Sustainability and inclusiveness ‘trend movements’ of the entire sector
Sustainability and inclusiveness have been more than fashion trends of real movements that have guided consumer trends and purchases during the year also with regards to fashion, but not only.
In the report Lyst Year in Fashion 2019, created by analyzing the queries, the pages viewed and sales of 6 million fashion items from over 12,000 online stores, without forgetting the mentions on social media and the worldwide media coverage generated by trends and e the most acclaimed brands of 2019 are the most important fashion trends of 2019.
SUSTAINABILITY Research on sustainability topics increased by 75% on an annual basis, with an average of 27,000 searches per month. Also those of sustainable materials have grown: 102% + for econyl, 52% + for organic cotton, 130% + for the repreve and 42% for tencel. The most desired product categories were sustainable jeans and sneakers. During this year, numerous brands have launched various initiatives related to sustainability, from the greatest attention to the materials used in their collections to donation projects and investments in re-commerce.
INCLUSION 2019 has seen numerous verbal warnings against the lack of inclusion and representation of diversity within companies. Shoppers have looked for a fashion that reflects the needs and tastes of different communities, with the search for versatile and simple fashion items growing 80% and 90% respectively. There was also a 52% increase in searches for terms referring to a “neutral” and “unisex” fashion. Consumers “aware” went in search of designers and retailers who were in line with their values and, consequently, some of the most powerful brands in the world launched campaigns in favor of diversity and projects to promote inclusion, some also taking on managerial figures specific to this sector.
TOP 2019 FASHION TRENDS
EXTRA ROMANTIC
2019 was the year of romanticism and a fashion over the top. The search for bags adorned with pearls, hair accessories with semi-precious stones, tulle skirts and babydoll dresses has increased significantly in the spring season. Playing with proportions has been the global trend: the “mini bags” have seen a 50% increase in views during the summer, while brands like Ganni, Cecilie Bahnsen, Rotate and Jacquemus have turned the puff sleeves into one of the musts -have this year.
THE SUMMER OF CULT GIRL
Fashion already rooted in rural America, the demure prairie dress was one of the most acclaimed trends of the summer, with the peak of research in July. The New York brand LoveShackFancy was a revelation in this new category of summer clothes; page views of this brand increased by 65% between January and March.
THE REBIRTH OF THE 1990s
From crop tops to square heels to slip dresses, this year Lyst witnessed the rebirth of several trends of the 1990s. Fendi’s Baguette bag has seen an increase in searches of 164% on an annual basis and celebrities have resurrected archives of designers such as Jean Paul Gaultier, Thierry Mugler and Versace.
‘STREETWEAR’ EVERYWHERE
The search for tight-fitting shorts is growing, reaching an increase of 137% on an annual basis, while the demand for body and tights has grown by 83% overall. Kim Kardashian and Kanye West have launched a controversial shapewear line. Tom Ford’s spring-summer 2020 collection inspired by sportswear has added a touch of glamor to this category of clothing.
SURVIVALIST
In a politically turbulent year, users searched for survivalist fashion articles. Cargo pants and work vests have seen an increase in searches in the fall and the demand for baby carriers has grown by 33% in the last six months. Sales of stomping boots also increased by 73% in September.
SHAPEWEAR REVOLUTION
The search for tight-fitting shorts is growing, reaching + 137% on an annual basis, while the demand for body and tights has grown by 83%. Kim Kardashian and Kanye West have launched a controversial shapewear line. The Tom Ford Spring Summer 2020 collection inspired by sportswear has added a touch of glamor to this category of clothing.
PSYCHEDELIC
From tie-dye to fluorescent green, psychedelic patterns and phosphorescent colors have been very popular this summer. From Proenza Schouler’s shirts to Ralph Lauren’s tie-dye polo shirts, consumers have embraced the psychedelic trend with open arms. Searches for fluorescent green articles increased by 69% during the summer period.
TAILORED TRENDS
The search for suits with shorts grew by 19% in March, while the Scandinavian girls of Copenhagen Fashion Week unleashed a 55% increase in oversize blazer views. The most used adjectives in the search for suits have been “lively” and “turned on”.
