BoF partnered with Lyst, the global fashion search platform, to analyse the behaviour of over 65 million annual consumers shopping across the world’s largest inventory of luxury and contemporary fashion, 5 million products and 12,000 brands. The rankings were formulated using Google and Lyst search data, engagement statistics, conversion rates and sales. The results are in and Balenciaga has been crowned the hottest brand in fashion, stealing Gucci’s crown as they came in second this quarter.
The most amazing story in this quarter, however, is the rise of Virgil Abloh’s streetwear brand Off-White which jumped 31 places to become the third-hottest fashion brand in the world in Q3, knocking Kanye West’s Yeezy out of the top 10. The rise of high-end street wear is here as evidenced on the list, with four of the five new entrants to the Lyst Index — Off-White, Stone Island, Moncler and Raf Simons — being streetwear brands. Casual-wear brand Stone Island jumped 33 places this quarter due to Drake wearing their gear on stage throughout his ongoing world tour. Similarly, searches for Moncler spiked after British rapper Skepta was photographed wearing the brand’s upcoming collaboration with Craig Green. See the full index below.