Stylight Fashion Recap: These were the most important fashion trends of 2019

Even if the year 2019 still has exactly 50 days, trends, top products and top brands can already be named that shaped the fashion year 2019 and will also be in demand in 2020. Stylight, the Munich-based inspiration platform for fashion and design, has identified emerging fashion brands, the most sought-after sneaker brands and sustainable brands, and compiled trends that will still influence 2020. FashionUnited does not want to anticipate too much, just that maxi trends are in Reference to sunglasses and coats will continue in 2020 - as well as lumberjack shirts to hide under them.

Based on this year's data, the Stylight team examined the shopping behavior of its 12 million monthly users from January 1, 2019 to October 15, 2019 and identified which brands saw significant increases in searches and clicks that year, and which did most clicked product of the respective brand. This resulted in trends that brands and retailers should prepare for.

Off-White ahead of brands like Nike and Adidas

Virgil Abloh's brand Off-White made it to #1 most clicked brand in 2019, ahead of big brands like Adidas, Nike, Michael Kors and Superdry." Although Off-White was only founded six years ago, designer Virgil Abloh has managed to stand on a par with sports giants like Nike and Adidas through a mixture of high fashion and street style,” concludes Stylight. And not only in Germany, but also in Italy, France and the USA.

Sensi Studio, Arjé and Rotate: The newcomer brands of 2019

In addition to established brands, there were also smaller, up-and-coming and already extremely popular brands in 2019 that were enthusiastically searched for, clicked on and in demand. In first place was the Sensi Studio brand, founded in 2010, which increased by 1,000 percent compared to 2018. In second place Arjé, a label that has found success with its “see now, buy now” approach: inquiries increased by 161 percent compared to the previous year. Copenhagen-based label Rotate, which specializes in special dresses, came in third and increased by 122 percent compared to 2018.

Cecilie Bahnsen, finalist of the LVMH Prize from Copenhagen, convinced with her brand of the same name, which focuses on very feminine creations and romantic silhouettes. Inquiries for her label increased by 93 percent compared to 2018, bringing it to number 4. Amsterdam-based label wandler occupied fifth place, which grew by 53 percent all with a female designer at the helm. If that's not a reason to toast," says Stylight.

Odd Molly, Veja & Co.: Sustainable fashion brands are still in demand

As in the previous year, the trend among consumers to question their consumption and to place more value on production conditions and environmentally friendly materials continues. Stylight has therefore compiled the top 5 green fashion brands that follow an ecological and social approach and prefer organic and/or recycled materials.

Swedish brand Odd Molly took first place with its feminine collections, up 537 percent compared to 2018. "Odd Molly's most popular product is a red midi dress with a floral print," Stylight found out. In second place, needless to say, French sneaker brand Veja was up 214 percent. "The top product on our platform is the white VejaSneaker Net Sustain V-10," revealed Stylight.

The US brand Madewell, which is known for its denim collections, made it to number 3 with an increase of 98 percent. The Californian label Reformation came in fourth, with clicks almost doubling compared to the previous year (92 percent). Most successful product: a midi dress printed with flowers. London-based label Ninety Percent ranked 5th with a 14% increase in clicks, seeing a particularly high level of interest in 2019 for its white organic jersey maxi dress.

Off White, Nike & Alexander McQueen: Top Sneaker Brands 2019

"Years have passed when sneakers were only part of the wardrobe of athletes. More than ever, sneakers have arrived at the forefront of the fashion scene. We no longer just wear them with our everyday looks, they even make an appearance with cocktail dresses and date looks, and they’re indispensable in the office anyway,” says Stylight, confirming the ongoing sneaker trend.

Accordingly, sneakers have established themselves as official status symbols in 2019 and, with an average price of 249 euros (women) or 308 euros (men), are almost luxury products are ahead, for men it is Off-White, Nike, Alexander McQueen, Balenciaga and Adidas.

The most popular sneaker models of 2019

As far as individual sneaker models go, the women of 2019 opted for the "Yeezy Boost 350 V2" by Adidas Originals, which glows in the dark, followed by Alexander McQueen's "Oversized Sneakers", Balenciaga's "Triple S", Gucci's "Ace Sneakers with Bee" and Off-White's "Hi-Tops".

In the men's category, Off-White took the top two spots with the Odsy-1000 and Low Top Arrow Sneakers, followed by Alexander McQueen's Oversized Sneakers, Nike's Air Max 97 and X PLR C ' by Adidas Originals.

Trends 2019 and 2020

"2019 was a year of vintage-inspired and extravagant designs. It couldn't be big enough or bold enough. At the forefront are trends that we were already familiar with from the 80s and 90s, but trends inspired by cowboys also dominated the fashion year 2019,” Stylight summarizes 2019.

While coats and sunglasses can be one size larger (yes, XXL coats and skier sunglasses will also be in 2020), mini dresses and mini bags were in demand in 2019. When it comes to 90s-inspired trends like bucket hats, checked blazers, headbands, hair clips and lace-up boots, Stylight says 2020 will only see the latter.

Fortunately, only the last two of the 80s trends, which brought us back voluminous hair ties with a 1000 percent increase in 2019, as well as puffed sleeves, flounces and ruffles, will also prevail in 2020. Of the cowgirl trend, which showed up in 2019 with cowboy boots, Texas-style belts and lumberjack shirts, only the latter will last next year.

In terms of prints and patterns, tie-dye topped the list in 2019 with a 196 percent increase in interest, followed by snake print (+89 percent), leopard print (+58 percent) and polka dots. However, it remains to be seen whether these will also be in demand in 2020.

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Images: Stylight