From World Cup jerseys and Formula 1-inspired fashion to sailorcore, hybrid sneakers and glow-on-the-go beauty, Pinterest’s latest Summer Trend Report reveals what’s capturing the attention of more than 600 million users around the world. We caught up with Sydney Stanback, Global Trends and Insights Lead at Pinterest, to unpack the biggest fashion, beauty, food and lifestyle trends shaping the season—and discover how online searches today become tomorrow’s must-have looks. —Noa Nichol
Pinterest’s Summer Trend Report suggests we’re moving from simply watching sports to living the aesthetic—from World Cup jerseys to Formula 1-inspired fashion. What do these search patterns tell us about the way major sporting events are shaping everyday style?
The data shows a massive cultural shift in sports moving from a spectator moment to an entire aesthetic, vibe, and identity. People are borrowing the iconography of sport to weave into fashion and beauty. They’re borrowing team colours, uniforms, bold graphics, and national pride. The “Off-Duty Varsity” trend captures this shift, with searches for “Brazil jersey outfit women” up 302% and “baseball jersey outfit ideas” up 139%. Fandom has evolved into a global lifestyle signal, where the visual language of sports is instantly recognizable and designed to transition seamlessly from watch parties to weekend plans without losing momentum.
Some of this year’s biggest fashion trends—like sporty street style, sailorcore and hybrid sneakers—feel nostalgic, yet completely modern. Why do you think people are drawn to reinventing familiar looks instead of constantly chasing something entirely new?
The ’90s inspiration we are seeing is no longer just nostalgia. It is a direct response to sports dominating our screens and feeds like never before. Pinners are taking familiar staples, like runner DNA, and reworking them into softer, more styled shapes that feel novelty-driven but remain easy to wear. The rise in searches like “wedge runners outfit” which is up 246% and “ballet runners outfit” which is up 170% showcase this unique blend. By remixing these classic silhouettes with unexpected, fashion-forward elements, consumers get the comfort of the familiar alongside a sleek, polished finish that feels incredibly fresh.
World Cup jersey searches are up more than 800%, while people are pairing athletic pieces with heels, skirts and tailored separates. Why are we seeing sportswear evolve from performance gear into a genuine fashion statement?
We are seeing performance pieces elevated into going-out looks because people want comfort with bite. Jerseys have become the ultimate hero top, whether oversized, layered, or cropped, and they are being worn with deep intention rather than just pure utility. With searches for “World Cup jerseys” surging by 840%, this “Off-Duty Varsity” trend proves that athletic staples can look highly considered and polished when mixed with tailored proportions and everyday streetwear.
Pinterest has long been known as a platform where trends emerge before they hit the mainstream. How do you distinguish between a fleeting viral moment and a trend that’s likely to influence fashion and consumer behaviour for months—or even years?
The distinction comes down to intent. By tracking intent signals—like saves, searches, and board curation—alongside actionable engagement, we can see exactly what people are planning for their future. Because our users are in planning mode, actively building boards and visualizing how these trends will look in their own daily routines, we have a unique insight into what’s going to be the next big thing. Whether that trend is a summer fling driven by a specific cultural moment, like the surging interest in “halo hair colour” (up 598%), or the next “here-to-stay” fashion moment, people want to jump on it.
Female athletes are increasingly driving searches that extend well beyond sports, influencing beauty, fashion and lifestyle. How has the role of women athletes evolved on Pinterest, and what does that say about who consumers now look to for style inspiration?
Female athletes have gone beyond dominating scoreboards to become full-blown cultural architects who are shaping aesthetics, sparking memes, and driving conversations that extend far beyond the game. They are now a major engine of influence and discovery across lifestyle, fashion, beauty, and wellness. We are seeing this influence in athletes’ tunnel fits before the game. Consumers aren’t just tracking highlights. They are searching for their favourite athletes’ full aesthetics, which is reflected in massive search spikes for stars like “Alysa Liu” up 39,228%, and “Natasha Cloud” up 200%
Searches for striped shirts, oversized button-downs and lake-inspired dressing suggest a shift toward what Pinterest calls “Dockside Americana.” Why do you think consumers are gravitating toward relaxed, timeless wardrobe pieces over louder trend cycles?
“Dockside Americana” offers a clean “uniform” base that effortlessly blends marina prep with sporty weekend layering. Consumers are gravitating toward these relaxed, timeless pieces—like crisp blues, whites, and sailor stripes—because they provide low-maintenance styling that transitions easily from chilly mornings to late dock sunsets. Searches for “stripe shirt outfits women” are up 1,962% and searches for “boat shoes outfit” are up 142%. It’s the perfect summer uniform and a look that feels effortless, but is purposely a little performative and never accidental.
One of the biggest surprises in the report is how beauty has become intertwined with lifestyle moments—from game-day makeup to portable SPF routines. How are consumers thinking differently about beauty today, and what’s driving that evolution?
Consumers are building their beauty routines to match summer’s sporty, high-energy aesthetic, favouring sweat-friendly skincare alongside day-to-night versatility. We are seeing a massive rise in “On-The-Go Glow” and reapplication culture, where the goal is a protected, fresh-looking finish you can refresh in minutes, driving searches for “fluid sunscreen” up 110%. On the other end of the spectrum, “Pep-Rally Glam” shows that people are abandoning perfectly crisp lines for bold looks that are intentionally lived-in and a little sweaty, designed to move from daytime plans straight to a night game.
Many of this year’s trends celebrate individuality—whether that’s patchworked denim, one-of-a-kind styling, or mixing vintage with modern pieces. Do you think personal expression is replacing the idea of following a single dominant trend?
Absolutely. We are seeing fandom and style evolve into highly individualized forms of self-expression. Instead of adopting a uniform look, Pinners are actively searching for crafted, one-of-one details—like altered DIY denim, embellished jorts, and patchwork blazers. People are taking pieces of major sports moments and layering in fun, personal, high-impact accents, like searches for “tinsel hair” which is up +622% or “bandana jewellery” which is up 303%, to create a summer style statement that is uniquely their own.
Looking ahead, what broader cultural shifts do you think this Summer Trend Report reveals? Beyond the specific searches, what story is Pinterest’s data telling about how people want to live, dress and express themselves in 2026?
The overarching story is that sports are no longer just about the scoreboard—they are shaping a global lifestyle and driving a cultural movement that remixes performance, fashion, food, and beauty. Whether people are curating MVP-level watch-party food spreads or translating their favourite athlete’s off-duty style into their own wardrobe, they are finding new ways to express their excitement. Ultimately, this data shows that consumers are using the visual language of sports to find belonging, shape their identity, and loudly express themselves this summer.
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