Before we defaulted to Instagram for sartorial inspiration, there were the icons of our favourite TV shows. Who didn't want Rachel's polished Ralph Lauren wardrobe? Or Carrie's Manolo Blahnik collection? And it turns out we're still very much influencers my on-screen characters, according to research by Lyst and Pinterest.
They compiled a list of the eleven most influential TV characters in fashion right now, analysing 306 million monthly users around the world from January. You won't be surprised to know that Killing Eve's Villanelle tops the list, no doubt thanks to THAT amazing Molly Goddard dress which spurned a thousand Halloween costumes. Also featuring is Stranger Things' Eleven and her epic 80s wardrobe, as well as the legendary Tan France.
Scroll down to see the full list and get some serious style inspo.
- Villanelle from Killing Eve
Villanelle’s to-die-for looks have taken Pinterest by storm, sparking a 1,060% increase in searches YoY. Meanwhile, Lyst data highlights the popularity of the outfits worn in the second series: between April and May, searches for Rosie Assoulin were up 49%; meanwhile, demand for Chloé suits was up 32%, searches for Diane von Furstenberg jumpsuits grew by 29%, and leather skirts saw a 48% rise in page views. Following the first episode of the second series there have been over 3,000 searches for 'Killing Eve pyjamas'.
- Sabrina Spellman from Chilling Adventures of Sabrina
Sabrina Spellman’s preppy looks have become an especially big source of fashion inspiration as AW approaches, with searches up 7,450% on Pinterest. Demand for ribbed sweaters grew 49% on Lyst in April following the release of the show’s second season; page views of Fair Isle sweaters also grew by 30% in the same period. Meanwhile, searches for Sabrina-inspired plaid skirts were up 35% on Lyst YoY in April, another unusually high number for that time of year.
- Renata Klein from Big Little Lies
From her always perfectly tailored trousers to her never ending collection of designer handbags, Renata’s wardrobe is grand and expensive, and it’s piquing customers’ interest: Pinterest saves for Big Little Lies outfits have jumped 490% YoY. Meanwhile searches for Roland Mouret’s ruby red Zodiac gown spiked 87% on Lyst after it was featured in the first episode of the second season.
- Jane Villanueva from Jane the Virgin
Pinterest data highlights an 85% increase in searches YoY for Jane, while Lyst shows that the Zimmermann Heathers mini dress she wore was viewed more than 7,000 times in the week following the release of the episode. There have also been increases for Katy Perry sandals and floral wrap dresses which are continually worn on the show.
- Tan France from Queer Eye
Netflix’s reboot of Queer Eye introduced the world to a brand new Fab Five, and after four popular seasons, their influence is undeniable. Known for his love of patterned and striped shirts, fashion expert Tan France’s style is behind some of this year’s biggest spikes in demand on Lyst. Following the release of the show’s fourth season in March, searches for men’s “ striped shirt ” increased by 39% month on month. Searches of patterned polo shirts on Pinterest are up 58% YoY, which isn’t surprising: there were over 10,000 searches on Lyst for patterned polo shirts in the first two weeks of March, with over 300 customers specifically searching for a “Tan shirt.”
- Veronica Lodge from Riverdale
As Riverdale’s resident It girl, Veronica Lodge’s feminine style is driving fashion searches on Lyst. Worn in the show’s third season, a Topshop checked coat sold out within 7 days after appearing on screen. Searches for Ba&sh dresses increased 55% in May, and Alice + Olivia’s Tanner dress saw a 60% increase in views 48 hours after being worn in an episode. Meanwhile, Pinterest data shows a 29% increase in searches for pleated dresses , a must-have in Veronica’s wardrobe.
- Fleabag from Fleabag
The black backless jumpsuit worn in the season two premiere sparked a 460% increase in searches on Pinterest in June, with more than 500 people specifically searching for “Fleabag jumpsuit” on Lyst. Along with a 4,757% increase in searches for Fleabag on Pinterest, Lyst data shows a strong interest in the character’s fashion choices - demand for black trench coats and red Reformation dresses significantly increased in April.
- Eric Effiong from Sex Education
Sex Education’s Ncuti Gatwa has received strong praise for his scene-stealing portrayal of Eric Effiong, and his character’s style has also been inspiring customers — sneakerheads included — since the show’s debut. Searches for Nike’s PG 2 sneakers grew by 14% between January and March after Eric wore a bright purple pair in an episode. In the same period, demand for matching tracksuits increased by 22%. Meanwhile, his tiger-print sweatshirt sparked a 40% search increase on Lyst, as well as a 44% increase on Pinterest.
- Zoey Johnson from Grown-ish
Searches for Zoey’s outfits went up 28% on Pinterest after season two. On Lyst, the character’s Lilo Striped Cat jumper by Zadig & Voltaire became the most wanted animal jumper in June, while views of the Diane von Furstenberg leopard-print shirt spiked 15% after being worn on the show. Meanwhile, her Topshop spot overalls became the most wanted dungarees on Lyst in July, quickly selling out.
- Ava Jalali from Pretty Little Liars: The Perfectionists
In just 10 episodes, Pretty Little Liars: The Perfectionists has become one of the most stylish TV shows of the year. Fashion student Ava Jalali has driven a 9,160% rise in searches on Pinterest thanks to her trend-led yet studious looks. Ava sealed her fashion influencer status when searches for her Ruffled Velvet dress increased 37% the week it aired, while her Kelly cape by L’Agence sparked a 44% YoY increase in demand for capes in April — a particularly high number considering the time of year.
- Eleven from Stranger Things
The third season of Netflix’s hit show Stranger Things paints Eleven as the ultimate ‘80s kid thanks to her newfound love for bright bowling shirts, busy prints, dungarees, and scrunchies. On Pinterest, saves for images of the character have increased by 28%. On Lyst, searches for rompers were up 57% in the first 2 weeks of July after El wore a particularly colorful iteration of the trend and over 1,000 shoppers specifically searched for “Eleven shirt” in the same month.
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Penny Goldstone is the Digital Fashion Editor at Marie Claire, covering everything from catwalk trends to royal fashion and the latest high street and Instagram must-haves.
Penny grew up in France and studied languages and law at the Sorbonne Nouvelle University in Paris before moving to the UK for her MA in multimedia journalism at Bournemouth University. She moved to the UK permanently and has never looked back (though she does go back regularly to stock up on cheese and wine).
Although she's always loved fashion - she used to create scrapbooks of her favourite trends and looks, including Sienna Miller and Kate Moss' boho phase - her first job was at MoneySavingExpert.com, sourcing the best deals for everything from restaurants to designer sales.
However she quit after two years to follow her true passion, fashion journalism, and after many years of internships and freelance stints at magazines including Red, Cosmopolitan, Stylist and Good Housekeeping, landed her dream job as the Digital Fashion Editor at Marie Claire UK.
Her favourite part of the job is discovering new brands and meeting designers, and travelling the world to attend events and fashion shows. Seeing her first Chanel runway IRL at Paris Fashion Week was a true pinch-me moment.
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