In October, Lyst just named Off-White as the top 10 most popular fashion brands in the world. Recently, the 2018 fashion report of this fashion search engine was officially released.

By tracking more than 100 million searches from 120 countries over the past year, combined with social media hotspots and sales data, the report covers the most popular trends, the most influential individuals, and big events this year.

On the whole, social media, especially Instagram, is becoming a new and more influential fashion show. The eccentric celebrity street style is not a new thing to trigger viral forwarding on the Internet, but this year's "hot search" is really causing brand attention and sales of various items, so that Lyst will "Meme fashion" (Meme Fashion) is listed as one of the most important trends of the year.

Instagram has become a digestive hotbed of grotesque design and offers an unprecedented rate of propagation. Demna Gvasalia, the artistic director of the Parisian family who has already made a splash in this field, contributed Crocs high heels and 7-layer oversized jackets this year, which led to a lot of discussion.

Other brands are reluctant, Lyst observes, “In order to succeed in hot search, brands have already forged the graphic and logo of streetwear as a communicable meme, resulting in a huge logo mania trend and 90 The aesthetic renaissance of the /00s."

This trend shows some continuity throughout the list. Among the top brands such as Fila, Prada and Fendi, Supreme is known for its iconic red logo. Supreme's limited brand cooperation this year has brought 1000% of the search volume up, and the quickly sold out items have been fired several times higher than the original price.

Lyst's public relations director, Katy Lubin, told Radio 1 Newsbeat that the brand is working hard to push its product design to "extreme" to inspire interest and network effects. "Whether the reaction is to vomit, they are expensive and ugly... or are amused by these products."

And this so-called "extreme", at least from the appearance of some items this year, is that many things are getting bigger and bigger.

An Instagram account @itsmaysmemes collects celebrities such as Kendall Jenner and Luka Sabbat wearing giant jackets. The effect of celebrity effects and exaggerated styling has increased the search volume of Puffer jackets by 59% this year, ranking fourth in Lyst's global bestseller list.

Jacquemus's $697 giant woven straw hat is quickly sold out worldwide; the already thick enough old-fashioned shoes are still selling well this year, and The Fila Disruptor and Nike M2K Tekno are the best-selling items on the list.

In addition to Meme and the 90/00 genre, the old hurricane, which was made up of old shoes, cardigans and “ugly” shirts, saw a 439% increase in search volume this year; plastics, sustainable And the keywords of luxury sports style also occupy a place in this year's trend; Kylie Jenner, Kim Kardashian and Meghan Markle are listed by Lyst as the top three most influential people.

Fashion also recorded several eye-catching events this year.

From January, all the members dressed in black dresses attended the Golden Globe Red Carpet, supporting #MeToo and Time's Up sports; in April, King Kate appeared in the public after wearing the red dress after the birth of the little prince, triggering public attention to the status of women during pregnancy and postpartum. Discussion; When Melaniya visited the US-Mexico border, the dark green jacket was outdated and said, "I really don't care...you?"; and Nike made 30 after the American football season's squat protests. Anniversary advertising campaign. In addition to the beauty and ugliness, the dress in front of the camera has gradually become a very emotional language of the times.