Fashion Lysted: 2019 Trends In A Nutshell
Lyst is the largest global fashion search platform currently- using aggregated technology, it lets you search thousands of online fashion stores at once, bringing together 5 million products from 12,000 of the world’s leading brands and retailers in one place.
This year 104 million shoppers started their fashion search on Lyst. Utilizing their accumulated data; queries, page views, sales metrics, combined with current trend reports, Lyst published A Year in Fashion 2019 list;
And here’s what trended this year;
SUSTAINABILITY
Above: 11 Honore’s #thenewrunway, fashion for 12-24, photo from instagram (by @joynewell)
Searches including sustainability-related keywords increased 75% year on year, with an average of 27,000 searches for sustainable fashion every month. Searches for specific sustainable materials rose; 102% for only, 52% for Organic Cotton, 130% for Repreve and 42% for Tencel. Sustainable denim and sneakers were the most wanted product categories. A number of brands launched meaningful sustainability initiatives this year, from paying closer attention to the materials used in their collections, to launching donation programmes and investing in re-commerce.
2019 saw a number of vocal callouts against the industry’s lack of diversity and representation. Shoppers searched for fashion reflecting the needs and tastes of diverse communities; searches for adaptive and modest fashion rose 80% and 90% respectively. There was a 52% increase in searches for the terms ‘genderless’ and ‘gender-neutral’ with fashion. “Woke” consumers looked for designers and retailers that aligned with their values and in response, some of the world’s most powerful brands launched diversity campaigns and programmes to promote inclusivity, some hiring new teams to help them improve at board level.
Above: 11 Honore’s #thenewrunway, fashion for 12-24, photo from instagram
HOW WE SHOPPED: RESALE, RENTAL AND VIRTUAL “AUGMENTED” REALITY
RESALE
Lyst’s top ten women searches n 2019
2019 saw a 255% increase in track to luxury resale products on Lyst. According to a ThreadUp report, 26% of luxury shoppers now buy secondhand clothing. Another report by TheRealReal notes that 32% of shoppers see secondhand shopping as a replacement for fast fashion, with Gucci, Louis Vuitton, Chanel, Prada and Hermes being the most-wanted brands.
RENTAL
Now valued at $1 billion, the rental market
is projected to account for a revenue of $1.9 billion by the end of 2023. According to Mintel’s Sustainability Report, over half of millennials have already either rented fashion or considered doing so. Renting clothes is getting easier, with more brands and retailers such as Urban Outfitters, American Eagle, Ann Taylor, and Bloomingdale’s now allowing their customers to do so.
Above: Mary Ren ‘wears’ augmented reality dress her husband brought her
VIRTUAL
In May, a technology executive spent $9,500 on a virtual dress to be worn in a “photoshoot” using augmented reality. Gucci and Nike started using AR technology to allow shoppers to virtually “try on” their clothes and shoes. Brands such as New Balance and Gucci continued to target the gaming market with branded products for personal avatars.
A MOOD:
EXTRA ROMANCE
2019 was the year of romance and over-the-top fashion. Searches for beaded bags, pearl hair accessories, tulle skirts and babydoll dresses significantly increased this spring. Playing with proportions was a global trend: “mini-bags” saw a 50% increase in views over the summer, while brands such as Ganni (below right), Cecilie Bahnsen (below left), Simone Rochas (below centre), Rotate and Jacquemus turned big puffy sleeves into one of this year’s must-haves.
‘STREETWEAR’ EVERYWHERE
As dress codes continue to relax and the definitions of luxury, streetwear and sportswear evolve, the phenomenon is previously known as ‘streetwear’ powered the year’s biggest trends. This year, customers spent on average $192 on a new pair of sneakers, a 39% increase year on year. The average spend on a T-shirt also increased by 16% to $67. O -White was the most searched for a brand of the year.
CULT GIRL SUMMER
A trend rooted in rural Americana, demure prairie dresses were one of the hottest trends of the summer, with searches peaking in July. New York-based label LoveShackFancy was the breakout brand in this new summer dress category; page views rose 65% between January and March.
SURVIVALIST
In a politically turbulent year, customers looked to fashion for survival. Cargo pants and utility vests saw
a surge in searches in the fall and demand for belt bags increased 33% over the last six months. Stomping boots sales increased by 73% in September.
’90s RESURGENCE
From cropped tops to square-toed heels and slip dresses, Lyst saw a number of ’90s trends gain momentum this year. Fendi’s Baguette bag saw a 164% rise in searches year on year, and celebrities dug out archive pieces from designers like Jean Paul Gaultier, Thierry Mugler and Versace.
