Consumers are in staycation mode. Though U.S. shoppers are only days into the unofficial start of summer, trends named in Lyst’s recent Data Drop signify a deepening desire for beach-ready tops and accessories.
The global fashion search platform reports that there have been more than 7,000 searches for Hawaiian floral inspired outfits over the past month. “Hawaiian shirts are by far the most popular product category, with searches up 44 percent since the beginning of this month,” according to the report.
One brand’s shirt in particular is getting a lot of attention. Searches for Bode shirts increased 31 percent in less than 24 hours following the release of Harry Styles’ music video for “Watermelon Sugar.” In the video, the pop star dons the golden yellow shirt while frolicking on a California beach with a bevy of women dressed in ’70s-inspired jean shorts and crochet bikini tops. Esquire has gone as far as calling it the “shirt of the summer.”
Other traditional summery motifs are picking up momentum, too. Over the last week, searches for gingham dresses have increased 49 percent, with red and yellow gingham being the most wanted. Searches for the gingham print in general increased 22 percent month-on-month, Lyst noted, while gingham face masks are particularly popular in the U.S. and the U.K.
Yellow is also trending in other categories. Searches for the color increased 16 percent week-on-week. Dresses remain the most wanted category, but searches for yellow T-shirts are on the upswing, too. Lyst said yellow tops are currently up 18 percent collectively week-on-week. Pink, however, is heating up men’s wear. Searches for pink pieces are up 124 percent since the beginning of May, Lyst noted, with the most popular categories for pink men’s wear being sweats, sneakers and T-shirts.
As consumers begin to put away their work-from-home sweats, they are increasingly looking for ways to update their T-shirt wardrobe for the summer. Global demand for muscle tees and padded-shoulder T-shirts have been consistently high on Lyst over the past couple of months—up 57 percent since April. “Demand is steadily growing and this week we saw an additional 15 percent increase in searches,” Lyst said of the basic.
White is the most wanted color, followed by black, grey and the aforementioned yellow.
Beach accoutrements are also trending. Searches for bucket hats are up 36 percent month-on-month, while the most commonly searched brands are Prada, Gucci and Stussy, Lyst reported. Cat-eye sunglasses by Celine and Saint Laurent, oversized frames by Gucci and Dior and square slim sunglass styles by Jacquemus and Off-White are among the most coveted accessories.
And in a retro twist for functional fashion, searches for sunglasses chains are up 16 percent since the beginning of May. Lyst data shows that the top viewed brands for eyewear chains include Quay, Asos and accessory designer Lele Sadoughi.