In the second quarter (Q2) this year, Gucci narrowly reclaimed the top spot in the hottest brands list of the Lyst Index after nine months of Balenciaga topping the chart. Together, the two Kering-owned fashion houses are now powering a huge 21 per cent of the overall Lyst Index heat score generated by the top 20 brands. The Lyst Index was launched in 2017.
Searches for Gucci skyrocketed by 286 per cent in the 48 hours after its collection with Adidas was released in June, with the Adidas x Gucci Gazelle sneakers taking second place in the hottest women’s products list.
The statistics show collaboration culture is still thriving; and dropping the right remix can create a major brand moment and drive brand heat for both parties involved, UK-based Lyst said on its website.
The Jean Paul Gaultier x Lotta Volkova ‘naked’ dress pays homage to Jean-Paul Gaultier’s iconic trompe l’oeil SS96 collection, exciting a new generation of archive-diving young luxury shoppers keen to purchase a piece of the label’s history. Searches for ‘naked’ fashion pieces featuring trompe l’oeil body prints have jumped by 430 per cent over the second quarter.
Brands and shoppers embraced the return of international travel and joyful destination dressing. While some have questioned the ethics of flying guests thousands of miles for minutes of runway action, a ‘wow’ fashion show location guarantees a spectacle and even more content creation opportunities for invitees, Lyst noted.
Dolce and Gabbana climbed seven positions to re-enter the Lyst Index, with searches for the brand spiking by 114 per cent following the Kourtney Kardashian-Travis Barker wedding in Portofino.
Sixth rank holder Dior held a fiesta-inspired cruise show in Seville. Jacquemus stepped up into the 20th place following an all-white FW22 catwalk show set against the salt mountains of Arles.
No doubt inspired by fashion’s jet-setting creator community, shoppers are investing in statement high summer pieces, from Casablanca’s silk shorts to Miu Miu’s colourful crochet bucket hat, and the iraca palm basket bag by Loewe.
Diesel jumped six places to claim the 9th position in the hottest brands list, with the Diesel 1DR bag the hottest women’s product in the world in the second quarter.
Searches for small-shoulder bags are up by 59 per cent in the quarter. Parachute trousers, another ‘00s trend, are seeing a revival too, with over a billion views on TikTok.
Jaded London’s $90 tech cargo trousers embody the trend, taking fifth position in the hottest products list in the quarter.
Fibre2Fashion News Desk (DS)