Q2 2022

Fashion’s Hottest Brands and Products Q2 2022

The Lyst Index is a quarterly ranking of fashion’s hottest brands and products. Lyst is a fashion technology company and premium shopping app, used by more than 200 million people each year to browse, discover and buy items from brands and stores. The formula behind The Lyst Index takes into account Lyst shopper's behaviour, including searches on and off platform, product views and sales. To track brand and product heat, the formula also incorporates social media mentions, activity and engagement statistics worldwide, over a three month period.

Q2 2022
Hottest Brands

Q1 2022

1
Gucci
- Presented the “Cosmogonie” Resort ‘23 collection in Puglia
- Unveiled HA HA HA collection in collaboration with Harry Styles
- Dropped the Gucci x Adidas collection
2
2
Balenciaga
- Presented S/S ‘23 collection at the New York Stock Exchange
- Released second drop of Yeezy Gap Engineered by Balenciaga
- Released 100 pairs of “extra destroyed” sneakers
1
3
Prada
- Presented S/S ‘23 menswear collection in Milan
- Teamed up with Cassisus Hirst on a limited edition sneaker collaboration
- Signed on to sell fashion in Meta’s new digital marketplace
4
4
Valentino
- Appointed Alessandro Beretta as CEO for Europe
- Staged a theatrical exhibition to celebrate Valentino Garavani’s 90th birthday
- Tapped Lewis Hamilton as face of the Pink PP campaign
5
5
Louis Vuitton
- Presented Cruise ‘23 show in San Diego
- Presented the S/S ‘23 men’s show in Paris as a final celebration of Virgil Abloh
- Opened the “Dream Now” exhibition, Abloh’s final project for Nike x Louis Vuitton
3
6
Dior
- Released its collaboration with Birkenstock
- Unveiled the Cruise ‘23 collection in Seville
- Teamed up with ERL for a co-branded runway show in LA
6
7
Miu Miu
- Sydney Sweeney starred in Wander bag campaign
- Collaborated with Baz Luhrmann to create costumes for the film “Elvis”
- Dressed Emma Corrin and Maude Apatow for the Met Gala
10
8
Fendi
- Dropped Fendace collection
- Presented men’s S/S ‘23 collection at Milan Fashion Week
- Inked a two-year deal with Italian football club AS Roma
9
9
Diesel
- Appointed Eraldo Poletto as new global CEO
- Worn by Kylie Jenner, Dua Lipa and Julia Fox
- Launched Diesel Sport, a new athleisure line
15
10
Burberry
- Dressed Nicki Minaj, Bella Hadid, Naomi Campbell and more for the Met Gala
- Unveiled series of special activations to celebrate The Queen’s Platinum Jubilee
- Named Gisele Bündchen face of the TB Summer Monogram campaign
12
11
Versace
- Surpassed $1 billion in annual sales
- Dressed Dua Lipa and Megan Thee Stallion in iconic ‘90s designs for the Grammys
- Collaborated with Cher on Pride Month collection
14
12
Nike
- Pulled out of the Russian market entirely after suspending operations in March
- Teamed up with Billie Eilish for a Nike Air Force 1 collaboration
- Announced a collaboration with Jacquemus
19
13
Adidas
- Dropped Gucci x Adidas, a retro sportswear collection
- Debuted joint collection with Balenciaga
- Launched collaboration with NOAH
17
14
Loewe
- Tapped Anthony Hopkins for F/W ‘22 campaign
- Brought wearable plants to the S/S ‘23 menswear runway
- Launched latest Paula’s Ibiza collection
13
15
Dolce & Gabbana
- Hosted Kourtney Kardashian and Travis Barker’s wedding in Portofino
- Teamed up with Persol for a four-piece sunglasses collaboration
- Designed the costumes for the ABBA Voyage show
22
16
Saint Laurent
- Announced sales rose 37% in Q1
- Launched a “Smoking” podcast with Catherine Deneuve as first guest
- Launched the newest edition of the SELF project
18
17
Bottega Veneta
- Debutted Matthieu Blazy’s first campaign in Venice
- Launched Bottega Series, a re-release of archival pieces
- Appointed Safa Sahin consultant designer for footwear
8
18
Moncler
- Reported sales surged by 60% in Q1
- Announced the Genius model would extend to art, music, sports and more
- Dropped its third Genius collaboration with J.W. Anderson
7
19
Off-White
- Named Ibrahim Kamara as Art and Image Director
- Introduced first beauty line "PAPERWORK"
- Dressed Kylie Jenner and British actor Paapa Essiedu for the Met Gala
11
20
Jacquemus
- Appointed Bastien Daguzan as CEO
- Launched immersive pop-up experience "Le Bleu" in Selfridges
- Presented S/S ‘23 collection in Arles, featuring Nike collaboration
21

Destination Dressing Takes Off

Gucci and Balenciaga have dominated the fashion conversation since the Lyst Index launched in 2017, both amongst consumers and industry insiders. This quarter sees Gucci narrowly reclaim the number one spot, after 9 months of Balenciaga topping the chart. The brands’ aesthetics couldn’t be more different; Alessandro Michele’s colourful, 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.

Searches for Gucci skyrocketed 286% in the 48 hours after its collection with Adidas was released in June, with the Adidas x Gucci Gazelle sneakers taking second place in the hottest women’s products list. Lyst data shows that collaboration culture is still thriving; dropping the right remix can create a major brand moment and drive brand heat for both parties involved. This quarter’s perfect pairings include the Fendace collaboration swimsuit, Adidas x Wales Bonner Samba sneakers, and the Yeezy Gap engineered by Balenciaga Dove hoodie. The Jean Paul Gaultier x Lotta Volkova ‘naked’ dress pays homage to Jean-Paul Gaultier’s iconic trompe l’oeil SS96 collection, exciting a new generation of archive-diving young luxury shoppers keen to purchase a piece of the label’s history. Searches for ‘naked’ fashion pieces featuring trompe l’oeil body prints have jumped 430% over the last three months.

Brands and shoppers embraced the return of international travel and joyful destination dressing. While some have questioned the ethics of flying guests thousands of miles for minutes of runway action, a ‘wow’ fashion show location guarantees a spectacle and even more content creation opportunities for invitees. This quarter’s Index proves there is huge brand value in claiming a memorable IRL moment. Dolce and Gabbana climbs 7 positions to re-enter the Lyst Index, with searches for the brand spiking 114% following the Kardashian-Barker wedding in Portofino. 6th position Dior held a fiesta-inspired cruise show in Seville. Jacquemus steps up into 20th place, following an all-white FW22 catwalk show set against the salt mountains of Arles. No doubt inspired by fashion’s jet-setting creator community, shoppers are investing in statement high summer pieces, from Casablanca’s silk shorts to Miu Miu’s colourful crochet bucket hat, and the iraca palm basket bag by Loewe.

Diesel jumps 6 places to claim 9th position in the hottest brands list, with the Diesel 1DR bag the hottest women’s product in the world this quarter. Under creative director Glenn Martens the once dormant Diesel brand has erupted, and the new Diesel is now delivering on both a creative and commercial level. The 1DR bag is proving to be a powerful hero accessory, instantly recognisable with big, bold branding front and centre. As seen on Megan Thee Stallion, Julia Fox and Paloma Elsesser, demand jumped 317% in June. Its unique Y2K shape is causing a halo effect trend for the bag category; searches for small shoulder bags are up 59% this quarter. Parachute trousers, another ‘00s trend, are seeing a revival too, with over 1 billion views on TikTok. Jaded London’s $90 tech cargo trousers embody the trend, taking fifth position in the hottest products list this quarter.

Hottest Products

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