Love Island, Zendaya, Dave, Harry Styles are top for 20-something style

New research conducted among UK consumers aged 20-29 has shown that Love Island was the most influential TV show in 2022. The study also named Zendaya, Maya Jama and Hailey Bieber as the key female influencers with rapper Dave and Harry Styles inspiring men’s fashion choices.


Opinium spoke to 2,000 people on behalf of ASOS in early December with 21% citing Love Island as the most influential TV show for personal style, rising to 24% among women.

The latest series of Love Island kicks off in January, with new host Maya Jama considered one of the best-dressed celebrities of 2022. Zendaya, who stars in Euphoria (which is often cited as the most influential TV show in international surveys), took the top spot for women. Some 25% said she was the most stylish celebrity of 2022. Jama tied for second place with Hailey Bieber, with 14% of the vote each.

Male 20-somethings said musicians most influence their style choices, with UK rapper Dave topping the list for biggest fashion inspiration. Dave’s video for Starlight was the most watched music video of 2022 on YouTube Music. And Harry Styles was in second place in the year that his single As it Was broke multiple records.

As well as Love Island, this group of consumers also rates Netflix shows Sex Education and Stranger Things, with more than one in five (21%) male respondents saying a blend of retro 80s fashion most influences their personal style. 

Euphoria, Emily in Paris and Friends were all also cited as a source of style inspiration, particularly by women. 

Interestingly too, 20-somethings said they consider the 90s the most influential fashion decade, with over a third (35%) of male and female respondents giving a thumbs-up to the 90s look of slip dresses, chunky shoes, baggy dungarees and scrunchies as their favourite of the year.

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