admin 2023 is drawing to a close and, with it, fashion search engine Lyst has
announced its annual ‘Year in Fashion’ overview. The report shows, among
other things, which trends were most important this fashion year, which
brand was searched the most and what the most popular shoes and bags were.
Luxury fashion brand Miu Miu was once again labelled ‘Brand of the Year’
for 2023, following on from its success in 2022, when it released the viral
ballerinas. The luxury fashion brand only further grew its popularity this
year by launching a new range of products and collaborations with brands
such as New Balance and Church’s. It also managed to attract attention by
launching campaigns starring Emma Corrin, Kendall Jenner and Gigi Hadid,
among others.
2023 is also the year that marks Miu Miu’s 30th anniversary. Searches
for Miuccia Prada’s luxury brand grew 39 percent this year, with growth
peaking (at 12 percent) in April, even though the AW23 show had already
been and gone. The label’s logo cashmere cardigan had ‘it’ status by this
point.
Mini skirts and hotpants
One trend that did well this year was the miniskirt, which became even
shorter and aligned with trousers that gave way to hotpants. Searches for
these rose 133 percent year-on-year. Meanwhile, after Emma Corrin walked
down Miu Miu’s AW23 catwalk wearing gold sequin-filled knickers, searches
for the brand rose 257 percent within 24 hours.
The Adidas Samba and Uniqlo shoulder bag
When it comes to shoes, the Adidas Samba was unmissable. The trainer was
searched every 1.7 minutes on Lyst, giving it the title ‘Sneaker of the
Year’. The Adidas Samba is a classic, 73-year-old shoe and is an important
part of the popular ‘clean girl’ aesthetic, according to Lyst.
Another item that people could not live without was the Uniqlo shoulder
bag. The genderless half-moon bag, available for less than 20 dollars, is
the cheapest product ever featured in the ‘Year in Fashion’, and has become
the best selling bag ever. How did this item become so popular? Not through
influencers, but through traditional, familiar word-of-mouth
advertising.
Jacquemus and Dilara Findikoglu
Then there is the Jacquemus’ campaign. 2023 is a year when various
technologies went viral and Jacquemus took advantage of that. The luxury
brand made use of digital effects and had its bags virtually driven through
Parisian streets. This also inspired other brands to experiment with a
similar concept, followed by mirroring campaigns.
The young, London-based brand Dilara Findikoglu was declared ‘Brand to
watch’. Searches for the brand increased by 89 percent year-on-year. The
eponymous designer has built a large fan base since 2016.
