Fashion

Gucci has lost the title of ‘hottest fashion brand’ – but to who?

Can you guess who holds the crown now?

Balenciaga has become the ‘hottest fashion brand in the world, according to the Lyst Index – and we’re not surprised at all.

Gucci has been knocked from the top spot, instead coming in at second place on the list, based on data from millions of consumers, products and brands.

The quarterly report collaboration between fashion search engine Lyst and The Business of Fashion revealed that while Gucci has been a “consistent performer”, it was clearly outranked by Demna Gvasalia’s Balenciaga.

“A new logo and a Colette residency kept the brand top of the mind,” states the Lyst report, with “product that drive[s] the fashion narrative online.”

With a strong streetwear and high fashion aesthetic, we can see why Balenciaga snapped the top spot. Not to mention all the media attention they’ve garnered this year from the brand’s spin on the Ikea shopping bag and their collaboration with Crocs.

Gucci’s launch of their own luxe home label Gucci Décor helped the brand maintain its spot within the top five. But let’s be honest: the cult classic belts, bags and shoes from Gucci won’t be disappearing overnight in light of its recent dethroning.

The Lyst Index also ranked other areas of the industry, including the top ten products of the quarter with both Balenciaga and Gucci having multiple products in this category.

Shoes were a key contributor to Balenciaga’s success, with their Speed Trainers reigning as the overall top product and their Knife Bootie ranking at number seven.

Meanwhile, Gucci’s Dionysus bee leather bag ranked at number two and their GG Blooms Supreme sandal appeared for a second time on the list at number five. All the guilty parties who own these products please stand up!

Other brands labelled ‘hot’ by Lyst, included Vetements, Givenchy, Valentino and Saint Laurent.

And when we look at all the social media attention they’re receiving, we can see why.

Photos: Getty Images

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