THE 2021 CONSCIOUS
FASHION REPORT

→The movements transforming the way we engage with fashion,
and the creatives who are driving change. ←

There is a new energy in the conscious fashion space: a bunch of creatives who are transforming culture through exciting and innovative ideas, with sustainable and ethical values as their core. Lyst has looked at the past year to identify key themes and celebrate the up-and-coming conscious fashion brands and designers who are changing the way we dress.

To understand how fashion is progressively moving towards a more sustainable future, we looked at the way users are introducing changes in their shopping habits, and the fashion brands that are leading the way. From considered drops, to upcycled designs and spiritual brands, here are the conscious fashion movements that are shaping the industry.

The 2021
Wedding
Report

If 2020 was the year of the Zoom wedding, 2021 is bringing the party back for the newlyweds and their guests. As in person fittings remain difficult at this time, online searches for wedding dresses and suits have quadrupled year-on-year. From the rise of the engagement watch to grooms’ skirts and the increasing demand for partywear, brides and grooms are now opting for bold and contemporary pieces made to celebrate love and spark joy.

Looking at brands, we expect a big year for contemporary labels rather than big luxury names. Searches for Khaite and Retrofête — both favorites amongst the fashion crowd — are continuously rising (up 63% and 27% respectively year-on-year), while Simone Rocha’s bridal accessories are amongst the most wanted so far. Thom Browne is becoming a favorite amongst grooms, as searches for the brand’s suits grew 23% over the last quarter. Meanwhile, page views for white Christopher John Rogers pieces have increased 42% since the start of the year, with his topstitched cotton-twill maxi dress generating over 5,000 page views over the same period.

The Year of the After Party

Lockdown newlyweds are having the chance this year to celebrate in front of their loved ones, with sequel weddings and after parties. Following a year full of Zoom parties and waist-up dressing, partywear is having its big moment again. Fashion-favorite brands including Retrofête, LoveShakFancy, Amina Muaddi and David Koma have all seen a spike in searches ahead of the summer wedding season, while interest for mini bridal dresses has jumped 170% since January.

Despite the profound popularity of party dresses, “fun pants” are becoming the new favorite amongst brides and grooms. We expect a big year for jazzy, going out bottom pieces such as printed pants (+43%), embellished (+37%) and pleated trousers (+31%), demand for which has been steadily increasing over the past three months. High heels are also making their way back to the party scene, with rhinestone heels amongst the most wanted categories and over 18,000 monthly searches for Amina Muaddi’s crystal slingback pumps.

The Untraditional Way

As the market adapts to a new era, so too are couples, who are bringing an extensive range of “firsts” during this season. “Bridal”, “wedding” and “matching” face masks are most couples’ “something new” and have been generating over 30,000 monthly searches collectively. But face masks aren’t the only unexpected accessory of 2021; expect to see more fine watches and the rise of the “engagement watch”. Looking at the category as a whole, terms such as “couple”, “engagement” and “wedding” have started to appear more frequently over the past year, resulting in a 42% increase in searches for pieces including these terms.

Shoppers are increasingly looking for gloves to match their wedding outfits: searches for the accessory including the terms “bridal” and “silk” have nearly doubled over the past three months, no doubt due to both Covid and Bridgerton inspired dressing.

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Fashion Insights

2020 was no ordinary year in fashion. Watch Lyst’s video to see the biggest moments of 2020 and how they inspired your fashion choices.

Virtual Window Shopping:

Jewelry
2020

To compile the results of this report, Lyst analysed the online shopping behaviour of more than nine million shoppers a month searching across 12,000 brands and retailers. Tracking spikes in searches, current trends and the impact of a global lockdown, this report highlights the fastest rising categories and micro trends within the jewelry market we have seen online over the past 12 months.

Image source: Alighieri
Image source: Alighieri

Searching for Gold

This year, 68% of jewelry shoppers searched for gold pieces. Worn by a host of powerful style influencers such as Emily Ratajkowski, Yara Sahidi, Bettina Looney and Lucy Williams, chunky gold necklaces are the most wanted jewellery trend, with demand rising 113% year-on-year. Also seen on influencers including Hailey Bieber and Bella Hadid, gold hoop earrings have seen a 51% spike in searches over the last 12 months. 

