Just when you think Gucci has lost its glow, the Italian fashion house dials up its star power with collaborations and fresh takes on the classics.
Gucci topped The Lyst Index ranking of the hottest fashion brands for Q2 (April-June 2022) after nine months of sibling brand Balenciaga claiming the spot. To compile the results, the shopping platform analyzed the online shopping behavior of more than 200 million consumers a year searching, browsing, and buying fashion across brands and stores online. To track “brand and product heat,” the formula also incorporates social media mentions, activity and engagement statistics worldwide, over a three month period.
Searches for Gucci climbed 286 percent in the 48 hours after its Adidas collaboration dropped in June. Soon after, Gucci announced its collaboration with long-time muse Harry Styles. Set to launch this fall, HA HA HA—a nod to Styles’ and Gucci creative director’s Alessandro Michele’s initials—will offer ’70s-inspired suiting, pajama-style sets and whimsical prints.
Several Gucci products also landed on The Lyst Index for the hottest products for the quarter. The pink and green Adidas x Gucci Gazelle sneakers ranked No.2 on the hottest women’s products list, while the brand’s logo-driven GG slide ranked No. 10. The 1953 Horsebit loafers ranked No. 4 on the men’s products list.
Despite a star-studded runway show at Haute Couture Fashion Week, Kim Kardashian-approved Balenciaga dropped to No. 2, followed by Prada at No. 3.
Everything is coming up roses for Valentino at No. 4. Monochromatic looks from the Italian fashion house’s PP Pink collection have been seen on everyone from Sebastian Stan to Anne Hathaway, making the brand synonymous with the color akin to Tiffany and its iconic blue. Valentino’s Tan-Go platforms are also in high demand as exaggerated heels and bubble-gum pink fuel the buzzy Barbiecore trend.
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Louis Vuitton (No. 5), Dior (No. 6), Miu Miu (No. 7) and Fendi (No.8) underscore traditional luxury’s staying power at retail.
At No. 9, Diesel underscores the strength of Y2K denim and ‘It’ handbags. With its first Milan Fashion Week under its belt and a second in China, the Italian brand jumped six places to claim the spot in Q2. Julia Fox, Kylie Jenner and Dua Lipa have stepped out dressed in head-to-toe Diesel, but it’s the brand’s 1DR bag that’s driving searches. Lyst reports that demand for the bag jumped 317 percent in June, making it the hottest women’s product in the three-month frame.
Diesel knows it struck gold—the handbag launched this spring and sold out almost instantly. Striking while it’s hot, the brand recently launched a sex-driven campaign dedicated to showcasing the 1DR’s various colors, materials and shapes
Burberry, which recently bowed an inclusive kids’ campaign, rounds out the top 10 list. Versace, Nike, Adidas, Loewe, Dolce & Gabbana, Saint Laurent, Bottega Veneta, Moncler, Off-White and Jacquemus take No. 11-20, respectively.
Despite co-founders Domenico Dolce and Steffano Gabbana’s history of making racist and homophobic remarks, Lyst noted that uncancellable Dolce & Gabbana is among the quarter’s fastest-rising brands, climbing 7 spots to re-enter the Lyst Index at number 15. Searches for the brand spiked 114 percent following Kourtney Kardashian and Travis Barker’s wedding in Portofino that was seemingly sponsored by the Italian fashion house.
Hottest Products
Collaborations continue to attract consumers’ attention and entice their wallets. “A quarter of the most wanted products over the last three months are collaborations, proving that collaboration culture is still thriving,” Lyst stated. The Yeezy Gap engineered by Balenciaga Dove hoodie ranked No. 3 on the men’s hottest products list while the Versace x Fendi “Fendace” logo swimsuit nabbed the No. 9 spot on the women’s side.
Though Instagram would suggest that everyone is in Italy or Greece, Lyst said consumers are embracing the return of “joyful destination dressing.” Casablanca’s silk shorts ranked No. 9 on the men’s list while Miu Miu’s colorful crochet bucket hat and the Loewe basket bag land at No. 7 and No. 8 on the women’s list.
Dadcore staples are also in demand. Jaded London’s tech cargo trousers ranked No. 5 on the women’s list. For men, Birkenstock Boston suede clogs (No. 2), Stone Island’s Compass cargo shorts (No. 6), Nike Air Force 1 sneakers (No. 7), Polo Ralph Lauren’s cotton chino cap (No. 8) and Nike Air Max 90 slides (No. 10) ticks off all the boxes for the theme’s fashion-meets-function ethos.
Levi’s 469 loose denim shorts’ placement at No. 5 on the men’s list all but confirms the return of jorts. The dadcore-meets-skater staple was key item on the men’s Spring/Summer 2023 catwalk.