Lyst Index: The Second Trend Report of the Year
When half of the year has passed, it's time for another Lyst Index. For the second time in 2021, the global online shopping platform released its trend report, which is all about Gen Z, collaborations and celebrities.
The Lyst Index is published once a quarter and analyses consumer behaviour of the past three months based on international online data. What people shop and look for on Lyst's own platform as well as Google searches, and engagement on social media, are all included to determine the most popular brands and the most sought-after products.
For the fourth time in a row, Gucci tops the list of the hottest brands. The release of their homewear line, the collaboration with Balenciaga and the star-studded #GucciBeloved campaign featuring James Corden, Harry Styles and Diane Keaton amongst others contributed to the top ranking. Despite diminished interest in Athleisure compared to the same quarter last year, Nike is still in the top three. Nike Air Force One secured the top spot on the women's list, while the Nike Killshot OG SP came in at number 7 for the men.
Photo: Lyst
The influence of Gen Z is undeniable. The driving force seems to be social media, especially the video platform TikTok, on which those born around the turn of the century post outfit challenges and share trend movements. At the forefront are shoes made of materials such as resin or rubber, which for Gen Z revive childhood memories of glittery PVC beach sandals, commonly known as jellies. Subsequently, Adidas YEEZY slides with jagged soles or Gucci rubber sandals in bubblegum pink found their way into the top 10. According to Lyst, the trends of the younger generation are also embraced by more mature fashion aficionados.
Photo: Lyst
There are great news when it comes to the men’s top 10 products. The Fendi Baguette Bag as well as the pleated skirt by Thom Browne are indicative of more tolerance and progress within menswear. A movement towards gender-fluid or gender-neutral fashion has been going on for a few seasons, but to see that it has now reached the consumers themselves undoubtedly demonstrates a step in the right direction.
As for brands in general, two factors seem to be key - star power and collaboration.
Pop star Ariana Grande wore Versace in a segment on US talk show The Late Late Show, writer and speaker at Biden's Inauguration Amanda Gorman appeared in Louis Vuitton on the cover of US Vogue, and actress Zendaya was outfitted by Valentino for the Oscars. All these brands were able to secure a spot in the list of the hottest brands of the past three months.
It is hard to imagine today's fashion world without creative collaboration. Dior Men and Sacai teamed up, Virgil Abloh designed 100 pairs of Nike Dunks for OFF-White, and Rick Owens collaborated with Dr Martens and Birkenstock for limited edition footwear.
While there is a preference for skintight, figure-hugging clothes such as Mugler bodysuits or Marine Serre leggings on the women’s list, accessories such as futuristic Dior sunglasses or classic Gucci horsebit loafers dominate the men’s department.
To know whether Gucci can maintain its top position for the fifth time in a row, and if the lines between traditional women's and men's fashion continue to blur, you will have to be patient. Lyst’s third quarterly report is set to be published in October.