While gold is the most popular metal choice when it comes to female jewelry shoppers, searches for silver pieces are increasing among male shoppers. Following the release of the TV series Normal People and the creation of the viral @connellschain Instagram account, searches for chain necklaces have increased 23%. Since the launch, “silver” and “chain necklaces” have become some of the most commonly used search terms for male shoppers, with searches up 47% year-on-year. Over the past year, 57% of the searches made for “silver chain necklaces” have been made by men. With a 150% increase in male shoppers this year, men’s jewelry is emerging as a powerful category.

Zoom-Groomed

In a period when Zoom calls kept our top halves on display, searches for jewelry increased 28%. During this time, page views for statement necklaces spiked 70%, with terms such as “necklace layering” and “oversized” becoming breakout searches. Brands Missoma and Alighieri drove the most searches for chains and pendants. 

Demand for bold pieces such as oversized drop earrings, chokers, and crystal pendants increased 225% year-on-year collectively; searches for statement earrings increased 35%. Meanwhile, with over 28,000 Instagram posts, April’s viral #DressUpFriday challenge influenced a 13% rise in searches for jeweled headbands over the space of a week.

Image souce: Wald Werlin
Image source: Eliou

Joyful Jewels

Worn by the likes of A$AP Rocky, Pharrell, Billy Porter, and Shawn Mendes, and averaging 11,000 monthly searches since January, pearls have emerged as one of the year’s hottest jewelry trends for men. After Harry Styles was spotted wearing a pearl necklace in December, searches for similar pieces increased 31% and have since continued to drive demand: searches including the term “men’s pearls” have increased 17% year-on-year. Pageviews for freshwater pearl anklets have increased 67% since January, while searches for pearl drop earrings are up 25% year-on-year. 

Meanwhile, embraced by Instagram influencers including Nnenna Echem and Anna Winwick, demand for summer-inspired pieces is rising. Searches for cherry-blossom earrings and lemon-shaped jewelry are respectively up 17% year-on-year, while searches for shell necklaces have increased 56%. 

Symbolic evil eye and zodiac jewelry pieces have been rising in popularity among shoppers. After Meghan Markle was spotted wearing a gold evil eye necklace on a Zoom call, searches for similar pieces increased 36% the following week. Over the lockdown period, more than 10,000 shoppers looked for “evil eye necklaces,” while searches for zodiac signs increased 17%.

Fine-cut Gems

Brooches are the fastest rising fine jewelry category of the year. In February, Timothée Chalamet led the way when he wore a vintage Cartier brooch encrusted with rubies and diamonds to the 2020 Academy Awards; since then, more than 20,000 shoppers have searched for similar jeweled pins. Meanwhile, searches for “turquoise brooches” spiked 86% in the 24 hours following the Queen’s speech in April, making them the fastest rising jewelry category of the year. 

Fine and demi-fine jewelry pieces have seen a significant rise in demand, with searches going up 17% and 36% year-on-year respectively. Since January, ear cuffs and lobe earrings have been the most popular pieces within the demi-fine category. Brands such as Monica Vinader, Maria Tash and Annisa Kermiche have been driving the most searches for chain necklaces and thin bracelets, with demand collectively going up 46% year-on-year. Meanwhile, searches for Tiffany & Co. link bracelets have increased 15%. 

While many weddings have been postponed, searches for engagement rings have remained strong, increasing 50% over the month of April. Colored gems have been the most popular choice for brides-to-be, with online searches increasing 21% since the beginning of the year.

Image source: Maria Tash
Image source: Maria Tash
Image source: Laura Lombardi

Sustainable Stones

As the fashion industry continues to develop more sustainable practices, shoppers have increasingly been looking for consciously-made jewelry pieces: searches including words such as “recycled,” “sustainable” and “ethical” have increased 15% this year. Brands such as Alighieri, Wwake, and Laura Lombardi — which have been endorsed by the likes of Emma Watson, Tracee Ellis Ross, Rihanna, and Cate Blanchett — have helped making “recycled gold” a popular search term: demand has jumped 29% year-on-year. Searches for “ethical jewelry” have increased 20% since the beginning of the year. 

Brands to watch: SVNR, Zoe Chicco, Akola, Leigh Miller, Agmes.

The 2020
Conscious
Fashion
Report

Sustainability has rightly become a hot topic within the fashion industry, inspiring some brands to launch new initiatives, share more information with their customers, and set new targets to do better. Over the last 12 months, over 20 million fashion products were uploaded onto Lyst, and more than 100 million shoppers used our platform to start their search and decide what to buy. To analyse how much the shifts in the industry are actually affecting customer behaviour, we looked at the numbers, taking into account global Lyst and Google search data, active browsing page views and conversion rates and sales, as well as the global media coverage and social media mentioned generated between February 2019 and February 2020.

