Digital Fashion Report

  1. Introduction
  2. What is Digital Fashion?
  3. The Virtual Fashion Moments That Mattered
  4. The Top 5 Virtual Fashion Influencers
  5. The Future Fashion Shopper
  6. Into the Future of Fashion Q&A

Fashion’s digital transformation is accelerating. Over the past year, brands have experimented with radical technologies and engaged with new platforms – whether it’s gaming, 3D fashion or virtual models – in an attempt to connect with next-gen fashion lovers.

In this report, global shopping platform Lyst digs into fashion’s newest frontiers. We analyzed how the digital shifts in the industry are affecting consumer behavior by combining search metrics from over 100 million annual shoppers, Google data, social media tracking and press coverage generated over the past 12 months.

As part of our project to understand how digital is reshaping the fashion space, we partnered with digital fashion house The Fabricant – an industry leader in the new sector of 3D virtual fashion that is disrupting the existing fashion system. The Fabricant’s “Iridescence” dress was auctioned in May 2019, where it made global headlines as the first digital couture garment on blockchain, selling for $9,500.

In the sections ahead, Lyst & The Fabricant explore how gaming opened a whole new world of opportunity for brands. How influence in the age of the digital avatar is changing. While understanding digital fashion buyer personas and discovering what the future holds for fashion tech.

Ultimately, our research shows that consumer attitudes towards virtual fashion experiences are rapidly changing in the current climate.

The Fabricant x Alexa Sirbu

What is Digital Fashion?

“Digital fashion is part of a cross-section of disciplines in the digital world, which includes gaming and crypto art. Our digital-only couture creations will never physically exist, waste nothing but data and exploit nothing but imagination.

From a consumer point of view, we are all living digital lives, expressing ourselves in multi-media and virtual realities. When self-expression and the exploration of identity through the medium of fashion exists beyond the physical realm, it allows us to transcend the boundaries and limitations of reality; in the digital environment, we can express our multiple selves and explore new possibilities of who we might be. Digital fashion allows the industry to reduce waste and contributes to a more sustainable fashion future.”

– The Fabricant

Our insights reveal that video games offer fashion brands a new way to keep shoppers engaged. Whether it’s Balenciaga’s “Afterworld” or players in Animal Crossing creating their own digital versions of luxury items for their characters, “the themes of expression, exploration and limitless possibility seamlessly bring these moments together” explains Michaela. Digital allows fashion to “return to the heart of what it was always meant to be: a playful way to explore and express identity and individuality.”

“Screenwear becomes the new Streetwear.”

The Future Fashion Shopper

Gen Zs and young Millennials have grown up in the digital era, blurring reality and fantasy, and developing key characteristics of a digital fashion customer. The Fabricant refers to these customers as “Digi-Sapiens” and, according to Michaela Larosse, “they number around 3.5 billion individuals globally, with more than 55% of the total purchasing power.”

Combining Lyst shopping data with The Fabricant’s customer profiling we’ve dug into the persona of this future fashion shopper, highlighting the four characteristics that influence their purchase decisions.

Digital Native

From in-app shopping and social AR filters to digital fashion, Digi-Sapiens are early adopters of any technology that “upgrades and frees up their existence” explains Michaela. Younger generations evolve in a fluid digital world in which the boundaries between their physical and online lives have converged. When it comes to fashion, they don’t only need physical items to express themselves. “Dressing up their digital self to hang out on digital platforms is real life for them,” says Michaela. In this scenario, “Screenwear becomes the new Streetwear.”

Fashion Activist

From supporting Black- and Asian-owned brands (searches on Lyst for Rokh and Pyer Moss spiked 178% and 99% respectively in the past 3 months) to the rise of genderless fashion (+78%), there is an expectation to be able to self-express, unlimitedly, through fashion in democratic ways. Digi-Sapiens value diversity and inclusivity. Fashion is a reflection of our surrounding culture: “ideas of fairness, justice and ethics are at the forefront of the minds of new generations, and the nature of digital fashion aligns with these principals,” says Michaela. At the core of The Fabricant’s creative approach is a “questioning of fashion norms, such as gender, body sizes and types, and the linear concepts of masculinity and femininity.” Their collections are gender-neutral and aimed to fit all body types.

