The reign of Balenciaga is over as Italian fashion house Gucci steps back into its spot as the hottest brand.
Balenciaga was the most sought-after brand on the Lyst Index for Q3 2021, Q4 2021, and Q1 2022. But as of Q2 2022, Gucci is now the hottest brand, thanks in part to the HA HA HA collection in collaboration with Harry Styles and the popular Adidas x Gucci collection.is based on international Lyst and Google search data, conversion rates and sales, as well as brand and product social media and engagement statistics globally over a three-month period.
Searches for Gucci skyrocketed 286 percent in just 48 hours after its collection with Adidas was released in June. Also, citing the Lyst Index, the Adidas x Gucci Gazelle sneakers are the second hottest women’s product in Q2.The brands that secured the top ten spots on the list are Diesel, Adidas x Gucci, Jean Paul Gaultier, Balenciaga, Jaded London, Prada, Miu Miu, Loewe, Fendace and Gucci, in that order.
Gucci was not the sole fashion house to capitalize on collaboration culture this quarter. The Fendace one-piece bathing suit—the product of a collaboration between Italian fashion houses Fendi and Versace—took the ninth spot on the hottest women’s products list. The dress pays homage to Jean-Paul Gaultier’s iconic trompe l’oeil SS96 collection. As a result, searches for ‘naked’ fashion pieces featuring trompe l’oeil body prints rose 430 percent over the last three months alone.Many of the hottest brands featured on the Lyst Index have received increased infamy from social media marketing.
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