To compile the results and align on the definition of what makes a ‘sustainable’ brand, we partnered with Good On You, an organisation that helps shoppers make better purchasing decisions by rating companies based on three principles: People, Planet and Animals. Our research shows that, for some customers, we are starting to see a shift towards searching and shopping in a more conscious way. In this report we’ve focused on the products, brands and designers that advocate responsible practices, breaking down the signals that we have seen.

Sustainable sticker and a recycling symbol sticker

What does sustainable fashion mean?

Good On You: Sustainable fashion means protecting the future of our planet and its people when we design, create and wear our clothes. This includes carefully managing resource use to reduce waste and climate impacts, protecting the welfare of animals, and ensuring the safety and fair treatment of workers all the way down the supply chain. Empowering shoppers to know the impact of brands will have a huge impact on the sustainability of fashion.

Most Wanted

* These ratings are from Good On You and are based on their rating system.

How We Searched

By Materials

Searches for “vegan leather” have increased by 69% year-on-year, averaging 33,100 online monthly searches, while searches for “faux leather” remain constant — this data suggests that customers tend to respond more positively to the keyword “vegan” rather than “faux.” Demand for “eco vegan leather” has also been increasing over the past year, showing that shoppers are becoming conscious of the fact that not all vegan options are environmentally friendly. Meanwhile, searches for leather have decreased by 3.5% year-on-year.

Since November, searches for “organic cotton” have risen by 23%, while “recycled plastic” has seen a 35% rise in interest since January. Demand for Adidas recycled plastic sneakers has been particularly high, resulting in a 305% increase in page views for the brand’s shoes. Fashion searches including the keyword “biodegradable” have also increased 10% since the beginning of the year.

Meanwhile, searches for real fur have slowed down, decreasing 8% year-on-year. Despite what appears to be a decrease in interest for products made with real fur, Canada Goose — a brand known for its fur-trimmed parkas — made its first appearance in The Lyst Index’s hottest brands ranking in the fourth quarter, climbing 14 places into 18th position.

Vegan, organic, biodegradable stickers
Sustainability and Eco t-shirt graphics

By Product Category

While sneakers and denim remain two of the most wanted product categories when it comes to sustainable fashion — growing 142% and 108% respectively year-on-year — trending searches reveal that customers’ interests have been shifting. Search data shows that interest in “repurposed jewellery” has increased 90% year-on-year, while searches for “ethical jewellery” are up 60% over the same period.

Averaging over 1,000 monthly searches, “eco t-shirts” are trending alongside “sustainable activewear,” for which searches are at an all time high, having increased 151% year-on-year. Outerwear is another popular category, 2 out of the most wanted eco-conscious products being coats. Searches for sustainable jackets have increased 41% since November, with “sustainable puffer jacket” and “vegan leather jackets” being the most commonly searched terms on Lyst.

Sustainable swimwear is a fast-growing category: searches are up 65% year-on-year, with demand for environmentally-friendly bikinis and swimsuits mostly coming from Australia, followed by the UK and the US. However, while fast-fashion brands such as ASOS and Weekday are seeing a rise in interest for their swimwear lines made of recycled materials, the main collections remain at the top of customers’ shopping lists: last June, the most wanted swimwear piece on Lyst was the ASOS mix and match long sleeve tie front bikini, which is made from synthetic fabrics such as polyester and elastane.

By Keyword

Since the beginning of 2020, Lyst has seen a 37% increase in searches for sustainability-related keywords, with the average monthly searches increasing from 27,000 in 2019 to over 32,000 year to date. Over the past three months, searches for “upcycled fashion” have grown 42%. Meanwhile, demand for “second-hand” and “pre-owned” fashion pieces has increased by 45% since November; sneakers, watches and handbags are the most searched for categories alongside those keywords.

Over the past 12 months, the term “slow fashion” has been responsible for over 90 million social impressions, suggesting the beginning of a shift in shopping behaviours. Globally, there have been 45% more searches for sustainable womenswear brands than sustainable menswear brands.

Slow Fashion, Vintage, handbags, sneakers stickers

Brands to Watch

* These ratings are from Good On You and are based on their rating system.

The Moments
That Made Us Search

Searches by
Countries

Denmark: +114%

  • Denmark is the country that has seen the biggest year-on-year growth in searches for sustainable fashion, with the highest percentage of searches coming from Copenhagen.
  • When buying sustainably, Danish shoppers invest in denim.

