March 2022
Euphoria
High 2.0.
Euphoria is a powerful force in fashion, with several trends associated with Season 2 coming to the fore this month. Our insights show that Maddy’s style is driving the biggest spikes in fashion searches, with an increased interest in cut-out dresses (+42% in February) and cropped cardigans (+18%). Marc Jacobs, whose Devon slip dress in collaboration with Devon Lee Carson was Maddy’s birthday outfit in episode 4, has increased in popularity amongst Lyst app users. Also, some of the smaller brands that Alexa Demi’s character wears, like Miaou or Akna have gained access to a wider audience.
Photo: HBO - Euphoria 
It goes without saying that Euphoria makes me want to feast on all the designers in their wardrobe. Imprinted on my mind is that Vivienne Westwood corset that Kat wears in Episode 7, Maddy in Jacquemus and Jules in Chopova Lowena’s Kitten Kite top. Heidi Bivens is a genius. But for me, this season of Euphoria moved beyond the feeling of inspiration. It became truly influential in fashion- all the quantitative shopping data is there to prove it. On a qualitative level, it’s not just Zendaya in the Valentino campaign or Hunter Schafer with Prada anymore. We’ve seen Dominic Fike for Calvin Klein, Jacob Elordi for BOSS and Barbie Ferreira for YSL Beauty. Campaigns-aside, there’s not a fashion mag or FROW that a Euphoria star hasn’t touched this year. Safe to say, the show has fully infiltrated our fashion consciousness.
– Bridget Mills-Powell, Content Director at Lyst
Creator’s P.O.V.
25 million
Views for #euphoriafashion videos on TikTok
122%
Month-on-month increase in queries for matching sets in the Lyst app
76%
Increase in page views for the brand Miaou since the start of the year
15%
Jump in shoppers following Marc Jacobs in the Lyst app since the end of last year.
48%
Month-on-month increase for safety-pin tops in February, after Maddy wore one
I find Euphoria’s fashion interesting because it connects the dots between several contemporary youth trends. I am sure that loads of people never knew they wanted a Malcolm X t-shirt before seeing Rue wearing one. The series’ characters, with heir own personal styles and different body shapes, definitely inspired younger viewers to get dressed. In terms of wardrobe, Cassie is my favourite character, what she wears really reflects her inner turmoil.
–Bukonla Ebiesuwa, Stylist and Costume designer
Creator’s P.O.V.