SHAPEWEAR REVOLUTION
Searches for biker shorts continued to rise, up 137% year on year, while demand for bodysuits and leotards collectively grew 83%. Kim Kardashian West launched a controversial shapewear line. Tom Ford’s sportswear-inspired S/S ’20 collection added glamour to the category.
PSYCHEDELIC
From tie-dye to neon green, psychedelic motifs and
rave colours were popular this Summer. From Proenza Schouler’s knitwear to Ralph Lauren’s tie-dye polo t-shirt, customers embraced psychedelia. Searches for neon green pieces went up 69% over the summer.
STATEMENT TAILORING
Searches for short suits grew 19% in March, while Scandi girls at Copenhagen Fashion Week inspired a 55% rise in page views for ‘oversized’ blazers. The most common search terms used alongside suits were ‘vivid’ and ‘bright’.
BREAKOUT BRANDS: BRANDS YOU SHOULD BE PAYING ATTENTION TO
To name the breakout brands of the year, we monitored the labels that showed the biggest spikes in interest over the course of 2019.
Daniel Lee’s takeover turned Bottega Veneta into one of the most talked-about fashion brands of the year, inspiring the creation of the popular Instagram fan-account @newbottega. Demand for the label’s accessories spiked 53% this year. Bottega Veneta climbed 21 places in the Q3 Lyst Index hottest brands ranking, entering the list for the first time.
2. PYER MOSS
Kerby Jean-Raymond’s shows have become one of the most anticipated events of Fashion Week. After presenting his S/S collection in September, the brand saw a 226% increase in searches.
3. JACQUEMUS
Fuelled by the popularity of its Le Chiquito bag, demand for Jacquemus continues to grow. Searches increased 37% in June after the brand held its S/S ’20 show in the lavender fields of Provence, while social mentions spiked 761% in the 24 hours following the event. Jacquemus jumped 37 positions in the Q3 Lyst Index hottest brands list.
4. PACO RABANNE
A 2019 update on its iconic 1969 chainmail designs, along with celebrity endorsements from the likes of Priyanka Chopra and Sophie Turner generated thousands of
social mentions for the brand. Searches for Paco Rabanne are up 31% year on year.
Searches for Molly Goddard are up 46% year on year; the designer’s tulle pieces proved to be particularly popular with influencers, celebrities and customers alike.
Above: Molly Goddard and her team adjusting and preparing her collection.
6. RICHARD QUINN
Richard Quinn’s designs were seen on Cardi B, Kendall Jenner, Billy Porter, Céline Dion, and Winnie Harlow. Searches are up 56% year on year.
7. SAKS POTTS
Pageviews for the Danish brand spiked 1,328% in July when Spanish singer Rosalía wore its signature Foxy coat.
Above: Singer Rosalia wearing Saks Potts Foxy coat
REVIVAL PRODUCTS: AS SEEN ON MUM
FENDI BAGUETTE BAG
One of the original “It” bags, searches for the Fendi Baguette were up 138% year on year, with the menswear versions also selling out across multiple retailers shortly after their release.
Searches for Teva increased by 65% over the second quarter of 2019. The brand’s sporty sandals saw a 78% spike in demand in April following a collaboration with Anna Sui.
Above: Maria Grazia-Chiuri’s ‘DiorQuake’ clogs on the AW19 runway
CLOGS
Maria Grazia Chiuri kickstarted the revival of clogs when she presented the “Diorquakes” on the runway. Searches for the chunky wooden shoes peaked in June.
JELLY SHOES
Searches for jelly shoes significantly rose in April, seeing an 82% increase month on month.
DR. MARTENS
Searches for Dr. Martens boots increased 88% year on year, inspiring a range of similar styles to trend across all price points.
COLLABORATIONS OF NOTE:
OFFWHITE X IKEA
Announced in June 2017, the Off White x IKEA collaboration internationally launched in November. IKEA surprised fans with an early drop of the “KEEP OFF” rug in May, which sold out in a few minutes and is already being resold for up to seven times its retail price on eBay.
SACAI X NIKE
The release of the second set of Sacai x Nike sneakers in September sparked a 344% rise in searches for the collaboration.
Above: Sacai x Nike sneakers
Reformation partnered with New Balance for its first sneaker collaboration, reinventing the brand’s 574 and X-90 styles. With new colourways and the use of more sustainable materials, the sneakers were one of the hottest collaborations this fall.
SUPREME X STONEISLAND
Months after the release of the first Supreme x Stone Island collaboration drop, demand is still going strong: searches were up 72% in September.
Searches for Rick Owens x Birkenstock increased 400% in April following the second drop of the collaborative SS19 collection, with many pieces promptly selling out.
All content was published by Lyst- for more information on any of the trends or to see the original Lyst 2019 report, click through here.
We cannot wait to see what 2020 Wrapt up looks like!