Australia: +110%

  • In Australia, denim, swimwear and sportswear are among the top performing categories when it comes to sustainable fashion.
  • As opposed to their European counterparts, who tend to search for “sustainable fashion,” Australian shoppers are more interested in “ethical fashion:” online searches for “ethical” fashion pieces have increased 67% over the past three months.

Germany: +53%

  • In Germany, the majority of eco-conscious fashion searches come from Berlin, where the most searched terms include “faux fur coats” and “vegan leather jackets.”
  • When shopping for eco-friendly items, German shoppers turn to parkas and sneakers.

Spain: +51%

  • Spanish shoppers search for eco-friendly sweaters. The most used keyword when searching for cruelty-free products is “vegan.”
    The top performing sustainable brands in Spain are Stella McCartney, Patagonia and Ecoalf.
  • Demand for the latter — which has been endorsed by Queen Sofía of Spain — has increased by 33% over the past 12 months.

France: +50%

  • In France, the most searched term is “vegan Dr Martens boots,” followed by “vegan Veja sneakers” and “faux leather trousers.”
  • After Jean-Paul Gaultier presented his first upcycled Haute Couture collection to mark his retirement, online searches including the keywords “recycle” and “upcycle” collectively went up 25% over the following 24 hours.

Canada: +30%

  • When shopping for environmentally-friendly fashion, Canadian customers are particularly interested in parkas and jeans.
  • Over the past 3 months, searches for Eileen Fisher’s organic cotton dresses and Patagonia’s jackets have been on the rise.

Italy: +20%

  • Italian shoppers from the Lombardi region are the ones who drive the highest number of eco-friendly fashion searches, with the term “eco fur” being the most used keyword over the past 12 months.
  • Searches for “recycled fashion” have increased 64% in the past 3 months.

UK: +17%

  • Fashion searches including the keyword “organic” are currently trending in the UK and are up 19% month-on-month. “Second-hand” and “vegan” are also popular keywords among British shoppers.
  • Dresses by Reformation, Faithfull the Brand and Maggie Marilyn are the most searched for sustainable products.

USA: +15%

  • “Vegan leather” and “vegan shoes” are trending searches among US shoppers.
  • The product categories driving the most searches are long coats and jackets. Nanushka’s vegan leather puffer jacket was the most searched for product in February.

Russia: +14%

  • Moscow is generating the highest number of searches for sustainable fashion.
  • Russian customers are especially interested in t-shirts made of organic cotton, as well as vegan leather boots.

How are shopping habits evolving? Do you think that brands are changing their behaviours?

Good On You: More and more people are becoming aware of the issues in fashion and are demanding change. In response, brands are taking action – assessing their social and environmental impacts and setting targets to do better. Importantly, they’re talking about it with their customers too, publishing more information about their practices and promoting sustainable collections. It’s the brands that don’t adapt that run the risk of losing market share.

Over the next three years, how do you think sustainability will shape the fashion industry?

Good On You: The current throwaway culture in fashion is inherently unsustainable and needs to change. Innovators are already redesigning business models with sustainable principles like circularity in mind. They’re also educating customers on how to care for, reuse and recycle their clothes over the long run. At Good On You, we envisage a future where people can find out the impact of the brands they want to buy just as easily as they can see the price or size. They are then able to use their purchasing power to make brands, including fast fashion brands, more transparent and committed to sustainable production.

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Lyst has partnered with Highsnobiety on The NEXT 20, a new approach to fashion forecasting. The new quarterly report predicts the next-generation brands and cultural pioneers on the rise.

The report combines quantitative data — a custom made Lyst algorithm combining sales and search metrics from over 100 million annual shoppers, social media tracking, and Google data — with qualitative insights, obtained through short interviews and feedback from an advisory board of industry leading stylists, buyers, and executives. Working from an initial list of over 250 brands and 300 cultural pioneers, we analysed over 11,000 data points to identify breakout potential.

Those included in The NEXT 20 brand and cultural pioneer rankings range in size of following, background and age, but are unified by their impact on youth culture, each having built a core community of influential fans.

This first instalment of The NEXT 20 predicts the brands and cultural pioneers rising to the forefront of youth fashion.

