Upcoming trends: Here’s what the trends look like in the Scandinavian market

Now that summer is over, let’s take a closer look at how the trends are actually developing in the Norwegian and Scandinavian markets. How is the trend scene looking in the women’s and men’s categories?

WOMEN

Knitwear, oversized coats, futurism, minimum variety and the imperfect look were predicted to dominate the season’s trends in the women’s category.

Let’s take a look at some of the trends that are clearly emerging for the coming season.

Knitwear in different colours, shapes and textures

If anything screams autumn and winter, especially in Scandinavia, it’s good knitwear. Forecasters predicted this trend as a response to a need to wrap up and feel safe in a world currently filled with uncertainty. Knitwear in all kinds of shapes and looks is becoming popular, and there’s plenty of room to play with colour, shape and texture — in fact, your entire autumn outfit could be knitwear from head to toe.

Oversized coats and futuristic looks

Oversized coats and futuristic looks were two of the key trends predicted for the AW24 and AW25, and now that the time is here, there’s every reason to keep them both in mind throughout the season. The look clearly references the need to wrap up, and is dominated by big, long coats and a nod to futurism, especially in the large, oversized silhouettes.

This style also includes long skirts, dresses, big scarves and blazers. We also see the futurism trend through mixtures of more environmentally friendly natural materials and more extravagant metallic details and sequins for both everyday and occasion wear.

End of black – welcome to colours and patterns

Scandinavian style has long been dominated by neutral tones with plenty of black as a classic element. And it’s not like black has been declared completely “out” for the season, as some forecasters predicted, but it’s clearly no longer the starring colour for the darker months of the year.

Other colours are taking the spotlight; green, bright red and burgundy tones dominate the fashion scene, especially in the women’s category. If 2023 was barbie pink, then 2024 is violet-green and bright red. Clear, bold colours are evident both on garments, but also in more subtle variations on shoes, bags and other accessories to give an outfit a “pop of colour”.

And checked patterns and animal prints are also on the menu throughout the autumn — slightly more maximalist trends than in the past.

Imperfect and unpolished

This seems to be only the beginning of a more punctual trend movement heading towards 2025. After a period of polished minimalism and “Clean Girl Aesthetic” in social media, it’s only natural to see a kind of backlash in the fashion scene. With a world impacted by political uncertainty, climate challenges and an unstable economy, we are seeing a trend towards the imperfect and unpolished look. Playing with textures, patterns and colours reflects the industry’s and consumer’s need to express independence and idealism.

MEN

It’s safe to say that following men’s fashion is nothing short of exciting right now. The space for a wider span of expression is opening up more and more every day, and this season is no exception. According to reports, experimentation, knitwear, colours, grunge and denim are the look this coming season.

Modern dandy

One of the great trends predicted by the experts was a modernisation of the classic dandy. Colour-happy styling choices, ornamented textures and flashy patterns sneak into the trend scene. This season really marks a start to play around with and challenge the norm through fashion, a trend that is just as evident now as when it was first predicted, and which is particularly visible in the next trends we’ll be exploring.

Tailor-made grunge and denim on denim

These trends reference the imperfect and unpolished trend in the women’s category. Here, a rougher look, frayed hems, and edgy details meet stylish tailoring in perfect harmony.

The influence of Y2K and the 90s on today’s fashion scene has varied for some time now, and it couldn’t be more evident than in this trend—denim on denim is truly in this season. Men’s fashion is ready to play with expression, and we’re seeing everything from patchwork to more classic clean styling choices — and the options are literally endless.

Play with knitwear and colours

Just like in the women’s category, we see knitwear becoming the star of the season, with cardigans stealing the spotlight. The prediction really seems to hold true, so this is your chance to play around with cardigans in layered styling as the main eye-catcher in the outfit, and preferably with interesting textures, colours and patterns that bring an extra dimension to the look.

We’re also seeing a colour-loving trend that allows for play and experimentation with colours and tones, also in the men’s category. The pastel tones we saw earlier this year continue, and we’ll also see more clear, bold colours and neon — in fact, all the colours of the rainbow are “the new black” this season.