Thanks to social media and the runway, crochet has made a comeback.
On Instagram, the hashtag #crochet has 41.9 million mentions. On TikTok, it has 8.1 billion views. And according to fashion insights company Launchmetrics, “crochet” saw $16.6 million worth of media impact value from the Spring 2022 fashion month collections.
The Attico, Maje, Fiorucci and Loewe were just a few of the brands that showcased the detail for spring. In the case of Fiorucci’s “Desert Oasis” collection, artistic director Daniel Fletcher said, “I wanted to take a trip through Fiorucci’s hedonistic past with a collection inspired by its 1970s beginnings. The crochet knit styles in this collection reflect the free-spirited and anything-goes attitude of the brand. The bold and vibrant crochet styles are about celebrating life.”
Fiorucci’s crochet pieces featured sunbeams and hazy orange graphics. Recently, model Alessandra Ambrosio was spotted in the brand’s crochet knit hoodie at Coachella.
The motivation is different for Sandrine Ganem, founder of the Parisian knitwear company Rose Carmine that debuted in 2012. Her handmade crochet pieces are meant to be a symbol of rebellion against fast fashion. Rose Carmine knitwear ranges from $253-$1,600.
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“In the face of fast fashion and its consequences, we need slow fashion to respect the planet and humans. Today, with the very anxious situation of violence, wars and pandemics, people need to find wellness and happiness and be reminded of moods and memories,” said Ganem. Rose Carmine’s garments are “an invitation to timeless fashion,” she said.
The ripple effect has made even smaller brands gain popularity. Stitchd Mtl, a Canadian crochet business with just 624 followers, posted on TikTok on April 29 declaring “crochet is cool.” The post received over 235,00 views and 25,000 likes.
The trend has also recently been spotted on influencers Danielle Bernstein, founder of We Wore What, and Emma Chamberlain. Bernstein wore a cardigan by Storets, while Chamberlain has been seen in styles by Lolo Crochète and Jolie By Dia Apparel. Victoria Paris has also worn crochet on her Instagram feed, in multiple ways: On April 3, Paris posted a picture wearing a crochet sweater reminiscent of the “Roseanne” couch throw. On May 8, she wore a crochet hair accessory.
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“Crochet styles evoke that feeling of a blissful escape, which resonates with people right now,” said Fletcher.
