Searches for “white pantsuit” are trending again as women search for the outfit to wear as they vote and hopefully celebrate the victory of Hillary Clinton. She wore a white pantsuit on two separate occasions: when accepting the Democratic National Committee nomination in July and in her last debate with Donald Trump in October.
Katherine Ormerod, Editorial Director of fashion e-commerce platform Lyst, says interest in the pantsuit has seen a massive resurgence, with a 460% uplift since January 2016. And now white – linked to clothing of choice for suffragettes – is the most popular pantsuit color, surpassing former most popular color black by 7%.
Shortly after the last event, after the maker of her outfit was confirmed, searches for “Ralph Lauren pantsuit” spiked as well. Groups in support of Hillary encouraged wearing a white pantsuit, a pantsuit of any color, or the color white to show their support, giving rise to hashtags #WearWhitetoVote and #pantsuitnation (also a Facebook group in support of the candidate).
This viral sartorial choice led to traffic for brands as well. Shortly after the last event, after the maker of her outfit was confirmed, searches for “Ralph Lauren pantsuit” spiked. However, as the suit was custom made shoppers had to turn to other brands for dupes. Elie Tahari, Dolce & Gabbana and among the first brands to appear in retail search engines for white pantsuit-related terms. Express, Milly, Mango, and Steven Alan are a few other brands getting attention the blogosphere spreads the trend with headlines like “Seven Last-Minute Pantsuits to Buy Now” and “How to Steal Olivia Palermo’s Crisp White Pantsuit Look for Less”.