Article originally appeared on the WGSN Blog
Fashion’s word of the year is Power. At least that’s what global fashion search engine Lyst says, having compiled a top 10 from analysis of text over 30,000 articles written this year.
The articles were broken down into their 8.6m component words, from which Lyst counted up the most frequently occurring combinations and used sentiment analysis modelling to build a scale of the most important words of the year (not including brand names).
Power’s top slot came about as we saw a revival of 80s power dressing, albeit through a more quirky 21st century lens as delivered by Céline, Louis Vuitton, and Virgil Abloh. And the slogan trend that took in Dior, Public School, Ashish, Christian Soriano and more also meant that power (whether it was female power or a focus on the power of diversity) also took fashion’s centre stage.
Maria Grazia Chiuri’s “We Should All Be Feminists” slogan has already been hailed, the look it came with recently being named Dress of the Year by the Fashion Museum, and also won her the Swarovski award for positive change at the Fashion Awards last week.
So, that’s Power. But what else was on the list? Number two was Woke, reflecting a resurgence of feminism and activism, followed by Statement (possibly channelling the same themes) and Floral, the latter figuring strongly every year.
In number five slot was Millennial, which is perhaps only a surprise in that it wasn’t any higher, followed by Extra in the age when Alessandro Michele has driven fashion maximimalism to the extremes. Rounding out the top 10 were Masculine, Cult, Ugly and Vegan.
The last four show just how varied fashion has been this year, but the number 10 spot is particularly significant as it comes in the year when a number of high-profile brands have gone fur-free, most prominent among them being Gucci. It also suggests that a more animal-friendly approach to materials is the way forward for fashion.