By Holly O'Neill
18th Dec 2020
18th Dec 2020
What were we searching for in fashion during 2020? Designer face masks, Ugg boots and Nike joggers, of course. And Crocs. Sorry, I don’t make the rules
What was your most wanted fashion buy in these most unprecedented of times?
Lyst analyses the online shopping behaviour of more than nine million shoppers a month searching, browsing and buying fashion across 12,000 designers and stores online, taking into account Lyst and Google search data, conversion rates and sales, as well as brand and product social media mentions and engagement statistics worldwide.
According to them, these are the top ten most popular fashion products women have been buying and searching for in 2020. How many did you lust after?
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OFF-WHITE FACE MASK
Surprise surprise; searches for face masks, a global must-have accessory, increased 502% year-on-year. The most wanted face mask was Off-White’s logo face mask, with a 496% increase in searches from January to March.
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BIRKENSTOCK ARIZONA SANDALS
Thanks to collaborations with Valentino, Proenza Schouler, and Rick Owens, Birkenstock became the most wanted shoe of 2020 with searches spiking up to 225% during the second quarter of the year.
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TELFAR SHOPPING BAG
The Bushwick Birkin became the accessibly priced It bag of the year thanks to a shoutout on Instagram from Alexandria Ocasio-Cortez, with searches for Telfar spiking 163% week-on week.
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NIKE JOGGERS
Shocker, Nike saw the greatest increase in loungewear searches. Searches for Nike joggers spiked in 2020 to 213% year on year.
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H&M PUFFY-SLEEVED DRESS
H&M’s answer to last year’s Zara Polka Dot Dress made the list of our most wanted fashion items in 2020 for the €22 pink puff-sleeved dress all over your Instagram this summer.
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HOUSE OF SUNNY KNITTED DRESS
Thanks to shout-outs from Kendall Jenner and Bella Hadid, London-based House Of Sunny’s green knitted dress hit its peak over the summer from May to July.
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PRADA NYLON GABARDINE SHORTS
Prada’s nylon gabardine shorts, €490, worn by influencers Pernille Teisbaek and Marie von Behrens, accumulated more than 10,000 page views over the past six months.
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CROCS CLASSIC CLOGS
Thanks to some great collaborations, fashion’s most polarizing footwear became one of the most-wanted products this year, with average monthly searches for Crocs totalling 135,000.
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UGG SLIPPERS AND BOOTS
Uggs are legitimately cool again, in fact, they’re “high fashion”, according to The New York Times, thanks to a roster of designer collaborations. Specifically, their slippers and boots are some of the top-searched products for the brand with 201,000 and 90,500 average monthly searches, respectively.
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FRANKIE SHOP EVA MUSCLE TEE
The Frankie Shop’s repeatedly sold-out cult Eva t-shirt drove a 112% rise in searches for muscle t-shirts the second quarter of 2020 and became replicated in high street shops everywhere.
Photography by Jason Lloyd Evans.
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