Fashion was well varied in 2018. From the ‘Dad’ fashion fix to re-embracing the ‘90s, consumers took a keen interest in expressing both their individuality and ideals with what they wore.
In surveying the searches of 80 million shoppers from 120 countries, global fashion search platform Lyst, tracked more than 100 million searches to uncover what today’s consumer wants.
For 2018, here are the 10 fashion trends that mattered most.
Meme fashion
According to Lyst, 2018 was “the year fashion went viral.”
This year, meme culture met with out-of-the-box product design, resulting in fashion moments that had the world in conversation, like Balenciaga creative director and Vetements head designer Demna Gvasalia’s seven layer coat and stiletto crocs for Balenciaga, plus a Spiderman glove dress for Vetements.
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“From Gucci’s balaclavas to Jacquemus’ giant Bomba hat and Kanye’s tiny slides, the brands and products that became memes saw huge spikes in search demand and page views as a result,” Lyst said.
90s/00s
Whether it was matching tracksuits, gold hoop earrings or cropped hoodies, 90s and early aughts style was in full swing this year, and according to Lyst, “decidedly turn of the century” search terms started gaining traction.
“Fashion and culture were intertwined as 90s sitcom Friends rolled out on Netflix, Kim Kardashian flashed her 90s Gucci ‘thong’ and Dior brought back its Saddle bag,” Lyst said.
‘Dad’ fashion
Why ‘Dad’ style became cool may still be confounding, but what started with bulky sneakers has evolved into additional wearables.
“Alongside the phenomenal global success of the chunky sneaker at all price points, slouchy cardigans, fleeces and ‘ugly’ shirts combined saw a 439 percent increase in views, making Dad the unlikely fashion icon of 2018,” Lyst said.
Sport luxe
Streetwear made itself omnipresent this year, finding its way to all tiers of retail—luxury in particular.
According to Lyst, 62 percent more items on the site were labeled as sportswear this year.
“Shoppers are spending more on sportswear; the average price of leggings increased 60 percent year on year from $58 to $93,” Lyst said.
Neon
Ultra Violet may have been Pantone’s Color of the Year 2018, and yellow and brown may have seen greater interest, but influencers helped drive consumers eyes to neons.
“Neon pieces—in particular highlighter pink and green—saw a 120 percent increase in fashion searches,” Lyst said. “Neon clutches received over 20,000 searches in September and Prada’s neon shell pouch was the most viewed.”
Plastic
Plastic had a moment this year when it came to trends, and so did Staud, a three-year-old brand that quickly caught the eye of influencers everywhere.
“The poster girl of the transparent trend, Staud’s Shirley plastic bag was searched for over 5,000 times during New York fashion week,” Lyst said. “The clear plastic Jimmy Choo x Off-White heels where in the top five most wanted heels in February.”
Artsy
Whimsical and illustrated sketch motifs were popular this year as shoppers looked to up the artsy factor of their apparel.
“JW Anderson’s moon face earrings were September’s hottest earrings and Céline’s brushwork dresses were amongst the most wanted items from the pre-owned dress category this year,” Lyst said.
Western Cowboy
Western style crossed into more mainstream in 2018, with more consumers keen on the country look.
“Searches for cowboy boots, fringed jackets, and shirts with western-motifs all significantly increased over the fall,” Lyst said.
Pre-Raphaelite Prairie
The Pre-Raphaelites were a brotherhood of English painters, poets and art critics founded in 1848, but they’ve inspired a modern movement.
“Batsheva, Coach, The Vampire’s Wife and Erdem all turned to the pre-raphaelite era for inspiration,” Lyst said. “Dresses with gothic sensibilities or prairie girl details trended worldwide. This reserved femininity saw a combined increase in searches—including the words ‘modest,’ ‘high neck’ and ‘puff sleeves’—of 406 percent year on year.”
Sustainable
As more and more brands and consumers start to come to terms with the fashion industry’s impact on the environment, sustainability has become a bigger trend.
Lyst reported seeing a 47 percent increase in searches including sustainable related keywords like “vegan leather,” “organic cotton,” and “econyl” this year.
