In order to compile the results, Lyst analyzes the online behaviors of over 200 million shoppers a year who utilize the platform to browse and buy fashion across brands and stores online. Lyst’s formula takes into account searches both on and off the platform alongside product views, sales and social media mentions over a three-month period.
Gucci returns to the top spot on the list after being behind Balenciaga for nine months, likely due to its recent collaborations with Harry Styles and adidas. According to Lyst, searches for the brand increased by 286% in the 48 hours after its adidas collection was released back in June.
Lyst explains that “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.”
Elsewhere, the index sees a number of household names understandably climbing the ladder due to recent product launches and celebrity endorsements however, one unlikely brand appears to be among one of the fastest-rising. Dolce & Gabbana, a brand that has a proven track record of homophobia and racism, jumped seven spots this quarter landing it at number 15. Likely as a result of the Kardashian-Barker wedding and hopefully due to consumers that may not be as aware, but either way an unfortunate surprise.
Diesel appears to have had a resurgence in recent times after the brand has been worn by the likes of Megan Thee Stallion, Julia Fox and Paloma Elsesser and due to the release of its 1DR bag which resulted in 317% of the brand’s growth in June. Jacquemus also joins the top 20 following its collaboration with Nike and picturesque FW22 catwalk presentation.
As expected, collaboration is still key as the index reveals that a quarter of the most-wanted products came from dual-brand offerings. Examples include the Yeezy Gap engineered by Balenciaga Dove Hoodie alongside the Fendace logo swimsuit. In terms of sole-brand products, the most popular appear to be Jaded London’s cargo trousers, Casablanca‘s silk shorts and Loewe‘s basket bag.