When Beyoncé surprise-dropped the music video for her song “7/11” last November, her graphic print “Kale” sweatshirt went viral overnight and was soon picked up by stores spanning Urban Outfitters and Kitson to Nordstrom. Now, a mere five months since the video’s debut, Google’s first-ever fashion trend report says “Kale” sweatshirts are past their sell-by date.
The inaugural report, released Monday, compiled more than six billion apparel-related queries from January 2012 through February 2015 to find out what’s in—and out—for Spring ’15.
Split into categories of “sustained growth” (trends that have been growing steadily), “seasonal growth” (styles expected to come back even stronger this spring) and “rising stars” (fleeting trends that saw sudden growth in recent months), as well as their declining counterparts, Google says the season’s top trends include tulle skirts, midi skirts, joggers and palazzo pants.
Meanwhile, white lace dresses, high-waisted bikinis, rompers, shift dresses and white jumpsuits will likely grow in popularity, and flash-in-the-pan trends include neoprene swimsuits, emoji shirts, high-neck bikini tops and the infamous “Kale” sweatshirt.
As for what’s out, one-shoulder and peplum dresses, vintage clothing and string bikinis are fading; skinny jeans, custom tees and corset dresses are expected to continue their decline; and, contrary to what showed on the Spring ’15 runways, normcore and ‘90s jeans are dead. (Lest we forget, normcore was the most Googled fashion trend of 2014.)
The search engine giant plans to start issuing fashion trend reports twice a year and is already working with major retailers, including Calvin Klein, to deliver real-time analytics that will aid their day-to-day decision-making.
“We’re interested in being powerful digital consultants for our brands, not just somebody they can talk to about what ads they can buy online,” Lisa Green, who heads Google’s fashion and luxury team, told The New York Times.