Revealed: The most popular summer fashion trends in every UK city

• New research reveals that cargo trousers are the most popular summer fashion trend, with Brits searching over 120,000 times monthly
• Liverpool is the city most obsessed with summer fashion trends, followed by Bath and Manchester, with London missing out on a top ranking in 12th place 
• Ibiza, Greece, and Dubai are the top searches for destination outfits as Brits look to escape the rainy weather

New research reveals the most popular fashion trends across the United Kingdom and the cities most obsessed with summer fashion trends, with cargo trousers topping searches and Liverpool ranking first, respectively.

The study, conducted by fashion experts Boohoo, examined Google search data to discover the most popular fashion trends across the country based on the monthly search volume for fashion trends in each major city.

The UK’s most popular summer fashion trends of 2023

Cargo trousers are the UK’s biggest fashion trend. A combination of Y2K nostalgia and utilitarian dressing, cargos have become popular after notable celebrities such as Sienna Miller and Hailey Bieber were spotted in them. Brits currently search for cargo trousers over 120,000 times monthly. Similarly, parachute pants were the UK’s third most-searched trouser style.

The top five searches include tote bags, summer dresses, trainers, and bikinis. Despite the rainy weather, Brits remain optimistic and search for summer fashion as they escape to hotter locales for the holidays.

The most popular styles by clothing type are summer dresses, cargo trousers and skirts, denim shorts, corset tops, trainers, tote bags, trench coats, short jumpsuits, bucket hats, and bikinis.

The most-searched outfits by holiday destination are for Ibiza, Greece, and Dubai.

The UK’s most fashion-obsessed cities and top searches

The research revealed that Liverpool is the city most obsessed with fashion trends in the UK. Residents search for words associated with fashion trends an estimated average of 17,192 times monthly per 100,000 people, placing Liverpool 11 places above fashion capital London. The top five fashion trends in Liverpool right now are summer dresses, bikinis, tote bags, sunglasses, and cowboy boots, which ranked higher here than the national favourite, trainers.

Bath ranks as the second city most obsessed with fashion trends. The most Googled fashion trends are similar to Liverpool: bikinis, summer dresses, tote bags, trainers, and sunglasses. Searches for different fashion trends in Bath receive a combined monthly average of 16,559 searches per 100,000 people.

Manchester is the third most trend-obsessed UK city. With a thriving fashion scene, Manchester receives 16,482 monthly searches per 100,000 people. The top five fashion trends in Manchester right now are cargo trousers, the hottest summer fashion item, followed by tote bags, summer dresses, bikinis, and trainers.

Ranking in fourth place is Birmingham. Residents search for fashion trends a combined total of 14,974 times monthly per 100,000 people. The top five fashion trends in the city right now are tote bags, trainers, cargo trousers, maxi dresses, and even coats, as rainy weather continues to hit the UK.

Bristol ranks as the fifth city most obsessed with fashion trends in the UK. Bristol’s buzzing arts and student community makes it one of the most influential cities for UK fashion, with searches per 100,000 almost matching Birmingham at 14,950 per month. Bristol’s top five search trends are bikinis, summer dresses, sunglasses, backpacks, and trainers.

Norwich, Salford, Lincoln, Hereford, and Newcastle-upon-Tyne complete the top ten, with searches matching national trends.

Some UK cities bucked national trends with unique results. Wolverhampton’s top search is for raincoats, the only city to search for this most. Jumper dresses are the top search in Kingston-upon-Thames. Formal dresses led searches in Derry and Belfast and are the only UK cities with this search among their top five.

A spokesperson for Boohoo commented on the findings: “The rainy summer weather hasn’t stopped Brits from upgrading their holiday wardrobe as they jet off to hotter countries for some sun.

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Research shows that cargo trousers are the hottest fashion piece right now, with over 120,000 UK searches every month.

Liverpool has the most searches for fashion than any other UK city, with surprising results. Cowboy boots, the hottest footwear trend thanks to the likes of Beyonce, Taylor Swift, and Dua Lipa, have overtaken searches for trainers in Liverpool, demonstrating just how popular the trend has become.

Celebrity influencers aside, cowboy boots have surged in popularity with the ‘coastal cowgirl’ aesthetic and other Western-inspired trends seen on TikTok. In the UK, particularly, cowboy boots have become a festival staple due to being practical and stylish and more on-trend than wellies. They’re also highly versatile as they can be worn all year round and paired with many different pieces”.

Full data of the top five summer fashion searches in each major UK cities