The NEXT 20
Brands
Spring 2020

  1. Jacquemus
  2. Fear of God
  3. Bode
  4. Peter Do
  5. Arc’Teryx
  6. Amiri
  7. Salomon
  8. Needles
  9. Marine Serre
  10. Rhude
  11. Maryam Nassir Zadeh
  12. Aries
  13. Amina Muaddi
  14. 1017 ALYX 9SM
  15. Aimé Leon Dore
  16. Charlotte Knowles
  17. Miyagihidetaka
  18. 424
  19. Stand
  20. Eytys

The NEXT 20
Cultural Pioneers
Spring 2020

  1. Brent Faiyaz
  2. Charli D’Amelio
  3. Evan Mock
  4. Rickey Thompson
  5. Mino
  6. Val Kristopher
  7. Slowthai
  8. Snoh Aalegra
  9. Lil Baby
  10. Hunter Schafer
  11. 070 Shake
  12. Nicole McLaughlin
  13. Tierra Whack
  14. Fai Khadra
  15. Alexa Demie
  16. Frederik Heyman
  17. Sinead Burke
  18. DJ D-Nice
  19. Coco Baudelle
  20. KATERINA

Tarot cards: Martin Major

Read the full report on Highsnobiety, including the qualitative insights from the advisory board of industry experts and commentary on the findings.

To request information or images relating to The NEXT 20 please contact press@lyst.com
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The 2020 Wedding Report

To compile the results for this Wedding Report, Lyst has analysed the online shopping behaviour of more than 100 million shoppers over the past year searching, browsing and buying fashion across 12,000 designers and stores online. The report also factors in social media metrics, taking into account influencer and brand followings, multi-platform mentions of products, hashtags and related keywords, plus sentiment analysis.

Just Married flower arrangement

Stepping away from traditional weddings and the various expectations that come with them, more and more couples are opting for unconventional venues and locations, longer events that require multiple outfit changes, and bold accessory choices. Along with these modern twists on the celebrations, data shows that both brides and grooms are becoming increasingly conscious of a wedding’s financial and environmental implications, with purchases ranging from special pieces that can be re-worn long after the honeymoon is over, to generally more relaxed and more affordable looks.

So, as weddings continue to transform into weekend-long affairs, prepare for traditional bridal outfits to be replaced by modern and thought-through looks with unique touches. From contemporary eveningwear pieces to new necklines loved by guests, here are the trends that will define this year’s wedding season.

Collage of cakes, dresses, flowers and rings

Trends for Brides

Collage of brides and dresses

Photo: John Chillingworth, Picture Post, Getty Images

The Contemporary Bride

As the definition of bridalwear continues to evolve, contemporary labels are changing the bridal market thanks to their relaxed, modern and more affordable take on wedding attire. Heading into the wedding season, searches for white Ganni dresses are on the rise, up 41% over the last six months, while searches for white Cecilie Bahnsen dresses have increased 244% year-on-year.

Pre-Owned and Vintage

The change in attitudes towards sustainable fashion continues to impact the bridal market, with more and more brides looking for vintage pieces. Online searches for wedding dresses that include the words “vintage”, “second hand” or “pre-owned” are collectively up 38% year-on-year, averaging close to 19,000 searches a month.

The Shapewear Revolution

Shapewear was called out in Lyst’s Year in Fashion and it’s filtered into bridalwear too. Searches for white corset dresses are up 37% quarter-on-quarter, while demand for “basques” and “bustiers” have gained momentum over the past six months. Searches for corsets by Vivienne Westwood have more than quadrupled year-on-year since they reissued their iconic design and appealed to a new generation — they have been spotted on the likes of Bella Hadid, FKA Twigs and Miley Cyrus.

Collage of bridalwear

Minimalism

With the rise of a more sustainable take on bridalwear also comes a demand for simpler, more minimalistic wedding outfits that will not age and can be worn long after the wedding day is over. Searches for timeless slip dresses from the likes of Asceno, Galvan and Rasario are up 64% quarter-on-quarter, while searches for white blazers and white jumpsuits are up 19% and 36% respectively.

The Little Women Effect

Inspired by the costumes seen in Little Women, puff sleeves are set to be a big bridal trend this year. Searches for the style increased 38% year-on-year and Mother of Pearl and Cecilie Bahnsen are the most searched brands. Mid-length bridal dresses have also seen an increase in demand: there are 27% more mid-length white dresses on Lyst year-on-year.

