Miu Miu is 2022's top brand says Lyst; Diesel, Coperni, Birkenstock also score
With searches for the label increasing 49% on Lyst compared to 2021 (thanks to products such as its miniskirt and ballet flats), it's both a testament to the power of the brand and also the turnaround that has been seen at its owner Prada in recent years.
And Lyst has awarded Diesel the logo of the year title with its 1DR logo having made a bigger impact than anyone might have expected. It helped Diesel enter the Lyst Index for the first time at number 15 and in June, the 1DR bag became the most wanted, accessory with a 248% increase in searches.
But it’s not all about higher-end products with the shoe of the year being Birkenstock’s Boston clogs. They saw searches increasing 593% in H1 and “the clog has become the defining shoe of the post-pandemic fashion era,” Lyst said.
Bag of the year chalks up another success for Prada, and it's one that also nods to its heritage with the Re-nylon Re-edition 2000 mini bag being the brand’s most searched item. This summer, searches for it rose 131% and its popularity soared on TikTok. “Thanks to its Gen Z-friendly 90s aesthetic — the hashtag #pradanylonbag generated over 4.2 million views,” Lyst said.
Other brands making an impact included Lacoste, which Lyst called out as having the digital fashion moment of the year due to its March Minecraft collab. Demand for the 30-piece collection soared 1,011% following its release.
And talking of collabs, the year’s top one was Jacquemus x Nike. There were over 50,000 searches 24 hours following the announcement of the link-up and and the collaboration sold out within a few minutes. Searches for Jacquemus also jumped.
Meanwhile Coperni bagged the viral moment title with its “unexpected” spray paint dress that went viral on TikTok. In the days following its show, Coperni saw a “staggering” 3,000% increase in searches, making it the most searched brand from fashion month.
And Marc Jacobs made an impact too via the ‘Weird Girl’ TikTok aesthetic that “blurs the lines between trends and offers a new take on maximalism”. Tied to the launch of Heaven by Marc Jacobs — searches spiked 376% in June after Kendall Jenner wore one of its dresses. The aesthetic capitalises on 90s nostalgia.
And Lyst said JW Anderson’s 3D Printed Pigeon was the “Weird and Wonderful Moment of the Year”. Priced at $890, the accessory now comes with a waiting list and has become the brand’s most viewed product on Lyst.
Despite its current woes, Balenciaga also had a moment and was called out as having the Fashion Show of the Year with its Haute Couture offer. In the 24 hours after the show, online searches for the house spiked 525%.
Lyst also called out the brands to watch for 2023 saying Luar, Amesh and Mônot are rising stars. Searches for Luar have increased 59% year-on-year and demand for its Ana bag has risen 106%. Amesh searches are up 44% in 2022 and 109% in the past month. And Mônot searches have risen 43%.
Lyst said that the top trend has been Barbiecore. “A gateway to 2022’s obsession with hot pink, the iconic doll — along with the Barbiecore aesthetic — has developed an uncanny ability to shift retail trends,” it explained. “After pictures of a pink-clad Margot Robbie surfaced in June, searches for all things pink skyrocketed 416%”.
In fact, celebrity/influencer power has generally bounced back post-pandemic.
Top power dresser has been Bella Hadid. Her outfits sparked a 1,900% increase in searches. She’s driven searches for corsets (+70%) and cargo pants (+56%) and made the ultra mini platform Ugg boots immediately sell out in September. In just 24 hours, searches for the style increased +152%.
Rising star of the year is Sydney Sweeney. She's become a favourite of both fashion fans and brands, wearing labels such as Reformation, Rodarte, Saint Laurent, Rokh, Balmain and Tom Ford. Searches for ‘black Prada dress' jumped 35% after she wore the label to bag The Rising Star award at Cannes in April.
But 2022’s overall red carpet moment of the belonged to Kim Kardashian at The Met Gala in Marilyn Monroe's Bob Mackie ‘Happy Birthday, Mr President’ dress. In the two weeks after, searches for Bob Mackie spiked 456%.
Finally, Lyst said the top screen style moment was Elizabeth Debicki as Princess Diana in The Crown. With more than 101.7 million views for videos tagged with #revengedress on TikTok, the series “has introduced Princess Diana as a fashion icon to a whole new generation”.
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