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© Geneva Vanderzeil, A Pair & A Spare | flickr
© Geneva Vanderzeil, A Pair & A Spare | flickr
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Are You A Fashion Cliché? Why Your Google Searches Are Making You Mainstream

Picture of India Doyle
Updated: 29 September 2016
Google has released the top fashion search terms dictating the trends in 2016. This new data reveals that far from a new age of individualism, consumers are broadly searching three main pieces of clothing. Read on to find out which items in your wardrobe are like, totally mainstream.

The bomber jacket

Originally worn by WW2 pilots as a form of functional outwear, the bomber jacket has been majestically embraced by the fashion industry. The silhouette is now a regular on the runway, with designers as diverse as Alexander Wang, Kanye West and Roberto Cavalli all embracing the functionality of the piece. The style kudos of the bomber jacket has proven to be a hit with consumers too. Google reports that in April 2016, searches for bomber jackets grew 297% in the UK and 612% in the US. Search terms accompany “bomber jacket” include “flight”, “army”, “satin”, “pink” and “embroidery”. If you’re looking for a way to add a certain edge to your style, you are certainly not alone.


Off-the-shoulder style is the sartorial equivalent of the reinvention of the wheel. ‘Who needs their clavicle covered?’ said every designer during SS16 and SS17 shows – and consumers agree. According to Google, search terms for the off-the-shoulder look has increased on both side of the Atlantic from December 2015 to May 2016. Data shows a 261% rise in the UK and 347% rise in the US. So if you’re currently flashing a little bit of shoulder at your desk, the most hipster thing you can do would be to cover up – but don’t tell your neighbour.

Outfit 💥 #inspo

A photo posted by AGATHA ❤ (@agathavpw) on


Once the preserve of children in the 1900’s, today the romper is synonymous with chic city glam: the staple in your wardrobe that takes a working girl from day-to-night. It seems the Brits were quick to latch onto this trend, reportedly embracing the all-in-one piece as early as 2013. Fast forward three years and Americans are catching on too, with Google citing increasing searches between 2014 and 2016. Taylor Swift single handedly ensured a viral spike for romper searches when she wore one late in 2014, and since then other influencers include Kate Hudson and Kylie Jenner. For an alternative look, channel a two-piece instead.

realizing things.

A photo posted by Kylie (@kyliejenner) on

Google’s report also flags a movement towards functional and gender neutral clothing by consumers. For SS17 fashion month, designers were conversely switching to more flamboyant, uber feminine styles. Off-the-shoulder styles may stay, but make the most of that romper for it might be ready for retirement soon.