Love Island may be our summer addiction (Pokemon Go was so last year), but it’s not just the flirting, banter and muggy behaviour that has had us hooked. The shopaholics among us have been enjoying the nightly fashion show of the islanders’ enviable wardrobes and there’s even been an Instagram feed set up purely to help us find their clothes in the shops. But which islander’s dresses have viewers been lusting after most?
That crown goes to Montana, according to research from global fashion search platform Lyst (check out their Love Island edit), which has analysed everything from UK search to sales since the series began in June to come up with a definitive list of the show’s most powerful fashion influencers.
Here is their official ranking, including the most-talked about looks that you might wish to use for inspiration on your next retail therapy session:
Pretty Little Thing Grey Co-ord Bralet and Trousers: Searches for Pretty Little Thing co-ords increased by 28% in the week after Montana wore this look, and grey was the most purchased co-ord colour the following day.
Jaded London Swimsuit: Montana’s patterned Jaded London swimsuit is totally sold out, and searches for Jaded London swimwear increased by 78% in the week after she wore the bright one-piece.
Asos Black Cut Out Thong Swimsuit: Searches for thong swimwear, as seen regularly on Montana, up 120% since Love Island started.
Missy Empire Grey Sheer Bodycon Dress: The day after Montana wore this dress, Lyst saw 1800 keyword searches for ‘grey mesh dress’.
Zara Mustard Yellow Skort: Lyst saw nearly 300 searches for ‘yellow skort’ the day after Camilla wore a mustard skort for her date with Jamie. That’s nearly 300% more searches than the previous week!
Oh Polly Cutting Shapes Satin Mini Dress in Berry Red: This dress is now totally sold out in the UK, but the look has caused a halo effect on red satin slip dresses from other retailers, with satin dress sales up 41% week on week after Camilla wore this.
Yellow Satin Dress: Both Tyla and Olivia wore this long sleeved satin yellow dress, but Olivia’s appearance provoked the most new searches for the style. Lots of the girls have worn yellow in the villa but UK searches for yellow dresses peaked the day after Olivia wore this item.
H&M Peach And Black Push Up Bikini: This was among the most-viewed bikinis on Lyst in the UK the week after Olivia wore it.
Zara Dinosaur Appliqué T-shirt: This t-shirt is popular in the villa, having been passed around Amber, Camilla and Olivia so far, and shoppers seem to love it too. The day after Amber wore this top, over 2000 people searched for ‘dinosaur sequin t-shirt’ on Lyst.
Zara Gold Leaf Earrings: Both Amber and Gabby wore Zara’s gold leaf earrings, but Amber caused the biggest spike in searches. In the day after she first wore them, Lyst saw a search every five minutes.
While the boys’ outfits haven’t caused the same spikes in demand as the girls’ looks, searches for men’s white skinny jeans have increased by 33% since the show started.
Asos Watermelon And Flamingo Shorts: Chris is the leading male influencer in the villa. His Asos watermelon and flamingo shorts are completely sold out and the demand is high with people still searching for them on Lyst.
Pretty Little Thing Cycling Shorts: Georgia’s cycling shorts provoked some serious debate online. Despite the haters, searches for cycling short co-ords increased by 34% in the 24 hours after Georgia wore them. Pretty Little Thing is the most wanted fashion cycling shorts brand right now.
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