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The Swimwear Trends You'll See Everywhere This Summer

With festival season underway and warmer days fast approaching, Lyst’s data team has compiled a new trend report identifying some of the major swimwear trends that we predict will influence online shopping this Summer. To compile this report, Lyst compared the online shopping behaviour of more than 5 million shoppers per month searching, browsing and buying fashion across 12,000 designers and stores online, along with social media mentions and engagement statistics worldwide since the beginning of the year.

This year, Lyst data shows that swimwear is becoming the subject of a great generational divide. While the Gen Z generation is going all out, unafraid of making loud statements in sexy cutouts, flashy neon colours, glittery bikinis, dangerously high leg cuts and stick-on swimwear, millennials are favouring more modest designs, which have seen a steady growth in demand since the beginning of the year.

Sporty long-sleeved swimsuits and swimming shorts have been benefiting from a strong rise in searches, while high waisted bikini bottoms remain amongst some of this season’s most sought-after styles. With quality being an increasingly more important factor, luxury swimwear also continues to be a popular choice amongst customers, who are now turning their attention towards more sustainable options.

Photo by Jason Koerner / Getty Images for FUNKSHION Swim Fashion Week
Photo by Jason Koerner / Getty Images for FUNKSHION Swim Fashion Week

#1 Celebrity Inspired

Neon and Polka Dots

Over the past 3 months, searches for bright coloured pieces have seen a 96% increase, with customers showing a particular interest in lime green and neon yellow, two colours that took over the first weekend of Coachella. While this trend has steadily been growing since the beginning of the year, neon swimwear has benefited from a 29% surge in searches since the beginning of March, likely influenced by the start of the festival season. Endorsed by celebrities like Jennifer Lopez, Hailey Bieber and Kim Kardashian, neon swimwear has been responsible for over 35K social mentions since January.

The polka dot print has also seen a renewal in interest this year. Demand went up 61% in January after Nicole Kidman was spotted wearing a black and white polka dot bikini on the beach; ahead of Coachella, searches for polka dot swimwear once again went up by 12%, and the trend was worn by the likes of Emily Ratajkowski and Kendall Jenner during the first weekend of the festival.

#2 With a Conscious Mind

Sustainable Swimwear

Since 2018, Lyst has seen a 66% increase in searches for sustainable fashion, and sustainable swimwear is among the categories that have seen a significant growth in interest. Mara Hoffman is the most searched for brand in this category, demand having increased by 139% since the beginning of January; its Kia One Piece swimsuit earned the 9th place in Lyst’s most wanted sustainable products list, driving thousands of pageviews all year long and seeing interest build up long before the beginning of beach season.

Loved by celebrities and fashion influencers alike, Reformation is also popular when it comes to ethical swimwear: the brand saw a 43% rise in searches in March. Meanwhile, demand for California-based brand Vitamin A and its signature EcoLux fabric — of which Hailey Bieber is a fan — increased by 19% last month.

Image: Adam Katz Sinding
Image: Adam Katz Sinding
Image: Adam Katz Sinding
Image: Adam Katz Sinding

#3 Now You See Me

Sequins and Metallics

Demand for sequin bikinis is up 76% over the last month, with most of the searches coming from the UK and the US. Sequin bikini sets have been particularly popular, however sequin bikini tops generated 40% more page views on Lyst since the beginning of March.

Meanwhile, metallic swimwear has also seen a resurgence in interest ahead of festival season. Over the last six weeks, we saw demand spike for the trend; the keywords “metallic one-piece swimsuit” and “metallic swimwear” were the most used by online shoppers. ASOS and Fashion Nova are the two brands that have been seeing the most social engagement for this trend.

#4 Walking Down the Pool Aisle

White and Bridal

With searches up 93% since January, white swimwear continues to be a favourite amongst fashion lovers and celebrities alike. When Selena Gomez wore a white two-piece in February, online searches for white bikinis grew by over 500%; meanwhile, white bathing suits became a breakout search after Malia Obama was spotted wearing one in Miami. On trend yet timeless, white bikinis and swimsuits will remain a safe swimwear choice this Summer.

Meanwhile, Chanel redefined bridal fashion with a Haute Couture take on swimwear. For its Spring 2019 show, the French house sent a bride dressed in an embellished one piece swimsuit — complete with waist-defining cutouts — down the runway, forgoing the traditional wedding gown. Accessorised with a matching embellished swim cap and a cathedral-length veil, it was a bold look that was responsible for a 1,147% rise in social mentions for the brand in the 24 hours following the show. In the weeks that followed, there was a 132% rise in searches for “bridal beachwear” on Lyst.

