Credit: BBC Pictures

Killing Eve’s Villanelle, played by Jodie Comer, has been inspiring fashion trends ever since she appeared on screen in the now iconic pink tulle dress by Molly Goddard. Always dressed to kill, the show’s stylish Russian assassin has become one of the biggest sources of sartorial inspiration thanks to her bold, flamboyant, and unapologetically feminine looks. Villanelle’s to-die-for looks have taken Pinterest by storm, sparking a 1,060% increase in searches YoY. Meanwhile, Lyst data shows that the popularity of the outfits worn in the second series: between April and May, searches for Rosie Assoulin were up 49%; meanwhile, demand for Chloé suits was up 32%, searches for Diane von Furstenberg jumpsuits grew by 29%, and leather skirts saw a 48% rise in page views. Following the first episode of the second series there have been over 3,000 searches for “Killing Eve pyjamas”.

Credit: Diyah Pera/Netflix
02Sabrina Spellman

Old TV favourites have once again been enjoying their time in the limelight thanks to numerous reboots, and Netflix’s Chilling Adventures of Sabrina is no different. Sabrina Spellman’s preppy looks have become an especially big source of fashion inspiration as Fall approaches, with searches up 7,450% on Pinterest. Demand for ribbed sweaters grew by 49% on Lyst in April following the release of the show’s second season; page views of Fair Isle sweaters also grew by 30% in the same period. Meanwhile, searches for Sabrina-inspired plaid skirts were up 35% YoY in April, another unusually high number for that time of year.

Credit: HBO
03Renata Klein

Big Little Lies’ Renata Klein always means business, a character trait that shines through her clothes. From her always perfectly tailored trousers to her never ending collection of designer handbags, Renata’s wardrobe is grand and expensive, and it’s piquing customers’ interest: Pinterest saves for Big Little Lies outfits have jumped 490% YoY. Fashion searches for Roland Mouret’s ruby red Zodiac gown spiked 87% on Lyst after it was featured in the first episode of the show’s highly-anticipated second season; the brand also enjoyed a 23% rise in searches a few weeks later, when Laura Dern’s character wore its Delen jacket.

Credit: Netflix
04Jane Villanueva

Jane Villanueva first won our hearts when the satirical telenovela Jane the Virgin launched in 2014, and the much anticipated fifth and final season has inspired thousands of shopper to recreate her wearable looks. Pinterest data highlights an 85% increase in searches YoY for Jane, while Lyst shows that the Zimmermann Heathers mini dress she wore was viewed more than 7,000 times in the week following the release of the episode. There have also been increases for Katy Perry sandals and floral wrap dresses which are continually worn on the show.

Photo by Tommaso Boddi/Getty Images for Ketel One Family-made Vodka
05Tan France

Netflix’s reboot of Queer Eye introduced the world to a brand new Fab Five, and after four popular seasons, their influence is undeniable. Known for his love of patterned and striped shirts, fashion expert Tan France’s style is behind some of this year’s biggest spikes in demand on Lyst. Following the release of the show’s fourth season in March, searches for men’s “striped shirt” increased by 39% month on month, while views of men’s suits grew by 11%. Pins of patterned polo shirts are up 58% this year, which isn’t surprising: there were over 10,000 searches on Lyst for patterned polo shirts in the first two weeks of March, with over 100 customers specifically searching for a “Tan shirt.”

Credit: Netflix
06Veronica Lodge

Riverdale’s sexy yet preppy aesthetic has made it a popular source of fashion inspiration since its launch in 2017; the show has even inspired the launch of extensive blogs and Instagram pages dedicated to the outfits worn by the cast. As Riverdale’s resident “It” girl, Veronica Lodge’s feminine style is driving fashion searches on Lyst. Worn in the show’s third season, a Topshop checked coat sold out within 7 days after appearing on screen. Searches for Ba&sh dresses increased 55% in May, and Alice + Olivia’s Tanner dress saw a 60% increase in views 48 hours after being worn in an episode. Meanwhile, Pinterest data shows a 29% increase in searches for pleated dresses, a must-have in Veronica’s wardrobe.

Credit: BBC

British comedy-drama Fleabag became a worldwide phenomenon when its second season was released three years after the show’s debut on television, and it only took one episode for Phoebe Waller-Bridge’s fourth-wall-breaking character to inspire fashion searches. The black backless jumpsuit worn in the season two premiere sparked a 460% increase in searches on Pinterest in June, with more than 500 people specifically searching for “Fleabag jumpsuit” on Lyst. Along with a 4,757% increase in searches for Fleabag on Pinterest, Lyst data shows a strong interest in the character’s fashion choices – demand for black trench coats and red Reformation dresses significantly increased in April.

Credit: Netflix
08Eric Effiong

Sex Education’s Ncuti Gatwa has received strong praise for his scene-stealing portrayal of Eric Effiong, and his character’s style has also been inspiring customers — sneakerheads included — since the show’s debut. Searches for Nike’s PG 2 sneakers grew by 14% between January and March after Eric wore a bright purple pair in an episode. In the same period, demand for matching tracksuits increased by 22%. Meanwhile, his tiger-print sweatshirt sparked a 40% search increase on Lyst, as well as a 44% increase on Pinterest.

Credit: Freeform/Eric McCandless
09Zoey Johnson

Grown-ish’s Zoey Johnson, played by Yara Shahidi, is one of the most stylish college students turned Teen-Vogue interns on television, inspiring thousands of shoppers to recreate her smart yet bright and youthful looks. The show’s second season has been proving particularly inspiring, with searches for Zoey’s outfits up 28% on Pinterest. On Lyst, the character’s Lilo Striped Cat jumper by Zadig & Voltaire became the most wanted animal jumper in June, while views of the Diane von Furstenberg leopard-print shirt spiked 15% after being worn on the show. Meanwhile, her Topshop spot overalls became the most wanted dungarees on Lyst in July, quickly selling out.

Credit: Kurt Iswarienko/Freeform
10Ava Jalali

In just 10 episodes, Pretty Little Liars: The Perfectionists has become one of the most stylish TV shows of the year. Fashion student Ava Jalali, played by Sofia Carson, has driven a 9,160% rise in searches on Pinterest thanks to her trend-led yet studious looks. Ava sealed her fashion influencer status when searches for her Ruffled Velvet dress increased 37% the week it aired, while her Kelly cape by L’Agence sparked a 44% YoY increase in demand for capes in April — a particularly high number considering the time of year.

Credit: Netflix

The third season of Netflix’s hit show Stranger Things paints Eleven as the ultimate ‘80s kid thanks to her newfound love for bright bowling shirts, busy prints, dungarees, and scrunchies. On Pinterest, saves for images of the character have increased by 28%. On Lyst, searches for rompers were up 57% in the first 2 weeks of July after El wore a particularly colorful iteration of the trend and over 1,000 shoppers specifically searched for “Eleven shirt” in the same month.

Lyst and Pinterest Partner to Reveal the Most Influential On-Screen Characters in Fashion

Fashion search platform Lyst and visual discovery engine Pinterest have combined and crunched their huge global data sets to reveal the eleven most influential on-screen characters in fashion right now. As people live stream their favourite shows, watching whatever they want whenever they want, digging into the lives of characters has never been easier and their outfits are an important part of the narrative. More than ever, the sartorial choices made by the stylists are triggering online demand, with some of these TV characters becoming fashion icons in their own rights.

To compile this list, the teams at Pinterest and Lyst analysed searches across a combined pool of 306 million monthly users around the world. In order of popularity, here are the TV characters having the greatest impact on our style choices this year.

Click on the shows below to reveal the most influential characters:


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