Q3 2020

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 100 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.

Q3 2020

Q3 2020
Hottest Brands

Q2 2020
  1. 1

    Gucci

    • Livestreamed Epilogue collection reached 35m viewers
    • Released F/W ‘20 campaign with self portraits of models in their own spaces
    • Launched Mx genderless section on website
    3
  2. 2

    Off-White

    • Founder Virgil Abloh launched a $1m scholarship fund for Black fashion students
    • Created a concept car with Mercedes-Benz
    • Opened new stores in London, Miami and Milan
    2
  3. 3

    Nike

    • Reported an 82% increase in digital sales
    • Launched its first dedicated maternity collection
    • With Michael Jordan, committed $140m to further social justice and racial equality
    1
  4. 4

    Prada

    • Debuted first collection with Raf Simons as co-creative director
    • Reported triple digit ecommerce sales growth
    • Partnered with Sotheby’s to raise funds for UNESCO’s Covid-19 efforts
    5
  5. 5

    Balenciaga

    • Launched F/W ‘20 campaign fronted by Cardi B
    • Teamed up with Apple Music on playlists, accompanied by product drops
    • Announced a line to raise funds for breast cancer research
    4
  6. 6

    Fendi

    • Appointed Kim Jones artistic director of womenswear
    • Held S/S ‘21 show with Paul Mesca and Rita Ora in the front row
    • Creative takeover by Chloe x Halle for Peekaboo bag campaign
    9
  7. 7

    Versace

    • Livestreamed S/S ‘21 underwater-themed show
    • Released Dylan Blue fragrance campaign fronted by Bella Hadid and Hailey Beiber
    • Launched personalisation service for Versace Home bathrobes
    7
  8. 8

    Saint Laurent

    • Launched F/W ‘20 campaign shot by Juergen Teller
    • Director John Waters became face of the men’s campaign
    • Announced art project with Helmut Lang, providing raw materials for sculptures
    6
  9. 9

    Bottega Veneta

    • Reported near tripling of ecommerce business in first half of year
    • Creative director Daniel Lee partnered with Tyrone Lebon on a film exploring masculinity
    • Launched recycled paper Kraft bags
    10
  10. 10

    Valentino

    • Pierpaolo Piccioli won CFDA international women's designer award
    • Donated €1m to a Rome hospital as part of F/W ‘20 Empathy campaign
    • Lady Gaga new face of fragrance campaign
    12
  11. 11

    Jacquemus

    • Held S/S ‘21 show in a wheat field near Paris
    • Created an exclusive T-shirt for Vogue Paris subscribers
    • Designer Simon Porte Jacquemus published a book of iPhone photography
    11
  12. 12

    Burberry

    • Partnered with Twitch to livestream S/S ‘21 show
    • Expanded creative scholarships to support under-represented students
    • Inspire programme brought UK and US artists and students together virtually
    8
  13. 13

    Moncler

    • Friends of the brand participated in Moncler Voices campaign
    • Launched gender-fluid F/W ‘20 Genius collection with JW Anderson
    • Announced plans to double online business over next three years
    14
  14. 14

    Alexander McQueen

    • Launched a new label, MCQ, powered by blockchain
    • Opened a new store in Omotesando, Tokyo
    • Dressed Cate Blanchett for the Venice Film Festival
    15
  15. 15

    Loewe

    • Presented S/S ‘21 men’s collection with a ‘show in a box’ sent to journalists
    • Launched a range of plant-based home fragrances
    • Opened new stores in Dubai and Munich
    16
  16. 16

    Balmain

    • Held a fashion show on a boat in Paris’ River Seine
    • Opened a new store in New York City
    • Launched new bags inspired by Pierre Balmain archive motif
    17
  17. 17

    Adidas

    • Launched a range of reusable face masks
    • Second drop of Adidas x Prada Superstar sneakers unveiled
    • Collaborated with Lego on sneakers available via the Adidas app
    13
  18. 18

    Givenchy

    • Revealed first campaign under creative director Matthew M. Williams
    • Released a new version of the Antigona bag
    • Parfums Givenchy launched virtual makeup in the game Animal Crossing
    26
  19. 19

    Fear of God

    • Collaboration with Ermenegildo Zegna launched worldwide
    • Released F/W ‘20 campaign with self portraits of models in their own spaces
    • Joined up with gym group Aarmy on workout gear
    20
  20. 20

    Marine Serre

    • Designer Marine Serre won the ANDAM fashion award
    • Presented S/S ‘21 with a film featuring singer Sevdaliza
    • Worn by Beyoncé in her Black is King video streamed on Disney+
    30

Fashion’s still in fashion

The coronavirus pandemic continues to upend the fashion industry and change consumers’ habits, but one thing is clear: fashion isn’t going out of fashion.

