2020 is about to end and it is a good time to look back and draw conclusions. How has the pandemic affected us? Have we changed our habits? Do we value other things now? What do we give importance to now? In what and how do we invest our money?
And most importantly, have the changes come to stay? Gone are months of fear and uncertainty but also of solidarity and activism, of responsibility and commitment.
The US presidential elections, the unanimous cry of society against racism , spontaneous actions to thank the work of health personnel, the willingness to help … everything has been influencing our new normal and our new way to buy. The Lyst platform now presents its annual report which is a great photograph of this 2020.
1. Music dominates the list, with Harry Styles, Beyoncé, Lizzo, Kim Namjoon RM (BTS) and Travis Scott. Styles is the first man at the top of the Lyst ranking of the most influential. Her JW Anderson cardigan triggered the viral #HarryStylesCardigan challenge on TikTok and searches for knitwear skyrocketed.
2. Beyoncé continues to set trends and is the second most influential celebrity of the year in fashion. The singer and actress wore a Marine Serre jumpsuit with the moon print for ‘Black Is King’ and in 48 hours searches for the French brand increased 426%. Marine Serre has become the logo of the year.
U466275Kate Middelton returns to the list of the most influential GTRES
3. Kate Middleton returns to the list of the most influential . When she wore a floral mask in August, searches in less than 24 hours later grew dramatically. Kate beats her sister-in-law, Meghan Markle by a landslide. But beware, there are more royals that are influential.
4. E l wedding dress Princess Beatrice , lent by Queen Elizabeth, triggered a huge rise in searches for “vintage wedding dresses” within 48 hours after the ceremony. And there is more. The vintage dress Jennifer Aniston wore at the 2020 SAG Awards, a John Galliano design for Dior, prompted a search for vintage dresses in the two days after.
5. Thanks to the Michael Jordan series ‘The Last Dance’, the Air Jordan 13 Retro Flint , which went on sale when the show ended, became the best-selling shoe of the year on StockX – the fastest they were sold in StockX history – with 40,000 pairs sold in their first month on the market.
6. The Carolina Herrera white suit that Kamala Harris chose for her acceptance speech sent searches for white pantsuits up 129% in 24 hours. Do we have a new influencer? Yes, and not just fashionable.
Princess Beatrice’s wedding dress, on loan from Queen Elizabeth, triggered a huge surge in searches for ‘vintage wedding dresses’. AFP
7. From ‘Emily in Paris’ to Cardi B and Megan Thee Stallion, the impact of pop culture on fashion was more important than ever during our stay-at-home months. However, the home days also shaped a wardrobe that prioritized comfort, with Birkenstock, Crocs, UGG and Nike joggers among the most popular products of 2020.
8. TikToker Charli D’Amelio is in eighth place on the most influential list. When he posted a video to celebrate his 72 million followers, he was wearing a tie-dye print T-shirt and searches for T-shirts with this motif increased considerably.
9. Masks have become quite a statement of fashion intent, with Jennifer Lopez and Lady Gaga causing the biggest impact on searches for these products.
A year in which we showed our faces. “Fashion activism was more apparent than ever in 2020, from conscientious shopping at stores run by blacks to Michelle Obama’s famous necklace with the word VOTE (vote),” they say.
A year in which we have stayed at home. “Until now, it was common for searches for sweatpants to grow between September and December each year, but in 2020, interest in these garments skyrocketed in mid-March and April.
A year in which we shop with conscience. “In September, the term ‘vintage fashion’ generated an average of 35,000 monthly searches. The search for second-hand fashion increased considerably, even among future brides, who considered environmentally friendly options and increased searches on the internet for vintage, second-hand or used wedding dresses “.
In short, a different year . Searches for masks increased 502% and with the disappearance of the red carpet season, we opted to wear our best clothes and show ourselves on social media. He highlighted the #pillowchallenge challenge and the number of TikTok users grew at an unprecedented rate. Live Instagrams were up 70% in video in April.
And what interests us now?
1, We are more mystical. After Meghan Markle showed up with an evil eye necklace, searches for the pendant jumped 58% in May. The sense of uncertainty prevailed throughout the year, prompting users to turn to astrology and charms for support and protection. Searches that include the terms ‘zodiac signs’ or ‘astrological signs’ grew quite a bit.
2, ‘Cottagecore’. The internet sought aesthetic inspiration from the countryside and a more leisurely lifestyle, which resulted in a fad full of roomy dresses with puff sleeves, baggy blouses and warm cardigans. In July, searches for ‘nap dress’ were fired.
3, Survival instinct. When masks became just another accessory, we stocked up on other apocalyptic items: thick-soled boots (like military boots and platform models) and oversized leather jackets and pieces. And we must highlight the searches for ‘Sailor Moon’ skirts, the boy’s mesh shirts and the individual long earrings.