LovetheSales e-commerce portal, which allows consumers to shop all sales in one place, says demand for luxury fashion has shot up in the past quarter, with searches for luxury brands up 27 per cent year-on-year. Although celebrity fashion choices were less important, one main influencer keeps making an impact. The Duchess of Cambridge — whose Boden Aurora midi wrap dress, worn in the second part of the interview, in the last week on the LovetheSales marketplace drove searches for Boden dresses up 98 per cent.
Other trends embraced by the famous have also moved away from the excess of full-on celebrity culture fuelled by Instagram to a more community-focused direction. For starters, views of rainbow fashion wear skyrocketed 566 per cent in April, compared with a year ago.
Demand for fashionable face masks rose month-on – month by 285 per cent. The Off-White mask was reportedly suggested by Lyst ‘s survey as the most searched item for online fashion masks and is currently being sold out. Other brands that see a high demand for fashionable face masks include the US Rag & Bone label. Recently, the brand released a mask, which is now also sold out, with some of the profits going to charities Covid-19. Also in the past fortnight, Boohoo’s masks have seen a 218 percent surge in page views.
Another clear trend was the strong demand for athletic wear, with a 141 percent increase in demand. There was also a 433% rise in demand for loungewear. The brands of choice for riders are Armor and New Balance, with demand for runners rising by 65 percent and 60 percent year on year. This month, Castelli’s Cycling clothing brand saw the biggest jump in demand search.