of ‘red’ in Ireland is three-quarters that of what it is in the UK. The search interest in Canada is two-thirds of the search interest in the UK.
These countries have the lowest search interest for ‘red’ within the shopping category: Japan (3), Taiwan (5), Ukraine (6), Turkey (6), and Russia (7). They may not be interested in the trend, they may be late-stage trend adopters, or there may be other factors for why they are averse to the colour red.
Green
Greens on the runway also came in a range of different shades, and were presented in various ways, such as full outfits at Tibi and Valentino, separates at JW Anderson, or accessories at Coperni.
Search interest for green had been pretty stable all year, but it really took off after the SS2024 shows in September and kept growing since.
The countries with the hightest search for ‘green’ within the shopping category are similar to those with the highest search for ‘red’ – the UK (100), Ireland (76), Australia (64), US (61) and New Zealand (52). A score of 52 for New Zealand means that the search interest is just over half that of the UK (100).
The lowest search interest for green is in Argentina (2), Colombia (2), Brazil (2), Japan (3), and Turkey (3). Although I’m not sure if it’s a continuing tradition, a quick google search told me that in South America the colour green is associated with death, so that might be a reason for the low interest in Argentina, Colombia, and Brazil.
Blue
From tights at The Attico to shorts at Miu Miu, knitwear at Burberry and matching blue shoes and dress at Isabel Marant, blue has become very popular on the SS2024 runways.
The search interest for ‘blue’ within the shopping category is a little less straightforward than that for ‘red’ and ‘green’ – it grew from February to April then fell from April to May. There was slow growth over the Summer then a decline over the Autumn, but searches quickly spiked at the end of the year. We’ll need to wait a bit longer and see how the search interest will pan out for ‘blue’, and it will be good to see what happens with the search trends after the AW2024 shows in February next year.
Once again it’s the UK that are searching for ‘blue’ the most with a score of 100, followed by the US (88), Australia and Ireland (both 72), and Canada (55), meaning that Canada’s search interest is just over half that of the UK’s.
The lowest search interest is that of Japan, with less than 1. Russia, Ukraine, Taiwan and Brazil all have a search interest of 5.
Although search interest tends to be affected by the timing of fashion weeks (February and September) it’s also highly dependent on country. It’ll be interesting to see how these search trends evolve with the upcoming AW2024 shows next February. Some new colour trends might emerge, or these colours may be confirmed as dominant trends – let’s wait and see.
London College of Fashion alumna (PGCert Fashion Buying & Merchandising). 15 years in fashion across styling, buying & merchandising, trend forecasting, e-commerce, and marketing. Includes roles at Vivienne Westwood and multi-brand retail stocking 50+ brands including Adidas, Nike, and Puma.
