What makes a product “hot” during a global pandemic is likely a question no designer considered while developing Spring/Summer 2020 collections. Elements of comfort, activewear and touches of romantic nostalgia and timeless design, however, are proving to be winners, according to The Lyst Index’s ranking of the hottest products of Q2 2020.
Based on 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, the list of represents how these qualities resonated with consumers in both the men’s and women’s apparel and accessories categories.
The Birkenstock Arizona double strap sandal was the No. 1 hottest item for women during the quarter. Searches for the sandals spiked 225 percent over the quarter, and they sold out across many retailers, Lyst reported. A similar suede sandal style by Brunello Cucinelli landed in the No 2. Spot on the men’s list, underscoring the design’s genderless appeal.
Designer face masks also proved to be important. Off-White’s arrow logo face mask nabbed the No. 1 position on the men’s list for a second successive quarter, while Marine Serre’s moon-print face mask was the No. 2 hottest item for women.
A mix of activewear and vacation-wear rounded-out the women’s top 10 list.
The classic simplicity of Loewe’s basket bag made it the No. 3 hottest item. Likewise, Cult Gaia’s knit cutout Serita dress (No. 5) and Missoma x Lucy William organic-shaped hoop earrings (No. 8) captured a luxury vacation vibe. A pink puffed-sleeve cotton dress by H&M nabbed the No. 9 position, bringing a hint of cottagecore to the Index.
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With comfort top of mind, the Calvin Klein bralette (No. 4) and Prada’s nylon shorts (No. 6) brought a minimalistic ’90s vibe to at-home fashion. A sleeveless T-shirt with shoulder pads by The Frankie Shop (No. 7) offered an elevated alternative to a basic tee, while the tenth-hottest item for women, the Nike Court Victory tennis skirt, added a flirty vibe to athleisure.
Footwear and cozy apparel dominated the men’s list.
Asics’ Gt-1000 7 sneakers (No. 3), Off-White’s low vulcanized sneakers (No. 5), Nike’s Air Jordan 4 Retro Flyknit sneaker (No. 9) and Alexander McQueen’s Tread Slick boots (No. 10) made the Index. The Air Jordan is Nike’s only mention on the hot list, despite being the named the hottest brand for the quarter.
Answering the demand for comfortable basics, Yeezy’s khaki cotton trousers with an elastic waistband ranked No. 7, followed by the No. 8 JW Anderson cardigan worn by Harry Styles, which became a viral TikTok trend when his fans posted their recreations of the color-blocked knit.
Men looked for ways to update their accessories, too. Gucci’s GG logo baseball cap ranked No. 4, proving logos still have relevance. Meanwhile, Balenciaga’s heart locket necklace was the No. 6 hottest item, though Lyst reported that searches for men’s jewelry increased 75 percent overall during the quarter.