Gucci has officially stepped in as the world's hottest brand, according to The Lyst Index for Q2. The Italian fashion house has dethroned Balenciaga for the position, who held the spot consecutively for the past three quarters. However, it is not Gucci's first time taking home the number one spot. Still, according to The Lyst Index, the fashion house landed at number one due to the brands' successful collaborations and recent collections. Here's what they revealed.
Balenciaga took the title as the hottest brand for Q3 2021, Q4 2021, and Q1 2022, all due to the overwhelming success of the brand's collabs under the creative direction of Demna Gvasalia. The French fashion house launched a series of collaborations with Fortnite, The Simpsons, and of course, all things Kanye West, making it the hottest brand for three quarters running. However, it's time for a new fashion house to take over the winning spot, and Gucci has claimed the thrown.
So what gave Gucci the edge it needed to reach number one? According to The Lyst Index, Gucci's recent collections have all skyrocketed, marking them the hottest brand of the year. For example, the brand's recent collaboration with Harry Styles for the HA HA HA Collection, as part of Milan Men's Fashion Week, the 'Cosmogonie' Resort '23 collection, and the insane success behind the brand's collaboration with Adidas. In fact, there was a 286% rise in searches for the Italian fashion house within just 48 hours of the Adidas x Gucci drop, per The Lyst Index. The Lyst Index reported the Gucci x Adidas Gazelle was the second hottest women's product, which explains the brand's first place position.
Lyst wrote, "Gucci and Balenciaga have dominated the fashion conversation since the Lyst Index launched in 2017, both amongst consumers and industry insiders. This quarter sees Gucci narrowly reclaim the number one spot after 9 months of Balenciaga topping the chart. The brands' aesthetics couldn't be more different; Alessandro Michele's colorful, maximalist utopia sits in stark contrast with Demna's dark, dystopian vision. But together, the two Kering-owned fashion houses are now powering a huge 21% of the overall Lyst Index heat score generated by the top 20 brands." So let's see what the fashion houses have lined up for the rest of the year before Q3 is announced in the Fall.