John Lewis predicts summer of Mermaidcore and sensible sandals

The retailer has based the report on its buyers’ views, as well as a poll of 2,000 adults. And its buyers said that Mermaidcore is trending following on from the release of the Little Mermaid remake and the Mer People documentary on Netflix.

“We have seen a trend for customers embracing the aquatic theme within clothing, make-up and hair,” it said. As a result, it’s predicting strong demand for long-sleeved swimsuits and tankinis with trending styles coming from Sweaty Betty and Whistles as well as its own brand via its Nassau tankini. 

Customer data is also showing “style and comfort” are on the agenda with a “sensible sandals” trend. Sales of Lisbon Fisherman Sandals are up 200%, while Birkenstocks have risen 63% and espadrilles 45% versus this time last year.  

And following the UK leg of Beyoncé's Renaissance Worldwide tour, John Lewis has seen “a trend for metallic fashion with silver tones leading the way across fashion, accessories and shoes”. The tour also triggered a resurgence of the cowboy boot with searches  up 128% on johnlewis.com.

There’s also a retro trend coming through as consumers look back at the noughties. John Lewis said Lacoste is up 84% and Crocs up 14% versus last year. Bucket hats, checks, Vans and oversized shirts are also key pieces this season that play into this trend.

On the beauty front, “skin HIIT” is key with “resilience and strength training for the skin and scalp” to the fore. There’s also a move towards simplicity with morning multi-step skincare regimes being replaced by “simple, hero products that protect, moisturise and build our skin barrier”. 

SPF is key for this, with suncare sales up 71%, facial sun cream up 23% and “Ultrasun proving the most popular”. 

Meanwhile for hair, leave-in conditioners  are having a moment with a 30% rise.

The company also said that its survey showed consumers keen to get outside and to socialise, which should also boost the fashion and beauty sectors. In fact, recent footfall data and retail sales reports from the wider industry have shown that warmer weather has had a positive effect in both super-categories.