Feb 11, 2022
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2010s blogger style, brown, and grunge are key social media trends says new Lyst tracker

Feb 11, 2022

Global fashion shopping app Lyst has launched an interesting new trends roundup with the debut of Born Online. On a monthly basis, it looks at “the newest, hottest fashion trends born from internet subcultures”. 

Brown could be the new Millennial pink, Lyst thinks - Photo: Hope, AW22

It said that “trends coming from TikTok and other social platforms are becoming more powerful and even influencing the industry as a whole”. So pairing its bespoke data from 160 million shoppers with cultural analysis and social media tracking, it believes it’s “uniquely placed to explore the new energy of digital fashion culture today and predict what's next”.

The new Born Online Chart highlights the three youth-led movements that have caused the biggest impact in fashion each month. That judgement is based on their “virality (hottest, moving fast and emerging), and given context by data-driven insights and a bespoke algorithm”.

So, looking at what happened in the early weeks of the year, what’s the verdict for its February report? The Hottest winner for February is the 2010s style blogger look that’s “taking over luxury fashion”. It said online searches for Balenciaga’s City bag on Lyst increased 37% month-on-month during January.

Top of the Moving Fast list is brown, which is “positioning itself as Gen Z’s preferred colour. With a 32% increase in searches for brown clothing in January, compared to the same time last year”. Lyst thinks it could be “the new Millennial pink”.

And under the Emerging trend tag, it said “Grunge is back, this time mixed with high fashion items”. Searches for ‘plaid shirts’ grew 200% month-on-month last month, and demand for men’s chunky knits rose 69% in December.

The January list meanwhile, called out “Indie Sleaze” as the Hottest trend with skinny jeans (+20% on Lyst since November 2021) and sheer tops (+35%), making a comeback. Meanwhile, the Moving Fast trend for January was Euphoria. Crystal-embellished catsuits (+12%), cut-out pieces (+15%) and see-through tops (+11%) were all trending on Lyst, a week after Euphoria Season 2 premiered. Labels such as Nensi Dojaka, Poster Girl, Miaou and Dion Lee were popular here. 

And the key Emerging trend was Magic Gorpcore. It said the ‘gorpcore’ aesthetic “has evolved and taken a kaleidoscopic turn, with bright colours, psychedelic prints and creative combinations”. Searches for multicolour Arc’teryx pieces increased 72% month-on-month in the New Year.

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