Global fashion search platform Lyst today released its latest quarterly Index ranking the hottest brands and products, with Q3 results putting Off-White as the brand of the moment.
Sitting at number two in the Q2 report, it has now knocked Gucci off the top spot. Over the last year, the cult streetwear label has risen 33 places in the Index, with Q3 packed with globally-hyped launches and collaborations.
The brand buzz surrounding its founder, Virgil Abloh, and his disruptive creative aesthetic also continues to grow. Add to that the hype that went with Louis Vuitton appointing Abloh as its new artistic director back in March this year, and it seems he can’t put a fashion foot wrong. Searches for Off-White across Lyst’s partner retailers are up 14% quarter on quarter, and Off-White is responsible for three out of 20 products in the hottest products lists.
To compile the results, Lyst analyses the online shopping behaviour of more than five million shoppers a month searching, browsing and buying fashion across 12,000 designers and stores online. For the first time, the report also now factors in rich social media metrics, taking into account brand follower growth and multi-platform mentions of products, brands and related keywords, plus sentiment analysis.
Coming behind Off-White and Gucci in the latest list comes Balenciaga at number three, and Nike has moved up five places to claim fourth position. Alongside the continuing collaboration with Off-White, the brand’s ‘Just Do It’ campaign starring Colin Kaepernick helped boost total search traffic to Nike-related pages by 13% quarter on quarter. Four out of the 20 hottest fashion products in the Index this quarter are also by Nike. Prada has now moved from number 10 spot to number five and places six to 10 now read: Versace, Yeezy, Vetements, Fendi and Valentino.
The Dior ‘Saddle Bag’ was the hottest women’s product of the quarter, spiking when 100 global influencers posted an image modelling the bag on Instagram on July 19, sending searches up 957% in 48 hours, with customers looking for both pre-owned and vintage Saddle bags, as well as the new Dior designs.
The ‘Ugly Sneaker’ trend marches on, and this quarter the Nike ‘M2K Tekno’ has replaced the Fila ‘Disruptor’ as the most wanted affordable take on the ‘Dad’ sneaker aesthetic, as pioneered by the Balenciaga Triple S, which remains in the men’s hottest products list for a second quarter.
Thanks to the World Cup, the hottest men’s products list contains a football shirt for the first time. Searches for the 2018 England jersey spiked 300% in the week leading up to the semi-finals, selling out across all sizes, and across multiple online retailers.