Off-White Knocks Gucci Off Top Spot as World’s Hottest Brand


Limei Hoang | October 29, 2019

Streetwear label Off-White has reclaimed first position as the “hottest brand” for the second time in over a year, according to a quarterly report that ranks the most popular brands and products, complied by fashion search engine Lyst.

Off-White has knocked Gucci off the first position as the “hottest brand” for the second time in over a year, demonstrating that consumer interest in the streetwear label remains high despite its creative director Virgil Abloh taking some time away from the brand. 

Second place was taken by Balenciaga, followed by Gucci – which fell from first position last quarter to third – a first for the Italian fashion house, which has consistently claimed the top and second spot over the past two years.

Versace, Prada, Valentino, Fendi, Burberry, Saint Laurent and Vetements made up the rest of the top 10 hottest brands in the third quarter of this year, and Bottega Veneta entered the index for the first time, climbing 21 places to number 16, thanks largely in part to interest in its padded sandals – which drove 27,000 online searches a month from the months of July to September.

The findings come from the latest Lyst Index, a quarterly report compiled by fashion search engine Lyst, which analyses the online shopping behaviour of more than nine million shoppers a month searching, browsing and buying fashion across 12,000 designers and stores online.

The report also takes Google search data and rich social media metrics into account, which looks at account brand follower growth and multi-platform mentions of products, as well as engagement statistics worldwide and related keywords over a three month period.

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Other brands that have gained traction include French designer Simon Porte Jacquemus. The social mentions of Jacquemus’ runway show held in the lavender fields of Provence helped boost the brand’s profile by 131 percent this quarter, with its pocket-sized Le Chiquito bag returning among the hottest women’s products for the second time this year.

Jacquemus Le Chiquito bags. Photo: Courtesy.

The ‘Le Chiquito’  bag was responsible for over 12,500 monthly searches over the last quarter. While not yet in the Top 20, the brand is moving fast: Jacquemus has jumped 37 positions in The Lyst Index hottest brands list this quarter.

Interest in Paco Rabanne is also increasing, with global searches for the brand rising by 31 percent year on year, driven largely in part to its 1969 bag which was worn by celebrities Priyanka Chopra and Emily Ratajkowski.

Sneakers remain the hottest product category overall, with brands like Adidas and Nike leading the way in terms of interest. Searches for accessibly priced sneakers rose by 170 percent in the third quarter, and luxury swimwear also appeared on the index, thanks to seasonality. Vilebrequin’s octopus print swim shorts were the ninth hottest product in the mens’ product list, with the brand seeing a 105 percent rise in page views.

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Cover Image: Off-White Pre-Fall 2019 Campaign. Photo: Courtesy.

Fashion | Industry | Streetwear