Environmentalist

On Lyst, searches including sustainability-related keywords increased 84% since January 2021, reflecting a shift towards eco-conscious fashion. Sustainability can also explain why younger generations are turning to virtual goods. “Due to the non-physicality of digital fashion, there’s no manufacturing, packaging, delivery vehicles or a waste of natural resources,” says Michaela. For example, The Fabricant x PUMA’s “Day Zero” digital campaign helped reduce water consumption by up to 17.4%. Ultimately, “pioneering a digital fashion sector enables the fashion industry to operate in ways that align with the values of consumers,” concludes Michaela.

Co-Creator

Finally, Digi-Sapiens are creative agents who craft their own self-expression and curate their virtual identity through digital clothing. They understand the power and value of community and are willing to work alongside brands on projects that actively contribute to a more positive future. The concept of “collective intelligence” is at the heart of The Fabricant’s approach. “We are co-creators with our audience, their insight and creative abilities will push digital fashion in the direction they want it to go and the visual expressions they would like to see.”

Courtesy of The Fabricant

Into the Future of Fashion

Q&A

What will be fashion’s next battleground?

Lyst:

Covid moved so much fashion shopping online, bringing an ocean of options to the customer. Lyst sees this excess of access as the new battleground. How can anyone navigate the shopping rack when it just exploded with millions of fantastic options? How do designers stand out and find their new fans? Lyst has the world’s largest fashion listing: we help people find exactly what they are looking for as well as helping them discover new loves and inspiring them. Fashion needs to work for you as an individual. We want to make all this access a really personal and empowering experience. That is our superpower. We spend a lot of time on the technology, but at the end of the day it’s about making it work for each fashion lover as an individual and matching them with something that scratches their own fashion itch.

The Fabricant:

If you haven’t heard these three letters already you soon will: NFT - NFTs (non-fungible tokens) are unique digital assets that exist on blockchain. They can be collected and traded, essentially behaving like a cryptocurrency, but they take the form of an image or artwork. The Fabricant has a history in this space since we created the first-ever piece of digital couture to appear on blockchain back in 2019, with our couture piece ‘Iridescence’. The global creative industries have recently caught up with the conversation and are buzzing about the possibilities.

We are moving towards a digital future of fashion, does it mean that we will be leaving the physical parts behind?

Lyst:

Fashion’s digital transformation will continue. Lyst has experienced a triple-digit new user increase in 2020, and we expect to see continued growth as consumer willingness to engage and shop online is accelerating. Even though physical shopping is no longer the only option, there are still irreplaceable aspects of it that fashion lovers continue to desire. Fashion brands will win by embracing multichannel strategies, and by offering “phygital” experiences - where the interactions of physical reality and digital are mixed to make for one seamless experience that speaks to next-gen fashion lovers.

The Fabricant:

The omnipresence of digital as a means of connection and self-expression during the pandemic has forced the evolution of thinking on many ideas, which we hope to accelerate further within the realm of fashion. From The Fabricant’s perspective, we are building our business for a future where physical fashion becomes utilitarian in response to our planetary circumstances and the need to preserve natural resources, but the digital environment is where we will let our fashion imaginations run wild. In a non-physical world where all things are possible, we can boldly express ourselves without limitations or boundaries.

What tech can we expect to pop-up in the next few years?

Lyst:

I’m personally really enthusiastic about 3D printing and microfabrication. These couple really well with virtual technologies, using the same scanning technologies, but using them to create custom made and custom fitted items. Imagine having clothes that are made specifically for you and your tastes. These technologies allow things to be made locally with so much less waste and a shipping carbon footprint. It is a whole new way for more ethical and environmental fashion.

The Fabricant:

In the digital fashion world, the future belongs to creators. We are in charge of our own destiny and can bring our ideas to fruition. Right now we can see that smartphone filters will evolve to become a full-body execution, with motion, where you can instantly see yourself wearing and moving in a digital garment. We also imagine digital fashion will transition seamlessly into the physical world, where others can see your alternative digital fashion identity as you walk down the street, through the means of a digitally connected device. These need lots of development but we love a creative tech challenge.


