Blankets as a fashion statement? Oh yes. Pinners will turn to shawls, puffers and slouchy socks in 2021 – no matter the weather. Let’s make cosy comfort part of every season.

Shot of the bottom half of a woman lying on a bed under a blanket and wearing high yellow socks
Image of person in a field wrapped in a brightly colored chequered blanket
Close-up of blue knitted material with orange stripes down the middle

What the global data says

4x

increase in searches year over year for quilted clothes
Find it trending in
Canada
Australia
US

2x

year-on-year increase in searches for cosy aesthetic outfits

Find it trending in
Brazil
Canada
UK

155%

year-on-year increase in searches for cocoon cardigan

Find it trending in
Australia
UK
US

90%

year-on-year increase in searches for fluffy slippers

Find it trending in
Brazil
France
US

55%

year-on-year increase in searches for slouch socks

Find it trending in
UK
US
Canada




Tips for brands

Help Pinners to turn loungewear into streetwear. Retail and apparel brands can show Pinners how to pair slouchy socks with trainers or autumn boots. Home brands can give Pinners tips on how to transform a cable-knit bedspread into a loungewear staple. And streaming services can curate cosy music and podcast mixes so that Pinners can cocoon themselves in comfort. Think of it this way: how can you bring all the comfort of a weighted blanket into your ad creative? Cocooning is a whole mood. Give the people what they want.





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Collage of three images featuring two women with short brown hair wearing orange roll-neck jumpers, coloured glassware staged in bright light and a blue car bumper

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Source: Pinterest Internal Search Data, Global, analysis period Oct 2018 to Sep 2020