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.
March 2022
Fetish-Core
The reopening of nightclubs, the success of ‘alternative’ dating apps, associated with viral harness styling videos on TikTok and subversive celebrity looks, have all contributed to the rise of this month’s ‘moving fast’ trend: kinkwear. Kim Kardashian’s latex couture look, Supreme’s Facemask jacket, Julia Fox’s dominatrix background, Evan Mock’s Thom Browne mask and Barbie Ferreira’s harnesses are some of the pop culture moments that brought ‘fetish’ into the mainstream. J.W Anderson x Tom of Finland’s collection is still driving traction on Lyst while luxury brands like Coach, Vaquera, VTMNTS and Richard Quinn have all embraced the aesthetic.
Photo: Vaquera F22 
132%
Month on month increase in searches for 'harness' on Lyst
100%
Leather chokers sales growth since the start of 2022
26%
Increase in page views for latex products in February
2021 was a year of censorship. It was the year that saw Instagram implement stricter rules, OnlyFans ban porn, and kink’s visibility at Pride was questioned. Sexual liberation became a topic that identified with designers and its place in American Fashion History was confirmed at the Met with celebrities such as Kim Kardashian and Evan Mock dressed in gimp masks.
From Coach unveiling a collab with Eagle NYC— a gay-leather bar— and Richard Quinn sending a ‘Pup’ down the runway, designers have been playing with their BDSM aesthetic and pushing the limits to explore gender and sexuality.
As a fashion commentator connected to the subculture, my page aims to shine a light on the rich queer & sexual culture that has always been embedded in fashion history, despite the termination of several IG accounts (mine included three times!).
– Creator of @Homoeroticcowboi4.0
Creator’s P.O.V.
March 2022
Sugar Rush-
core
This trend offers an instant dopamine hit in the form of candy-like colors, bold patterns and geometric shapes. Our data suggests that shoppers are seeking escapism with “treats” from brands like House of Sunny, Paloma Wool, La Manso, Monki, or Wildflower. This trend, which is popular amongst Depop sellers, is evolving into an edgier update of the Avant Basic aesthetic, coined by Emma Hope Allwood. Checkered patterns, retro florals and colorful trousers are all trending styles on the Lyst app this month.
Photo: Collina Strada S22 
16%
Increase in searches for geometric prints in February
17%
Floral pieces sales growth on Lyst
100%
Spike in searches for flared pants
17%
Increase in searches for "popcorn" tops, worn recently by Dua Lipa, Charli XCX and Tinashe.