Data Drop – Wednesday 20.05.20

Global

Face Masks: Searches for face masks remain high, they have increased 510% since the beginning of the year to the start of May. As an alternative to face masks, shoppers are also looking for scarves: page views for scarves are up 33% in the past month year on year, at a time when the seasonal demand for this category would be much lower.

Watermelon Fashion: In less than 24hours following the release of Harry Styles’s music video for “Watermelon Sugar,” searches for the key word “watermelon” have increased 11%. Meanwhile, searches for Bode shirts have increased 31% and Hawaiian-themed pieces 16%, while searches for crochet pieces have increased 6%.

Men in Pink: Searches for pink menswear pieces are up 124% since the beginning of May. The most popular categories for pink menswear are sweats, T-shirts and sneakers.

Evil Eye Jewellery: People have been searching for evil eye jewelry likely inspired by the necklace Meghan Markle wore on a recent zoom call – searches have risen 58% month on month.

Wrap Dresses: As searches for dresses are up 13% week-on-week, wrap dresses have seen the greatest spike in demand (11%).

 


"Staying at Home" Searches

As the rapid spread of coronavirus Covid-19 continues to affect our daily lives around the world, global fashion search platform Lyst is tracking its effect on our online fashion searches. Right now, millions of people are at home, and many of them are browsing fashion online.

We’ll be updating this page regularly to share our latest insights from around the world.

Wednesday 05.06.20

Global

  • Connell’s influence: Following the launch of the TV series ‘Normal People’ searches for chain necklaces spiked 23% week-on-week. Within 24 hours, “silver” and “chain necklace” became the most commonly used search terms for men’s jewellery and searches for men's chains are currently up 16%. 
  • The Last Dance: Since the launch of the documentary searches for Nike’s Jordan 1 have been increasing – they’re currently up 23% week-on-week. Inspired by the documentary, shoppers are also looking for basketball shorts (+12%) and tank tops (+20%).
  • Crocs: The ‘It’ shoe of spring. Searches for Crocs have spiked 32% month-on-month and demand continues to increase. Floral and leopard prints Crocs have been especially popular.
  • Bathrobes: Searches for bathrobes are up 23% week-on-week. Bernadette’s Peignoir floral silk robe is currently the most viewed piece. Most wanted brands for bathrobes include Versace, Gucci and ASOS.
  • Boxing style shorts: Searches for "boxing style shorts" are up 15% week on week. Most sought after styles for this particular type of shorts include "nylon", "satin" and "logo". The 5 most viewed products on Lyst over the past 7 days have been: Nike’s air satin shorts, Prada’s nylon gabardine shorts, Adidas’s  3 stripes shorts, Off-White’s drawstring shorts.
  • Daisies for spring: Fashion searches for daisy print have seen an increase of 18% month-on-month. The categories most in demand for this print are 1) dresses and 2) tops.
  • Dungarees and overalls: Over the last month searches for dungarees and overalls have increased 34% and 47% respectively. 'Full length' jumpsuits have also increased in searches with white seeing the largest spike in colour.

      By Country

      • In the US, sneakers remain the most wanted category. Following the launch of the first two episodes of the ‘The Last Dance’ searches for Nike’s Air Jordan 1 trainers spiked 36%. 
      • In the UK, shoppers are looking for dungarees, shorts and Veja sneakers. 
      • In Australia, searches for jewellery went up 13% week on week. Shoppers are mainly looking for rings and gold chains.  
      • In Canada, shoppers are looking for loafers and leather slip ons. 
      • In Germany, the most searched term is glasses. As the weather is getting warmer, searches for maxi dresses are increasing. 
      • In Spain, ‘dresses’ remain one of the most viewed categories. Most viewed products of the week include Nike’s Hoxton woven tracksuit and Gucci’s logo swimsuit. 
      • In France, shoppers are searching for jogging pieces and swimwear. Most wanted brands of the week include Off-White, Jacquemus and Sandro.
      • In Italy, streetwear brands and sport items are the most searched categories at the moment.
      • In the Netherlands, “feel-good” pieces, such as tie dye sweats, sunglasses and rainbow items, like the Judith Leiber´s Optimism crystal clutch are increasing.
      Thursday 04.30.20

