In the famous words of supermodel Heidi Klum, “In fashion, one day you’re in and the next day you’re out.”
The Lyst Index of the hottest brands in Q2 2019 echo that sentiment. The global fashion search platform released Wednesday its quarterly list of what’s hot and what’s not in fashion.
To compile the results, the global fashion search platform analyzed the online shopping behavior of more than 5 million shoppers a month searching, browsing and buying fashion across 12,000 designers and stores online.
A mix of artificial intelligence and storied tradition helped Gucci regain its No. 1 position after slipping to second place in Q1. The Italian luxury brand, Lyst reported, saw revenue grow 20 percent during Q2 and garnered high-wattage media attention when Gucci creative director Alessandro Michele served as co-chair for the Met Gala in May. Meanwhile, the brand tapped into the sneaker market with a new technology that allows consumers to virtually try on sneakers.
Off-White dropped one spot to No. 2, yet the Virgil Abloh-designed label stirred interest with outside projects like a rug collaboration with Ikea and for the custom outfit designed for tennis star Serena Williams during the French Open.
The buzz around Balenciaga’s new Track 2 sneaker, made with 176 separate pieces, helped the French label nab the No. 3 position. Lyst noted that the brand also showed its philanthropic side in Q2 when it pledged to provide scholarships to the Pratt Institute Black Alumni organization.
Valentino held steady at No. 4 for a second quarter by flexing its streetwear muscles in a collaboration with Undercover’s Jun Takahashi. Lyst described the collection as “merging luxury and streetwear while showcasing their different perspectives.”
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For Prada, Q2 marked the first time the Italian label saw its annual revenue rise in four years. The No. 5 brand made inroads in sustainability, announcing it would be phasing out virgin nylon and banning fur from its line.
Fendi dropped two positions to No. 7. The brand, which honored its late creative director Karl Lagerfeld in June with a memorial in Paris with Chanel, notably worked with British graffiti artist Pref on a capsule collection and collaborated with Call Me by Your Name director Luca Guadagnino on its Spring/Summer 2020 mens wear collection.
Fabric technology kept Stone Island in the top 10. The No. 8 brand debuted the latest part of its Prototype Research series, a color-changing iridescent parka. The heritage streetwear brand also celebrated the opening of a new Milan flagship store.
Nike rose two places to No. 9, striking a balance between timely collaborations like its drop with the Netflix series “Stranger Things” and inclusive messaging. During Q2, the athletic behemoth introduced plus-size mannequins in its London store and debuted a new digital foot measurement tool.
Saint Laurent rounded out the top 10. Along with opening a new concept store in Paris, Lyst pointed out that the brand introduced two new faces in its campaigns—Keanu Reeves and Finn Wolfhard—and rolled out exclusive collaborations with Net-a-Porter and Mr Porter.
The index also revealed brands on the rise. Palm Angels, known for its mash-up of Milanese- and Los Angeles-inspired streetwear, rose from No. 18 in Q1 2019 to No. 15 in Q2, thanks in part to two collaborations with Under Armour and 8 Moncler. Celebrity fans like Katy Perry and Taylor Swift helped boost Moschino from No. 23 in Q1 to No. 18. The brand played into its eccentricity with collaborations with The Sims and Playboy.
Meanwhile, the list hints at a slowdown for brands with a Kardashian connection. Kanye West’s Yeezy dropped three spots to No. 19, despite the fact that the partnership with Adidas is expected to generate $1.3 billion in sales by the end of the year. And Balmain, which fashion critic Robin Givhan once described as the “unofficial designer of the Kardashians” dropped three spots to No. 20.