Lyst reveals wedding fashion stats for 2020
18 Nov 2020
Global fashion search platform Lyst has released its 2020 fashion report, featuring sustainable dresses, shapewear and celebrity influence
After analysing search and sales data from online stores and designers, fashion search platform Lyst has released its 2020 fashion report revealing how events and trends throughout 2020 have influenced weddings.
After Kim Kardashian West’s SKIMS line, which launched in 2019, searches for shapewear increased 36% year-on-year.
Following on from this, Australian-born bridal brand Grace Loves Lace created three new gowns featuring an innovative stretch bustier that provides traditional shaping and full bust support using a combination of power-mesh stretch lining and vertical lace panelling to create a sculpting, curved effect without the restriction of traditional boning and corsetry.
Talking about the line, founder and creative director, Megan Ziems, says: “We combined the illusion of a fitted, boned bodice with our renowned comfort and stretch elements. This ground-breaking shape is going to shake up the bridal industry. Our vision has been to create gowns that are dramatic and effortless in fabrics and shapes that have visual impact whilst still being incredibly comfortable and easy to wear.”
March 2020 was the final month of Prince Harry and Meghan Markle’s duties as senior Royals, and The Duchess of Sussex’s outfits made as big of an impact as ever. Searches for Safiyaa spiked 227% after Markle wore a red dress from the luxury bridal brand, and searches for bridal designer Emilia Wickstead rose by 286% after she wore one of their green gowns to the Commonwealth Service at Westminster Abbey on March 9.
Above: Safiyaa bridal collection L-R: Darlene Ivory Jumpsuit £1,695, Ember Ivory Embroidered Dress £1,895 and Gwendolyn Beaded Long Dress £2,896
Above: Emilia Wickstead bridal collection L-R: Viva, Helene and Beatrice
In September, “vintage fashion” generated an average of more than 35K monthly searches, while online fashion searches for secondhand-related keywords increased 104%. Brides-to-be were looking for eco-friendly options too, as online searches for “vintage”, “secondhand”, or “pre-owned” wedding dresses collectively jumped 38% yearon-year.
This follows on from the wedding of Princess Beatrice of York and Count Edoardo Mapelli Mozzi on July 17 2020 at the Royal Chapel of All Saints Windsor where Beatrice wore the Queen's "Peau De Soie taffeta" Norman Hartnell vintage dress.
This secondhand (and sustainable) choice caused a surge in searches for the term “vintage wedding dress” which were up 297% in the 48 hours following the royal wedding.
Cult bridal brand, Sabina Motasem, launched The Green Collection this year - a new line of vegan, luxe and eco-friendly pieces for environment and cost-conscious brides.
Founder and designer, Sabina Motasem, said: “They say necessity is the mother of invention – we always wanted to create a secondary line long before the pandemic came along. A whole season of weddings [including my own] have had to adapt. As weddings begin again, in a new way, brides are re-evaluating what they want from their big day.”
Above: Anise, Posy and Elsa Sass dresses by Sabina Motasen / Photography: Roger Wooldridge, Styling: Rebekah Roy, Make-up: Birute Thomas, Hair: Duboux, Hair Accessories: Victoria Fergusson
With the feeling of uncertainty prevalent this year, many people turned to astrology and amulets that could offer guidance or protection. Searches that included “zodiac sign” or “birth sign” have risen 56% year-on-year. After Meghan Markle was spotted with an evil eye necklace, searches for the jewelry piece rose 58% in May.
British jewellery brand, Estella Bartlett, included stars and evil eye accents within their EB Edit collection - suggesting that jewellery will take a celestial turn for wedding day accessories.
Above: Estella Bartlett EB Edit collection featuring Mixed Celestial CZ Stud Earrings Set £39 and Eye CZ Necklace £35
In response to a year of wearing sweatpants, modern-day roaring ‘20s style will take over occassionwear; with short hems, bright colors, prints, and embellishments. Monique Lhuillier used 1920 flapper influence for their AW20 occassionwear collection, featuring tassled mini dresses, statement sequined embellished skirts and bat-wing sleeves.
Above: Monique Lhuillier FW20 collection, L-R: Merlot Sequined V-Neck Ankle Dress £2,550, Velour Sequin V-Neck Gown £3,100 and Mini Feather Slip Dress £3,350
Finally, at the beginning of November, Kamala Harris (the now US Vice President-elect) drew attention with her white pantsuit which she wore for her acceptance speech. Searches for white pantsuits spiked 129% - does this mean we will see more bridal suits in 2021? We'll have to wait and see.