world's hottest brand
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Gucci is Back on Top as The World’s Hottest Brand

According to the Q3 Lyst Index.

Gucci is officially the world’s hottest brand again, taking out the top spot in the Lyst Index Q3 report, up two spots since last quarter.

The Alessandro Michele-led brand was last on top in Q2 of 2019 (though it has remained in the top three), dethroned by Off-White and then Nike most recently in Q2 of 2020 (this was the first time a non-luxury brand topped the ranking). Gucci nabbed the crown thanks to the livestream of its Epilogue collection which amassed a whopping 35 million views globally, its F/W20 campaign which featured self portraits of models in their own homes and the launch of a genderless section on its website. According to the report, page views for the brand were up 52 per cent year on year, too.

Off-White came in second, Nike in third, Prada in fourth and Balenciaga in fifth place. Fendi, Versace, Saint Laurent, Bottega Veneta and Valentino rounded out the top 10 in that order. Marine Serre made its first appearance on the list this quarter at number 20 – and its crescent moon-printed top was also the second hottest product of the season for women. Telfar’s shopping bag was the number one product for women this quarter. “Starting from the relatively accessible price of $150, Telfar’s motto ‘Not for you, for everyone’ sums up the new mood that has swept fashion – and the world,” the report notes. “As a Black-owned brand that stood for inclusivity long before the BLM movement, Telfar has been well placed to capture the increase in purpose-driven shopping, with demand for the bag spiking 270 per cent.”

In menswear, the Dior x Nike Air Jordan 1 sneaker came in at number one, followed by a lot of casualwear items, including Birkenstocks, Nike joggers, UGG slippers, Balenciaga socks, Patagonina shorts and an Off-White hoodie. Prada’s lug sole boots took the seventh spot, whilst an Adidas face mask came in ninth.

Interestingly, the report noted that although Q2 saw more of a lean towards athleisure items and the menswear category certainly skewing towards a more casual aesthetic this quarter, the desire for fashion pieces remains strong. “Despite gloomy predictions in recent months, and some commentators asking if people will ever dress up again, there are clear signals that consumers still love fashion — and not just sweatpants or hoodies. Shoppers are willing to spend on brands that spark excitement and joy, while categories associated with life B.C. such as bags and high heels are rising again, global uncertainty notwithstanding.”

To see the full report, click here.