The fashion landscape in 2020 was significantly reshaped by the global pandemic, with face masks, comfort, and ‘nap dresses’ leading the way in redefining style and trends. Lyst’s latest Year in Fashion report revealed how consumers turned to fashion as a form of activism, expressing their views on social and political issues through their clothing choices.
The shift towards loungewear and lingerie became more apparent this year, as comfort and practicality took precedence. Brands like Birkenstock, Crocs, UGG, and Nike joggers gained popularity as people adjusted to the new normal of working from home and limited social interactions.
Looking forward to 2021, Lyst predicts a return to dressing up and supporting purpose-driven brands, with a renewed focus on celebrating freedom and individuality. The rise of secondhand fashion, championed by influencers like Princess Beatrice and Jennifer Aniston, underscores a growing interest in sustainable and vintage clothing options.
One unexpected trend that took the fashion world by storm was the surge in demand for face masks as a fashion accessory. Brands like Off-White saw a significant increase in searches for their logo face masks, emphasizing the importance of protective gear in everyday fashion. Comfort-driven brands like Birkenstock also saw a spike in popularity, especially through collaborations with high-fashion labels.
The popularity of accessories like Telfar’s Shopping Bags and Nike loungewear further demonstrates consumers’ openness to new trends. Despite the dominance of casual wear, there was still a demand for dresses, particularly ‘nap dresses’ that offer both comfort and style in one package.
Lyst’s report also highlighted the breakout brands to watch in 2021, such as Brother Vellies, Paris Georgia, Chopova Lowena, Thebe Magugu, and Medea, each experiencing growth in search interest. Established brands like Marine Serre, 1017 ALYX 9SM, and Pyer Moss also saw an increase in popularity due to collaborations and celebrity endorsements.
Influencers like politicians Alexandria Ocasio-Cortez and Kamala Harris continued to shape fashion trends with their sartorial choices, while music stars like Harry Styles, Beyoncé, Lizzo, and Travis Scott maintained their influence. Rising fashion influencer Charli D’Amelio also made her mark in 2020, showcasing the power of social media in driving trends.
As the fashion industry continues to evolve and adapt to changing times, Lyst’s Year in Fashion report highlights the resilience and creativity of the industry. 2020 may have been a year of transformation and innovation, but it also showcased the ability of fashion to reflect our collective experiences and aspirations.
For more on the latest fashion trends and insights, visit Vogue and Business of Fashion.
