Love Island Trend Report 2019
As we say goodbye to our favourite Islanders for 2019, we look at how their styles have impacted summer wardrobes across the UK.
Over the last 2 months, the Love the Sales data team has been tracking UK fashion searches, sales trends and page views on popular products. We’ve monitored increases in demand for fashion styles that matched the Islanders style.
Fashion Trends Straight from the Islanders
Neon
The biggest trend of the series was neon. Islanders chose neon colours for their swimwear, bodysuits, mini skirts and dresses, as well as neon nails. We even had a neon themed episode! Shoppers took note - searches that included ‘neon’ went up by 221%, over 8 weeks. The most popular of colours for the trend were yellow and lime green.
Snake Print
If leopard print was 2018’s pattern of choice, then this year’s islanders made snake print a ‘thing’. In doing so, searches for snake print clothing increased by 121% over the course of the show. Snake print bikinis were the most wanted styles in the UK, but snake print trainers, trousers and bodysuits were also popular. Anna and Amber regularly combined the two biggest trends, wearing neon snake print bikinis, which was hugely popular with shoppers.
Cowl Neck Dresses
A major evening wear trend from the show was the incredibly stylish cowl neck satin dress. Since June, searches increased by 79%. The most in demand styles are mini dresses - a favourite for Amber & Elma.
Pattern Shirts
We were tempted to call this the ‘Ovie trend’ even though Jordan & Michael championed the pattern shirt look before he entered. Proof that Ovie was the driving force comes by way of the fact that we didn’t see an increase in demand until he joined the villa and regularly wore more eccentric designs. Demand for pattern shirts shot up 68% at that point.
Perspex Heels
Since the dawn of this years’ show searches for Perspex heels have increased by 45%. The discreet footwear was universally loved in the villa and by consumers - shoppers hunted out the trend on ASOS, Missguided and Nasty Gal. Super versatile, Love Island girls wore the shoes with virtually every outfit. You can see why they are creeping into our summer wardrobes!
The Villa’s Biggest Fashion Influencers
Molly-Mae Hague
Instagram influence - 2.3 million followers
An Instagram influencer by trade, Molly-Mae lit up Love Island with her universally loved style choices. Apart from the uber trendy hair buns, her biggest influence on shoppers was the green snake print bikini with a V-bar design, which she wore in episode 7. Days after, 11,000 people trawled the internet in search of the bikini. Just don’t ask her for pencil skirt recommendations!
Francesca Allen
Instagram influence - 206,000 followers
Francesca looked for classical inspiration in her outfit choices, differentiating herself from other girls in the villa. This didn’t go unnoticed. Over 2,000 people on social media praised the looks she brought to the show. The fashion boutique owner was the first to match headbands with oversized earrings, quickly followed by Molly-Mae. And ever since she first wore her golden matching set in episode 42, headbands have been in high demand. Searches increased by 67% in July, compared with June.
Ovie Soko
Instagram influence - 1.2 million followers
Already being fought over by ASOS and BoohooMan for his services, cool customer Ovie had the biggest influence on fashion trends for guys watching Love Island. Colourful printed shirts, rounded sunglasses and bucket hats were his go-to. But, it was his collection of vintage shirts that really got people talking. Searches for ‘pattern shirts’ went up by 68% in the first two weeks of Ovie hitting the villa.
Amber Gill
Instagram influence - 1.6 million followers
It’s no secret that Amber played a huge part in the neon trend. She wore luminous garments 29 times over the series, more than any other Islander. Amber was also first to wear a lace bodysuit, a trend that caught on with fellow islanders, Maura & Lucie. We tracked over 7,000 searches for ‘lace bodysuit’ in the last 8 weeks.
Anna Vakili
Instagram influence - 1.1 million followers
You could imagine Anna in the outside world rocking Saint Laurent heels and a Gucci Guilty bag, and although the 28 year old looked on point most of the time, she didn’t always get it right. Think back to when she wore those huge silver reflective sunglasses. But when she did look good, people noticed. Aside from her fitted outfits, Anna first wowed audiences in a sparkly two-piece bikini with a fishnet mini skirt. After the episode, 6,000 of us went searching for the ensemble.
Written by
Sophie Cantor & Liam Solomon
For all enquiries please contact liam@lovethesales.com
Search data and tracking was taken from over 3 million consumers shopping on fashion aggregator, Love the Sales.
