The Hottest Brands was ranked first by the Italian premium streetwear brand Off-White, created in 2012 by American designer Virgil Ablo.
The study analyzed the search queries and buying behavior of more than nine million users per month, which allowed us to assess the growth of the popularity of brands over time. Balenciaga, Gucci, Versace, and Prada were also ranked at the top of the table. Luxury brands accounted for 90% of the ranking.
For Gucci, who headed the rating in the second quarter, the drop to third place was the first in the last two years. For the first time in the top 20 most popular brands, according to Lyst, entered the Italian luxury goods manufacturer Bottega Veneta, which three months ago ranked only 37th in the list. Also in the top twenty was the Spanish brand Loewe, specializing in footwear and luxury accessories.
The top 10 included Valentino, Fendi, Burberry, and Saint Laurent. Closes the top ten most popular fashion brands of the planet Vetements, which lost its founder and creative director, Demna Guasalia, in autumn. In September, the brand presented its new collection at McDonald’s in Paris, offering, among other things, a hoodie with a slogan: “Today is my birthday, and all I got was a hoodie from Vetements at an inflated price.
It’s noteworthy that exactly half of the brands on the “The Hottest Brands” list are based in Italy and another quarter in France. The rating also includes two British brands (Alexander McQueen and Burberry), one each from Spain (Loewe), the USA (Nike), and Switzerland (Vetements). 20% of the brands included in the rating have a history of more than 100 years, and 45% have an account of 50 to 100 years. The youngest brands on the list are Vetements and Off-White, which turned 5 and 7 years old, respectively, in 2019.
