Hayley and Justin Bieber
The Lyst platform, which analyzes trends in the fashion world, has summed up some of the results of 2021. According to the data, the dynamics have changed and it looks like now small and young brands are starting to become a more visible part of the industry. Often it is their things that “shoot” on the net, become viral, which ensures their success even without solid megabrand budgets. So, buyers are now taking a closer look at promising brands.
New social media platforms are highlighting authenticity and entertainment rather than luxury and big budgets, so this creates opportunities for small independent brands.
– the manager of the company Brenda Otero commented on this trend.
According to the Lyst report, this year there were many young names that grabbed attention on the Internet throughout the year, but the clear leader was Nensi Dojaka (Nensi Dojaka brand), winner of the LVMH award. Her black mini dresses have been searched an average of seven thousand times a month, making them the “hottest item” by Lyst since early 2021. The brands Harris Reed and Maximilian were also in demand. In early 2021, search queries grew by 189% and 49%, respectively.
Emily Ratzkowski in Nensi Dojaka
Bella Hadid in Nensi Dojaka
Dua Lipa in Nensi Dojaka
The rating also includes the brands Christopher John Rogers, I.Am.Gia, The Attico and Christopher Esber. And – importantly – celebrities have contributed a lot to their success, not fashion influencers, whose influence has waned a bit this year. In 2021, shoppers again took a closer look at what the stars are wearing, and sought to replicate their images.
For example, Bella Hadid and Dua Lipa drew attention to Nensi Dojaka, to Christopher John Rogers – Lady Gaga, Beyoncé and the reboot of the Gossip Girl series, where one of the main characters appears in the brand's dress (after that requests grew by 164%).
Shot from the TV series “Gossip Girl”
Beyonce in Christopher John Rogers trousers
The Attico noted that searches for a zebra print bikini rose 224% after Dua Lipa used it in her hit video Love Again.
Dua Lipa in the video Love Again
When Lil Nas X donned a Richard Quinn suit at the BET Awards, views of the brand jumped 78% in 24 hours, and when Hailey Bieber posted a photo of herself wearing an Alessandra Rich dress, searches for the brand jumped 168% within 48 hours.
Hayley Bieber in Alessandra Rich and Justin Bieber
Greater celebrity influence than bloggers will continue into 2022, with “cultural pioneers,” as Lyst calls them, in the lead. The list of such heroes included the poet Amanda Gorman, who performed at the inauguration of the President of the United States, Grand Slam winner Emma Radukanu, transgender activist, model and poet Kai-Isaiah Jamal, actress Emma Corrin.
We are living in the second decade of fashion democratization. Over the past decade, bloggers have torn down the industry's invisible walls and brands have begun selling items to their customers directly online. Now it's all about cultural significance and community. Fashion lovers no longer need to look at influencers on Instagram, they prefer to mix different styles and mix influences from digital trends, Netflix, musicians or video games. It works in much the same way as the TikTok algorithm: it brings together all your interests,
Netflix has truly become one of the top fashion influencers this year. It was the streaming service series that shaped the trends in many ways. The style of the Bridgerton series gave rise to one of the most popular trends of the year, called regencycore: there were more than 105 thousand mentions on social networks in a year. Since the release of the TV series “Halston” about the legendary American designer, searches for the brand have grown by 550%.
Shot from the series “Bridgerton”
The third season of Sex Education, released this fall, has sparked renewed demand for varsity coats and flared jeans – a week after its launch, requests are up 93% and 50%, respectively.
Music videos have a similar effect. For example, the release of Kanye West's Donda album boosted demand for Yeezy by 128%. Billie Eilish, Doja Cat, Olivia Rodrigo and Blackpink's Lisa have also been named some of this year's biggest trendsetters.