Welcome to the world’s hottest fashion brands list as fashion faces up to a new normal




Q1 2020 Hottest Fashion Brands, according to Lyst. Off-White is the hottest brand in the world for the third successive quarter, reflecting the influence of younger shoppers who champion the label’s anti-establishment take on luxury. Balenciaga rises one place to reclaim its position as 2nd hottest brand in the world, last held by the label in Q3 2019.

@off-white instagram

Off-White is one of the most talked-about brands in fashion. Balenciaga, Nike, Gucci, and Prada are some of the hottest brands in fashion this quarter.

The Lyst Index is a quarterly ranking of fashion’s hottest brands and products. To compile the results, global fashion search platform Lyst analyses the online shopping behaviour of more than nine million shoppers a month searching, browsing and buying fashion across 12,000 designers and stores online. The formula behind The Lyst Index takes into account global Lyst and Google search data, conversion rates and sales, as well as brand and product social media mentions and engagement statistics worldwide over a three month period.

As vast swathes of the economy ground to a halt and populations were confined to their homes in response to the virus, consumer confidence fell and fashion was hit by an immediate drop in demand.

“The Lyst Index for Q1 therefore reflects a period which has been anything but ‘business as usual’ in significant parts of Asia for most of the three months; and in Europe and North America for the final weeks of the quarter. The upcoming Q2 report will paint a clearer picture of Covid-19’s global impact, but for now, based on the Q1 data, consumers’ brand allegiances remain largely unchanged,” said lyst in a statement.

Jacquemus enters The Lyst Index hottest brands ranking for the first time, with the label’s accessories having previously made the hottest products section. The French brand climbs seven places to reach 15th position, after its supermodel-heavy Fall/Winter ‘20 show boosted social media mentions by over 1,100%. The other new entrants this quarter are Thom Browne and Rick Owens, both eponymous labels of US designers, each with a distinctive and consistent aesthetic.

“The Lyst Index shows that consumer allegiance to powerful brands remains strong, even in these uncertain times. But the way in which people interact with brands and shop for fashion is changing fast. The Covid-19 crisis is accelerating shifts that were already happening in our industry, and catalysing further changes. In this unprecedented moment, digital is more important than ever to fashion brands. Information and communication are key for our community. Those who adapt quickly to the changing landscape, using data-backed decisions while drawing on their core strengths, will be best placed to thrive” said Chris Morton, Co-Founder and CEO, Lyst.

@balenciaga instagram

Top 10 hottest fashion brands for Q1 2020. The Lyst Index:
See all the list on lyst.com

1. Off-White;
2. Balenciaga;
3. Nike;
4. Gucci;
5. Prada;
6. Moncler;
7. Fendi;
8. Valentino;
9. Saint Laurent;
10. Versace.

OFF-WHITE launched the Activate Movement programme with Evian and has released a Lunar New Year capsule collection. The fashion brand debuted Off-White x Air Jordan IV at Paris Fashion Week.

BALENCIAGA released koala hoodies to raise funds for Australia’s bushfire relief. The luxury fashion house flooded the runway for apocalyptic Paris Fashion Week show. Balenciaga’s parent company Kering said the brand would manufacture surgical masks in response to Covid-19.

NIKE released ‘Mamba Forever’ ad in tribute to Kobe Bryant. The sportswear brand announced a multi-year partnership with Liverpool FC and onated over $15 million to the Covid-19 response effort

GUCCI reported 10.5% revenue growth for the previous quarter. The Italian luxury brand released a Mickey Mouse collection for Chinese New Year and pledged to donate €2 million in response to Covid-19.

Raf Simons joined Prada as co-creative director. Prada partnered with the UNESCO on an education programme and funded two new ICUs in three of Milan’s hospitals in response to Covid-19.

MONCLER reported 13% revenue growth for FY 2019 and tapped JW Anderson and Rimowa for its Genius project. Moncler donated €10 million to a Milan hospital project in response to Covid-19.

FENDI launched a capsule collection for Chinese New Year and teamed up with model Winnie Harlow for its #BaguetteFriendsForever campaign. The Carla Fendi Foundation donated €100,000 in response to Covid-19.

VALENTINO unveiled a sneaker collaboration with Onitsuka Tiger and opened a pop-up store in Beverly Hills. Valentino’s parent company Mayhoola donated €2 million in response to Covid-19.

SAINT LAURENT announced that 2019 turnover surpassed €2 billion. The luxury Maison released a Valentine’s Day capsule collection and Saint Laurent’s parent company Kering said the brand would manufacture surgical masks in response to Covid-19.

VERSACE presented women’s and men’s collections on the runway together for the first time. The luxury house announced new flagship stores in Paris and London abd donated over $850,000 in response to Covid-19.