While 2020 has not been an ordinary year, somehow it has had some major fashion moments from Lady Gaga at the VMAs and Harry Styles challenging gender norms for Vogue magazine.
One thing that has remained constant is our online shopping habits, according to Lyst’s, annual ‘Year in Fashion 2020‘ report which analyses the searches, views and and sales metrics of more than 100 million shoppers over the last 12 months, these are the 10 brands to watch in 2021.
1. Marine Serre
A brand with rising popularity since March; celebrities such as Dua Lipa, Kylie Jenner and Selena Gomez have been fans of the brands signature moon print, but it was Beyoncé wearing a full black catsuit in the music video for “Black is King” that boosted the brands presence – searches jumped 426% in 48 hours.
Telfar shopping bags became the “it” accessory of 2020, the New York based brand even created a one-day-only pre-sale for the award winning accessory, searches have increased by 270% week-by-week since August.
3. 1017 ALXY 9SM
Searches for 1017 ALXY 9SM are rising by 610% year-on-year and typically spike when the brand collaborates with other big names like Nike, Moncler and Mackintosh.
4. Fear of God
With more that 1.8 million followers on Instagram, the brand has the largest following of all 10 brands to watch, due to celebrity clientele such as Justin Bieber and other big brand collaborations.
5. Pyer Moss
Searches for Pyer Moss have increased by 220% year-on-year and after a successful collaboration with Reebok the brand has continued to gain popularity.
Dubbed “the coolest brand you’ve never heard of” by British GQ, Casablanca is steadily growing in popularity, with searches increasing by 77% over the last three months.
7. Martine Rose
Martine Rose’s collaboration with Italian brand Napapijri has paid off since they teamed up in 2017, as the “Martine Rose Fleece” is one of the most searched keywords on Google increasing by 354% in April.
8. Brain Dead
The LA streetwear brand and creative collective has been steadily growing in popularity from its low-key cult-favourite status with searches increasing 120% year-on-year.
Searches for Sunnei have increased 108% year-on-year and the Milan based brand will likely expand after being bought by fashion brand Nanushka in September.
10. Chinatown Market
The LA streetwear brand has been prolific with its collaborations in 2020, gaining much success. Searches for the brand went up six times during the summer after the release of its partnership with The Grateful Dead.