Emoji Searches in Fashion and Footwear Surged 42% in 2025 — and They’re Getting More Complex

Emoji searches in fashion, footwear and accessories grew 42% in 2025, with Q1 2026 already up 40%, according to Fast Simon. Consumers are using emoji combinations to express mood, aesthetic, and subcultural identity rather than literal product descriptions. For retail brands, this means search engines must be retrained to process non-textual intent — or risk losing high-intent shoppers to competitors whose platforms can decode visual vocabulary.

This is a trend that was bound to happen: Traditional keyword searching is undergoing a colorful transformation as shoppers increasingly ditch text for a more visual shorthand. An analysis from Fast Simon, a leader in AI-powered e-commerce optimization, reveals that emojis are no longer just for texting — they are becoming a primary tool for product discovery in apparel, footwear and accessories.

How Fast is Emoji Search Growing in Fashion and Footwear?

This reveals a massive shift in consumer behavior, moving away from literal descriptions toward more nuanced, lifestyle-driven intent. While 2025 saw emoji searches grow by 42% throughout the year, the momentum has surged in 2026, with Q1 alone recording a 40% increase.

And while last year’s top searches were dominated by standard icons such as sneakers and dresses, the research revealed that current trends show a more expressive landscape. Shoppers are now using beauty-intent symbols like the kiss emoji or performance icons such as the boxing glove to find exactly what they need.

According to Fast Simon CEO Zohar Gilad, consumers are moving toward a more fluid, visual vocabulary. He said the challenge for retailers and brands has shifted from simple keyword indexing to using advanced AI that can interpret the emotional and contextual intent behind a single icon or a string of characters.

The report shows how digital icons allow shoppers to communicate mood, urgency and specific subcultures. For instance, pairing a coffee icon with a runner suggests an active morning routine, while specific combinations like a wolf emoji followed by colored hearts often point toward niche fan merchandise and pop-culture trends. Retailers and brands take note: The researchers found that repeated use of the “weary face” emoji has emerged as a high-volume search, signaling either specific product frustrations or a particular “vibe” popular among Gen Z demographics.

How are Consumers Combining Emojis with Text to Find Products?

This evolution has also birthed the hybrid search, where consumers combine emojis with traditional text to refine their results. This technique allows for highly specific discovery, such as “Price-Sensitive Luxury” where users pair a dollar amount with a high-heel icon, or “Occasion-Based Gifting” where a wedding ring emoji is paired with the word “wedding.”

For enterprise-level retailers, this shift necessitates a more sophisticated merchandising strategy. High-intent shoppers are currently using emojis to navigate to products faster, while low-intent shoppers use them to browse general vibes and aesthetics. To maintain high conversion rates in this new era, brands must ensure their search engines are capable of processing non-textual data and accurately mapping these visual cues to their relevant product catalogs. 😀searching!

Related podcast episode (Spotify): A Gen Z Shopping Deep Dive

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