In 2016, Google users wanted to know “how to dress like a hippie” and “what is boho?” with off-shoulder dresses, rompers and bombers dominating the search engine’s fashion queries. What captivated fashion fans this year? According to Google’s Year In Search Report, it was Emma Stone’s Oscar dress.
The spotlight landed on Stone’s gold, Swarovski crystal-studded Givenchy gown, which reportedly took 1,700 hours to make. The search engine also revealed that the hottest red carpet looks were bare shoulders or floor-length romantic gowns, as seen on Stone, as well as Hailee Steinfeld, Janelle Monae, Dakota Johnson, Jessica Biel and supporting actress winner Viola Davis, among others.
Simon Rogers, data editor on the trends team at Google, once explained that the company’s search rankings come from an unbiased sample of the site’s search data. “It’s anonymized (no one is personally identified), categorized (determining the topic for a search query) and aggregated (grouped together),” he wrote in a Medium post last year. “This allows us to measure interest in a particular topic across search, from around the globe, right down to city-level geography.”
The data revealed that the fashion brand people searched for most this year was Gucci, the luxury brand that stunned the market last October when it pledged to stop using fur. Apart from Supreme and Fashion Nova, which took third and fourth place, respectively, the top 10 list was largely populated by established names — including Louis Vuitton, Chanel, Yves Saint Laurent, Christian Dior, Dolce & Gabbana, Valentino and Moschino.
Ulta Beauty led the beauty list. The cosmetics purveyor had a busy 2017, partnering with the likes of Gabrielle Union and the editors of Allure, expanding its retail footprint in New York, adding buzzy brands like Madison Reed and the Instagram-famous makeup brand Indie, and hopping on the K-beauty bandwagon with a new collection for Korean skincare and cosmetics. It was rewarded with the top spot in Google’s most-searched beauty brands.
Sephora was notably absent from the ranking, which featured BH Cosmetics, LipSense, Charlotte Tillbury, Milk Makeup, Benefit Cosmetics, Wet ‘n Wild, Fenty Beauty, Huda Beauty and Finishing Touch Flawless.
As for makeup trends, Beauty Blender makeup applicators, mink lashes and Halloween makeup ranked high. Meanwhile, hair trends had consumers scouring Google for “Jeremy Lin hair,” “Steph Curry hair” and “Katy Perry hair.”
In other corners of the search engine, Matt Lauer, Meghan Markle and Harvey Weinstein were the most-searched people, and events like Hurricane Irma and the Las Vegas shooting set off some furious Googling.
For more, see Google Trends online.