Lyst summer trends report calls out romantic and Eastern-inspired looks
Luxury global search engine Lyst said Tuesday that seven key travel destinations are inspiring consumers’ searches for their summer wardrobes and they’re making an impact on their shopping baskets as well as their Instagram feeds.
The Jetleisure: 7 Holiday Destinations Influencing Our Summer Style report draws on search volume around trending keywords, and demand for fashion items by five million shoppers.
And it said that Marrakech, Bali, France, Montana, Japan, Copenhagen and LA have inspired more than 0.8 million fashion searches this year.
All of this means fashion appears to be having a romantic/boho/Eastern moment with Marrakech being the destination that’s influencing summer wardrobes the most right now. It has driven over 240,000 online fashion searches for Moroccan style items since the beginning of the year.
That has led to demand for long tunics reaching an all-time high (up 23% year-on-year) with interest in “maxi printed dresses” up 42% in the last three months. Star prints and geometrics are trending globally too.
Lyst also said that Bali is the most photographed jetleisure inspiration spot with more than 52 million images on Instagram. Its impact on fashion is being seen via straw bags that “are a new vacation essential, having seen a huge 122% rise in searches over the past three months.” Other natural fabrics have seen a surge in searches in the last month with raffia (+14%), linen (+42%) and macramé (+58%) all popular.
And it added that shirred dresses and sarongs saw search demand rising by 324% and 30% respectively in April.
A contrasting look, but one that taps into similar retro/romantic themes, is inspired by rural France with more than 81,000 fashion searches for keywords such as broderie anglaise and espadrilles. Striped Breton tops have recently seen a 32% spike in searches.
Even more popular is the outdoor appeal of American ranch life that has made Montana “a hot new destination amongst the fashion crowd.” Ranch-style fashion items have driven more than 107,000 online searches so far. This has boosted searches for floral prairie dresses (up 34% since early March). LoveShackFancy is one of the fastest rising brands for prairie dresses with searches up 60% in the past quarter, alongside Zimmermann and & Other Stories.
Japan is also trending upwards with items such as kimono-style jackets proving strong for streetwear and skate brands. Lyst said searches for Japanese men's brands Undercover, Neighborhood and Visvim have spiked in the last three months and “Moschino’s kawaii cartoon teddy bear accessories and fun, fluffy bag chains by Fendi are trending worldwide.”
Meanwhile, tie-dye and surf trends, inspired by LA, “are having a moment right now.” Demand for surf-inspired swimwear is up 29% over the past three months, with long-sleeved wetsuits proving popular.
The company also expects Scandi style to prove popular in resorts worldwide with interest in Copenhagen’s style inspiring searches for pieces by Danish brands like Ganni (+39%) and Stine Goya (+95%).
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