Nostalgia Drove Google's Most Searched Fashion Trends in 2018
Internet users were most curious about styles from past decades.
Google confirmed what we already knew: Nostalgic fashion is in.
Styles from past decades were among the most-searched-for trends in 2018, according to the tech giant. The top fashion searches of the year in order are: 1980s fashion, grunge style, 1990s fashion and 2000s fashion. Look no further than Kylie Jenner’s retro-inspired Adidas Falcon ambassadorship or Marc Jacobs’ Redux Grunge Collection to see the fad’s influence from retail to designer.
The 1980s swept the runway during Fashion Week in February. In Milan, Versace took the crown with a regal '80s collection, while Ralph & Russo brought the vibrant colors of the decade to Paris. Miu Miu's models in Paris had big hair, oversized jackets and minidresses, to boot.
Then, Hailey Baldwin helped Adidas present its throwback Falcon shoe in September during London Fashion Week (the same month, Jenner hosted a gas station-themed pop-up with neon lights and claw machines for the sneaker's launch party).
Lupita Nyong’o even dressed as Cher from 1995's Clueless for Halloween, proving that ‘90s fashion never goes out of style. The decade was marked by crop tops, chokers and mom jeans, like the all-denim getup Jenner donned last month.
Aside from Ariana Grande’s "Thank U, Next" music video that paid tribute to 2000s rom-coms, the decade was revived in a host of hot looks — namely, the return of the Dior saddle bag. The “It” bag of the early '00s, the item was featured on Sex and the City (which celebrated its 20th anniversary this year) and was brought back by Zoey Deutch on the red carpet in June.
Designers tapped into nostalgia with new lines as well, including Marc Jacobs with his grunge collection that was sported by models Gigi Hadid, Stella Maxwell, Kaia Gerber and Presley Gerber at the Dec. 3 opening of Marc Jacobs Madison. Alexander Wang and Balenciaga's runways also had a hint of throwback fashion — some even speculated that a layered jacket from the latter paid homage to the character Joey from the '90s hit Friends.
Also making the top 10 Google fashion trends of the year are Meghan Markle and Kate Middleton. The Kate Middleton effect gave way to the Meghan Markle effect this year when the Suits actress wed Prince Harry in a Givenchy boat-necked gown by designer Clare Waight Keller. (This week, the pregnant duchess appeared at the Fashion Awards to present Keller with an award.)
It was estimated that Markle could boost as much as $210 million into the British economy as global on-lookers seek to mimic her simplistic style (after all, when she wore a pair of Tamara Mellon shoes, it generated 6 billion media impressions for the brand).
Finishing off the top trends of 2018 were Harajuku fashion and hipster style.