The 2020 Conscious Fashion Report
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.
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.
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.
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.
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.
Wedding Trends 2020
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 last 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.
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.
Trends for Brides
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.
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.
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.
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
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.
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
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.
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.
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.
Activewear 2020
Trend Report
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.
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.
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.
Halloween 2019: Lyst Predicts This Year’s Top Pop Culture Outfit Inspirations
Global fashion search platform Lyst has crunched its data to predict this year’s 10 hottest pop culture inspired Halloween looks. By analysing the online shopping behaviour of more than 104 million shoppers across 12,000 fashion brands and retailers, along with social media mentions and engagement statistics worldwide since the beginning of the year, we’ve identified the celebrities, characters and political references you can expect to see at a Halloween party near you.
While there is still over a month to go until the big day, searches for Halloween costumes have increased a staggering 813% since July, suggesting shoppers are planning their looks earlier than ever this year.
#1
Pop Politics
This year, Halloween could be extra scary for Brits, with October 31st the current Brexit deadline. Whether in celebration or commiseration, Union Jack prints are currently trending hard in the UK. Union Jack prints are currently trending on Lyst, being responsible for an average of 2,000 searches a month since July. In fact, page views on clothing, shoes and bags featuring the British flag have increased by 138% year on year. Men’s waistcoats are a particularly popular way to get the look right now; searches have increased 400% over the past two months.
While, in the US, the Squad is currently the most searched for outfit inspiration for group costumes, with online searches for “the Squad Congresswoman” up +70% from the beginning of September.
#2
Lizzo
Halloween is the perfect excuse to dress up as royalty, and this year, Lizzo-inspired looks will be taking the crown when it comes to fierce costumes. While the American star never stops inspiring us, there is one particular outfit that keeps on driving demand: the yellow sparkly swimsuit she wore for her MTV VMAs performance last month.
In just 24 hours, Lizzo’s good as hell performance sparked a 717% increase in social media mentions, while all things yellow generated over 10,000 views on Lyst in the two weeks following the VMAs. Searches for yellow one-piece swimsuits spiked 160% in the week that followed.
#3
Once Upon a Time in Hollywood
With whispers of Oscar nominations and stylish ’60s costumes it won’t be a big surprise to see Quentin Tarantino’s Once Upon a Time in Hollywood as one of this year’s biggest Halloween inspirations.
Demand for ’60s-inspired calf-length boots, mini skirts and leather trench coats have been peaking in the US and the UK since August, while fashion searches including the key term “60s” have increased 71%. Global searches for white patent boots, as worn in the film by Margot Robbie, grew by 31% in the two weeks following the film’s release. With over 1.1 million mentions on social media, and a suitably bloody ending, this movie is made for Halloween.
#4
Little Women
The latest adaptation of Little Women — brought to the screen by co-screenwriter and director Greta Gerwig — has yet to be released in cinemas, but the film’s trailer has already sparked great interest thanks to its all-star cast and beautiful costumes.
After a Summer defined by prairie dresses, the style — as worn by the four heroines of Little Women — remains a breakout trend. Demand for feminine prairie and milkmaid-inspired dresses has grown a further 45% since the beginning of July, with floral patterns and pastel colours being the most popular options among shoppers. In terms of accessories, searches for “basket” and “woven” bags were up 60% over the last month, while searches for straw hats are currently up 37% year on year.
#5
Old Town Road
With over 313 million views on YouTube and a history-making 19 weeks at No. 1 on the Hot 100, the award-winning song “Old Town Road” has become a strong Halloween costume inspiration thanks to the now iconic Western ensembles worn by Lil Nas X and Billy Ray Cyrus in the accompanying video.
Lyst data shows that searches for cowboy hats are up 250% year on year, with demand steadily rising since June. Online searches for fringed jackets have also seen increased by a staggering 371% since August, with “suede fringe jacket” and “leather fringe jacket” being the most searched for keywords. Meanwhile, cowboy boots are proving to be one of the hottest shoe styles of the year so far: they have been searched for over 5,000 times on Lyst since July, with metallics and white being the top trending colours.
#6
Karl Lagerfeld & Choupette
Iconic designer Karl Lagerfeld’s passed away in February, and we predict fashion fans from all over the world will pay homage to the designer this Halloween.
Classic all-black suits were searched for over 4,000 times in September alone, while demand for high-collar white shirts has been up 67% since July, and black ties have seen a 13% month on month growth. Karl Lagerfeld’s products featuring the designer’s beloved cat Choupette have also generated over 15,000 views on Lyst since July.
#7
Aladdin’s Genie
This Summer’s release of the live-action version of Aladdin introduced the world to a brand new Genie played by Will Smith, and sparked a 1,600% rise in social mentions on topics regarding the Disney character.
On Lyst, fashion searches for blue wide-leg trousers and red belts have since been on the rise. A breakout trend of its own, chunky gold jewellery has been taking over the fashion world over the past few months, with searches for Genie-inspired chain necklaces and bangles having collectively increased by 168% since July.
#8
Rocketman
While scary Halloween costumes remain an obvious choice for some, others prefer to be as comfortable as possible during the night. Thanks to the release of the biopic Rocketman starring Taron Egerton, Elton John has rocketed back onto the fashion radar.
Searches for large square-shaped spectacles, as endorsed by both Elton and Gucci, are up 25% since June. Team with a striped dressing gown or a flamboyant suit for peak Elton vibes. Lyst data shows that striped dressing gowns have been trending, with searches for men’s bathrobes in particular being up 201% over the past year.
#9
Scoops Ahoy, Stranger Things
Since first hitting our screens in 2016, Netflix’s hit show Stranger Things has almost become synonymous with Halloween costumes. This year however, fans will be looking to the Scoops Ahoy sailor uniform worn by Steve Harrington during the show’s third season for outfit inspiration.
While “sailor suits” have seen a 250% rise in online searches over the past 3 months, Lyst data shows a 355% year on year increase in searches including the key word “sailor.” Over the last month, demand for breton tops and sailor pants grew by 54%; meanwhile, sales of red low-top Converse sneakers have grown by 19% since July.
#10
The Addams Family
As searches and engagement for anything Addams family-related peek every year in October, Wednesday Addams has become a classic Halloween costume that never fails to deliver — and with a new adaptation of the horror comedy being released later this year, interest has already been growing.
Online fashion searches including the keyword “Addams” have steadily been rising since August, with searches for Wednesday Addams showing a 120% increase. On Lyst, global demand for black items are up 28% year on year, with total black outfits being searched 12,000 times a month.