comfort over luxury...

Covid has turned the world upside down and changed how we look at lots of things in our lives.

Both on a micro and macro level.

In the wake of the pandemic, global fashion search engine Lyst has analyzed the most sought-after fashion brands and items for the second quarter of 2020.

For the first time in the history of the index, it is not a luxury brand at the top of the list.

It’s Nike.

As we all went into lockdown, unsurprisingly shoppers increasingly looked for sports and loungewear, making Nike the most popular brand in the world.

Nike saw a 106% increase in searches for loungewear and sportswear. Adidas also recorded an increase in search queries and climbed eight places in the ranking of the most popular brands, to 13th place.

The facemask with an arrow logo from Off-White was already the most sought-after men's product in the Lyst Index in Q1 and manages to defend this place. In the women's category, a facemask also made it to second place among the hottest products, a model with a moon print from Marine Serre from a cooperation with the French filter brand R-PUR.

Overall, global demand for facemasks increased by 441%. 

Many labels have recently entered the mask market in response to the growing demand. Currently, there are more than 300 masks from over 40 retailers on Lyst.

Meanwhile, my own searches have ben more along the lines of “who delivers high tea near me”

Forget facemasks, pass the home baking I say…

Queen Marie

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