The Unexpected Accessory We’re Buying In Isolation

The rise in hoop earrings carries a hidden statement

New research from fashion and lifestyle search platform Goxip reveals the hoop is the hit of the season. Although hoop earrings never really left, there’s been a surprising spike in hoop earring searches and sales thanks to COVID-19, with a particular spike in interest for heavy hoops and XL styles. They’re back and they mean big business.

Across Goxip’s entire database of over 36,000 global brands and 5 million products, the iconic jewellery piece has pushed to the forefront of conscious fashion searches in the last 4 months.

Early adopters of the traditional hoop include icons Sophia Loren and Bridget Bardot, with today’s influential celebrities including Cardi B, Emily Ratajowski, Bella Hadid, Hailie Bieber, Beyonce, Jessica Alba and long time hoop lover, Jennifer Lopez.

With no real reason to get properly dressed, apart from for video call conferences, facetimes and zoom gatherings, earrings have become a sprightly way to feel put together, elevating on-screen looks and decorating “messy buns”, as we remain housebound.

Jennifer Lopez at arrivals for MTV Movie Awards 2015 – Arrivals 1, Nokia Theatre L.A. LIVE, Los Angeles, CA April 12, 2015. Photo By: Elizabeth Goodenough/Everett Collection // Image: Deposit Photos

However, Goxip has a different take on the hoop frenzy, and believes the hoop is telling a thousand stories and can say more about what you’re trying to say than how you’re trying to look. Goxip is describing the wave of interest as the ‘hoop effect’.

hoop effect

The ‘lipstick effect’ dating back to the Great Depression was born after sales of cosmetics rose and lipsticks were bought as little luxuries amidst the crisis, to boost a woman’s mood. The evolution is deeply rooted in mating psychology where women believed wearing lipstick would enhance their attractiveness and the likelihood of attracting a potential partner with financial resources. Fast forward almost 100 years later, and we are seeing more self love than ever before, with females making up some of the strongest leaders and role models in the world. A woman now knows she should never dress up for anyone else other than herself. The surge in demand for hoop earrings is more than just a fashion trend, but a combined effort to represent unity, infinity and wholeness.

Jessica Alba at the World premiere of ‘I, Robot’ held at the Mann Village Theatre in Westwood, USA on July 7, 2004. // Image: Deposit Photos

Goxip searches, sales and active page views reveal hoop earrings are the surprising secret to our powerful wardrobes this year

Proenza Schouler sent Kaia Gerber down the runway in XL hoop earrings during their New York Spring show in September 2019. The ultra-thick double hoop style has inspired a surge in demand for the hoop style this year. Searches specificallyfor ‘double hoop earrings’ have increased 47% since this time last year.

Side note: Supersize hoops were seen amongst an array of designer’s 2020 Spring/Summer fashion shows in September 2019, including Oscar De La Renta, Proenza Schouler, Tommy Hilfiger & Carolina Herrera. Designers had one theme in common..go big or go home.

(We addressed one of the most pressing questions at Goxip. Are normal people really buying these XXL earrings seen at Fashion Weeks? In short. Yes!)

MISSOMA LONDON X LUCY WILLIAMS ‘Lucy Williams Gold Entwine Hoops’

XL large hoop earrings have had a surge in demand in 2020. Use of search words ‘extra large’, ‘over sized’, ‘giant’ and ‘heavy’, alongside ‘hoop earrings’ are collectively up 72% in the last 4 months.

Gold is currently outselling silver in hoop earrings at a rate of 2-1. Across the entire jewellery category on Goxip, gold hoops are currently the most sought after piece right now.

Where last year, the most popular size of hoop was medium. Large style earrings over 4cm in length have increased in demand. The most popular brands of the last 4 months are Astrid & Miyu, Missoma, Jennifer Fisher and Kendra Scott. At the opposite end of the spectrum, ‘mini hoop huggies’ are the second most popular, followed by medium chunky styles .

MISSOMA LONDON ‘Gold Medium Chunky Frill Hoops’

According to our sales data over the last 4 months, shoppers are willing to spend over $980 for a high end set, but the most sought after brands are more affordable. The average price a customer will spend on hoop earrings is $148.51.

Searches for hoop earrings peaked in April, where they were at their highest across the course of 2020. ‘Gold hoops’ in particular were searched over 5000 times.

Hoop earrings are not the only item that have been affected in the jewellery category over the last 4 months. Where hoop earrings have clearly increased in demand, interestingly searches for ‘rings’ have decreased 18%. Whether it’s down to all the handwashing, hand sanitizing and moisturising, we won’t know.