Despite gloomy predictions in recent months, and some commentators asking if people will ever dress up again, there are clear signals that consumers still love fashion — and not just sweatpants or hoodies. Shoppers are willing to spend on brands that spark excitement and joy, while categories associated with life B.C. such as bags and high heels are rising again, global uncertainty notwithstanding.

If early lockdown saw consumer confidence falter, and preferences pivot towards loungewear and activewear, the third quarter of the year painted a sunnier picture, all things considered. A greater proportion of spending is happening online, there is still a bias towards less formal styles, and brands which lack a distinctive personality are suffering. But for those which combine a strong point of view with a robust approach to digital, there is reason for optimism.

Fashion thrives on reinvention, and brands across the spectrum stepped up to innovate as it became clear that coronavirus and social distancing weren’t going anywhere fast. From releasing products suited to increasingly home-based lifestyles — see Versace’s personalised bathrobes and Loewe’s line of home fragrances — to adapting how their collections are shown and marketed, Q3’s hottest brands rose to the challenge.

When the quarter’s hottest brand, Gucci, livestreamed its Epilogue collection in July, worldwide views exceeded 35 million — making it the brand’s most-watched digital event ever. On Lyst, page views for Gucci were up 52% in the third quarter year-on-year. Jacquemus, which is 11th hottest brand following its rapid ascent, was among the first to hold a socially distanced fashion show since the crisis began. Set in a wheat field outside Paris, the show yielded a rich crop of social media posts despite the limited number of attendees. Demand for the brand spiked 186% in the 24-hours following the event.

Collaborations have long been a tactic for brands to scale awareness and expand their audiences, and this quarter was no exception. From Valentino and Levi’s to Prada and Adidas, a wave of new and existing partnerships were released or announced. Now more than ever, the hottest brands see strength in togetherness. The tie-up between Nike Jordan brand and Dior on a range of sneakers that dropped in July will surely be a contender for the most-hyped fashion moment of the year.

While familiar names dominate the top of the hottest brands list, shoppers also sought smaller and newer established labels — particularly those with buoyant creative energy, and a purpose that resonates. Marine Serre makes its first appearance in the top 20, and is also the fastest rising brand this quarter, having climbed 10 places. LA-based Fear of God moves up 1 place to become the 19th hottest brand, after entering The Lyst Index for the first time in Q2 this year.

We’re now in the final quarter of 2020, and performance over this key commercial period will be a time of reckoning for many in the industry. Until the results are in and the dust settles on a tumultuous year, brands can take some comfort in the promising signals which have emerged since spring — while continuing to leverage the opportunities arising from this forced reset.

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.

Q3 2020
Hottest Women’s Products

  1. Photo: Telfar shopping bag

    Telfar shopping bag

  2. Photo: Marine Serre crescent moon stretch top

    Marine Serre crescent moon stretch top

  3. Photo: Jacquemus Le Bob bucket hat

    Jacquemus Le Bob bucket hat

  4. Photo: Bottega Veneta Tire boots

    Bottega Veneta Tire boots

  5. Photo: House of Sunny Hockney dress

    House of Sunny Hockney dress

  6. Photo: Prada logo loafers

    Prada logo loafers

  7. Photo: Ganni leather balloon sleeve dress

    Ganni leather balloon sleeve dress

  8. Photo: Chanel pre-owned classic double flap bag

    Chanel pre-owned classic double flap bag

  9. Photo: Grateful Dead x Chinatown Market x Crocs tie-dye clogs

    Grateful Dead x Chinatown Market x Crocs tie-dye clogs

  10. Photo: Fendi FF earrings

    Fendi FF earrings

The new status symbols

Telfar’s shopping bag is the hottest product in the world. Starting from the relatively accessible price of $150, Telfar’s motto ‘Not for you, for everyone’ sums up the new mood that has swept fashion — and the world. As a Black-owned brand that stood for inclusivity long before the BLM movement, Telfar has been well placed to capture the increase in purpose-driven shopping, with demand for the bag spiking 270%. Over the quarter, founder Telfar Clemens won the prestigious CFDA award, US Representative Alexandria Ocasio-Cortez posted about her Telfar bag on Instagram, and a hot collaboration with UGG was announced. Searches for the brand overall increased 61%.

Music videos are back in fashion. They inspired shoppers throughout the quarter, and several designers staged virtual presentations with a music video feel. MTV’s Video Music Awards was one of the few red carpet events to go ahead, with Lady Gaga’s seven outfit changes making headlines. Meanwhile Cardi B’s WAP, DJ Khaled’s POPSTARS and Beyoncé’s Black is King were among the quarter’s most talked-about moments. In the Black is King film, Beyoncé and a troupe of dancers wore Marine Serre’s moon print bodysuit, helping to make the top variant of the same design the 2nd hottest women’s product. Worn by further celebrities including Adele, Kylie Jenner and K-pop group Blackpink, the French designer’s moon motif has enjoyed a meteoric rise in popularity with searches up 426%. Demand for the brand overall increased 83%, further boosted by its focus on sustainability, as well as its sell-out face coverings.

