As 2020 draws to a close, there is much to reflect upon. In what has been the most unpredictable—and dare I say “unprecedented” year—the last 12 months did not play out in a way any of us expected. And although there have been many challenges along the way, this year has also created a few very worthy success stories, particularly when it comes to the fashion industry.
From an increased focus on sustainable fashion to a heightened emphasis on supporting local independent labels, 2020 has certainly changed the way we perceive and purchase fashion. And of course, as in any year, our friends at Lyst have managed to collate all the analytics around exactly which brands people were investing in (and searching for) this year.
Having released their much-anticipated Year in Fashion report, Lyst has presented us with all the data to understand the brands that thrived in 2020, whether it be through a singular trending product or just general search increases. Yes, this year has been tough, but here at Who What Wear, we like to look for the silver lining, so without further ado, keep scrolling for a few of 2020’s biggest fashion success stories.
Dubbed by Lyst as one of 2020’s ‘Breakout Brands’ Telfar has seen so much success this year. The New York-based label is known in particular for its Shopping Bag style, which is highly-coveted and therefore very difficult to track down. In fact, the Shopping Bag has such star power it even appeared on Oprah’s Favourite Things List for 2020. According to Lyst, Telfar has seen a 270% increase in searches, week on week since August.
Named as one of Lyst’s ‘Brands to Watch’ 2020 was also a big year for Brother Vellies. Founded by Aurora James, the accessories label is known for its sustainable practices and intricate pieces handcrafted by artisans around the world. As Lyst states, the brand has seen a 23% increases in searches over the last six months, so we can only assume it is onwards and upwards for this brand in 2021.
While The North Face did not make it on to Lyst’s Year in Fashion, the brand did get a mention in ASOS’s 2020 round-up. According to the e-commerce website, The North Face puffer jacket sales were up 300% year on year, while the brand’s beanie and glove sales were up 100%. Whether it be due to lockdown restrictions, more time spent outside or the label’s recent renaissance thanks to collaborations with the likes of Supreme and Gucci, one thing is for sure: The North Face jackets are in very high demand.
Another one of Lyst’s top ‘Breakout Brands’ Marine Serre experienced a surge in searches this year thanks to none other than Beyoncé. Queen Bey wore a catsuit featuring the brand’s signature moon print in her “Black Is King” video this year, which prompted searches for the brand to increase 426% in 48 hours. How’s that for the power of celebrity?
Speaking of the power of celebrity, UK-based label House of Sunny also experienced a break out year thanks to some very timely celebrity coverage. Kendall Jenner was spotted in the brand’s Hockney knitted dress this summer, rendering the piece the 6th most wanted item in the world, according to Lyst. Aside from Jenner, House of Sunny has also been championed by influencers all over the globe, so it hardly comes as a surprise that the brand would be on this It-list.
