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The 7 Holiday Destinations Influencing Summer Style

A few years ago, Lyst noticed data activity around a new luxury clothing category born out of Instagram, named Jetleisure. Featuring bold colours and patterns, these items worn on holiday in some of the most popular vacation spots were made to make an impact on Instagram; but now, these hot travel destinations are inspiring our holiday wardrobes from afar, driving demand for pieces that will make a statement wherever you’re going.

With vacation season upon us, Lyst’s data team has compiled a new trend report identifying some of the major trends we predict will influence online shopping this Summer. To compile this report, Lyst analysed the online shopping behaviour of more than 5 million shoppers per month searching, browsing and buying fashion. We examined various spikes in search over the past three months, along with demand for both emerging and seasonal trends.

jetleisure

noun
A luxury clothing category comprised of items that are worn on holiday and make an impact on Instagram. These items share unique features such as bold colours and patterns, sculptural shapes or slogans.

“She packed the very best Jetleisure for her trip to Tulum”
Synonyms: holiday clothing, statement beachwear.

Moroccan rugs, fabric and ceramics

1. Morocco – A Vibrant Marrakech

  • 6,248,196 photos posted on Instagram
  • 240,220 searches influenced by this destination since January

With its pink earth, busy souks, and vibrant colours, Marrakech has become one of the hottest vacation destinations of 2019 and caused some of the biggest spikes in online fashion searches.
Inspired by the geometric tiles that have served as the backdrop for some of the biggest Instagram moments, searches for “maxi printed dresses” have increased by 42% over the last three months, with star prints and geometrical patterns being specifically popular. Demand for long tunics, often worn as cover-ups in the Morrocan desert, is at an all-time high, increasing 23% year on year. Always perfectly showcased against the rich hues of the city, white dresses have also seen a 27% rise in searches since the beginning of March.

Devotion Red Delfoi Cover Up and Self-Portrait Blue Pleated Floral Dress
Devotion Red Delfoi Cover Up and Self-Portrait Blue Pleated Floral Dress
Bali beach

2. Indonesia – Inspired by Nature in Bali

  • 52,416,012 photos posted on Instagram
  • 156,500 searches influenced by this destination since January

Between its lush forests, beautiful temples, pristine beaches, and iconic rice paddies, Bali might just be the ultimate jetleisure inspiration. With a 122% rise in searches over the past three months, straw bags remain a vacation essential. Other natural fabrics inspired by the Indonesian island are also in high demand: searches for raffia were up 14% in the past month, while searches for linen were up 42%, and searches for macramé were up 58%. Shirred dresses and sarongs, which saw demand grow by 324% and 30% respectively in April, are also becoming popular jetleisure items. Meanwhile, sandals saw a 13% rise in searches in May alone, with “flat,” “thong” and “lace up” being the most popular keywords associated with the searches.

Zimmermann Linen And Cotton Blend Dress and Mara Hoffman Floral Print Swimsuit
Zimmermann Linen And Cotton Blend Dress and Mara Hoffman Floral Print Swimsuit
Montana field and mountains

3. USA - The Ranch Life in Montana

  • 5,360,455 photos posted on Instagram
  • 107,000 searches influenced by this destination since January

With its Eastern Plains, the appeal of the ranch life, and the towering peaks of the Rocky Mountains, Montana has quickly become a favourite holiday destination amongst the fashion crowd. Demand for cowboy boots has been growing by 45% since the beginning of the year, alongside searches for demure, floral prairie dresses reminiscing of The Little House on the Prairie, which were up 34% since the beginning of March.

With a search increase of 60% over the past three months, LoveShackFancy is one of the fastest rising brands for prairie dresses, alongside Zimmermann and & Other Stories. Straw hats are another trend that has been inspired by this destination: they have seen a 62% rise in demand in May. Meanwhile, cowboy-approved denim jackets are also on the rise, with searches being up 35% since March.

LoveShackFancy floral-print maxi dress and Ganni Blue Fringed Western Boots
LoveShackFancy floral-print maxi dress and Ganni Blue Fringed Western Boots
Copenhagen buildings

4. Denmark – Sustainability in Copenhagen

  • 8,587,712 photos posted on Instagram
  • 101,910 searches influenced by this destination since January

Copenhagen has long been one of the leading forces behind the rise of sustainable fashion, and Danish brands are amongst some of the most wanted labels when it comes to Summer dresses and cool-girl accessories. Ganni’s signature floral dresses remain popular; online searches for the brand are currently up 39% year on year.

Copenhagen-based Stine Goya also continues to drive demand amongst luxury shoppers thanks to its stylish occasionwear pieces: it is currently up 95% year on year. Meanwhile, inspired by a desire for a more eco-friendly fashion, Veja sneakers are still a popular footwear choice; in May, they were searched every 5 minutes on Lyst. Other sustainable brands like Rag & Bone and Eileen Fisher are also showing constant growth in interest from online shoppers.

Ganni Black Goldstone Floral Wrap Dress and Veja V10
Ganni Black Goldstone Floral Wrap Dress and Veja V10
Tokyo street at night

5. Japan – From the Traditional to the Kawaii

  • 44,410,114 photos posted on Instagram
  • 90,010 searches influenced by this destination since January

From Oriental-inspired kimono jackets to cute kawaii, via streetwear and skate brands, Japan is a major style inspiration this summer. We’ve seen searches for Japanese mens brands Undercover, Neighborhood and Visvim spike in the last 3 months. Moschino’s cartoon teddy bear accessories and fun, fluffy bag chains by Fendi are trending worldwide.

Tribe & Fable teal kimono and Moschino printed backpack
Tribe & Fable teal kimono and Moschino printed backpack
French cafe

6. Rural France – Rustic, Romantic Essentials

  • 3,181,234 photos posted on Instagram
  • 81,400 searches influenced by this destination since January

Understated and chic, rural French villages provide classic jetleisure inspiration. Elegant white blouses have been a must have since the ‘50s, and data indicates that the demand isn’t slowing down, as searches went up 69% in the last few weeks.

Easy to walk in, espadrilles are a popular French girl staple that have seen a 43% rise in searches over the last 3 months. A perfect beach-to-city option, sundresses have been increasing in searches with “striped”, “wrap” and “red” being the most popular searches over the last month. Meanwhile, nothing says French girl style quite like a Breton top, a seasonal trend that has recently seen a 32% spike in demand.

LoveShackFancy Pink Floral Linen Dress and Castaner Natural Jean Cotton Canvas Espadrilles
LoveShackFancy Pink Floral Linen Dress and Castaner Natural Jean Cotton Canvas Espadrilles
Venice Beach

7. USA – Sea, Surf, and Tie-Dye in LA

  • 57,027,712 photos posted on Instagram
  • 42,190 searches influenced by this destination since January

Nothing says LA quite like the relaxed vibe of tie-dye, which has been one of the fastest growing fashion search keywords of the year so far. Searches for tie-dye have steadily been rising since the beginning of the year and were up an additional 18% over the past month, with t-shirts and hoodies being some of the most popular items. Demand for practical, surf-inspired swimwear has also increased by 29% over the last three months, with long-sleeved wetsuits being particularly popular.  

T-shirt and jeans
R13 Women's Tie Dye Skull Rose Kimono T and RE/DONE Blue Mid-rise Boyfriend Jeans

Photos by Farsai Chaikulngamdee, Max Brown, Paolo Nicolello, Hunter Wiseley, Nick Karvounis, Chris Yang and Travis Yewell on Unsplash, and Sophie Hay.

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