Photo: Keystone, Hulton Archive, Getty Images

The Rise of the Two-Piece

As worn by Zoë Kravitz, Ellie Goulding and Hillary Duff for their wedding receptions, searches for two-piece bridal ensembles are rising. ASOS is the breakout brand in this category, with over 3,500 brides choosing to wear the ASOS Edition lace crop-top maxi dress on their wedding day.

Collage of a bride holding a bouquet

Small Details With a Big Impact

As wedding dresses get simpler, more importance is being given to accessories. Oversized hair bows, headbands and pearl earrings have all significantly increased in views year to date (compared to the same time the previous year). Online searches for face veils, as seen in the A/W ‘20 collections of Rodarte, Carolina Herrera, Brock, and Christopher John Rogers, increased 306% year to date (compared to the same time the previous year). Small bags, perfect to keep bridal essentials on hand, have also seen a rise in demand, with pieces from Jacquemus, Shrimps and Cult Gaia driving the most sales.

Beyond the Dress

As weddings become a longer affair, other bridal pieces are now considered. Searches for white swimsuits have increased 39% year-on-year, with one-piece swimsuits from brands such as Hunza G, Melissa Odabash and Marysia being particularly popular. Belted styles are also in growing demand. Meanwhile, led by Sleeper’s feather-trimmed pyjama set, the trend for bridal sleepwear is growing: over the last six months, searches for white pyjamas have increased 95%.

Trends for Grooms

Collage of men in suits and a polaroid of Gucci loafers

Bohemian Style

With the rise of destination weddings comes the rise of a more casual take on groom attire. Searches for linen shirts have risen 14% year-on-year. Beach-appropriate espadrilles have also seen a 10% increase in views over the past few months, year-on-year.

Fancy Accessories

Gone are the days when black suits were all that was acceptable. Grooms are showing off their personal styles, with searches for olive green, purple and steel blue suits rising 69% collectively over the past few months.

The Finer Details

Over the past year, interest in luxury menswear accessories such as cufflinks, socks and belts has been on the rise. Luxury ties from brands such as Ferragamo, Gucci and Hermes are especially popular, demand having increased 80% over the past three months. Searches for bow ties have also been on the rise, increasing 18% over the same period.

Collage of shirts and ties
Polaroid of Gucci loafers

Casual Footwear

Just like brides have done in the past, more and more grooms are swapping traditional wedding shoes for a more comfortable option. Searches for white sneakers are up 42% quarter-on-quarter, while searches for loafers have increased 25% — styles from Ted Baker, Gucci and Tod’s are the most popular options.

Watches

Searches and sales of men’s watches have steadily been increasing over the last two years and are currently at their highest year to date (compared to the same time the previous year). While searches for classic brands Tag Heur, Rolex and Breitling have more than doubled in this timeframe, it’s the Apple watch that is currently most sought after.

Trends for Wedding Guests

Collage of pictures of people in colourful clothes and Polaroids of pearls, shoes and headbands

Big Bold Florals

Bold florals — as seen in collections from Richard Quinn, Carolina Herrera, LoveShackFancy and Alexis — are a favourite amongst guests this wedding season. Data indicates their continued growth in popularity over the last year, with searches for floral dresses currently up 46%, year to date (compared to the same time the previous year).

Retro Necklines

Searches for off-the-shoulder dresses are up 28%, while square and sweetheart necklines saw a 23% and 25% rise in views respectively. After Selena Gomez wore Khaite’s Beth dress in January — which features a sweetheart neckline and extended sleeves — searches for the style spiked 138% week-on-week.

Fashionable Fringing

Searches for fringed pieces have been on the rise over the last few weeks and are currently up 25% for fringed dresses and 138% for fringed bags. Scarlett Johanson, Dua Lipa, Angelina Jolie, Kylie Jenner and Amal Clooney are all fans of the trend.

Polaroid of an emerald Amina Muaddi shoe

Geometric Heels

Classic pumps are being replaced by statement-making heels. Views have increased a staggering 307% over the last six months for Amina Muaddi’s flare heels, and we can expect to see them worn by many fashionable guests this summer. Square-toed shoes also remain popular: online searches are up 162% year-on-year.

Supersized Headbands

Designer headbands continue to be in high demand, with searches up 28% over the past four months, year-on-year. Crystal-embellished and knot headbands have seen a strong increase in searches over the past few months. Loved by stylists and celebrities including Jennifer Lopez, Ashley Graham and Kendall Jenner, accessories designer Jenifer Behr is leading the trend with her popular Lorelei silk headband. Searches for the brand have increased 75% over the last six months.

