Among the most desired fashion brands of the moment, Off-White remains in the first position. Gucci drops two positions, ranking third for the first time after two years in which it always occupied the top two spots of the ranking, with Balenciaga taking the third position. The data comes from the global fashion search platform, Lyst, which has published the new Lyst Index, a quarterly ranking of the most sought-after and purchased fashion brands and products globally. For the compilation of the rankings for the period between July and September 2019, Lyst studied the behavior of over 9 million users who search and shop online for clothing and fashion accessories, choosing from more than 12,000 boutiques and online stores. Lyst Index also analyzes Google search data and social media metrics, including brand follower growth, product mentions on multiple platforms, engagement statistics, and related keyword searches over a 3-month period. Here’s what emerged…

The eternal dominance of streetwear and sportswear

The list of the most desired men’s products continues to be dominated by items inspired by streetwear and sportswear. This quarter, the first position was taken by the Bramant down jacket by Moncler. Resurrected from the maison’s archives, with the classic logo badge on the chest, this thousand-dollar jacket sparked a 92% increase in searches in September alone. Luxury puffer jackets are trending worldwide and Moncler’s are ahead of the curve. The maison climbed three positions, landing 14th on the list of the most desired brands this quarter.

The Bezos effect

Ranking ninth in the most desired men’s products, swim shorts were placed. Worn by Jeff Bezos, the octopus-print swim trunks by Vilebrequin were searched on Lyst over 4,000 times in the last 3 months, while the brand saw a 105% increase in views this quarter.

Accessories

Gucci belts have entered the list of the most desired women’s products eight times in the last two years; now these items also appear in the men’s list, claiming the second position this quarter. The men’s leather belt with a double G buckle had an average of 110,000 online searches per month worldwide starting from July. Luxury belts are gaining more and more popularity, and Gucci’s version dominates undisputedly: its searches are four times higher than the second most typed option, the industrial-style belt from Off-White.

Prints

The Burberry print depicting an English train ticket – part of the Riccardo Tisci’s B Series capsule collection, with new items every month – has captured the attention of media and consumers from its first appearance in spring on a keychain, an item that would open the doors to the subsequent collection. The credit card holder – fourth on the list of the most desired items of the moment – reignited the desire for a design that initially could only be purchased for 24 hours through Burberry’s Instagram page. This quarter, thousands of users searched for the leather credit card holder with train ticket print, already sold out shortly after its release. Meanwhile, the Vetements cap embroidered with the genetically modified motif is the eighth most desired product of the quarter, with a 136% increase in searches in August. The day Creative Director Demna Gvasalia announced his farewell to the maison, searches for the brand increased by 22%.

Sneakers

Sneakers remain the most desired men’s product category, with Nike’s Air Jordan 1 Mid SE claiming the third position in the ranking. Thanks to continuous stylistic reinventions, Nike’s Air Jordan are undisputed leaders in popularity among enthusiasts worldwide; searches for this model increased by 31% this quarter. In May, Adidas presented a new version of the RS Ozweego sneakers – born from the ongoing collaboration with Raf Simons – which contributed to a 41% increase in searches for Ozweego sneakers in the last three months. Now sold out, the resale price of these Raf Simons shoes has increased by an average of 38% compared to the original market price of $350.

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