lyst.com 1 2020 was no ordinary year in fashion. But fashion, in essence, is all about change. Over 100 million shoppers looked on fashion shopping platform Lyst this year, and we’ve crunched their searches, views and sales metrics to celebrate the stories that shaped the year in fashion. Across the globe, we rose to unique challenges and showcased incredible strides through creativity, resilience and self- expression. Here’s how you styled it out. CONTENTS 1. Movements Pg 3 2. Moods Pg 4 3. Looking Forward Pg 5 4. The Moments That Mattered Pg 6 5. How We Shopped: Pop Culture Pg 7 6. Power Dressers Pg 8 7. Breakout Brands Pg 9 8. The World’s Most Wanted Pg 10 9. Sneakers Of The Year Pg 11 10. Hottest Collaborations Pg 12 11. Logo Of The Year Pg 12 12. The Meme Makers Pg 13 13. The Year In Intimates Pg 13 2 MOVEMENTS WE SHOWED UP Fashion as activism was stronger than ever in 2020. From shopping Black-owned businesses to Michelle Obama’s famous “Vote” necklace, clothes and accessories expressed views on social and political issues. In the U.S., searches for terms including “vote” were rising fast, 29% week-on-week in October and T-shirts became the most wanted political fashion statements. WE SHOPPED CONSCIOUSLY WE STAYED TOUGH In September, “vintage fashion” In 2019, survivalism was generated an average of more considered a trend, but this year, than 35K monthly searches, it’s an actual truth. Mandates while online fashion searches for on wearing face masks were secondhand-related keywords enforced to prevent the spread increased 104%. Brides-to-be of COVID-19, and the fashion were looking for eco-friendly industry quickly took on this options too, as online searches new category: searches for for “vintage”, “secondhand”, or face masks increased 502% “pre-owned” wedding dresses year-on-year, while retailers and collectively jumped 38% year- brands pivoted their business on-year. strategies to keep them in stock. WE SHOWED OFF With a non-existent red carpet season this year, we showed off our fashion savvy via social media. Influencers and celebrities took on the #pillowchallenge and put their WFH ’fits on full display. TikTok’s user base grew at a record- setting pace in the beginning of the year, while Instagram saw a 70% jump in Live videos by April. WE STAYED HOME As lockdowns happened across the globe, our everyday wardrobes shifted towards comfort. Historically, searches for sweatpants would grow from September to December each year, but interest spiked significantly in mid-March. During April, when most of us started staying home, global searches for sweatpants went up 104% month-on-month. 1 3 MYSTICAL COTTAGECORE The feeling of uncertainty was The internet aesthetic sought prevalent this year, causing inspiration from the countryside people to turn to astrology and and a slower lifestyle, which amulets that could offer guidance translated through fashion or protection. Searches that with roomy dresses with puff include “zodiac sign” or “birth sleeves, billowy blouses and cozy sign” have collectively risen 56% cardigans. In July, searches for year-on-year. After Meghan “nap dress” spiked 22%. Markle was spotted with an evil eye necklace, searches for the jewelry piece rose 58% in May. MOODS HIGH PERFORMANCE LOUNGE LIFE Sporty bike shorts and tennis With the majority of 2020 being skirts were must-have items spent at home, the everyday this summer. Searches for the wardrobe transitioned towards latter, particularly for Nike’s Court more loungewear pieces. In April, Victory white pleated tennis global searches for joggers grew skirt, rose 33% in June. Interest 123% compared to the same in bike shorts remained high time last year, while searches for in the fall, as searches for the leggings jumped 48%. category (including terms “biker” and “running”) went up 43% collectively in September. SURVIVALIST E-WEAR As face masks became a regular E-girl and e-boy styles were a part of our everyday style, we top trending search on Google stocked our wardrobes with last year, and the TikTok-centric, even more apocalypse-ready anime-inspired aesthetic is still items. Searches for chunky going strong in 2020. Searches boots — including combat and for “Sailor Moon” skirts rose 16% stomper styles — increased year-on-year, while mesh T-shirts collectively 49% year-on-year, increased in sales by 20%. while searches for leather pieces Single dangly earrings also saw are up 32% year-on-year, most pageviews up 72% year-on-year. specifically jackets and oversized silhouettes. 