      Global

      • Summer footwear: Searches for sliders are up a further 19% this week, in particular those by luxury brands with Chanel, Gucci and Off-White leading searches. Searches for flip-flops and fur slides have also increased 50% and 62% respectively.
      • Sports sneakers: Six of the top ten products from the last seven days have been sports sneakers, from brands Asics, Nike, Adidas and Veja.
      • #DressUpFriday accessories: Instagram’s new fashion challenge has likely increased interest in accessories: searches for gold chain necklaces increased 17% week-on-week, while searches for pearl necklaces are steadily increasing – they’re currently up 9% week-on-week.
      • Headbands: As more people are trying to make their own face masks, demand for headbands is growing: global searches went up 23% in April.
      • Colourful vibes: Pink, yellow and orange are the colours with the greatest search increases this week, in particular pink bags (+12% WoW), yellow dresses (+9% WoW) and orange sweaters (+15% WoW). Searches that include the word ‘multicolour’ have increased 40% over the last two weeks.

      By Country

      • In the US, following the news about Zendaya’s “Euphoria” hoodie going on auction sale, searches for burgundy hoodies went up 11% week-on-week. 
      • In the UK, shoppers are looking for jeans and denim shorts along with midi dresses and Veja sneakers. 
      • In Australia, searches for “utility slides” are increasing. Also, shoppers in Victoria and Queensland are looking for vintage bags and accessories.
      • In Canada, sneakers is currently the most popular category with more than 13,000 pageviews over the past 14 days.
      • In Germany, searches for flip-flops have gone up 98%. Most searched for brands include Palm Angels, Adidas and Tommy Hilfiger. Also, demand for jackets is rising with Gucci being the most searched for brand.
      • In Spain, searches for bags are growing; Louis Vuitton’s bags and Adidas’s mini backpack are the two most searched bags of the week. Searches for espadrilles have gone up significantly, 33% week-on-week, alongside asymmetrical tops and belts.
      • In France, searches for flip-flops have increased 207% compared to last month.
      • In Italy, searches for bathrobes increased 30% over the past 7 days.
      Thursday 04.30.20

      Global

      • Summer footwear: Searches for sliders are up a further 19% this week, in particular those by luxury brands with Chanel, Gucci and Off-White leading searches. Searches for flip-flops and fur slides have also increased 50% and 62% respectively.
      • Sports sneakers: Six of the top ten products from the last seven days have been sports sneakers, from brands Asics, Nike, Adidas and Veja.
      • #DressUpFriday accessories: Instagram’s new fashion challenge has likely increased interest in accessories: searches for gold chain necklaces increased 17% week-on-week, while searches for pearl necklaces are steadily increasing – they’re currently up 9% week-on-week.
      • Headbands: As more people are trying to make their own face masks, demand for headbands is growing: global searches went up 23% in April.
      • Colourful vibes: Pink, yellow and orange are the colours with the greatest search increases this week, in particular pink bags (+12% WoW), yellow dresses (+9% WoW) and orange sweaters (+15% WoW). Searches that include the word ‘multicolour’ have increased 40% over the last two weeks.

      By Country

      • In the US, following the news about Zendaya’s “Euphoria” hoodie going on auction sale, searches for burgundy hoodies went up 11% week-on-week. 
      • In the UK, shoppers are looking for jeans and denim shorts along with midi dresses and Veja sneakers. 
      • In Australia, searches for “utility slides” are increasing. Also, shoppers in Victoria and Queensland are looking for vintage bags and accessories.
      • In Canada, sneakers is currently the most popular category with more than 13,000 pageviews over the past 14 days.
      • In Germany, searches for flip-flops have gone up 98%. Most searched for brands include Palm Angels, Adidas and Tommy Hilfiger. Also, demand for jackets is rising with Gucci being the most searched for brand.
      • In Spain, searches for bags are growing; Louis Vuitton’s bags and Adidas’s mini backpack are the two most searched bags of the week. Searches for espadrilles have gone up significantly, 33% week-on-week, alongside asymmetrical tops and belts.
      • In France, searches for flip-flops have increased 207% compared to last month.
      • In Italy, searches for bathrobes increased 30% over the past 7 days.
      Wednesday 04.22.20

