As more cities around the world go into Covid-19 lockdown to flatten the curve of the virus, what are people actually wearing behind closed doors? Global fashion platform Lyst has been tracking #StayHome fashion searches for the past month, and the data shows that the polished Zoom and Instagram looks don’t necessarily reflect what people are actually buying.
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In the UK, shoppers, unsurprisingly, are searching for loungewear. Trainers, tracksuits and slippers are the most popular items, while Stone Island and C.P. Company are the most desired brands right now (for the second week in a row). Londoners specifically are searching for joggers and fleeces, a slight shift from last week’s upspike in yoga leggings.
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Nike is the brand most searched for globally, followed by Gucci and Off-White in second and third place, respectively. The most in-demand items, meanwhile, are Gucci’s All Over Logo lingerie set, Converse x Fear of God’s Chuck 70 trainers, and Ugg’s Scuffette slippers.
Dakota Johnson wearing a Gucci All Over Logo body at the Gucci AW20 show
© Jacopo Raule
The biggest quarantine shopping trend so far is lingerie. Global searches for underwear continue to grow week on week, and are currently up 15 per cent. After Gucci, Agent Provocateur, Off-White and Bluebella are the brands receiving the most interest owing to their selection of smalls.
“There are three schools of stay-at-home shopper emerging; sporty, slouchy, and sexy,” says Katy Lubin, VP of comms at Lyst. “Last week, shoppers were looking for activewear for their workouts from home, and comfortable sweats for enjoying Netflix on the couch. But, in the last few days, we’ve seen a spike in searches for lingerie, specifically lacy, ‘barely-there’ pieces. This suggests shoppers are either making the most of their intimate moments in isolation, or they’re (un)dressing in style to spice up those Zoom calls.”
The lounging mood is mirrored over at pre-owned fashion platform, Vestiaire Collective. Searches for athleisure brand, Sporty & Rich are up by 1,160 per cent month on month, while Jordan 5 Off White sneakers have seen an 8,700 per cent increase in interest. Customers looking for “Prada flames” and “Prada 2005 re-edition” products are up 1,183 per cent and 1,150 per cent, respectively, as shoppers look for investment buys that have stood the test of time, as well as loungewear to live in now.
Are you a sporty, slouchy or sexy shopper? There’s still plenty of time to hone your real #WFH persona (away from those potentially saucy virtual meetings), and an endless supply of inspiration from influencers – including Emily Ratajkowski, Bella Hadid and Kendall Jenner – who seem to have wholeheartedly embraced the myriad sides of lockdown style.
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