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PrettyLittleThing highlights fashion trends making a comeback

Brands associated with the late 90’s and early Noughties – such as Ed Hardy and Juicy Couture – look set for return to popularity.

Fashion retailer PrettyLittleThing has released a new trend report which highlights the nostalgic fashion trends set to make the biggest comeback in 2021.

The report uses internal site search data from the past 12 months. This was then analysed to reveal the largest increases in searches using Google Analytics and Google Search Console, reported The Industry.Fashion.

Brands associated with the late 1990’s and early 2000’s are seeing a comeback, the report found. Ed Hardy saw a 556% increase in searches, while Von Dutch was up 235% and Juicy Couture up 308%.

The Pretty Little Trend report noted that people are ‘hoping to relive those carefree years’ and are looking at brands which were worn by celebrities during those times including Justin Timberlake, Lindsay Lohan, Paris Hilton and Britney Spears.

In addition, Ugg boots are also on the rise – with searches soaring 1,008%. Other major increases in searches were for shearling trims (+2,900%), glitter tights (+1,588%) and furry boots (+1,025%).

Taking a dip back into the 1980’s, and leg warmers (+517%) and arm warmers (+650%) have also seen increases in searches having been spotted at New York and Paris Fashion Week.

On the other side of the spectrum, products with the biggest search declines on PLT year on year included neon (-72%), sequins (-69%) and camo (-64%).

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