Stylight Fashion Recap 2019

Part 01
Brands of
2019

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Which were the year’s most wanted brands on the web?

Gucci, Dior, Bottega Veneta.. it’s no mystery these were the most buzzed high-end brands of 2019. You’ve seen them all over: in the press, in influencer street style pictures, on the red carpet. But if, like us, you’re on a budget and your Insta following is limited to your friends and technologically advanced mom, your shopping in 2019 might have looked different. So what are normal shoppers, like you and me, actually interested in? When we wanted to invest in our new favourite bag or dress, what brands did we search for in 2019? What were this year’s most clicked brands on the Internet? Stylight looked at the global purchasing behaviour of its 12 million monthly users to find out which were the top brands of 2019 – from the people, to the people.

The top 5
brands of 2019

The battle of the streetwear titans

It’s official: 2019 was the year streetstyle went mainstream. Virgil Abloh’s Off-White was the n.1 clicked brand in the US, DE and FR alike. And there’s more: top rankings globally have seen the rise & conquer of streetwear giants like Adidas and Nike. Note on the latter: in spite of the incredible backlash received in 2018 due to the Colin Kaepernick backing ad, Nike is still an Internet favourite, proving that taking a bold stance is the way to go. Though overshadowed by streetwear, luxury love-brands with affordable pieces, like Gucci, Versace and Michael Kors, still managed to make the top 5.

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The emerging
brands of 2019

Tiny label, big success: the rising stars of 2019

Fashion heavyweights aside, up-and-coming brands have made a big splash this year too. Scientists all agree: wearing an emerging brand at a dinner party and name dropping the label will make you at least 35% cooler. We’ve selected the hottest emerging brands of 2019 that we’ll be keeping on eye on in 2020.

Sensi Studio

Sensi Studio is one of the hottest emerging brands on Stylight, with over 100 times more clicks vs last year. Founded by designer Stephany Sensi in 2010, the label employs Ecuadorian artisans to create bags, hats and accessories, inspired by tradition but meeting modern taste. The most wanted item? This gorgeous handwoven straw bag that just screams “Holiday!”.

 


Arjé

Created in 2016 by husband and wife duo Bessie and Oliver Corral, Arjé has quickly gained popularity thanks to its innovative concept: 3 collections a year, and the possibility of ordering pieces only for 2 weeks after the collection’s debut. This is crazy short, considering the standard order window in the ready-to-wear industry is normally 6 months! This “see-now-buy-now” method seems to be working, as the brand grew in clicks by +161% vs 2018. The most clicked piece: the Gaia silk shirt in ceylon yellow.


 
Rotate

Scandi-fashion is here to slay: Copenhagen based Rotate has grown in clicks by +122% vs 2018. Ultra-feminine and über-trendy, the label created by Danish designer Birger Christensen is mostly known for its statement dresses. And, obviously, the most popular item this year was indeed a dress: this flowy snake print maxi dress is literally the embodiment of 2019.


Cecilie Bahnsen

Another Danish label has made our watchlist this year. Copenhagen native and LVMH Prize finalist Cecilie Bahnsen created her eponymous label in 2015, and quickly rose to success thanks to her unique take on fashion – basically the Scandi twist on French feminine style. Clicks have rose by +93% over the past year, and the most wanted piece is this Black Poplin Midi Dress.

Wandler

Straight from Amsterdam, Wandler is one of the “It” brands of the year. Founded by Elza Wandler in 2017, the leather goods brand has become “Insta” famous thanks to its sleek aesthetic, high quality materials, and competitive prices. On Stylight the brand has grown by +53% in clicks over the year. The must have item? The Corsa bag, beloved by celebrities and influencers alike for its perfect size.

The top sustainable
brands of 2019

Green shopping has never been trendier

Being more conscious in consumption is in general one of 2019 biggest trends (thank you for the wake-up call, Greta!). On that note, we decided to look at the sustainable brands that our shoppers loved the most in 2019. Here are the top 5 brands that are committed to an ecological and / or ethical approach to fashion, and that allow us to shop (almost) guilt-free.

Odd Molly

Founded in 2002, Swedish label Odd Molly is best known for its bold colours and playful patterns, but also for its focus on sustainability. Environmental impact is taken into account at each stage of the production cycle, from material sourcing to production, all the way to delivery. In 2019, the number of clicks for the brand’s products increased by a whopping +537%, making it the most wanted sustainable brand on our platform. The most popular product? A very summery floral print red midi dress.

Veja

French brand Veja was seen everywhere in 2019 – from Kate Middleton to Pam in accounting, everyone loves the label’s comfy, minimalistic, and organically sourced sneakers. Since its very creation over 15 years ago, Veja has put ecology and fair trade at the heart of its mission. The key word: transparency. The result: a global success, more than 3 million pairs sold, and on our platform a growth of over +200% vs 2018. The sneaker model our shoppers want the most? The Net Sustain V-10 – which is by no coincidence the one Meghan Markle was spotted wearing too..

Reformation

Reformation was truly the revelation of 2019. The Cali label has the instant appeal of a fast-fashion brand, thanks to its trendy, contemporary styles and accessible pricing. The catch? The brand has sustainability as one of its core values: it uses plant-based or recycled materials, it invests in green infrastructure, and strives to minimise its environmental impact. Basically, the brand looks good and does good: so no wonder clicks grew by +92% vs 2018! The most beloved item by our shoppers: this emerald green, floral print midi dress – that you’ve probably seen on your Insta feed all summer long!

Madewell

Taylor Swift is obsessed, and so are our shoppers: American brand Madewell grew by +98% in clicks over last year. Known for its denim collections, the brand is concentrating its efforts on green production, and has created the label “Do Well” to highlight its sustainable products. The most clicked item is a denim staple: an oversized jacket, perfect for looking cool while demonstrating at Fridays for Future.

Ninety Percent

London based label Ninety Percent should be on your radar. The brand’s name was chosen with intention: the label donates 90% of its profits to charitable causes – that customers can even pick for themselves. The company’s mantra is #DressBetter: better means sustainable but also ethical. The label utilises plant-based fibers, recycled materials or greener alternatives to conventional viscose (Tencel and EcoVera). It also only employs suppliers that operate under ethical codes of practice. The top clicked item: this white, maxi dress in organic jersey – just heavenly.

About this report

Our analysis is run on internal Stylight data from our 12 million monthly users. Time frame selected is from 01.01.19 to 15.10.19, and compared to 2018 for the same period. Top brands are ranked on total number of clicks per market for the selected time frame. Emerging brands and sustainable brands are ranked on total number of clicks globally for the selected time frame. 

Part 02
Sneakers

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Part 03
Trends

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written by:

Clara Del Genio

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