fashion

New data compiled by global fashion search engine Lyst and The Business of Fashion has revealed the ‘hottest’ fashion brands in the world right now.

By creating a formula that analysed the fashion houses via search, page views, engagement and conversions over the second quarter - April to June – they tracked more than 65 million annual consumers, four million products and 12,000 brands.

So, what is the world’s ‘hottest’ fashion brand?

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Knocking trendy streetwear brand Vetements off the top spot, it was Alessandro Michele’s maximalist-magpie aesthetic that saw Gucci come in at first place. Rising three places in the ranking, it not only topped the list but was also ranked highest in the ‘Top Products’ report, taking four spots out of a possible 10.

But why? According to Business of Fashion, the brand’s success is all down to Michele’s ability to connect with millennial and Gen-Z consumers.

Following Gucci on the list was Yeezy who stayed a non-mover at second place thanks to buzz surrounding its footwear offering.

Balenciaga leaped from ninth to third place taking Demna Gvasalia’s streetwear attitude to couture. This, the research shows, is thanks to the brand’s fashion-insider take on branding including which included riffs on Bernie Sanders’ presidential campaign.