Veja Campo sneakers are the most desired sustainable item of the moment

After crowning Off-White™ the hottest brand in the world, Lyst presented the Sustainability Report 2020 on the state of sustainability in fashion. Information was collected from more than 100 million shoppers who have used its site in the last year, along with data provided by Google and the fashion rating organization Good on You, finding that, as one representative of the organization explained:

"More and more people are becoming aware of fashion problems and are calling for change. In response, brands are acting-evaluating their social and environmental impact and setting goals to do better." 

This is confirmed by the fact that the key word slow fashion has generated 90 million views on social media, followed by the increase in the search also for upcycled fashion, second-hand and pre-owned fashion. At the product level, Veja is the most sought-after sustainable brand on Lyst in the last 12 months, with an 115% increase in searches compared to last year – an increase that also involves its Campo sneakers that are the most sought-after non-leather product on Lyst. 

If in 2020 eco-friendly fashion has been in the spotlight all over the world, it was also thanks to the endorsement of international stars – perhaps the best kind of advertising these products can have, as happened with Stella McCartney's Eclypse sneaker which, after being worn by Taylor Swift at Wango Tango 2019, saw a 126% increase in searches. Taylor Swift has also been promoting research on vintage fashion by appearing on the cover of Vogue in an archival Chanel jacket, as has Jennifer Aniston whose vintage dress worn at the SAG Awards has sparked a 40% increase in searches. Other celebrities influencing the search for sustainable items have been the British royals: with the announcement that Queen Elizabeth will only use eco-fur, Lyst's online searches for this have increased by 52% while Meghan Markle's shots with Prada's Re-Nylon duffel bag, made from recycled materials, the brand's searches increased by 12% the next day. In particular, the recycled nylon collections of Prada and Burberry have generated a 102% increase in searches for the material since last June.

Most sought-after products also include Laura Lombardi's jewelry, Bassike organic cotton t-shirts, Girlfriend Collective leggings, Stella McCartney's Eclypse sneakers, Reformation's Juliette dress or Patagonia's Lone Mountain parka. Research data show that interest in refurbished jewellery also grew by 90% year-on-year, while interest in ethical jewellery increased by 60% over the same period. Research on bikinis made from sustainable materials is also on the rise and, in Italy, around eco-fur, which is the most searched keyword of recent months along with "recycled fashion" products that have increased by 64% in the last three months. Among the independent labels, the realities to keep an eye on are Mother of Pearl, Ecoalf, Maggie Marilyn, Greg Lauren, Fisch and jewelry brand WWAKE, a favorite of Meghan Markle, Cate Blanchett and other big Hollywood names for the ecological materials used to create her delicate pieces.