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 Gigi and Bella Hadid, JAY-Z, and Nicki Minaj.

Now, analysts have compiled data from the fashion platform Lyst for the first quarter of 2020 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 brand also topped The Lyst Index for the previous two quarters.

Balenciaga, helmed by creative director Demna Gvasalia, was the runner-up, while sportswear giant Nike landed in third place.

Other luxury brands in the top 10 included Prada, Moncler, Fendi, Valentino, Versace, Saint Laurent, Burberry, and Jacquemus.

“Jacquemus enters The Lyst Index of hottest brands ranking for the first time, with the label’s accessories having previously made the hottest products section,” a Lyst spokesperson commented. “The French brand climbs seven places to reach 15th position, after its supermodel-heavy fall/winter 2020 show boosted social media mentions by over 1,100 per cent. The other new entrants this quarter are Thom Browne and Rick Owens, both eponymous labels of U.S. designers, each with a distinctive and consistent aesthetic.”

Meanwhile, face masks have seen a huge spike in interest, having been worn by the likes of Billie Eilish and rappers Travis Scott and Future on the red carpet at recent events, as well as in light of the global coronavirus crisis.

“The coronavirus pandemic has seen more labels enter the mask market, and a 496 per cent surge in searches for fashion face masks over the quarter. Millions of shoppers worldwide are searching for masks by Off-White, as well as by Fendi, Bape and Marcelo Burlon,” they continued.

Other popular accessories include Loewe’s Eln fleece zip sweater, a Gucci x Disney hooded sweatshirt, and Bottega Veneta’s padded Cassette bag.

© Cover Media