Q1 2021

The Lyst Index is a quarterly ranking of fashion’s hottest brands and products.

Lyst is the definitive fashion shopping platform, used by more than 150 million people each year to browse, discover and buy items from 12,000 brands and stores. The formula behind The Lyst Index takes into account Lyst shopper behaviour, including conversion rates and sales. It also includes Google search data, as well as social media mentions and engagement statistics worldwide over a three month period.

Q1 2021

Q1 2021
Hottest Brands

Q4 2020
  1. 1

    Gucci

    • The North Face collaboration released
    • Started selling digital sneakers with Wanna
    • Dressed Billie Eilish and Harry Styles for the Grammys
    1
  2. 2

    Nike

    • Reported 59% increase in digital sales
    • Launched first hands-free sneakers for adaptive athletes
    • Took legal action over unauthorised ‘Satan’ shoes
    11
  3. 3

    Dior

    • Unveiled F/W ’21 collection virtually at Versailles
    • Appointed Blackpink’s Kim Ji-soo global ambassador
    • Launched Snapchat lens for trying sneakers in AR
  4. 4

    Balenciaga

    • Opened new store in Barcelona
    • Launched glow-in-the-dark capsule collection
    • Parent company Kering confirmed the brand is fur-free
    2
  5. 5

    Moncler

    • Reported strong double-digit ecommerce growth
    • Acquired remaining 30% of Stone Island
    • Introduced Born to Protect jackets made from recycled materials
    3
  6. 6

    Prada

    • Reported online sales up by >200% in FY20
    • Presented second women’s collection by Miuccia Prada and Raf Simons
    • Held Sea Beyond ocean preservation awards with UNESCO
    5
  7. 7

    Louis Vuitton

    • Showed F/W ’21 collection virtually in Paris' Louvre museum
    • Opened new flagship store in Ginza, Tokyo
    • Appointed Naomi Osaka brand ambassador
  8. 8

    Bottega Veneta

    • Debuted quarterly digital journal, Issued by Bottega
    • Featured Missy Elliott in the first edition
    • Reported positive revenue growth in 2020 despite Covid-19
    7
  9. 9

    Saint Laurent

    • Catherine Deneuve and Kate Moss feature in S/S ’21 campaign
    • Released S/S ’21 film directed by Gaspar Noé
    • Opened new store in Frankfurt
    6
  10. 10

    Off-White

    • Launched ‘I support Black women’ campaign with activist Trinice McNally
    • Introduced Imaginary TV video platform
    • Announced seven new sneakers with Nike
    4
  11. 11

    Versace

    • Launched Medusa Power Talks on Clubhouse
    • Introduced new monogram for F/W ’21
    • S/S ’21 campaign features Kendall Jenner, Precious Lee and Hailey Bieber
    8
  12. 12

    Burberry

    • Reported digital sales growth >50% in their Q3 FY21
    • Recognised in the Bloomberg Gender-Equality Index for first time
    • Launched virtual store with Elle Digital Japan
    12
  13. 13

    Fendi

    • Debuted collections designed by Kim Jones
    • Demi Moore, Kate Moss and Naomi Campbell featured in S/S ’21 haute-couture show
    • Appointed actress Song Hye-Kyo as an ambassador
    10
  14. 14

    Valentino

    • Presented S/S ‘21 haute-couture virtually at Rome’s Galleria Colonna
    • Launched editorial partnership with comedian Elsa Majimbo
    • Partnered with Startupbootcamp on fashion tech
    9
  15. 15

    Alexander McQueen

    • Announced resale collaboration with Vestiaire Collective
    • Parent company Kering confirmed the brand is fur-free
    • Donated surplus material to fashion students
    14
  16. 16

    Loewe

    • Presented F/W ’21 as a newspaper supplement
    • Launched Surplus Project bags made from surplus leather
    • Announced Loewe Foundation / Studio Voltaire award for under-represented artists
    15
  17. 17

    Givenchy

    • Matthew M. Williams presented his 2nd RTW collection
    • Dressed The Weeknd for his Superbowl performance
    • Kim Kardashian, and Kendall & Kylie Jenner posted selfies wearing F/W ’21
    17
  18. 18