24 LOOKING FORWARD MORE AUDACITY MORE PURPOSE As a reaction to a year of wearing Shoppers will expect more from sweatpants and rarely any their brands than just activism- occasionwear, we’ll be dressing inspired slogans, whether that’s up to celebrate socialization publicly taking a stand against again. Think modern-day Roaring social injustices, increased ‘20s style: short hems, bright sustainability efforts or regularly colors and prints, and loads of contributing towards charitable embellishments. causes. MORE FREEDOM With the success of Gucci’s genderless shopping section “Gucci MX”, Converse’s genderless line SHAPES and Beyoncé’s Ivy Park x Adidas gender neutral pieces that all debuted this year, we see genderless shopping gaining bigger momentum in 2021. 5 BRANDS TOBased on fast growingWATCH search terms over the last six months, we predict a big year for : Brother Vellies (+23%), Paris Georgia (+25%), Chopova Lowena (+33%), Thebe Magugu (+27%) and Medea (+40%). MORE OTHERWORLDLY MORE MATERNITY As the space tourism market Following SKIMS’ success with becomes increasingly its maternity shapewear and competitive between SpaceX, Nike’s recent launch of maternity Blue Origin and Virgin Galactic, activewear, the category will seeking inspiration outside of life evolve to dress every need of on earth and creating future- expecting mothers, especially minded design will happen in those who want to maintain the fashion as well. same type of lifestyle they led before pregnancy. 3 5 MOMENTS THAT JANUARY 19TH JANUARY 26TH MATTERED Red Carpet (Vintage) The Billie Eilish Effect Fashion At the 2020 Grammys, Billie Jennifer Aniston’s vintage Eilish’s head-to-toe Gucci Christian Dior by John Galliano look sparked a 242% jump in gown at the 2020 SAG Awards searches for Gucci face masks caused a 40% spike in in just 24 hours. The 18-year- searches for vintage dresses in old swept the awards show, the 48 hours following her red giving her designer look plenty carpet appearance. of airtime. MARCH 30TH MARCH 31ST APRIL 5TH A Durag In Vogue Duke And Duchess Depart #PillowChallenge Takes Rihanna’s May 2020 cover for March was the final month of Prince Harry and Meghan Markle’s Over Instagram British Vogue featured a durag duties as senior Royals, and The Duchess of Sussex’s outfits Influencers and celebrities for the first time ever on the made as big of an impact as ever. Searches for Victoria Beckham used quarantine as outfit fashion publication. Rihanna’s increased 137% after she wore a turquoise dress by the British inspiration and turned their custom durag by Stephen designer to the Endeavor Awards on March 5, while searches for bedroom pillows into fashion Jones caused Google to see Safiyaa spiked 227% after Markle wore a red dress from the luxury content. The #PillowChallenge a spike in searches for “durag brand, just two days later. After she wore a green Emilia Wickstead inspired shoppers to search Vogue” and searches on Lyst gown to the Commonwealth Service at Westminster Abbey on online for designer belts by for “durag” went up 100% March 9, searches for the British brand rose by 286%. Gucci, Off-White, Versace, and month-on-month following the Saint Laurent. cover’s debut in March. MAY 4TH JULY 17TH JULY 21ST AUGUST 17TH Met Gala Goes Online Princess Beatrice Wears Transgender Visibility Michelle Obama’s Call to The Met Gala’s cancellation Vintage Valentina Sampaio became “Vote” didn’t stop one of fashion’s Princess Beatrice’s wedding the first transgender woman Michelle Obama attended the biggest events and most dress was a vintage gown to cover the Sports Illustrated 2020 Democratic National anticipated red carpet by Norman Hartnel and on Swimsuit Issue. The Brazilian Convention with a powerful moments of the year from loan from the Queen. The model wore a white one- speech endorsing presidential happening online. Vogue secondhand (and sustainable) shouldered swimsuit from candidate Joe Biden. But a and Billy Porter started the choice caused a surge in Haus of Pink Lemonaid, bigger message came from #MetGalaChallenge, inviting searches for the term “vintage causing searches for white her ByChari jewelry: a necklace Instagram users to recreate wedding dress” which were up one-piece swimsuits to hit its with the word “vote” in gold their favorite Met Gala looks 297% in the 48 hours following peak that same week. letters. Following her speech, from home. the royal wedding. searches for “vote necklace” spiked on Lyst, increasing 63% compared to the week before. SEPTEMBER 20TH OCTOBER 2ND NOVEMBER 7TH A Virtual Emmy Awards Another Savage Show The History-Making Pantsuit The Emmy Awards were the Rihanna brought back her Within 24 hours following first major awards ceremony Savage X Fenty Show for a Kamala Harris’ speech, with a semi-virtual format. second edition and online searches for white pantsuits Nominees attended remotely searches for the brand spiked 129% whilst page views in a mix of fancy pyjama increased 101% in 24 hours for pussy bow blouses spiked sets and IRL red carpet- after the star-studded 95%. Meanwhile, page views worthy looks. Within 48 spectacle was made available of white womenswear pieces hours, searches for pyjamas to stream on Amazon Prime increased 35% compared to increased 18%.