Google’s “Year in Search” report is always a very cool way to enter people’s minds and see what they were interested in the past few months. In the end, if it’s someone who knows your deepest interests and curiosities, it’s Google.
As part of the annual report, we can even find out what were the top 10 most searched for fashion brands in 2017. 2017 was a year of the label: the chase for designer labels reappeared and we could see a return of the logomania. If last year there were a lot of celebrities who are otherwise not fashion designers at the top of the searches, this time around big labels made a come-back.
The Italians: Moschino, Valentino and Dolce and Gabbana
Moschino placed at number 10, Valentino on the 9th position and Dolce and Gabbana was on the 8th spot in the top of the most searched fashion brands of 2017. The reasons why these brands were so popular are varied and range from Ugg-boot collaborations to causing political controversies. Moreover, Instagram runway castings did not hurt the social media buzz around these labels. The Italian labels understood that if you want to be known, you should appeal to the cool kids and all the cool kids today are taking political stances and swiping up and down on their social media apps.
The French: Christian Dior, Yves Saint Laurent and Chanel
The French labels discovered the same thing the Italian brands discovered and were all about celebrity power (Chanel hired singer Pharrell to sell their new handbag and “design” some sneakers) and Christian Dior rode the wave of feminism with their “We should all be feminists” t-shirt.
Real People, Real Clothes: Fashion Nova
Many people outside of the USA might not have heard about Fashion Nova. Fashion Nova is an e-commerce site that sells women’s clothes which are derived from Kim Kardashian and her sister’s style. The twist is that the clothes are really on the cheap and you can even find items below $10. With the popularity of Kim Kardashian, it’s no wonder that such a brand would hit it big and be on the 7th position in the most googled fashion labels.
The Crossover: Supreme and Louis Vuitton
The collaboration between Supreme and Louis Vuitton has not only placed Supreme in the spotlight, but has also generated countless articles online, Instagram photos and tweets. This collaboration was extremely popularized by the media and it really worked in the brands’ favor.
The Winner: Gucci
At the very top in the most googled fashion label of 2017 is Italian brand Gucci. The reason why Gucci became the most preeminent brand of 2017 is simple: they worked as a machine connecting to every hot topic of the year. Thus, from classic moves like dressing celebrities and even holograms (à la Jared Leto) to collaborating with underground brands and getting involved in social movements by promoting diversity and banning fur, Gucci was the it-brand of 2017.
The million (or, better said, billion) dollar question now is what these labels will do next and whether they will be able to keep it up in 2018. Will others take their place or will they continue to create waves in culture? Time will tell, but it’s most likely that most of these brands will still be at the top next year. Until then, we’ll enjoy the clothes.
Fraquoh and Franchomme
Further reading:
Trend forecast: Fashion Weeks of 2018
Trends forecast report: 2017 in review
Menswear trend: Couture sportswear
P.S. We want to hear from you! Which brand was your favorite in 2017? Why? What are your expectations for 2018? Share your feedback, questions or thoughts in the comments below! For more articles on style, fashion tips and cultural insights, you can subscribe to Attire Club via e-mail or follow us on Facebook, Twitter or Instagram!