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Lyst Index shows the resurgence of the major Italian houses

Lauretta Roberts
19 July 2018

The latest quarterly report ranking fashion’s hottest brands and products from fashion search engine Lyst demonstrates the resurgence in popularity of the major Italian houses with Gucci reclaiming the number one spot on the list and Fendi and Versace climbing an impressive 17 and 21 places respectively to enter the top 10.

Gucci knocked Parisian fashion house Balenciaga, which is headed by of-the-moment designer Demna Gvasalia (whose own label Vetements made the list), off the top spot on the hottest brands list and also saw several of its signature products of the hottest women's and hottest men's products list, including its GG belt, logo print swimsuit and wide-stripe slides.

The Gucci GG belt has been a regular fixture in the Lyst Index top products list for a full year now, and is still driving more than 1m global searches a month, said Lyst which compiles the list by analysing the online shopping behaviour of more than 5m shoppers a month searching, browsing and buying fashion across 12,000 designers and stores online.

The Top 10 Hottest Brands

1 Gucci Up 2
2 Off-White Up 4
3 Balenciaga Down 1
4 Givenchy Up 6
5 Dolce & Gabbana Up 8
6 Vetements Down 3
7 Versace Up 21
8 Fendi Up 17
9 Nike Up 20
10 Prada Up 11

Fendi and Versace's resurgence in popularity is attributed to the rise in 90s nostalgia and the logomania trends, and have also been aided by their adoption by leading influencers. To capitalise on this, Fendi has reinvented its FF ‘Zucca’ monogram, which has been championed by the likes of Kylie Jenner and Nicki Minaj.

Prada is another Italian house to have benefited from the 90s nostalgia trend and it climbed 11 place to reach number 10 in the list with its nylon belt bag and men's logo slides making the hottest products for women and men lists, while Dolce & Gabbana also jumped eight places to reach number five.

But it wasn't all about the Italians. The French houses put in a strong showing with Balenciaga coming in at a respectable number three on the list and Givenchy jumping six places to number four on the back of chief designer Clare Waight Keller designing the Duchess of Sussex's wedding dress.

Chanel, Celine, Balenciaga and Givenchy pieces all made the list for the hottest products too, where the Duchess's influence was felt once again with the inclusion of the Whitney dress from British brand Goat, which she wore to her first  post-wedding official engagement. The brand's website crashed as it struggled to keep up with demand.

The hottest products list also show the importance of the sports brands and sports influence on fashion. Nike came in at number nine on the hottest brands list overall (jumping 20 places) while sneakers and slides dominated the hottest products lists. Virgil Abloh's street and sports-influenced brand Off-White is still going strong, no doubt aided by Abloh's appointment as menswear creative director at Louis Vuitton, coming in at an impressive number two on the overall list while his women's industrial belt and arrows T-shirt for men made the hottest products list.

To read the full report on the Lyst Index, click here.

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