      Global

      • Summer escapism: Searches for tie-dye (+17%), white denim (+8%), sunglasses (+27%) and sliders (+22%) have all been increasing over the last seven days.
      • Rainbow love: There have been over 17,000 fashion searches that include the keyword "rainbow" in the past month and rainbow sweaters are the most searched for item (+31% MoM).
      • The effect of the royals: Following Meghan’s Zoom call with the Hubb Community Kitchen, searches for white T-shirts spiked 14% in 24 hours. Similarly, following Prince Harry’s Zoom call, searches for blue polo T-shirts were up 16%. Following the release of Kate Middleton’s BBC interview, searches for striped breton tops increased 36% in 24 hours.
      • Activewear: Searches for activewear continue to rise and are now up 25% since the beginning of April. Searches for leggings are currently up 17% week-on-week while Lululemon and All Yoga are the most searched for brands. Six of the top ten products from the last seven days have been sports sneakers.
      • Kimonos: Searches that include the word ‘kimono’ are up 22% week on week and the most viewed styles include those that are floral, silk, fringed and beaded. ASOS and Free People are the most viewed brands over the past 14 days. 
      • Chiara Ferragni’s influence: As the Chiara Ferragni x Champion collection launched this week, searches for her collection spiked 39% while Chiara Ferragni hoodies have increased 60% over the past month.

      By Country

      • In the US, summer dressing is growing in demand. Following sneakers, beachwear, sunglasses and shorts are among the most popular categories of the week. 
      • In the UK, shoppers are looking for trainers and matching sweats sets. Stone Island continues to be the most wanted brand of the month. 
      • In Canada, dresses are now in the top three most searched for categories of the week. Searches for dresses increased 11% week-on-week. 
      • In Australia, activewear is the most popular category at the moment. Most wanted activewear pieces include Nike’s mini swoosh oversized sweatshirt, Asos’s tie-dye sweats set and Lululemon’s leggings.
      • In Germany, searches for shorts are rapidly increasing.
      • In Spain, the Chiara Ferragni x Champion collection quickly became one of the most searched for lines of the week. Summer dressing is increasing as well, with Loewe’s rafia bag and gold pendants being amongst the most trending pieces. 
      • In France, shoppers are looking for logo sweatshirts and T-shirts.
      • In Italy, belts, by the likes of Versace and Dior Homme, top the list of the most popular categories. 
      • In the Netherlands, King’s Day seems responsible for an interesting increase in searches for the colour orange.
      Wednesday 04.22.20

      Global

      • Summer escapism: Searches for tie-dye (+17%), white denim (+8%), sunglasses (+27%) and sliders (+22%) have all been increasing over the last seven days.
      • Rainbow love: There have been over 17,000 fashion searches that include the keyword "rainbow" in the past month and rainbow sweaters are the most searched for item (+31% MoM).
      • The effect of the royals: Following Meghan’s Zoom call with the Hubb Community Kitchen, searches for white T-shirts spiked 14% in 24 hours. Similarly, following Prince Harry’s Zoom call, searches for blue polo T-shirts were up 16%. Following the release of Kate Middleton’s BBC interview, searches for striped breton tops increased 36% in 24 hours.
      • Activewear: Searches for activewear continue to rise and are now up 25% since the beginning of April. Searches for leggings are currently up 17% week-on-week while Lululemon and All Yoga are the most searched for brands. Six of the top ten products from the last seven days have been sports sneakers.
      • Kimonos: Searches that include the word ‘kimono’ are up 22% week on week and the most viewed styles include those that are floral, silk, fringed and beaded. ASOS and Free People are the most viewed brands over the past 14 days. 
      • Chiara Ferragni’s influence: As the Chiara Ferragni x Champion collection launched this week, searches for her collection spiked 39% while Chiara Ferragni hoodies have increased 60% over the past month.

