The numbers are in as the Lyst Index reveals the fashion industry’s hottest brands of 2022. The global search platform charts fashions fast risers and fan favourites.
Reflecting the ever-changing nature of the industry, the Lyst Index report finds that most success exists in the booming trend of destination dressing, collaboration and celebrity endorsements.
Gucci Takes First Place
As expected, collaboration plays a key role in success. The index reveals that a quarter of the most-coveted products came from dual brand offerings.
This quarter sees Gucci narrowly reclaim the number one spot, trumping Balenciaga’s nine-month reign as the chart-topper for Q3 2021, Q4 2021 and Q1 2022. It’s important to note that both Gucci and Balenciaga have been dominating fashion discourse since the index first launched back in 2017. Per Lyst,
“Whilst the brands’ aesthetics couldn’t be more different; Alessandro Michele’s colorful, maximalist utopia sits in stark contrast with Demna’s dark, dystopian vision. But together, the two Kering-owned fashion houses are now powering a huge 21% of the overall Lyst Index heat score generated by the top 20 brands.”
Gucci’s stellar year features highly anticipated collaborations including a partnership with sportswear brand Adidas for “Exquisite Gucci. Reinventing well-loved codes, the Adidas X Gucci Gazelle sneaker is the product to beat, finding itself #2 on the index’s hottest women’s products for Q2 2022.
Then there are the presentations of its “Cosmongonies” Resort 2023 collection in Puglia. And in addition, teasing the “HA HA HA” collection in partnership with Harry Styles. The star has become more than just a fan of the brand; transforming into somewhat of a muse.
As Lyst data shows, collaboration culture is an undying practice, “With 2021 announced as the ‘year of the collab’, 2022 seems to be following suit.” Lyst reveals that “dropping the right remix can create a major brand moment and drive brand heat for both parties involved.” Thus, Gucci finding itself in the top spot just makes sense!
The Value of the Viral Celebrity
Once again, celebrity endorsement proves a winner across the board with Balenciaga’s star-studded status cementing its spot in 2nd place.
This is best evidenced in the fashion houses’ unforgettable spring 2023 show at the New York Stock Exchange. Overseen by an impressive celebrity lineup, from the likes of Kanye West, Frank Ocean and Meghan The Lee Stallion to fashion great, Anna Wintour.
Speaking of Kanye, it seems the rapper and fashion designer keeps Balenciaga in the mouths and minds of many. Releasing their second drop of YEEZY GAP / Engineered by Balenciaga, the innovative collaboration reinvents the fashion milieu with a constellation of grunge clothing.
Meanwhile, the release of its controversial “Fully-Destroyed” sneakers, worn by the likes of Lil Uzi Vert when recording a song in a Balenciaga store, is assuredly an unforgettable pop culture moment.
Digital Moves
Completing the trifecta is Prada, the fashion house commits to making futuristic moves by selling garments on Meta. Alongside Balenciaga and Thom Browne, Prada debuted in Meta’s avatar fashion store. Here, quintessential Prada looks marked with the brands triangular insignia seemed to come straight from the most recent runway.
This is not the first time the fashion house has traversed the virtual world. Prada’s NFT addition to it’s #PradaTimeCapsule signified an innovative step in automated fashion spaces. It seems the brands at the forefront are those “making efforts to align their work practice with the values of an increasingly automated, viral future.”
Diesel is ‘Cool Again’
From fourth to 10th, we find other prominent brands: Valentino, Louis Vuitton, Dior, Miu Miu, Fendi, Diesel, and Burberry.
Most notably, however, is Diesel’s jump from 15th to ninth place. Under the guidance of creative director Glenn Martens, the seemingly dormant brand is erupting in an explosion of Y2K-esque garments and accessories. The reinvigorated Diesel “is now delivering on both a creative and commercial level” Lyst reports.
The brand boasts the hottest product this quarter. The Diesel 1DR bag is a new symbol of fashion’s obsession with Y2K youth culture. Also, the irrevocable influence of Tik Tok trends and celebrity affinity.
This powerful protagonist accessory is instantly recognisable, characterised by large, emboldened branding. As seen on Megan Thee Stallion and Julia Fox, demand subsequently jumped 317% in June.
“If you want to keep a company cool, you have to maintain investment and creativity, then you need to be stronger in marketing, technology. But the first thing is creativity.” – Diesel Jeans founder, Renzo Rosso revealed.
Lyst reveals an additional 10 hottest brands products for both men and women in this quarterly report which can be found here.
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