LONDON — It’s certainly been a strange year that started with strict global lockdowns and major vaccination campaigns happening all around the world. But it’s ending with the reopening of the world and the return of travel, group celebrations — and extravagant fashion.
Along the way, fashion industry dynamics have been shifting and it looks like smaller players are starting to become a more prominent part of the conversation. They’re becoming capable of moving the cultural needle — or simply going viral — without the same big budgets and advertising capabilities as the mega brands.
According to fashion shopping platform Lyst, which monitors online customer searches to identify trends, throughout 2021 customers were searching and shopping for up-and-coming brands, as much as they did for some of their more established peers.
Along the way, fashion industry dynamics have been shifting and it looks like smaller players are starting to become a more prominent part of the conversation. They’re becoming capable of moving the cultural needle — or simply going viral — without the same big budgets and advertising capabilities as the mega brands.
According to fashion shopping platform Lyst, which monitors online customer searches to identify trends, throughout 2021 customers were searching and shopping for up-and-coming brands, as much as they did for some of their more established peers.
“The pandemic had accelerated some changes in the brands ecosystem. The new trends cycle has created opportunities for smaller, independent brands, as new social media platforms favor authenticity and entertainment rather than polish and big budgets,” said Brenda Otero, the company’s cultural insights manager.
According to Lyst’s end-of-year report, there was an array of young names that have been garnering attention online throughout the year, with LVMH Prize winner Nensi Dojaka leading the way.
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