Since January, Gucci’s signature logo belt has driven 642% more searches than the second most popular luxury belt on Lyst.

For the fourth time in the last year and a half, Gucci’s signature logo belt has entered the Lyst Index as one of the Hottest Women’s Products of the quarter. Driving over 237K online searches since the beginning of the year — 642% more than the second most searched luxury belt on Lyst — the accessory has achieved new icon status, sparking a global renewal in interest for belts.

Since returning to the forefront of the fashion scene a few years ago, the Gucci logo belt has managed to stay relevant thanks to recurrent seasonal updates, continuously driving demand amongst millennials. And the accessory is also driving “heat” on social media: since the beginning of the year, it has been responsible for over 1.3M social media impressions, with the hashtag #GucciBelt having been used over 1M times on Instagram.

While the Italian house is reigning supreme in the luxury belt category, four other labels are vying for a piece of this lucrative market. Since the beginning of the year, the Off-White co Virgil Abloh utility belts have driven over 32K online searches; meanwhile, the Ferragamo belt, which saw an 89% rise in interest in January, has driven over 12K online searches. Moschino and Versace are two other key players, having driven over 10K and 9.8K searches respectively since the beginning of the year.