Photo by Pascal Le Segretain / Getty Images
Photo by Pascal Le Segretain / Getty Images
Image: Adam Katz Sinding
Image: Adam Katz Sinding

#5 The Ones That Keep Trending

Logo Mania and Animal Prints

The logo mania is still going strong, with demand for branded swimwear up 39% last month. Gucci, Fendi, and Moncler are leading the trend across both menswear and womenswear, searches being up 17%, 38% and 129% respectively in March. Fans of the trend include the Kardashian-Jenner sisters, Alicia Keys, Miley Cyrus and model Olivia Culpo.

Expect to see a lot of animal print on the beach this Summer: online searches for the trend went up 111% over the last three months. Leopard print remains the most in demand and saw searches go up 67% compared to the same time last year. Meanwhile, searches for snake print swimwear were up 106% in March, Norma Kamali, ASOS, and Melissa Odabash being the most popular brands. Cow print is also proving popular, with demand rising by 39% in March.

#6 Understated Statements

Belts and Knots

This season, expect to see more interesting swimwear around. Belted swimsuits and knotted bikinis continue to be in demand. Worn by the likes of Priyanka Chopra and Kylie Jenner, these styles are having a moment. Searches for belted swimwear was up 22% on Lyst in March, with brands like Hunza G, Solid & Striped, and Lisa Marie Fernandez being popular amongst fashion lovers. Meanwhile, searches for knotted swimwear grew by 104% over the last three months.

Image: Adam Katz Sinding
Image: Adam Katz Sinding

The Greatest Swimfluencers of 2019

As the weather heats up and Summer holidays get booked, we’ve taken a look at the celebrities who have made the greatest waves in the data with their swimwear choices this year, monitoring the spikes in demand created by global superstars and their top swimwear moments of 2019… so far.

From divas to models and international movie stars, we’ve rounded up the people who have influenced our opinions on swimwear, as well as our purchase decisions. Ahead, discover who the five greatest global swimfluencers of the year are.

Ashley Graham

Ashley Graham’s impact on the swimwear industry remains intact. In fact, online searches for “Ashley Graham swimwear” have gone up 150% in the US since the beginning of the year, and her swimwear photos on Instagram get, on average, 158% more likes than her other uploads. Demand for a striped swimsuit went up 34% in January after Ashley posted a photo of herself wearing one, while online searches for a yellow bikini went up 15% following one of her latest bikinigrams.

Image Source: Instagram user @ashleygraham
Image Source: Instagram user @ashleygraham

Jennifer Lopez

In March, Jennifer Lopez shared a photo of herself wearing a bright swimsuit on the set of the film Hustlers, which has since gained more than 2.8 million likes. In less than 48 hours following the upload, demand for “pink bikini” went up 84%, and the star’s exact bikini sparked thousands of online searches. Of course, J-Lo’s influence doesn’t stop there: so far this year, searches for “Jennifer Lopez bikini” are up 140% worldwide.

Image Source: Instagram user @jlo
Image Source: Instagram user @jlo

Jude Law

In early April, photos of Jude Law filming new episodes of the limited TV series The Young Pope in white swim briefs very nearly broke the internet. With social mentions going up by 257% in a matter of days, the British actor became one of the biggest swimfluencers of the year. Since the photos have been leaked, online searches for men’s swim briefs have gone up by 180% worldwide, being especially popular in Australia and in the UK.

Photo by Tim P. Whitby / Getty Images

Mariah Carey

When Mariah Carey shared several images of herself wearing a sparkly lavender bikini in January, the keywords “Mariah Carey string bikini” immediately became a breakout search in the US — and the demand hasn’t really slowed down. Since the beginning of the year, some of the most commonly used search terms alongside Mariah Carey remain “bikini” and “string bikini,” despite the fact that the singer hasn’t since uploaded a single swimwear photo on Instagram.

Image Source: Instagram user @mariahcarey
Image Source: Instagram user @mariahcarey

Selena Gomez

After Selena Gomez wore a white L*Space bikini to celebrate her best friend’s hen do, social mentions went up by 831% in just three hours. In the 24 hours following the upload of her numerous Instagram posts, online searches for her two-piece grew by over 500%. White bikinis have been a popular option this year: demand has gone up 98% on Lyst since the beginning of January.

Image Source: Instagram user @selenagomez
Image Source: Instagram user @selenagomez

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