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Grazia joins forces with Lyst to create popular classics list

Grazia has joined forces with the fashion shopping platform Lyst to create a new industry report, The Grazia x Lyst Forever 15, ranking fashion’s most popular classics using a bespoke algorithm.

Grazia joins forces with Lyst to create popular classics list
Kenya Hunt: “During the uncertainty of the past 18 months, we noticed our readers were re-embracing the kinds of timeless investments that never date.”

Analysing the shopping behaviour of over 150 million individuals, the global retail platform identified 15 pieces swiftly becoming future classics, says Grazia.

The 15 pieces, which include new classics from a range of brands including Max Mara, Bottega Veneta, Levi’s, Balenciaga and Veja, were revealed on Tuesday, 5th October in the new issue of Grazia magazine, in which readers can click to buy the items via QR codes— as well as online at www.graziadaily.co.uk

Speaking about the partnership, Grazia’s Deputy Editor Kenya Hunt commented: “During the uncertainty of the past 18 months, we noticed our readers were re-embracing the kinds of timeless investments that never date, at a range of price points. And it’s been fascinating to partner with Lyst and see that the data backs this up. We loved seeing the range of new classics women are gravitating to.”

To compile the results, Lyst analysed the online shopping behaviour of more than 150 million shoppers a year; they looked at numbers and created a bespoke algorithm taking into account over 15K data points including global Lyst and Google search data, active browsing page views, conversion rates, search and sales metrics as well as product engagement statistics generated between January 2021 and August 2021.

This week sees Grazia publish The Classics Issue featuring an exclusive interview and shoot with actress, campaigner, beauty ambassador Jane Fonda.

During the interview, published in the latest issue, Jane commented: “We - older women - are the fastest growing demographic in the world. That’s not just true in the US but everywhere in the world. We tend, on average, to live about five or six years longer than men. There are all kinds of reasons why it’s true but there are just more of us and every day, and every year, it continues to be true, so it’s very smart to pay attention to us.”

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