London is no longer the UK’s most trend obsessed city

A recent survey has shown that Liverpool is the city most obsessed with summer fashion trends, followed by cities Bath and Manchester. Surprisingly, London, which is known as the fashion capital of the UK, came 12th in a study conducted by fashion experts at Boohoo, who examined data from Google to discover the most popular summer fashion trends by city in the United Kingdom via monthly search.

Coming in second place was Bath, a small South West city with a population of 100,000, with searches for different fashion trends having a monthly average of 16,559 searches per 100,000 people. Taking third place was the northern city of Manchester — arguably the new London with 90,626 monthly searches and 16,482 per 100k.

As rent prices in London are hitting an all-time high, perhaps consumers are opting to move out of the capital to prioritize their money for sought-after garms. The research could also be linked with most universities being located outside of the big smoke with students investing more and more in clothes to attend their lectures, with Manchester students spending the most on clothes, according to the Natwest Student Living Index.