Stackable Ear Cuffs

With searches up 54% since January, ear cuffs are one of the biggest jewellery trends of the year. Whether large or small, diamond-encrusted or sleek and simple, these modern earrings have been popping up everywhere, with pieces from the celebrity-approved jewellery brand Katkim proving particularly popular.

Sophisticated Colours

Views of black formal dresses have been on the rise over the last year and are currently up 39% month-on-month. Meanwhile, mauve is the colour that has seen the steepest increase in searches, 52% year to date (compared to the same time the previous year). The most popular category for mauve searches are dresses and suits.

Collage of a magenta dress and accessories

Celebrity Influencers

Brands to Watch

Based on Lyst data, we predict a big year for Simone Rocha, as searches have steadily increased over the last year (+45%) and page views spiked 64% in the 24 hours following the brand’s A/W ’20 show. With collections that cater for both brides and wedding guests, Markarian and Galvan are also seeing a rise in interest from shoppers, with searches up 49% year-on-year for the former and 29% for the latter. Fashion favourite The Vampire’s Wife continues to see a growth in demand, with a 19% increase in views year-on-year.

Collage of dresses and models in bridalwear

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Trend Report

Activewear 2020

The State of Fitness Fashion

To compile this report, Lyst compared the online shopping behaviour of more than 104 million shoppers across 12,000 fashion brands and retailers searching, browsing and buying fashion while analysing various spikes in search over the past three months. Along with research for emerging micro trends and ongoing shifts in the culture of athleisure, fashion and consumerism over the last three years.

Achieving the Perfect Sculpt

Searches for activewear items have seen a significant increase since the beginning of this new year and are currently up 59%. Demand for leggings was consistently high throughout 2019, resulting in an additional 15% rise since the first week of January — no doubt inspired by New Year’s fitness resolutions. On average, 35 pairs of leggings are bought every hour on Lyst, while the average cost has increased 17% year on year.

Following the shapewear renaissance, leggings and workout bottoms that sculpt have become a favourite amongst the fashion set too. Data indicates their continued growth in popularity, with searches including key terms like “shaping”, “lift” and “sculpting” increasing collectively 392% over the last 3 months. Waist contouring and sculpting leggings from SPANX, Sweaty Betty, and AloYoga have all significantly increased in page views heading into this new year.

Searches for super high waisted leggings are at an all-time high, increasing 65% year on year. Alongside that, Lyst is seeing a growing interest in one-piece workout bodysuits — demand for bodysuits and leotards collectively grew 83% in 2019 and has increased an additional 21% since the beginning of January. From Adidas to ASOS and Free People Movement, sports unitards are having a fashion moment. Plain black is currently the most commonly searched for colour.

Image Source: Sweaty Betty
Image Source: Outdoor Voices

Increasingly more Sustainable

With searches for sustainable fashion up 75% year on year, eco-conscious activewear is one of the biggest trends we can expect to see more of in 2020. Whether they are using recycled plastic or regenerated nylon, organic cotton or recycled polyester, eco-friendly workout brands are becoming more and more popular amongst shoppers.

Words “sustainable” and “recycled” are increasingly being used in searches for sneakers. It comes as no surprise that the sustainable sneaker brand Veja launched its first sports shoe this September, having spent four years developing an eco running model named “Condor”.

Meanwhile searches for specific sustainable materials commonly used in activewear have risen year on year: 102% for econyl, 130% for repreve, 42% for tencel and 52% for organic cotton. More than ever shoppers are now choosing eco-friendly options when heading to the gym; searches for “sustainable activewear” are at an all-time high, up 151% compared to the previous year. The most searched for brands on Lyst right now for responsible activewear are Girlfriend Collective, Adidas x Parley and Outdoor Voices. The fastest rising brand is Vyayama, a conscious active and yoga wear label.

The Brunch Brands

As yoga has grown in popularity — and our Instagram feeds highlight more posed lifestyles — activewear has developed to reflect this. From motivational quotes and hashtags to stylish Instagram fitness influencers with millions of followers, activewear has now levelled up to cool styles that can take you quickly from gym classes to weekend brunches and everything in between.

Trending animal prints, bold patterns or sleek monochromes, as well as pieces from Lululemon to Beyond Yoga had continuous high demand in searches throughout 2019, highlighting the rise of a more healthy lifestyle. This trend shows no sign of slowing down this year, rising 38% since the beginning of January. Among others, Aussie fashion sportswear brands such as P.E Nation and L’URV are currently high in demand on Lyst.

