Off-White has been crowned as the hottest brand in the world in The Lyst Index’s latest rankings.
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 Kendall Jenner, Bella Hadid, Hailey Bieber, JAY-Z, Nicki Minaj, and Rihanna.
Now, researchers have compiled data from the fashion platform Lyst for the third quarter of 2019 and claimed Off-White has come out on top in relation to global Lyst and Google search data, conversion rates and sales, as well as brand and product social media mentions and engagement statistics worldwide.
Balenciaga, helmed by creative director Demna Gvasalia, was the runner-up, while Gucci fell back two spots in comparison to last quarter and landed in third place.
Other luxury brands in the top 10 included Versace, Prada, Valentino, Fendi, Burberry, Saint Laurent, and Vetements, while notable additions to the top 20 this quarter were Bottega Veneta and Loewe.
Since Daniel Lee joined Bottega Veneta in June 2018, the Italian fashion house has undergone a huge revamp, with the designer winning acclaim for his minimalist designs and Stretch sandals, which immediately sold out upon release following the launch of the label’s pre-fall 2019 collection.
“Daniel Lee has brought incredible energy to the evolution of Bottega Veneta and the reaction has been extraordinary,” Dario Gargiulo, chief marketing officer of Bottega Veneta, said of the brand’s transformation. “Free from any desire to become the hottest brand in the world, our focus is on the beauty and power of subtlety. We forego extensive explanation about our brand in favour of simply being visible and present across the current multicultural landscape.”
Among the most popular products were Bottega Veneta’s padded sandals, Adidas Continental 80 sneakers, Jacquemus’ pocket-sized Le Chiquito bag, Paco Rabanne’s reissued 1969 metal shoulder bag, Fendi’s FF motif bikini, and Mansur Gavriel’s cloud print sweater.
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