EBay has unveiled its first Watchlist trend report revealing that nearly 40% of all clothing, shoes, and accessories sold on the platform in 2024 were listed as pre-loved, with global shoppers searching for “vintage” more than 1,200 times per minute.
The results were powered by the real-time shopping behavior of eBay’s 134 million users and more than 2.3 billion listings.
To help bring the report to life, eBay has tapped New York-based stylist Brie Welch as its resident stylist. Known for her work with Katie Holmes and luxury houses like Bulgari, Givenchy, and Ferragamo, Welch will serve as the brand’s fashion authority – identifying trends, offering expert commentary, and spotlighting eBay’s assortment of pre-loved, branded fashion.
“Since our founding 30 years ago, we’ve been connecting people who want to refresh their wardrobes with those ready to pass on items they no longer need,” said Alexis Hoopes, VP of global fashion at eBay.
“We envision a world where circularity is the norm, making it easy for brands and consumers to engage with the circular economy. We want to both power preloved fashion and empower the entire circular fashion ecosystem.”
Among the findings, the report highlights Louis Vuitton as the top-performing luxury brand on eBay so far in 2025, overtaking all other designer labels in purchases from January to March.
Beyond traditional luxury, eBay’s data also reveals a growing interest in rising and lifestyle brands. Birkenstock led the way with a 61% increase in searches, followed by Altuzarra (+48%), Tombolo (+40%) and Bulgari (+28%).
Among the standout trends in the report is the rise of “Function First”, a fresh take on utilitarian fashion. Searches for “barrel jeans” are up 130%, and iconic brands like Wrangler and Timberland continue to dominate with an average of 37 and 20 searches per minute, respectively.
“Dyed in Dusk” explores softer, dreamlike storytelling through pastel tones and playful accessories. Butter yellow dresses surged 656%, while joyful pieces like the Seiko Half Moon Watch rose 430% in popularity.
“Well Suited” marks the return of power dressing. Fashion-savvy shoppers are embracing sharply tailored silhouettes with “cinched blazer” searches up 209%, and “oversized suit” queries jumping 87%. Brands leading this resurgence include Balenciaga and Miu Miu.
“Modern Bohemia” offers a romantic take on free-spirited style, with ethereal silhouettes and grounded accessories. Classic fringe bags are up 41%, and Penny Lane jackets have risen 44% in search interest.
Lastly, “Blue Hues” confirms denim’s enduring appeal in a range of washes and silhouettes. This time around, it’s about craftsmanship and versatility. Searches for “jeans from Japan” are up 68%, while “selvedge denim” climbed 46%.
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