House of Sunny’s Hockney Dress is the 5th hottest product of the quarter, selling out after being worn by Kendall Jenner in an Instagram post shared with her 140 million followers. Several other influencers wore the green, knitted style, with demand for the brand rising 45%. Other influencer-endorsed products to make the list this quarter include Bottega Veneta’s Tire boots, Prada’s heavy-sole logo loafers and Ganni’s balloon sleeve dress. This demonstrates the continued power of social media to drive demand — particularly in the era of social distancing and increased screen time.

In 9th position are the Grateful Dead x Chinatown Market x Crocs tie-dye clogs, which generated a virtual queue of over 45,000 people hoping to buy a pair on launch day. With coronavirus tearing up the rule books, the polarising resin slip-ons are having a fashion moment, with searches for Crocs up 41% this quarter. Shortly after the quarter ended, Crocs announced an upcoming collaboration with Justin Bieber, giving clog lovers even more to look forward to.

Q3 2020
Hottest Men’s Products

  1. Photo: Dior x Nike Air Jordan 1 High OG sneakers

    Dior x Nike Air Jordan 1 High OG sneakers

  2. Photo: Birkenstock Boston clogs

    Birkenstock Boston clogs

  3. Photo: Nike Tech Fleece joggers

    Nike Tech Fleece joggers

  4. Photo: UGG Scuff Deco slippers

    UGG Scuff Deco slippers

  5. Photo: Balenciaga logo tennis socks

    Balenciaga logo tennis socks

  6. Photo: Nike x Travis Scott Air Max 270 Cactus Trails sneakers

    Nike x Travis Scott Air Max 270 Cactus Trails sneakers

  7. Photo: Prada leather combat boots

    Prada leather combat boots

  8. Photo: Patagonia Baggie shorts

    Patagonia Baggie shorts

  9. Photo: Adidas face cover

    Adidas face cover

  10. Photo: Off-White airport tape hoodie

    Off-White airport tape hoodie

Collabs, clogs and combat boots

With a sign-up list exceeding 5 million people and only 8,500 pairs available, resale demand for the Nike Air Jordan 1 High OG Dior sneakers is sky-high. Originally priced at $2,200, and with resellers asking up to 12x that, the sneakers are out of reach for many — but are still the quarter’s hottest product. Dior is not included in The Lyst Index hottest brands ranking due to its distribution model, but the house had a strong quarter with livestreamed fashion shows from Puglia and Paris, and numerous celebrity endorsements.

The upswing in demand for comfortable, slip-on footwear continued throughout the quarter, with many consumers still spending more time at home. Birkenstock’s Boston clogs are the 2nd hottest men’s product, with the silhouette also appearing in the hottest women’s products list courtesy of Crocs. Despite being mocked on Twitter for wearing socks and sandals to his wife Victoria’s fashion show in September, David Beckham was reflecting a resurgence in this look: demand for men’s sandals increased 47% and socks 39% over the quarter. On a similar note, UGG’s Scuff Deco slippers are the 4th hottest men’s product, having sold out across multiple retailers.

At the other end of the shoe spectrum, Prada’s ankle pouch combat boots are the 7th hottest men’s product of the quarter. Having previously appeared in the hottest women’s products list, the boots sum up the survivalist aesthetic that has been popular this year alongside — and in contrast to — the comfy, homespun mood. Heavy soled boots also feature in the hottest women’s products list this quarter, with a leather and rubber pair from Bottega Veneta reflecting the emerging trend for ‘high-fashion hazmat boots’.

Face masks are still in high demand, as rules surrounding their use were expanded or reinforced in many locations throughout the quarter. Demand grew by 389%, lower than the 510% spike earlier in the year but enough to justify the decision of more luxury brands — including Burberry and Missoni — to enter the market. In September Louis Vuitton unveiled a $960 face shield, taking PPE to new heights and generating a 538% surge in social impressions, but the most-wanted face covering of the quarter is from Adidas. Available in a three-pack in two different sizes, the synthetic-blend mask initially sold out following its release.

With the office uniform of shirts and tailoring relegated to the benches, demand continued to rise for casualwear better suited to the new 9 to 5, as WFH-ers looked to diversify their wardrobes. Grey sweatpants by Nike are the 3rd hottest product of the quarter, while Patagonia’s recycled nylon Baggie shorts enter the ranking in 8th place. Off-White’s hoodie with an airport tape print closes the list and encapsulates the sense of wanderlust — or just the need for a holiday — felt by many throughout the quarter.