I say this in earnest: the primary call-to-action of the fall 2024 trends is to go touch grass. The fashion industry wants you to get off your phone and go outside—or, at least, dress the part of an outdoorsman in burly barn jackets, riding boots, tartans, and tweeds. The niche, down-to-earth way of dressing for fall harnesses the English country style trend—a fashion aesthetic that draws from the rich heritage wardrobe of a Royal at Balmoral (but without the stuffiness or politics of the aristocracy) and a dash of Bella Hadid's horse-girl cool.
Ironically, the ready-to-get-my-hands-dirty look particularly resonates with city slickers as a fashion-induced fresh air fix. Per shopping platform Lyst's 2024 Q3 report, searches for "barn jackets" are up 225 percent this quarter, with minimalist brand Toteme's corduroy-trimmed country jacket being the fifth highest-ranking product of the season. Carhartt's rugged $90 staple and Prada's weathered $4,900 workwear jackets are equally in demand, too; both rugged options proliferated recent Fashion Month street style—as if attendees had barn chores at 9:00 a.m. and a runway show at 10:00 a.m.
