OVERVIEW

from HUB Stye - Issue #01-2023

RETAIL STORY

2022 FASHION WRAPPED

Birkenstock, Diesel, Miu Miu and Prada are some of the brands that have characterized the fashion scene in 2022. Bella Hadid is the most powerful dresser

Sara Fumagallo

Clockwise from left: Bella Hadid during the Coperni SS 23 show, Miu Miu’s ballet flats from FW 22/23 collection and the Birkenstock 1774 Boston

Another year has flown by. There are those who look ahead and write the 12 New Year’s resolutions and the nostalgic ones who stay in the past listening, for example, to their Spotify Wrapped or creating video recaps on Instagram and TikTok. We “fashion people” prefer to write down the trends that have characterized 2022: a kind of scrapbook to relive together the last 365 days. As usual, the online fashion search engine Lyst has analyzed online shopping patterns of the people that in 2022 browsed, discovered and/or bought items through its site. Here are some trends and trendsetters that have dictated fashion during these past 12 months.

A YEAR TO REMEMBER 2022 was the year of Miu Miu. The brand’s micro mini skirts, the Wander bag and the iconic satin ballet flats that have quickly become the most coveted product because they are worn by stars such as Sydney Sweeney, Bella Hadid, and Rosalía dominated fashion this year. And figures confirm this: searches for the label saw a 34% increase compared to last year. If the Prada Group brand has been crowned “Brand of the Year”, Diesel was awarded the “Best Logo of 2022” title. Worn by celebrities like Kylie Jenner, Dua Lipa, and Rihanna the Italian multinational company has repositioned itself as an “alternative luxury” brand; in April it became one of the hottest fashion’s brands of the year, and in June the 1DR bag saw a 248% increase. Those who believed that the Birkenstock phenomenon would not have a long life was mistaken. Its Boston clogs won the “shoe of the year” award with a 593% boost in searches in the first six months of 2022. Worn by Dua Lipa, Kendall Jenner, and Bella Hadid, Prada’s Re-nylon Re-edition 2000 is undoubtedly the bag of the year, with a 131% boost in searches in summer 2022. Nike x Jacquemus is the iconic collaboration that has marked the past few months. The 15-piece collection, available online at the end of June, sold out and crashed the site minutes after launch (searches increased by 2.575%). The Y2K mania which wants a throwback to 2000’s was one of the fashion trends that marked 2022, with the model Bella Hadid as its main inspiration. Lyst named her “most powerful dresser” of 2022 since all items she wore became viral; for example the UGG Classic Ultra Mini which saw a 152% boost in searches in only 24 hours, but also corset tops (+70%) and cargo pants (+56%). On average, all her outfits sparked 1,900% increase in searches for similar garments. Bella Hadid walked in more than 35 fashion shows, including the memorable Coperni SS 23 show that won the gold medal as “top moment of the year”. The Paris brand, in partnership with Fabrican, painted (literally) a dress live onto the American supermodel with the innovative spray-on fabric technology invented by the Spanish scientist and fashion designer Manel Torres. The spray-on dress went viral on TikTok where it gained over one million video views. As a result, Coperni received a 3,000% increase in searches for the brand in the next few days.