Cooperation,”hacking“”swap“”interaction” — whatever the powers that be decide to call the partnership between two distinctly vibrant fashion brands coming together to release an even buzzier product continues to be a surefire way to get consumers’ attention. The same goes for destination shows and events , according to The Lyst index for the 2nd quarter of 2022.
Released Wednesday, the fashion technology company’s latest quarterly ranking of the hottest products and products in fashion and assessment of the industry confirmed that limited-edition partnerships such as Gucci x Adidas and Yeezy Gap, can still move the needle. An example: In the 48 hours after the former fell, search for Gucci skyrocketed by 286%; Adidas x Gucci Gazelle sneakers came second in the ranking of the hottest women’s products for Q2.
“Dropping the right remix can create a big brand moment and drive fire heat for both parties involved,” Lyst wrote in the report.
The top two brands on Lyst’s list of hottest brands — Gucci and Balenciaga – both had busy collaborations drop or to be announced in Q2. (Coincidentally, they’ve been “hacking” each other lately.) Gucci passed Balenciaga to reclaim the #1 spot, with Lyst highlighting its partnership with Adidas and limited edition capsule featuring Harry Styles as great moments. “Together, the two Kering-owned fashion houses now drive a whopping 21% of the total Lyst Index heat score generated by the top 20 brands,” the report read.
Another thing both Gucci and Balenciaga did in Q2 that kept them on top, according to Lyst: Stage destination runway shows.
“While some have questioned the ethics of flying guests thousands of miles for minutes of runway action, a ‘wow’ fashion show guarantees a spectacle and even more opportunities to create content for invitees,” Lyst wrote. “This quarter’s index proves that there is tremendous brand value in claiming a memorable IRL moment.”
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Gucci presented its Resort 2023 collection in Puglia; Balenciaga’s Spring 2023 line in New York City. Dolce & Gabbana cracks Lyst Index’s ranking of the 20 hottest fashion brands at #15, following Kourtney Kardashian’s wedding to Travis Barker in Portofino, which appeared to be almost explicitly sponsored by controversial Italian luxury house. (The report said that “searching for the mark [spiked] 114%” after the wedding.) Louis Vuitton, which came in at No. 5, had its Cruise 2023 show in San Diego; Dior, #6, had its in Seville.
The Lyst Index confirmed what we’ve been seeing runway after runway: Y2K trends are still going strong — as evidenced by the Diesel 1DR, which was named the “world’s hottest women’s product this quarter” by Lyst in searches for small shoulder bags (a staple of the era) rose 59% in Q2, and cargo pants are among the most sought-after pieces.
See the Lyst index rankings of the hottest fashion brands, women’s fashion products and men’s fashion products for Q2 2022 below.
The hottest fashion brands in Q2 2022:
- Louis Vuitton
- Miu Miu
- Dolce & Gabbana
- Saint Laurent
- Bottega Veneta
- Off white
The hottest women’s fashion products in Q2 2022:
- Diesel 1DR bag
- Adidas x Gucci Gazelle sneaker
- Jean Paul Gaultier x Lotta Volkova nude dress
- Balenciaga Le Cagole small shoulder bag
- Jaded London Tech cargo pants
- Prada Symbol sunglasses
- Miu Miu cotton hat
- Loewe Anagram basket bag
- Fendace logo one piece swimsuit
- Gucci Original GG Slide Sandal
The hottest men’s fashion products in Q2 2022:
- Adidas Originals x Wales Bonner Samba sneakers
- Birkenstock Boston clogs in suede
- Yeezy Gap Engineered by Balenciaga Dove Hoodie
- Gucci 1953 Horsebit loafers
- Levi’s 469 denim shorts with a loose fit
- Stone Island Compass cargo shorts with logo patch
- Nike Air Force 1 sneakers
- Polo Ralph Lauren chino ball cap in cotton
- Casablanca Ping Pong Monogram Silk Shorts
- Nike Air Max 90 Slide