There’s a saying that the digital media world lives by: data doesn’t lie. The same could be said about sales figures for online retailers. The quickest way to get a feel for what trends are going to be huge hits throughout a season is to look at what’s selling like hotcakes from the beginning.
Credit: Instagram @theiconicau
In the case of swimwear for Australia’s biggest online retailer The Iconic, which ticked off a host of firsts last week on Sydney’s equally iconic Bondi Beach – first ever fashion event in the iconic location’s sand and the first by the brand to be completely filmed via drone – its early swimwear sales stats speak volumes. In short, they point to the biggest four fashion trends of the season, according to experts in the brand’s buying department, who spoke to us for the lowdown below.
Watch The Iconic’s Summer of Firsts Runway show:
Trend 1: Natural Instinct “Better known as tribal, this look involves khaki, wine, blush and naturals like browns and neutrals as the palette for the stylish girls this season. Fixed triangle bikinis and minimal shapes have driven such high sales so far we have doubled our original orders, through replenishments from brands and re-cutting our in-house labels in order to meet demand.”
Lioness, Angelica Houston Bikini in Deep Rose, $69. SHOP NOW
Lioness, Bo Derek One Piece in Wine, $69. SHOP NOW
Nookie Beach, Sugar Baby Vintage Briefs in Light Khaki, $59. SHOP NOW
Trend 2: Minimal Luxe “Black one pieces prevail again and account for over half of our total swimwear sales this season to date. This style can do no wrong and carries from the cooler trans-season right through to the peak of summer. We expect the Palm Springs Maillot from Marysia Swim available later in December will be a big hit.
Nookie Beach, Melrose One-Piece, $149. SHOP NOW
Trend 3: totally Whimsical “A love for lace and textured fabrics with a lingerie feel has trickled through from ready-to-wear this season and pairs back nicely with bohemian-feel clothing. Crochet in pale pastel and neutrals will continue to be relevant this summer. Suboo’s Crochet chevron style is owning it and expected to completely sell out shortly.
Some Days Lovin, Coco Lace Bikini Bottoms, $39.95. SHOP NOW
Suboo, Crochet Chevron Bikini in Dove, $169. SHOP NOW
Jets, Ruffle Plunge One-Piece, $179. SHOP NOW
Trend 4: Bold stripes “Colour block stripes from Stella McCartney have been key in both red and navy, and navy and green colour ways. Featured in THE ICONIC Summer of Firsts swimwear campaign, the Striped bandeau and high waisted pants sold out almost instantly. There is an exciting Los Angeles-based brand called Solid & Striped launching on THE ICONIC next week that also does a great take on this trend.”
Stella McCartney Scooped Triangle Bikini Top, $149.95. SHOP NOW
Seafolly Australia, Havana Stripe Tie Side Hipster Bottoms, $99.95. SHOP NOW
Solid & Striped, The Anne-Marie, Navy Pink and Cream Strip One Piece, $189. SHOP NOW