Off-White continues reign as world’s hottest brand

Off-White has once again been crowned the most sought-after brand in the world.The label, founded by designer Virgil Abloh in 2012, is known for its stylised streetwear-inspired items which feature the use of quotation marks, zip ties, and industrial b…

Off-White has once again been crowned the most sought-after brand in the world.

The label, founded by designer Virgil Abloh in 2012, is known for its stylised streetwear-inspired items which feature the use of quotation marks, zip ties, and industrial buckles, with celebrity fans including Bella Hadid, JAY-Z, and Nicki Minaj.

Now, analysts have compiled data from the fashion platform Lyst for the fourth quarter of 2019 and reported that Off-White has come out on top in relation to global Lyst and Google search data, conversion rates and sales, as well as social media mentions and engagement statistics worldwide. The company also topped The Lyst Index for the previous quarter.

Gucci, helmed by creative director Alessandro Michele, was the runner-up, while Balenciaga landed in third place.

Other luxury brands in the top 10 included Versace, Fendi, Prada, Valentino, and Burberry, though the most surprising leap in rankings came from Moncler.

Nabbing the fourth spot, executives at the lifestyle label have found success over the past three years by harnessing a guest designer roster, which has included capsule collections from the likes of Simone Rocha, Craig Green, and Richard Quinn.

Meanwhile, Gucci’s logo belt was once again the hottest in the list of women’s products, with Amina Muaddi’s Gilda heels taking second place.

“As seen on Kendall Jenner and Hailey Bieber, Muaddi’s Gilda heels sparked an average of 60,500 monthly searches between October and December, while the brand saw a 73 per cent rise in views,” a Lyst spokesperson commented.

Other popular accessories include Prada’s Monolith boots, a scarf from Acne Studios, Spanx’s faux leather leggings, Balenciaga’s Hourglass top handle bag, and the UGG Scuffette II slippers.

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