The year that fashion went viral: Lyst’s 2018 Year in Fashion Report
After tracking over 100m searchers from 80m shoppers across 5m fashion products from 12,000 online stores, Lyst’s ‘Year in Fashion’ report is live. From newly emerging brands (thanks to the virality of Instagram), through to influencer heavyweights, it’s a deep dive into the sartorial state of 2018.
When considering the year’s top fashion influencers, It seems we have yet to reach peak Kardashian, with Kylie Jenner, Kim Kardashian topping the list respectively. In the wake of royal wedding fever, Meghan Markle places high, with Cardi B, Beyoncé, Serena Williams, Chiara Ferragni, Blake Lively, Rihanna and Ariana Grande all following.
“2018 was the year fashion went viral – meme fashion melted the internet and Instagram emerged as the fashion force, creating new brands and influencers,” said Lyst.
In order to name and rank the most wanted brands on Instagram, Lyst monitored the spikes in search demand correlating to the platform’s mentions and brand tags during the course of 2018, with sneaker staple Veja, sustainably-led Reformation and street style favourite Attico the clear winners. Also high on the list was Réalisation Par, driven by a small, capsule collection modeled by several influencers and It-girls. It appears that the ‘It-girl’ brands at lower price-points than their heritage luxury counterparts are making waves – Ganni saw its global searches up 52%, Staud’s Shirley bag sold out this summer, and Nanushka struck a chord with its sustainable denim.
In an era of ‘logomania’, it seems that streetwear still dominates, with Supreme, Champion and Fila’s logos topping the list for most coveted logos. Elsewhere, Prada, Fendi and Gucci were next, with Prada benefiting from renewed interest in neon and sportswear aesthetics.
The most desired items globally this year were the Gucci logo and Off-White Industrial belts respectively, followed by Fendi’s logo tights. It-girl brands ranked high, with Ganni’s pink boilersuit and the silk Réalisation Par leopard skirt also featuring. The ‘Instagrammable’ effect comes into play with this top ten, with Saint Laurent’s heart-shaped LouLou sunglasses, and Prada’s flame-heeled shoes rounding out the top 10.
Of course, ugly sneakers trampled the rest of the product field, led by the Balenciaga Triple S, Fila Disruptor and Nike M2K Tekno. Belt bags were second with searches up 80%, led by Gucci and Topshop, while leggings were third, with 0.4m searches a month. Puffers were the most searched coat style on Lyst, up 59%, while summer slides also ruled, with Gucci’s Supreme the most popular brand here. Tiny sunglasses took sixth place with 0.5m searches, and the Le Specs x Adam Selman model was the top style. In denim, skinny jeans remain the biggest sellers worldwide with Topshop’s Joni the most searched for the first three months of the year. They were followed by Kardashian favourite the bike short, with searches up 78%, while the ‘sensible sandals’ trend saw Birkenstocks, Texas and Crocs sharing ninth spot. Rounding out the top 10 was celebrities’ favourite cropped hoodies.
And talking of celebrities, it was clear that they were directly responsible for specific trends, with Lyst citing Ariana Grande for shifting many more oversized hoodies than might otherwise have sold.
But she was only 10th on the celeb influencer list. The top two celebs made a huge impact with Kim Kardashian helping revive the Fendi logo when she posted a photo dressed head to toe in the FF ‘Zucca’ monogram while Kylie Jenner drove more than 2m searches this year. She ignited sales for adidas tracksuits and Dior sunglasses, Victoria’s Secret underwear, and Alexander Wang minidresses. A pink minidress that she wore to her birthday party saw searches for ‘pink dresses’ increase 107% in the following 48 hours. And Meghan Markle’s influence was able to boost interest in anything she wore by at least 200%.
Meanwhile, the Gucci balaclava Rihanna wore at Coachella saw a 19% spike in searches, Blake Lively was a gift for Ralph Lauren searches, and the controversy around Serena Williams’ Off-White x Nike outfit in the summer drove demand for black tennis outfits.
Want more on the business of luxury and hype? Read WGSN Insight’s latest report; Drop Culture, Strategies for Luxury Retail
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