    Jacquemus

    • Opened temporary flower shop in Paris
    • Released S/S ’21 campaign featuring couples
    • Designer Simon Porte Jacquemus was on GQ France's cover
    13
  19. 19

    Balmain

    • Presented travel-inspired F/W ’21 collection
    • Unveiled S/S ’21 campaign shot in Lanzarote
    • New episodes of L’Atelier Balmain podcast released
    16
  20. 20

    Stone Island

    • Moncler acquired remaining 30% of the firm
    • Announced multi-year partnership with New Balance
    • Partnered with Turin’s C2C festival on Stone Island Sound project
    19

Outlook stormy, with rays of optimism

In a quarter which marked the first anniversary of the Covid-19 pandemic, ecommerce continued to be a bright spot for the fashion industry. Lyst now has 150 million annual shoppers, whose browsing and buying habits across our website and app inform The Lyst Index rankings.

Gucci retains its position at the top of the list, thanks to strong demand from online shoppers, and its ability to create brand moments which resonate with digital audiences. As the house prepares to celebrate its 100th year, further buzz was generated by a picture of Lady Gaga and Adam Driver on the set of the forthcoming, unaffiliated movie House of Gucci. Nevertheless, there is stiff competition from Dior, which enters The Lyst Index for the first time this quarter, in third place. Previously excluded because of its distribution model, the demand for pre-owned Dior – combined with the external data which the ranking considers – makes the brand impossible to ignore. Louis Vuitton also enters for the first time this quarter, despite limited distribution through Lyst.

Nike takes second place in Q1, buoyed partly by seasonal demand for fitness wear, but also by newsworthy moments, such as the launch of its first hands-free shoes. Designed for adaptive athletes, the Go FlyEase racer found broad appeal and is among the Lyst Index’s hottest products. Nike’s most talked-about moment came at the end of the quarter, though, when the sportswear giant took a legal stance against MSCHF and rapper Lil Nas X’s unauthorised ‘Satan’ sneakers. That episode raises some interesting questions about how consumers interact with – and remix – products and brands. It is also a reminder of how unplanned moments can dominate the headlines for companies strongly embedded in culture.

Brands face headwinds from economic uncertainty, the slow resumption of travel, and a third wave of Covid-19 in Europe. Still, there are signs of consumer optimism following the vaccine roll-out and anticipated opening-up in many markets. Some commentators have asked whether shoppers will divert spending from fashion to travel and experiences in the coming months. For now there are signs of pent-up demand being released for items beyond loungewear. The future for fashion brands seems a little brighter.

Hottest products

To find the world’s hottest products, Lyst’s formula filters more than eight million items by volume of social media mentions, searches, page views, interactions and sales across thousands of online stores. We group colours for styles, and take into account global demand per volume of stock available.