      By Country

      • In the US, summer dressing is growing in demand. Following sneakers, beachwear, sunglasses and shorts are among the most popular categories of the week. 
      • In the UK, shoppers are looking for trainers and matching sweats sets. Stone Island continues to be the most wanted brand of the month. 
      • In Canada, dresses are now in the top three most searched for categories of the week. Searches for dresses increased 11% week-on-week. 
      • In Australia, activewear is the most popular category at the moment. Most wanted activewear pieces include Nike’s mini swoosh oversized sweatshirt, Asos’s tie-dye sweats set and Lululemon’s leggings.
      • In Germany, searches for shorts are rapidly increasing.
      • In Spain, the Chiara Ferragni x Champion collection quickly became one of the most searched for lines of the week. Summer dressing is increasing as well, with Loewe’s rafia bag and gold pendants being amongst the most trending pieces. 
      • In France, shoppers are looking for logo sweatshirts and T-shirts.
      • In Italy, belts, by the likes of Versace and Dior Homme, top the list of the most popular categories. 
      • In the Netherlands, King’s Day seems responsible for an interesting increase in searches for the colour orange.
      Wednesday 04.15.20

      Global

      • Tie-dye Sweats: Searches for ‘tie-dye sweats’ and ‘tie-dye sweatsuits’ have collectively risen 42% over the last seven days. Searches for sweats are up 104% month-on-month while searches for sweatpants and sweatshirts are up 25% and 14% week-on-week respectively.
      • Following the #pillowchallenge on Instagram, searches for belts grew 17%. During the Easter weekend, searches for ‘Gucci belts’ spiked 24%. Off-White, Versace and Saint Laurent belts are also rising. 
      • Socks are having a moment as well: searches grew 12% since the beginning of April. Bottega Veneta’s cashmere socks are currently the most popular, followed by Gucci, Prada and Balenciaga. 
      • Searches for comfortable pant styles have increased. Searches for wide-leg pants are up 20% week on week. Shoppers are also searching for linen pants, culottes and palazzo trousers. Monochrome colours (white and khaki), floral prints and paisley patterns are most in demand, along with brands Etro, Free People and & Other Stories.
      • ‘Tiger King’ continues to influence fashion: searches for animal prints went up 26% over the past seven days.

      By Country

      • In the US, shoppers are looking for Gucci belts, slides, dresses and Off-White leggings. Cardigans, hoodies and sweatpants have continuously risen since March. 
      • In the UK, Stone Island tops the list of the most wanted brands of the week. Shoppers are looking for midi dresses and white sneakers. UGG’s slippers remain the most popular product of the week – searches grew a further 10%.
      • In Australia, Anine Bing’s tiger sweatshirt remains the most wanted product of the week, followed by Gucci’s tights and Nike’s oversized joggers. 
      • In Canada, shoppers are looking for sweats and comfortable pieces. Over the past seven days, Nike, Y-3, Stone Island and Kappa have been the most searched for brands. 
      • In Germany, performance sneakers are in high demand with Nike and Asics being the most searched for brands. 
      • In Netherlands, sneakers are also rising. Balenciaga, Puma and New Balance and the most viewed brands.
      • In Spain, white short sleeve T-shirts and white tops are some of the most searched categories this week alongside sweatshirts. 
      • In France, Jacquemus items, especially the brand's minibags, are growing in searches. Shirts and dresses are amongst the most searched categories.
      • In Italy, sneakers and logo T-shirts remain the most searched categories.
      Wednesday 04.08.20

      Global 

      • Following the Queen’s speech, searches for the colour green spiked 52% and brooches 115% in three hours. Chanel brooches are currently the most wanted.
      • Thanks to the hit Netflix series Tiger King, a very different kind of royalty has got people searching. Tiger, leopard and zebra print searches have all more than tripled over the last month. Searches for ‘Kenzo Tiger’ have spiked 200% month-on-month while Anine Bing’s Tiger sweatshirt is among the most popular products of the week. 
      • Searches for scarves have increased 12% week on week.
      • Searches for statement earrings have increased – they’re up 40% over seven days. Most wanted are ‘large hoops’, ‘clip-on earrings’ and ‘pearl drop’ earrings.

