In addition to backing up fashion theories, @databutmakeitfashion is also in the business of debunking. “There are always hypotheses and guesses about what’s in, and that’s interesting, but it’s not always right,” she says. One of Lapuerta’s top-performing posts of 2023 has been aon more than a thousand looks from 2023 runway collections to track trends pertaining to quiet luxury, Lapuerta was surprised to find that logos, the antithesis of quiet luxury, were trending.
Evidently runway looks and consumer demand don’t always correlate. By dissecting the data, Lapuerta makes it clear that, similar to how our online echo chambers don’t always reflect what’s trending at large, runway trends aren’t always an accurate representation of what we’rewearing. Plus there are levels to this game. A trending item, such as a Chopova Lowena skirt, might become relevant due to its runway presence or commercial demand.
Beyond the topic of what to wear, Lapuerta’s audience is also looking to her for the facts on fashion ethics. “For instance, brands have talked a lot about reducing leather and fur, and a lot of customers get excited about that,” she says. “But leather was still in an average of 16% of the looks of spring 2023 collections.” Another data point Lapuerta continues to watch is diversity in body size on the runways.
Along with highlighting trends, debunking theories, and shedding light on fashion ethics, Lapuerta has one more purpose behind Data But Make It Fashion—and this one is personal. “I used to think that in order to be a good engineer, I couldn’t be interested in fashion,” she says. “Whether someone is interested in fashion or data analytics, I want to make both feel more approachable.
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