Welcome to Who What Wear UK's Brit Month, a four-week-long riot of brilliant wardrobe-related things that just so happen to be British. From home-grown startup brands that we want to bring to your attention to the naturally awe-inspiring stylings of our nation's best dressed street style stars, this is your hub for the finest fashion intel from these fair Isles.
The most popular fashion items of 2017? Well, for once we're not going to give you the editor's slant of what we think should be or could be the most worthwhile purchases. Instead, we're looking at some cold, hard stats to bring you real-time answers. We teamed up with the stylish data crunchers at Lyst (the global fashion search engine) to find out what voracious shoppers—such as yourselves—have been tirelessly clicking to buy.
Charting back to the beginning of January, the information gathered is pretty astounding, and occasionally, surprising. There are items that we gave you the first scoop on—and warned you about their selling power—and then there are pieces in the mix that have become modern classics that defy any season, and that any girl would be proud to own.
So without further ado, let's dig into the data and reveal the most popular fashion items of 2017 thus far (with added shopping opportunities, of course).
Style Notes: Adidas Originals' retro-style Superstar sneakers are by far the most popular of all purchases in the UK over the past month. So while you may think that Stan Smiths are the brand's ringleader, it's actually these shell-toe lace-ups that are garnering the most interest. Just as a heads-up, we've also heard about a growing interest in Nike's Air Max Thea, so if you're a trainer freak, be sure to investigate both options.
Style Notes: As Beatrice Gutu of The Fashion Cuisine explains in a post dedicated to another similar Zara shirt, buying such a thing is a really easy decision to make. The blue-shirt trend has been booming for seasons (actually years!) now, but there was something particularly versatile and throw-on about this new style. Also, being £20, it won't damage anyone's bank account too severely.
Style Notes: Okay, in a dream world, everyone would snap up Balenciaga's distorted denim jacket (as seen on the likes of Taylor Tomasi Hill, above), but in reality, the key jean jacket that's flying out of stores belongs to Mango's plus-size range, Violeta, and features cut-away distressed patches just below the shoulders.
Style Notes: From Kendall Jenner to Rihanna, we've noticed a rise in celebrities carrying micro-mini backpacks, but it looks like droves of stylish real girls are shopping for the same thing. This minimal style from ASOS has been flying out—but it's still available, and now reduced. Winning.
Style Notes: Jackets aren't the only denim style being tied to distressing and rips: Raw-hem jeans are still going strong, and none more than those at Topshop. It's the retailer's classic skinny Jamie style that's the most popular, only it has a twist: the look of a let-down hem. That means they were once sewn up and have now been undone to reveal a sawn-off edge and degrees of fading.
Style Notes: The ear-piercing party continues, and the most popular brand in the UK for making it happen? Jezebelle. This London jewellery label has become known for its affordable diamonds, with the below pyramid stud being its standout piece, according to Lyst.
Style Notes: There are few independent British designers who could count themselves as bona fide It-bag creators, but Jonathan Anderson is definitely one of them. The designer's Pierce style was the most popular of 2016, and now its success is repeating all over again. No wonder they keep arriving in more sizes and colours all the time. The appetite for this designer handbag is very strong, but we've spotted a new J.W. piece on the rise as well.