Olive green had become a staple colour.
The year 2024 showcased a powerful shift in the global fashion industry, with green emerging as the defining colour.
It wasn’t just a passing trend—it became a symbol of creativity, cultural meaning, and innovative style.
From its refined presence in luxury couture to its deep connections with South Asian traditions, green captured the spirit of the year and its evolving aesthetic landscape.
The rise of green began quietly at the end of 2023 when olive green became a key transitional shade for both seasonal and conceptual designs.
With its muted and elegant undertones, olive perfectly balanced practicality and luxury, appearing in outerwear, suits, and statement dresses.
As the year progressed, bolder interpretations of green took over.
The vibrant Brat Summer trend brought lime and chartreuse into everyday fashion, injecting energy and playfulness into wardrobes worldwide.
At the same time, the release of Wicked added a cultural and emotional layer to the colour, celebrating green as a symbol of individuality and resilience.
By the end of 2024, green had firmly established itself not only as a colour trend but as a representation of global creativity and cultural pride.
For South Asian fashion, green’s success was more than just a moment—it reflected an ongoing conversation between heritage and modernity.
Designers from across the region embraced green in their collections, blending its traditional significance with contemporary appeal to create clothing that resonated with audiences around the world.
The Resurgence of Olive Green
Olive green’s rise in 2024 signalled a renewed focus on understated luxury and earthy tones in the fashion industry.
Major fashion houses such as Valentino, Dior, and Burberry embraced the colour, incorporating it into tailored suits, statement coats, and flowing dresses that redefined modern elegance.
Olive’s versatility stood out—it worked equally well in casual streetwear and formal eveningwear, making it a go-to choice for designers and consumers alike.
In South Asian fashion, olive green became a sophisticated choice for both traditional and contemporary styles.
Designers like Sabyasachi Mukherjee brought this earthy shade to life in bridal couture, pairing it with antique gold embroidery to create lehengas and sarees that exuded timeless charm.
The muted tone of olive allowed brides and wedding guests to make a subtle yet impactful statement, particularly at mehndi ceremonies and pre-wedding events.
The fabric choices for olive green played a key role in its success.
Lightweight materials such as cotton and silk gave it a refreshing appeal for spring and summer, while rich velvets and brocades elevated it for autumn and winter collections.
Menswear also adopted olive green, with sherwanis, kurtas, and tailored suits offering a modern alternative to traditional hues.
Olive green’s popularity extended beyond high fashion into everyday wear.
Social media influencers and street style enthusiasts showcased the colour in oversized blazers, wide-legged trousers, and fusion sarees.
Styled with gold and bronze accessories, these outfits struck a perfect balance between minimalism and bold sophistication.
By the end of 2024, olive green had become a staple colour, bridging the gap between contemporary trends and timeless elegance.
‘Brat Summer’ and the Rise of Lime and Chartreuse
The summer of 2024 introduced the world to Brat Summer—a trend defined by bold colours, playful rebellion, and nostalgic energy.
Lime green and chartreuse were at the heart of this movement, capturing the carefree and confident spirit of the season.
These neon greens became a symbol of self-expression and individuality, resonating especially with younger generations on social media.
South Asian designers quickly adapted to the Brat Summer trend, reimagining lime and chartreuse in traditional and fusion clothing.
Designers like Masaba Gupta and Anita Dongre created vibrant lehengas, sarees, and kurtas that blended cultural heritage with modern aesthetics.
Lime-green sarees styled with sleek belts and statement jewellery added a contemporary edge to timeless silhouettes.
The trend gave younger South Asians a way to celebrate their traditions while embracing a bold and fashion-forward look.
Men’s fashion also embraced the Brat Summer aesthetic.
Chartreuse sherwanis and kurtas became popular for weddings and festive events, offering a modern alternative to more conventional colours.
Western brands like Versace and Balmain incorporated these bright greens into their collections, inspiring South Asian designers to experiment with neon shades for both formal and casual wear.
Accessories were a key part of the Brat Summer trend.
Lime-green heels, chartreuse handbags, and bold sunglasses became essential additions to wardrobes, offering pops of colour that could elevate even the simplest outfits.
Social media platforms like Instagram and TikTok played a crucial role in spreading the trend, with influencers and creators showcasing how to style these vibrant shades in innovative ways.
By the end of the summer, lime and chartreuse had left a lasting impact on the year’s fashion.
These bright greens challenged traditional ideas of colour, proving that bold and unconventional shades could be both culturally significant and globally relevant.
Cultural Influence of Wicked
One of the most significant cultural events of 2024 was the release of Wicked, a film that not only captivated audiences but also played a major role in shaping the year’s fashion trends.
The character of Elphaba, with her iconic green skin, became a symbol of strength, individuality, and empowerment.
Her story resonated deeply with audiences, inspiring designers and fashion enthusiasts to embrace green in its many forms.
Red carpet events and promotional tours for Wicked showcased a stunning variety of green fashion.
Western designers like Gucci and Elie Saab incorporated emerald, moss, and forest green into their collections, creating gowns, jumpsuits, and tailored suits that exuded elegance and drama.
Bollywood stars such as Deepika Padukone and Kiara Advani embraced the trend, wearing green sarees and gowns that merged Indian and Western influences.
The film’s influence extended to bridal jewellery trends as well.
Emeralds, with their deep green hues, became a popular choice for bridal necklaces, earrings, and rings.
Brides used emerald pieces to add a touch of luxury to their outfits, blending tradition with contemporary style.
The story of Wicked added a layer of emotional meaning to these choices, transforming green into a symbol of resilience and self-confidence.
By the end of the year, Wicked had solidified green as a colour of cultural and aesthetic significance.
Its influence went beyond the fashion world, connecting themes of individuality and empowerment with the broader cultural movements of 2024.
Looking back at 2024, green emerged as far more than just a popular colour.
It became a symbol of innovation, resilience, and cultural pride, reflecting the dynamic intersections of tradition and modernity.
From olive’s understated sophistication to lime and chartreuse’s playful boldness, green offered something for every aesthetic and occasion.
For South Asian fashion, green’s rise reaffirmed its cultural significance while allowing designers to reimagine it for modern audiences.
Global movements like Brat Summer and the release of Wicked further elevated green, making it a colour that resonated across continents and generations.
As the year comes to a close, it’s clear that green wasn’t just a trend—it reflected the year’s creativity, individuality, and cultural evolution.
In every shade and form, green defined 2024 as a year of bold expression and timeless elegance.
Discover unforgettable green fashion moments in our curated gallery—explore the iconic looks now!
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