      By Country

      • In the US, shoppers are looking for ‘oversized’ and ‘tie-dye’ hoodies by Off-White, Nike and Maison Margiela. While searches for sweatpants and leggings remain high, there is growing demand for sliders – Gucci and Calvin Klein are most wanted.
      • In the UK, shoppers are after high waisted logo leggings by DKNY and Ugg slippers – three of their products are in the top 10 most searched. Londoners are searching for linen shirts and Converse sneakers.
      • In Australia, the most popular products of the week are: Nike’s Air Cap, Anine Bing’s Tiger Sweatshirt and Calvin Klein’s Fleece Hoodie. Searches for sweatshirts and hoodies increased 40% collectively over the past seven days.
      • In Canada, shoppers are looking for Kappa pants, Moncler jackets, Off-White hoodies as well as belt bags.
      • In Germany, sweatpants is the most wanted category and sliders are significantly rising in views.
      • In Spain, underwear, such as Versace bras and Dsquared2 male slips, are amongst the most popular items this week. Searches for “wedding dresses” have also grown. 
      • In France, bucket hats and baseball caps are on the rise. There is a significant contrast in fashion searches: multicolour sequin tops and joggers are the most popular items this week.
      • In Italy, logo T-shirts in different colours have been the most popular products of the week. 
      Wednesday 04.01.20
      • Global searches for lingerie continue to grow week on week, they are currently up 15%.
      • Nike is the brand most searched globally over the last seven days, followed by Gucci and Off-White. 
      • The items most in demand are; Gucci’s All Over Logo lingerie set, Converse x Fear of God’s Chuck 70, UGG’s Scuffette slippers. 
      • In the US Balenciaga, Off-White and Gucci are the most searched brands while shoppers are looking for T-shirts and sneakers. 
      • In the UK shoppers are searching for slouchy items – trainers, joggers, tracksuits and slippers. Stone Island and C.P. Company remain the most wanted brands. In London people are searching for joggers and fleeces.
      • In Australia, sneakers, dresses and sweats are the most popular categories. Searches for men’s underwear are also rising; they are currently up 11% WoW.  
      • In Canada the most searched for brands are Balenciaga, Gucci and Stone Island.  Shoppers are searching for puffer jackets and chelsea boots. 
      • In Germany, people are searching for sporty items; tracksuits (Adidas Originals, Nike) hoodies (Lacoste) and sneakers (Vans Blue Ultrarange Exo LX) are the most searched products this week.
      • In Spain, bodysuits, logo hoodies and backpacks are trending. Summer pieces are also seeing a search increase, such as espadrilles, caftans, and swimsuits.
      • In France, there has been a significant rise in searches for comfortable clothing: sweatshirts, leggings and pyjama bottoms as well as feel-good items such as rings and mini bags.
      • In Italy sneakers – in particular those by Alexander McQueen and OffWhite – and Comme Des Garcons’ heart logo t-shirt are the most wanted products of the week.
      Wednesday 03.25.20
      • In the US searches for sneakers are trending, followed by searches for slides and leather mules. Most searched brands include Birkenstock and Ugg.
      • In the UK shoppers are searching for trainers and hoodies, while the most wanted brands are: Stone Island, C.P. Company and Converse. Searches for yoga leggings are trending in London.
      • In France, products that have seen the biggest rise in searches include Adidas tracksuit bottoms and Nike air max 98 premium. Both male and female shoppers are looking for men’s cardigans.
      • In Germany, trending search terms include: sneakers and hoodie sports jackets. Demand for sports brands has increased with Adidas training shoes, Nike Air Force trainers, Nike training tracksuit and Nike t-shirts being amongst the most searched for items over the past week.
      • In Spain shoppers are looking for tunics and long sleeve t-shirts. Alongside that interest for sports items has also gone up, including Nike training shoes and backpacks.
      • In Italy, shoppers are looking mainly for sweatshirts. The majority of searches show an interest in streetwear items. The most commonly searched brands over the past week are Palm Angels, Marcelo Burlon, Off-White, GCDS, Heron Preston and Balenciaga.
      • Global searches for lingerie have increased 9% week on week with Agent Provocateur, Off-White and Bluebella being the most popular brands in searches. Most searches coming from London and New York
      • The brands most searched globally over the last seven days are; 1) Nike 2) Gucci 3) Off-White
      Monday 03.23.20
      • In the US shoppers are searching for comfy sports clothing, in particular Nike and Adidas.
      • In the UK shoppers are looking for hoodies, sweatshirts, cropped sweaters, backpacks and gilets. Searches for cardigans are trending in London.
      • In Spain shoppers are searching for relaxed items; denim jackets, kimonos and woven bags. Gucci’s NY Yankees sneakers, Lacoste’s blue tie-dye sweatshirt and Melissa’s Neon Jelly shoes are all popular.
      • In Italy shoppers are searching for printed shirts and blouses from Etro, Versace Medusa Jewellery and Dolce and Gabbana’s raffia tote.
      • In France shoppers are looking for colourful clothes – Valentino’s Tribe Sneakers, Gucci’s Donald Duck jumper, Lacoste’s tie dye puffer jacket and Jacquemus’s colourful Riviera bag are the most wanted products.
      • In Germany shoppers are searching for Gucci loafers, Lacoste’s hoodie and court shoes by Hobbs.
      • In the Netherlands shoppers are searching for Versace patterned shirts, Reply kaftans, loafers and gowns. But comfortable clothing is also popular: Nike joggers and Ugg slippers are in the top five most searched items.
      • In Australia tops are the most searched category. There are specific searches for various neckline types including "v neck" and "funnel neck".
      • In Canada shoppers are searching for vests, T-shirts and sweatpants. However, searches for tie-dye are also trending, followed by searches for pearl necklaces and platform sandals.
      • The brands most searched globally over the last seven days are; 1) Gucci 2) Balenciaga 3) Stone Island
      • The categories most in demand right now are; 1) Sneakers 2) Pants 3) Jackets
      • Work related bags and accessories are seeing the biggest decline in sales, most notably wallets, shoulder bags, totes and backpacks. Jumpsuits, dresses and sunglasses are also categories that have seen global decline.
      • The most wanted items for women are; 1) Oska Yasha Linen trousers 2) Spanx leggings 3) Converse Chuck Taylor Hi Lift
      • The most wanted items for men are; 1) Stone Island cotton cargo trousers 2) Asics Gel Pulse 10 3) Nike pants

