The Conscious Fashion Report 2020



We analyse the Conscious Fashion Report 2020 by Lyst. As it shows, it is seen a shift towards searching and shopping in a more conscious way. In this report Lyst has focused on the most wanted products, brands and designers that advocate responsible practices. We also can find how the people is searching sustainable fashion.


Over the past 12 months, the term “slow fashion” has been responsible for over 90 million social impressions, suggesting the beginning of a shift in shopping behaviours. Globally, there have been 45% more searches for sustainable womenswear brands than sustainable menswear brands.

Lyst garnered these insights from more than 100 million shoppers that used its platform over the past year, while also tapping fashion rating organization Good on You and Google for data.



By Materials

Searches for “vegan leather” have increased by 69% year-on-year, averaging 33,100 online monthly searches, while searches for “faux leather” remain constant — this data suggests that customers tend to respond more positively to the keyword “vegan” rather than “faux.” Demand for “eco vegan leather” has also been increasing over the past year, showing that shoppers are becoming conscious of the fact that not all vegan options are environmentally friendly. Meanwhile, searches for leather have decreased by 3.5% year-on-year.

Since November, searches for “organic cotton” have risen by 23%, while “recycled plastic” has seen a 35% rise in interest since January. Demand for Adidas recycled plastic sneakers has been particularly high, resulting in a 305% increase in page views for the brand’s shoes. Fashion searches including the keyword “biodegradable” have also increased 10% since the beginning of the year.

Meanwhile, searches for real fur have slowed down, decreasing 8% year-on-year. Despite what appears to be a decrease in interest for products made with real fur.


By Product Category

While sneakers and denim remain two of the most wanted product categories when it comes to sustainable fashion — growing 142% and 108% respectively year-on-year — trending searches reveal that customers’ interests have been shifting. Search data shows that interest in “repurposed jewellery” has increased 90% year-on-year, while searches for “ethical jewellery” are up 60% over the same period.

Averaging over 1,000 monthly searches, “eco t-shirts” are trending alongside “sustainable activewear,” for which searches are at an all time high, having increased 151% year-on-year. Outerwear is another popular category, 2 out of the most wanted eco-conscious products being coats. Searches for sustainable jackets have increased 41% since November, with “sustainable puffer jacket” and “vegan leather jackets” being the most commonly searched terms on Lyst.

Sustainable swimwear is a fast-growing category: searches are up 65% year-on-year, with demand for environmentally-friendly bikinis and swimsuits mostly coming from Australia, followed by the UK and the US.


By Keyword

Since the beginning of 2020, Lyst has seen a 37% increase in searches for sustainability-related keywords, with the average monthly searches increasing from 27,000 in 2019 to over 32,000 year to date. Over the past three months, searches for “upcycled fashion” have grown 42%. Meanwhile, demand for “second-hand” and “pre-owned” fashion pieces has increased by 45% since November; sneakers, watches and handbags are the most searched for categories alongside those keywords.



Filippa K and its Eden Coat; Nudie Jean and its Grim Tim Dry Denim; Laura Lombardi and its Fede Necklace; , Bassike and its Classic Organic t-shirt; Veja and its Campo Sneakers; Girlflriend Collective and its high rise leggings, Stella McCartney Eclypse Sneakers; Patanoina  and its Lone Mountain Parka; and Reformation and its Juliette Dress. These are the most wanted products until march 2020, regarding Good on You rating system. 

Fisch, Greg Lauren, By Walid, Mother of Pearl, Ecoalf, Wwake and Maggie Marilyn are the most searched sustainable fashion brands, according this report. 




Denmark: +114%

  • Denmark is the country that has seen the biggest year-on-year growth in searches for sustainable fashion, with the highest percentage of searches coming from Copenhagen.
  • When buying sustainably, Danish shoppers invest in denim.

Australia: +110%

  • In Australia, denim, swimwear and sportswear are among the top performing categories when it comes to sustainable fashion.
  • As opposed to their European counterparts, who tend to search for “sustainable fashion,” Australian shoppers are more interested in “ethical fashion:” online searches for “ethical” fashion pieces have increased 67% over the past three months.

Germany: +53%

  • In Germany, the majority of eco-conscious fashion searches come from Berlin, where the most searched terms include “faux fur coats” and “vegan leather jackets.”
  • When shopping for eco-friendly items, German shoppers turn to parkas and sneakers.

Spain: +51%

  • Spanish shoppers search for eco-friendly sweaters. The most used keyword when searching for cruelty-free products is “vegan.”
    The top performing sustainable brands in Spain are Stella McCartney, Patagonia and Ecoalf.
  • Demand for the latter — which has been endorsed by Queen Sofía of Spain — has increased by 33% over the past 12 months.

France: +50%

  • In France, the most searched term is “vegan Dr Martens boots,” followed by “vegan Veja sneakers” and “faux leather trousers.”
  • After Jean-Paul Gaultier presented his first upcycled Haute Couture collection to mark his retirement, online searches including the keywords “recycle” and “upcycle” collectively went up 25% over the following 24 hours.

Canada: +30%

  • When shopping for environmentally-friendly fashion, Canadian customers are particularly interested in parkas and jeans.
  • Over the past 3 months, searches for Eileen Fisher’s organic cotton dresses and Patagonia’s jackets have been on the rise.

Italy: +20%

  • Italian shoppers from the Lombardi region are the ones who drive the highest number of eco-friendly fashion searches, with the term “eco fur” being the most used keyword over the past 12 months.
  • Searches for “recycled fashion” have increased 64% in the past 3 months.

UK: +17%

  • Fashion searches including the keyword “organic” are currently trending in the UK and are up 19% month-on-month. “Second-hand” and “vegan” are also popular keywords among British shoppers.
  • Dresses by Reformation, Faithfull the Brand and Maggie Marilyn are the most searched for sustainable products.

USA: +15%

  • “Vegan leather” and “vegan shoes” are trending searches among US shoppers.
  • The product categories driving the most searches are long coats and jackets. Nanushka’s vegan leather puffer jacket was the most searched for product in February.

Russia: +14%

  • Moscow is generating the highest number of searches for sustainable fashion.
  • Russian customers are especially interested in t-shirts made of organic cotton, as well as vegan leather boots.



June - August 2019: Prada and Burberry presented capsule collections with garments made at Econyl. After the Prada pieces were unveiled in June, Econyl searches peaked and increased 102%.

November 2019: Buckingham Palace announces that the Queen is no longer wearing authentic fur. In November, following the announcement, visits to the 'faux fur' product page increased 52%. Between 2018 and 2019, searches for the words "ecoleather" increased by 150%.

January 2020: Taylor Swift wears a vintage Chanel jacket on the cover of British Vogue. In January, searches for Chanel vintage jackets increased 74% after the information was released.

January 2020: Jennifer Aniston attends the SAG Awards in a vintage dress. Within 48 hours of her appearance, wearing a Christian Dior vintage dress by John Galliano, searches for vintage dresses increased 40% on Lyst.

February 2020:  Meghan Markle carries a Prada canvas bag made from recycled fabrics. The next day, searches for the brand increased 12% on Lyst.

February 2020: Anya Hindmarch presents "I am a plastic bag". It contributed to a 34% increase in brand searches after one month. After the designer's introduction, searches for the keywords "recycled plastic" increased by 27% a week later.