Q1 2021
Hottest Women’s Products

  1. Photo: The North Face x Gucci GG canvas bomber jacket

    The North Face x Gucci GG canvas bomber jacket

  2. Photo: Hermès pre-owned Kelly bag

    Hermès pre-owned Kelly bag

  3. Photo: Bottega Veneta Lug boot

    Bottega Veneta Lug boot

  4. Photo: Prada re-edition 2005 nylon bag

    Prada re-edition 2005 nylon bag

  5. Photo: The Attico Devon mules

    The Attico Devon mules

  6. Photo: Prada satin headband

    Prada satin headband

  7. Photo: Nike Go FlyEase racer

    Nike Go FlyEase racer

  8. Photo: Adidas x Ivy Park monogram bucket hat

    Adidas x Ivy Park monogram bucket hat

  9. Photo: Rolex pre-owned 40mm Submariner

    Rolex pre-owned 40mm Submariner

  10. Photo: Nensi Dojaka asymmetric mini dress

    Nensi Dojaka asymmetric mini dress

Q1 2021
Hottest Men’s Products

  1. Photo: Adidas YEEZY 450 sneakers

    Adidas YEEZY 450 sneakers

  2. Photo: Moncler Gui vest

    Moncler Gui vest

  3. Photo: Prada logo bucket hat

    Prada logo bucket hat

  4. Photo: Nike Dunk Low sneakers

    Nike Dunk Low sneakers

  5. Photo: Arc’teryx Beta AR jacket

    Arc’teryx Beta AR jacket

  6. Photo: Brunello Cucinelli button-down denim shirt

    Brunello Cucinelli button-down denim shirt

  7. Photo: Patagonia Classic Retro-X fleece jacket

    Patagonia Classic Retro-X fleece jacket

  8. Photo: Salomon XT-Wings 2 Advanced sneakers

    Salomon XT-Wings 2 Advanced sneakers

  9. Photo: Burton Edgecomb jacket

    Burton Edgecomb jacket

  10. Photo: Rick Owens Geobasket sneakers

    Rick Owens Geobasket sneakers

Peak sweatpant has passed

Several quarters ago the prevailing mood was of hunkering down and adapting to a predominantly home-based lifestyle. Now there are signs that shoppers are eager to get out again, express themselves, and diversify away from sweats. Categories such as high heels and dresses are rising, with searches up 163% and 222% quarter-on-quarter. The Attico’s Devon mules, worn by celebrities including Kylie Jenner and Hailey Bieber, are the 5th hottest women’s product, while Nensi Dojaka’s influencer-approved strappy dress takes 10th place. In the men’s list, Brunello Cucinelli’s luxurious denim shirt in 6th place typifies a kind of ‘in-between’ dressing, as a phased return to the office and social occasions begins.

The hottest women’s product in the world is the monogram jacket from The North Face x Gucci collection. Designer collaborations are nothing new, but this one stood apart. Combining Gucci’s distinctive motif with The North Face’s recent momentum resulted in fireworks: the jacket was all over Instagram and instantly sold-out. Resellers subsequently asked up to 5x its original price. Shortly after the quarter ended, Gucci and Balenciaga joined forces – the impact of which will be reflected in the following Lyst Index for Q2.

Demand for pre-owned Hermès bags was up by 430%, with the famous Kelly model particularly sought-after. Viewed as both an investment and a classic statement to elevate a variety of outfits, demonstrated by influencers including Rosie Huntington-Whiteley and Camille Charrière, the big-ticket bag is the 2nd hottest women’s product. Pre-owned luxury watches were also in demand throughout the quarter, with searches rising by 47%. Notably, female shoppers were interested in larger sizes – traditionally marketed at men – and Rolex's 40mm Submariner takes 9th place in the women’s products list.

The hottest men’s product in the world are the Adidas YEEZY 450 sneakers, a futuristic-looking design from Kanye West’s line which dropped in early March. The new silhouette has been a long-time coming, with teaser prototype images shared as far back as 2018. The sneakers polarised opinions on social media, but searches for YEEZY spiked 121% around their launch, with re-sellers now asking at least double their original price. Shortly after the quarter ended, Gucci and Balenciaga joined forces – the impact of which will be reflected in the following Lyst Index for Q2.

As the world watched the US presidential inauguration in January, senator Bernie Sanders’ knitted mittens may have sparked thousands of memes but it was his Burton Edgecomb jacket, the 9th hottest men’s product, which sold out across multiple retailers. Searches rose 96% for the brand overall. Meanwhile demand for red headbands increased by 560% after the poet Amanda Gorman wore a Prada one to the ceremony. The satin accessory is the 6th hottest women’s product of the quarter.

Sportswear and activewear continued to be in high demand, with the ‘gorpcore’ trend for outdoors gear felt particularly strongly in menswear. Arc’teryx’s Beta AR jacket, Patagonia’s zip-up fleece and Salomon’s technical sneakers all made the list, as both city dwellers and those genuinely heading for the hills sought out hiking styles. Closing the men’s hottest products list are Rick Owens’ Geobasket sneakers, which were issued in ‘pop pink’ as part of the designer’s S/S ‘21 collection. With Owens rarely using bright colour in his collections, and even less so on his cult high-top sneakers, the $659 footwear quickly sold out.