I think I can speak for everyone when I say that 2020 fashion has been a strange thing. Who even knows what the hottest fashion brands are nowadays.
The entire year has been riddled with strange moments, but of course, none of us could have expected COVID-19. Literally, what is going on?! Anywho, the global pandemic is changing how we in the fashion industry are consuming clothes, reporting on trends, and what trends even exist to discuss.
However, the Lyst Index broke down what we saw in Q1 across the global barriers, but it’s really going to come down to Q2 reports to see how bad things really could be. So, what did Q1 say about the world’s hottest fashion brands?
Hottest fashion brands:
According to the Lyst 2020 report, Off-White is the hottest brand in the world for the third successive quarter. I’m not surprised simply because athleisure is having its moment, as well as Off-White founder Virgil Abloh.
reflecting the influence of younger shoppers who champion the label’s anti-establishment take on luxury. With a digital-native approach, both Off-White (which surpassed 10m Instagram followers this quarter) and founder Virgil Abloh (5.2m followers) have a highly engaged social media following. Now more than ever, with consumers confined to their homes, seeking connections online, this type of loyal community is invaluable for brands. A New York Times article in February comparing Virgil Abloh to the late Karl Lagerfeld was widely shared online, helping to keep Off-White one of the most talked-about brands in fashion.
Following the buzz surrounding its Fall/Winter ‘20 show, Balenciaga rises one place to reclaim its position as 2nd hottest brand in the world, last held by the label in Q3 2019. Meanwhile, Nike is among the fastest risers this quarter, climbing nine places into 3rd position – edging Gucci (now 4th) out of the top three for the first time since The Lyst Index began. The sportswear giant was propelled by a series of powerful global brand initiatives as well as increased consumer demand for products such as hoodies, sweatpants, and shorts.
Coming in at 5th place, Prada climbs two places in The Lyst Index hottest brands ranking following the announcement in February that Belgian designer Raf Simons would become co-creative director alongside Miuccia Prada. The news also saw Raf Simons’ namesake label enter the hottest brands list for the second time ever, rising 12 positions to place 17th this quarter.
Jacquemus enters The Lyst Index hottest brands ranking for the first time, with the label’s accessories having previously made the hottest products section. The French brand climbs seven places to reach 15th position after its supermodel-heavy Fall/Winter ‘20 show boosted social media mentions by over 1,100%. The other new entrants this quarter are Thom Browne and Rick Owens, both eponymous labels of US designers, each with a distinctive and consistent aesthetic.