      About Lyst

      Lyst is the world’s biggest fashion search platform, used by over 100 million shoppers each year to find the items they love and decide what to buy. More than 6 million products from brands including Burberry, Fendi, Gucci, Prada and Saint Laurent can be accessed through Lyst’s single search bar and app, offering shoppers convenience and unparalleled choice. From emerging trends to worldwide fashion movements, Lyst is a unique source of global fashion intelligence.[/vc_column_text][/vc_column][/vc_row]


      2010s: A Decade in Fashion

      While it’s still too early to truly understand the fashion impact of the 2010s, we already know a few key facts. Over the past decade, our shopping got greener and our clothes more political; our skirts got longer and our bags smaller; streetwear and athleisure moved from the periphery of the fashion industry to its core; sweatshirts went fashion, sneakers got weirder, everything went millennial pink and leggings got (very) expensive.

      Influencers of the decade

      During these ten years, we also said hello to Instagram and goodbye to skinny jeans. The Kardashian-Jenner gang took over the fashion world, and thanks to numerous collaborations and the fashion lines of Rihanna, Kanye and Beyoncé, we got to dress like pop stars.

      Cult products of the decade

      The end of this decade also marks ten years of Lyst. So, to celebrate our first double-digit birthday, we dove into all the fashion insights we have collected over the years and looked back at the hottest shoes, most popular bags, cult items and style icons that made us want to shop and defined each of these ten incredible years.