Searches for denim are up 54 percent at Vestiaire Collective

Fashion weeks have a media impact that, by now, goes far beyond occupying pages of magazines and journals. The artful atmosphere of the runways, however, goes straight down the streets and feeds hungry for trends and news. Vestiaire Collective, the world's leading pre-loved fashion app with more than 5 million items from more than 80 countries, has unveiled search data about July 2022: the query "denim," not surprisingly, registered a 54 percent increase over 2021. For Fashion Week in June, Dolce & Gabbana presented a collection that made distressed denim the ultimate testament to the revival of the 2000s.

Diesel FW22

Dolce & Gabbana SS23

Prada SS23

Loewe SS23

Ami Paris SS23

Not that denim has not been central to Paris: Loewe created a variant of grass-covered jeans, and Ami Paris wrote a compendium on Parisian glamour. Jonathan Anderson's original approach spiked searches on Vestiaire Collective by 24 percent over the same period last year. Complicated, perhaps, by the total denim looks staged by Prada for the SS23 collection - already in 2021 the May Issue line had released a collection in Organic Denim Washed - and, even more incisively, Glenn Martens' work reaffirmed avant-garde experimentalism that made denim even more desirable. Vintage-inspired designs by Glenn Martens registered an incredible +288%, and over 60% of searches for Diesel involved the Italian brand's new it-bag. Ami Paris' strategy also worked: bringing Cara Delevingne to the runway outside the famous Sacred Heart Church in Montmartre increased searches by 50% compared to the same period in 2021.