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