Compared to summer 2024, when fashion was heavily influenced by pop stars like Sabrina Carpenter, Chappell Roan and Brat initiator Charli XCX, this summer almost breezed by without a dominant fashion core or aesthetic to chase.
Still, a new report from trend intelligence platform Trendalytics highlights the fashion moments that did go viral on TikTok this season, revealing the styles that captured attention and drove the most demand.
The enduring appeal of “Euro summer” was seen in the demand for retro-inspired pieces and practical investment pieces. Triangle scarves, which began to pick up momentum in the spring at Coachella, captured European look. Worn around the neck, the waist or used as a headscarf, the accoutrement proved to be a versatile ‘It’ item and a popular item to thrift.
Polka dots, which were seen all over Copenhagen during Copenhagen Fashion Week, also dominated the summer fashion landscape. Described by Trendalytics as “a quintessential trend in the 1950s,” searches for polka tops and mini dresses increased 298 percent and 364 percent, respectively, compared to last year.
Polka dot sets increased 976 percent, underscoring the strength of effortless coordinates.
Street style at Copenhagen Fashion Week
Trendalytics called out the Coach Brooklyn Bag which became a “buzzy product at the beginning of the season” garnering 65 million TikTok views, because of its “slouchy boho style and spacious interior.” Searches for the Bella Hadid-approved accessible luxury bag increased 59,434 percent compared to last year. It was also ranked the No. 1 hottest product of Q4 by The Lyst Index.
Summer 2025 finally became the season yellow—particularly butter yellow—could outshine Barbie pink and Brat green. A lingering element of quiet luxury, the soft pastel saturated the market and was especially popular for wedding guests.
The men’s category was driven by a growing interest in elevated everyday basics. Searches for white collared shirts increased 259 percent, especially from U.S. sportswear brands like Abercrombie and Ralph Lauren, signaling the return of preppy fashion. Trendalytics noted that demand was for both formal cotton shirts and casual linen shirts. Interest in men’s linen pants and pinstripe pants echoed this demand for premium casual wear.
Men’s accessories trends this summer were relatively staid. Searches for black onyx jewelry increased 349 percent compared to last year. Searches for metal sunglasses (up 142 percent) and genuine leather sneakers (up 340 percent) signaled a return to classic staples.
Meanwhile, the Nike Shox and Salomon X-T6 captured the attention of sneaker heads.
If there was one standout novelty item of the season that captivated and entertained, it was the Labubu. Searches for the viral collectible plush toys—created by Hong Kong illustrator Kasing Lun—soared 3,036 percent. The colorful gremlins were often paired with bag charms, Trendalytics said saw 247 percent growth year-over-year.
