“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.
John Rogers saw searches for the brand jump 164 percent since the start of the year, following support from the likes of Lady Gaga, Bella Hadid and a cameo in “Gossip Girl”; while The Attico saw searches for its zebra-print bikini go up by 224 percent after Dua Lipa wore it in her popular “Love Again” video.
According to the Lyst data, the pendulum could be swinging back in favor of celebrities — or anyone with cultural relevance, across both the physical and digital realms. Music videos have had similar effect, with Kanye West driving up demand for Yeezy by 128 percent after launching his new album “Donda” last August. Billie Eilish, Doja Cat, Olivia Rodrigo and Blackpink’s Lisa were also identified as some of the year’s biggest trendsetters, driving online demand for everything from rhinestone tops to latex pants and platform boots.
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