Morgane Le Caer, Lyst’s Fashion Insights Reporter:

“This week, summery pieces such as swimwear, shorts and sandals have seen a jump in searches, suggesting that fashion lovers are determined to enjoy the good weather in style, albeit from home. Whether seen as additional protection gear or as a way to distract from face masks, searches for oversize sunglasses have also spiked. Regardless of the current situation, shoppers are showing optimism and positivity through their wardrobes, and it’s clear that they are ready to embrace a new season.”

Global

  • Swimwear 2020: There is growing demand for swimwear as summer approaches. One-piece swimsuits are currently the most popular style: searches are up 21% month on month. Those that have a sporty feel are most wanted, likely down to the rise in demand for activewear.  Other popular styles include crochet bikini tops (+17% month on month) and high waisted bikini bottoms (+17% month on month). Tie-dye and animal prints are rising in demand. Most wanted swimsuits of the week include: Zimmermann’s Zinnia wrap one-piece, Fendi’s logo swimsuit, Mikoh’s Lanai bottoms, Off-White’s one-piece swimsuit, Marysia’s Broadway bikini (in white).
  • The colour White: Fashion searches related to the colour white have seen a significant increase of 52% month-on-month with both men and women shoppers searching actively for it. Most searched for product categories alongside the color white for female shoppers include dresses, tops and loose pants. On the other hand, male shoppers are more interested in white oversized hoodies, tees and shorts. Searches for white sneakers have also increased by 12% week-on-week.
  • Chunky sandals: Pageviews of chunky dad sandals have been on the rise over the last couple of weeks and are currently up 36% week-on-week. While demand for Prada and Chanel chunky sandals continues to be strong this summer, we have also seen a growing interest for other brands such as Chaco, Cecilie Bahnsen and Dr Martens since the beginning of May.
  • Sunglasses: Searches for sunglasses are up 28% month-on-month. Top sunglasses brands include Gucci, Ray-Ban, Celine and Tom Ford. Aviator sunglasses have been particularly popular with male shoppers, while female shoppers have been searching for cat-eye and oversize styles. 
  • Shorts: Searches for shorts continue to rise, in particular denim. Over the last week there has also been a 40% spike in searches for Bermuda shorts.
  • Celebrating Prom: High-school students appear to be planning celebrations for prom – searches for prom dresses have more than quadrupled over the last month with “long” and “off the shoulder” most sought after. Searches for “graduation jumpsuits” have also increased 73% month-on-month.

By Country

  • In the US, shoppers are looking for swimwear, chunky sandals and jumpsuits. Birkenstocks are the most viewed product of the week.
  • In the UK, following Nike’s Air Max 95, Ugg’s Fluff Yeah is the second most viewed product of the week. Shoppers in London are looking for New Balance sneakers, Moncler jackets and baseball caps. Stone Island’s balaclava is rising in demand. 
  • In Australia, following the cancellation of Australian Fashion Week, searches for local brands are increasing: Dion Lee (+30% week on week), Camilla and Marc (+21% week on week) and P.E Nation (+15% week on week) are the most viewed brands of the week. Other popular brands include St. Agni, Venroy, Ksubi and Aje.
  • In Canada, searches for bandanas, likely as an alternative to face masks, are increasing.
  • In Germany, searches for jeans have started to increase again: denim is currently the most popular category. This week, the Nike x Ambush line is rising in demand. 
  • In Spain, shoppers are looking for short-sleeve T-shirts and small bags.
  • In France, searches for sandals, dresses, shorts and swimsuits have all gone up. Also, searches for small bags, from brands like Jacquemus and Longchamp, have increased.
  • In Italy, shoppers are looking for sneakers and T-shirts. Palm Angels is the most popular brand.
  • In the Netherlands, searches for shopper bags and polo T-shirts are rising.