From Commute To Catwalk: The Everyday Places Inspiring Britain’s Wardrobes

From clocking a coat on the commute to pausing a TV show for a closer look at a standout outfit, Britain is becoming a nation of “outfit detectives”, according to new research.

While social feeds and screen style still play a role, everyday encounters are becoming a major part of how Brits discover new looks, with real-life outfits now sparking the kind of fashion curiosity once reserved for celebrities and influencers.

The research of 2,000 Brits, commissioned mark the launch of the Samsung Galaxy Z Fold8, explores the modern habit of spotting a style detail, saving it and searching for ways to recreate it later, with a third (30%) of the nation admitting they often see an item and instantly want to find out where it’s from.

The research reveals just how far Brits will go to track down a look they love, spending an average of an hour and 14 minutes searching for a specific item, while over two fifths (41%) admit to envying a stranger’s look. It’s a familiar fashion hunt that Circle to Search with Google can simplify, helping people move from spotting a look to finding it in the moment.

Inspiration is coming from everywhere, from social media (25%) and friends and family (21%) to TV shows and films (20%) and street style (18%). Among Millennials and Gen Z specifically, even spotting fashion on the commute (21%) and in the office (19%) are shaping what they wear.

Social media has also become a personal style archive, with a quarter (25%) of us saving posts, screenshots or images of outfits they’d like to recreate or shop for later, rising to over half (57%) of Gen Z and two in five (40%) of Millennials.

But while over half (52%) admit they’d feel uncomfortable asking a stranger where a look was from, 41% say they’d see it as a compliment if someone asked them the same question. Instead, 30% would rather turn to the internet and try to describe the item than ask someone directly.

Samsung has teamed up with radio presenter and fashion icon Mollie King for a new London street style video, taking to the capital’s streets to explore the looks, trends and real-life inspiration shaping how people dress.

The campaign taps into the nation’s love of playing fashion detective, showing how Circle to Search with Google can help uncover the details behind the looks that catch our eye. On the Galaxy Z Fold8’s expansive screen, users can track down individual pieces, explore similar styles and compare finds side by side.

The London setting also nods to the research, which found 98% of Gen Z and Millennials crown the capital the UK’s most stylish city.

Mollie King said: “I’ve always loved how personal style can say so much about someone before they’ve even spoken. We’ve all had those moments where you spot an amazing outfit and immediately want to know where it’s from, so taking to the streets of London and turning that curiosity into simple, easy fashion discovery was a really lovely way to bring that to life.”

With 51% of Brits saying they would love a device that could help them pinpoint where looks are from, the research suggests technology is becoming part of the modern style journey, helping people spot inspiration, search more intuitively and keep hold of the looks they want to revisit.

Annika Bizon, Mobile Experience VP of Product and Marketing, Samsung UK and Ireland said:

“Our research shows Brits are spending serious time trying to track down specific fashion items. People no longer just want to admire the outfits they’re spotting on social media or on the street, they want to find those looks and make them their own.

“Using Circle to Search with Google you can go from spotting an outfit you love to discovering more about it and shopping the entire look in seconds. And with a bigger, more immersive screen, the Galaxy Z Fold8 gives you the space to explore, compare and shop styles more easily than ever before.”

With 41% of Brits saying it’s important to transfer their saved looks and style inspiration to a new phone, Smart Switch¹ makes it simple to bring everything over to Galaxy, from favourite apps and years of group chats to screenshots, photos, saved posts and shopping links, without cables or additional apps.

1. Wired transfers from iOS require the receiving device to have Android™ 17 or later and One UI 9 or later, and the second device to have iOS 26.6 or later. Transfers can be completed without a cable through a wireless connection. For wireless connections, the receiving device must have Android™ 17 or later and One UI 9 or later, and the sending device must have iOS 26.6 or later. Availability of eSIM transfer may vary by carrier. ↩︎