Additionally, the rise of yoga culture over the last two years has resulted in a 42% increase in the number of yoga-related products sold through Lyst. Fashion searches for yoga clothing have increased significantly with the demand for “yoga leggings” specifically up 36% month on month. More than 32% of activewear shoppers on Lyst opt for colours when buying yoga wear pieces. Online searches indicate that pastel colours — especially light blue, baby pink, lilac, beige and white – have gained traction and are frequently being used in “yoga” searches.

Image Source: Lululemon.co.uk
Image Source: Beyond Yoga

The Functional Futurewear

As the lines between working out and “going out” are blurring, future activewear has evolved into balancing functionality with fashion. From metallic colours to leggings with zips and pockets, the demand for hybrid sportswear pieces is growing strong. In fact, searches for leggings with pockets are up 180% over the past 3 months while searches for “zip leggings” have risen by 76%.

Additionally, other trending styles picking up speed recently are high shine and coated leggings. Demand for these styles — which are basically too fancy to sweat in — is on the rise with searches for “black coated leggings” specifically up 250% since mid-November. After JLo was spotted in a pair of metallic rose gold yoga leggings in December, searches for “metallic leggings” went up 33% in the following 24 hours.

Meanwhile, searches for solid monochrome colours that can be easily mixed and paired such as black, burgundy, dark green, and grey, were particularly popular over the past three months — they were collectively up 71%. Nike’s collaboration with futurewear designer Marine Serre for the 2019 women’s World Cup capsule collection proved particularly successful, generating a spike in pageviews for the designer when it was announced back in May. Similarly, activewear in neon shades like fuschia and yellow have also seen rising demand with search counts currently up by 61% and 55%, respectively.

From runway to wrapper

Lyst’s chocolate bar designs take inspiration from fashion’s hottest brands

To celebrate another year of working together with our partners, whose products are available via Lyst, we designed a series of exclusive chocolate bars to send them as holiday gifts.

For some of our partners we designed customer wrappers just for them, inspired by their recent collections and products. Other partners and friends of Lyst received designs based on our rich data insights.

The chocolate was supplied by British firm The Chocolate Society, the graphics were created by our in-house brand design team.

“The challenge was to capture the essence of the brands while creating a shared aesthetic that would make them look good in a group, enabling us to send them out as a cohesive selection.

I combed through photographs of runway shows and the year’s hero products, hunting for motifs and details from each brand that would translate well onto chocolate bar packaging. For instance the Moncler design references the mountains that are strongly linked to the brand’s heritage, along with the black background that it uses in all of its product photography.”

– Emily Power, Visual Designer

While we’re not planning to sell the bars, you can scroll down to discover the designs and the inspiration behind them.

The Balenciaga logo pattern inspired our chocolate bar design

Balenciaga inspired chocolate bars by Lyst

Bars featuring some of Lyst’s fashion data insights

Chocolate bar wrapper influenced by Moncler’s aesthetic

Moncler inspired chocolate bar by Lyst

Fashion Influencers

The runway looks that inspired some of our designs

Photo: Courtesy of Dolce & Gabbana
Photo: Courtesy of Dolce & Gabbana
Dolce & Gabbana inspired chocolate bar by Lyst
Dolce & Gabbana inspired chocolate bar by Lyst
Gucci - Runway - Milan Fashion Week Autumn/Winter 2019/20
Tullio M. Puglia / Stringer
Gucci inspired chocolate bar by Lyst
Gucci inspired chocolate bar by Lyst
Versace - Runway - Milan Fashion Week Spring/Summer 2020
Vittorio Zunino Celotto / Staff
Versace inspired chocolate bar by Lyst
Versace inspired chocolate bar by Lyst
Prada - Runway: Milan Fashion Week Autumn/Winter 2019/20
Photo by Andreas Rentz/Getty Images
Prada inspired chocolate bar by Lyst
Prada inspired chocolate bar by Lyst
Saunt Laurent runway shot
Photo by Pascal Le Segretain/Getty Images
Saint Laurent inspired chocolate bar by Lyst
Saint Laurent inspired chocolate bar by Lyst

Printing: Aurora Print & Design
Chocolate: The Chocolate Society
Director, Brand Strategy: Holly Shires
Designer: Emily Power

About Lyst

Lyst is the biggest fashion search and discovery platform online, used by more than 100 million shoppers a year to browse and buy over 6 million products from the world’s leading brands and stores.

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