Lyst: Oscars red carpet trends still inspiring consumer behavior
By Marjorie van Elven
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Fashion
How relevant is the Oscars’ red carpet for fashion? Many have been posing this question as viewership hit an all-time low in 2018, with a 19 percent drop in comparison to 2017. Although ratings increased slightly in 2019, this year was the second smallest audience ever for the Academy Awards. But don’t dismiss the event just yet. According to fashion search engine Lyst, the Oscars still inspire the way consumers shop, as search queries related to trends seen on the event’s red carpet surged following the show.
Oscars impact on Lyst searches in 2019:
- Spike Lee, who took the award for Best Adapted Screenplay, was among the many men moving away from the traditional black tuxedo this year. He wore an Ozwald Boateng purple suit, paired with golden Nike Air Jordan 3 Tinker, proving that not even the Academy Awards can escape the sneaker trend. Following the show, searches for Air Jordan sneakers increased by 600 percent on Lyst.
- Velvet is set to become a huge trend in menswear. Jason Momoa made headlines with his pink velvet suit (with scrunchie to match) designed by Karl Lagerfeld but many other actors wore brightly colored velvet suits or blazers as well, including Richard E. Grant, Stephen James, Chris Evans and Michael B. Jordan. Consequently, fashion searches for velvet blazers increased by 750 percent on Lyst in just 24 hours.
- As for womenswear, hot pink was definitely the color of this year’s Academy Awards: from Julia Roberts to Helen Mirren, more than 10 actresses wore it. It seems like consumers are inclined to follow the trend, as searches for pink dresses went up 528 percent on Lyst the day after the awards.
- Searches for Christian Siriano increased 100 percent on Lyst after Billy Porter wore a show stopping tuxedo gown by the American fashion designer.
- Frances McDormand surprised everyone by wearing a bespoke pair of yellow Birkenstocks, which she paired with a pink Valentino gown. Lyst searches for Birkenstock went up 18 percent after that.
Photos: courtesy of Louis Vuitton