The analysis cross-referenced the data of 5 million users who every month browse the 12 thousand associated online stores for accessories and apparel on a global level through the Google search engine. The results that emerged are not surprising. In the classification of top brand searches, Gucci is in the lead, followed by Nike and Off White c/o Virgil Abloh… Made in Italy dominates the classification of tailor-made products with streetwear reinterpreted by high-end brands in a sartorial key.

The most clicked on sneakers are Triple S by Balenciaga, a forerunner in bringing the Dad Shoe trend into vogue, which reconfirms the vertiginous increase in interest in this category of shoes that has seen the average amount spent for a pair double (+110%) to 221.30 euros per pair.

As far as 2019 trends are concerned, from one end, forecasts point towards an upward trend in the style of sartorial elegance, with an element of comfort however, thus reconfirming increasingly active lifestyles. From the other end, a 90’s revival mood will also make headway.

Thus, men’s fashion in 2019 will be dominated by a blending of high-end style and street fashion. Sartorial garments will be matched with classic ones from the sports wardrobe, like the sweatshirt and t-shirt. Moreover, sartorial clothing, which was up +33% in 2018, will see a preference for clear or pastel tones, or even pinstripes: this is the reign of Made in Italy and of brands like Kiton and Canali, as well as icons like Gucci, Dolce&Gabbana, Giorgio Armani and Versace.

Outdoor wear will instead reconfirm leading trends like “Gorpcore” – the mountain or camping style – driven by a growth in trekking footwear sales (+28%) by brands like Sorel, Moncler, Gucci and Red Wing… or men’s overalls from brands like Niki, Kappa and Adidas Originals. Plus, even windbreakers will be reconfirmed, with an increase of +20% on the average amount spent, with brands like Arc’teryx and Colombia alongside Balenciaga and Vetements. Black is the passe-partout, the most popular colour found in searches, followed by camouflage.

Another trend leading the way will be Nineties Revival, a nostalgic movement first kicked off by the stadium shoes dreamed up by Versace and MSGM, next to the fleece garments of Patagonia, North Face, and Fila X Liam Hodges, and the luxury fanny packs of Gucci, Nike and Off-White.