A new trend report by UK fashion retailer Pretty Little Thing, using internal site search data in the past 12-months, has revealed the nostalgic fashion trends set to make the biggest comeback in 2021.
The customer search data was analysed to reveal the largest increases in searches using Google Analytics and Google Search Console, and brands associated with the late 90’s and early noughties, such as Ed Hardy, which saw a 556% increase in searches, Von Dutch up 235%, and Juicy Couture up 308%, look set for a big return to popularity for Brits this year.
The "Pretty Little Trend" report says “people are hoping to relive those care-free years,” and are looking at brands last seen on the celebrities of those times, such Justin Timberlake, Lindsay Lohan, Paris Hilton and Britney Spears.
Ugg boots are also on the rise again, with searches rocketing +1,008%, and other huge increases in searches were for shearling trims - up 2,900%, glitter tights +1,588% and furry boots +1,025%.
According to PrettyLittleThing, it’s time to “dust off your glittery tights and shearling trim coats from the back of your wardrobe and immerse yourself back into your favourite fashion trends.”
Interestingly, arm warmers and leg warmers, a Jane Fonda workout favourite in the 80’s aerobics craze, and recently spotted at both New York and Paris Fashion Week, have also attracted newfound interest, with searches up a huge 650% and 516% respectively.