Italian fashion house Gucci remains the “hottest brand” in the world, according to British online fashion search engine Lyst, which published its quarterly ranking of fashion’s “hottest” brands and products on Wednesday. In the first two quarters of the year, the fashion houses Gucci and Balenciaga, which belong to the Kering Group, were still fighting for the top spot. Now the Spanish fashion house, which caused a sensation in the mud this year with a luxury garbage bag and fashion show, is falling behind Prada and Valentino back in 4th place.
Second place brand Prada, which just like Valentino moved up a spot, recently made a name for itself with an NFT collection. Media also reported on a possible IPO in Milan, with which Prada is said to aim for more than 1 billion US dollars (997.63 million euros) in proceeds. According to Lyst, searches for the brand are up 44 percent, thanks in large part to the coveted Prada logo tank top. Valentino took the spotlight with the Pink PP campaign starring actress Zendaya and F1 driver Lewis Hamilton, and with actress Florence Pugh wearing a dress from the brand at the Venice Film Festival.
Italy currently dominates the Lyst Index with seven of the ten most desirable brands of the third quarter, in this order: Prada subsidiary Miu Miu, Dior, Fendi, Diesel, Louis Vuitton and Versace.
The hottest products and breakout brands of the year
In addition to the hottest brands and products the Index announces each quarter, this report also ranks for the first time so-called “Breakout Brands”. These are “small but mighty brands” that are seeing rapid growth in brand awareness and sales alike. Among them: French label Coperni, which caused a stir at Paris Fashion Week with a spray-on dress; and Jaded London and designer duo Chopova Lowena, who made their London Fashion Week debut this year.
Miu Miu’s ballerinas are the most sought-after products, ahead of Birkenstock’s Boston model. Third place is taken by the Prada logo tank top, before fourth and fifth are again taken by footwear – the Ugg Taz loafer and the Adidas Samba sneaker.