Q3 2021

Fashion’s Hottest Brands and Products Q3 2021

The Lyst Index is a quarterly ranking of fashion’s hottest brands and products. Lyst is a global fashion shopping platform, used by more than 150 million people each year to browse, discover and buy items from 17,000 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 2021
Hottest Brands

Q2 2021
  1. 1

    Balenciaga

    • Returned to haute couture after 53 years
    • Doubled down on the metaverse with Fortnite collaboration
    • Teamed up with Kanye West for his Donda album launch
    6
  2. 2

    Gucci

    • Launched Vault digital store, based on the house’s past, present and future
    • Reported 86% revenue increase for Q2
    • Trailer for unaffiliated House of Gucci movie released
    1
  3. 3

    Dior

    • Held runway shows for haute couture and S/S ’22
    • Christian Dior: Designer of Dreams exhibition opened in NY
    • Announced new partnership with Paris Saint-Germain football club
    2
  4. 4

    Prada

    • Presented S/S ’22 collection live from Milan and Shanghai
    • Reported 66% revenue increase for first half
    • Announced Jake Gyllenhaal as face of new fragrance campaign
    5
  5. 5

    Louis Vuitton

    • Released mobile game to celebrate founder’s 200th birthday
    • Collaborated with Fornasetti on a capsule collection
    • Launched Horizon Bluetooth speaker
    4
  6. 6

    Nike

    • Announced debut Serena Williams Design Crew collection
    • Reported 16% revenue increase
    • Expanded Rise retail concept with new flagship in Seoul
    3
  7. 7

    Bottega Veneta

    • Announced S/S ’22 will be shown in Detroit
    • Reported 69% revenue increase for Q2
    • Viral celebrity dressing moments included Hailey Bieber and Kendall Jenner
    8
  8. 8

    Versace

    • Unveiled surprise ‘Fendace’ collection with Fendi
    • S/S ’22 show featured Dua Lipa, Gigi Hadid and Naomi Campbell
    • Dressed Lil Nas X for the Met Gala
    10
  9. 9

    Fendi

    • Teamed up with Versace on a special collection
    • Kim Jones presented his second haute couture collection for the house
    • Announced eyewear partnership with Thélios
    11
  10. 10

    Saint Laurent

    • Held S/S ’22 show in Paris, inspired by Paloma Picasso
    • Showed men’s S/S ’22 collection in Venice
    • Reported 119% revenue increase for Q2
    9
  11. 11

    Moncler

    • Alicia Keys hosted Mondogenius 2021 show
    • Reported 118% revenue increase for Q2
    • Opened second Milan flagship store in Galleria Vittorio Emanuele II
    7
  12. 12

    Burberry

    • Naomi Campbell featured in TB Summer Monogram campaign
    • Reported 98% retail revenue increase for Q1
    • Opened new flagship store at No.1 Sloane Street, London
    12
  13. 13

    Valentino

    • Held haute couture show in Venice, partnering with 17 artists
    • Created hoodie in support of UNICEF’s vaccine delivery efforts
    • Lady Gaga wore haute couture look in NYC
    15
  14. 14

    Off-White™

    • LVMH acquired a 60% stake in the brand
    • F/W ‘21 show included a performance by MIA
    • Virgil Abloh created a capsule collection for the Met
    13
  15. 15

    Loewe

    • Launched new Goya bag
    • Announced musician Kim Hyun-ah as ambassador
    • Kicked off fifth edition of Loewe Foundation Craft Prize
    16
  16. 16

    Alexander McQueen

    • Introduced new house graphic, McQueen Graffiti
    • Unveiled men’s S/S ’22 collection inspired by poet William Blake
    • Launched new McQueen Roses installation at Bond Street flagship
    14
  17. 17

    Givenchy

    • Resort ’22 collection included collaboration with artist Chito
    • Dressed Beyoncé and Jay Z for their About Love Tiffany & Co campaign
    • Announced eyewear partnership with Thélios
    17
  18. 18

    Balmain

    • Hosted Balmain Festival in Paris in partnership with (RED)
    • Partnered with UK TV network Channel 4 on drama series ‘Fracture’
    • Dressed Zendaya for the Venice Film Festival
    18
  19. 19

    Jacquemus

    • Held La Montagne runway show in Paris featuring Bella Hadid
    • Revealed Kendall Jenner as face of F/W ’21 campaign
    • Launched Le Ciuciu bag
    19
  20. 20

    Dolce & Gabbana

    • Celebrities including Jennifer Lopez attended Alta Sartoria show in Venice
    • Held S/S ’22 show celebrating the 2000s
    • Organised workshops for students with Istituto Marangoni
    25

Runway Shows and Red Carpets Return

In-person fashion shows made a comeback in the third quarter, while star-studded events including the Met Gala, the Emmys and the VMAs generated buzz. Consumers attended more social gatherings and sought dressier styles, as well as resort wear. Despite the Delta variant rising and travel remaining constrained, demand for fashion was strong. Revenue surpassed pre-pandemic levels at major luxury brands, and the ongoing shift to ecommerce continued apace.

Balenciaga is the hottest brand in the world, following an energetic quarter in which the Kering-owned house reintroduced haute couture, collaborated with the video game Fortnite, and teamed up with Kanye West for the launch of his Donda album. Celebrities including Rihanna and Kim Kardashian wore Balenciaga to the Met Gala, catalysing countless memes and social media posts. Searches for the brand spiked 505% following the event.

Sporting moments including the Olympic Games and the US Open also inspired consumers during the quarter. The Nike sneakers worn by Emma Raducanu are the 4th hottest women’s product, with searches for Nike tennis shoes rising 86% after the teenage player won the title. At the other end of the footwear spectrum, searches for high heels increased 177% compared to the same quarter in 2020, as demand for going-out styles grew. Versace’s towering Medusa Aevitas platforms, worn by celebrities including Ariana Grande, Beyoncé and Dua Lipa, are the 2nd hottest women’s product.

Topping the women’s hottest products list is Prada’s raffia tote bag. Influencers posted numerous Prada bags on social media throughout the quarter, including versions in nylon, terry and with crystal embellishment, but the raffia style captured shoppers’ imaginations. The bag also aligns with the Tik-Tok craze for crochet, as trends continue to emerge from social media first.

On the men’s hottest products list, a pair of Yeezy shoes takes top spot for the second consecutive quarter. The Yeezy foam runners first dropped last summer, but searches spiked 411% in the third quarter this year. The increase was driven by the release of two new colours, as well as the continued surge in demand for rubber and resin footwear. Similarly, shoppers converted to practical, slip-on shoes earlier in the pandemic, and are now seeking evolved silhouettes and styles. Bottega Veneta’s terry slides and JW Anderson’s chain mules are both included in the women’s hottest products list, while brands such as Birkenstock and Crocs remain popular.

With some festivals back on, and the phenomenon of ‘dopamine dressing’ observed during the quarter, beaded jewelry was a breakout category, with searches rising 229%. Roxanne Assoulin’s bracelet set makes the women’s hottest products list, while Eliou’s Circus necklace features in the men’s ranking. A similarly free-spirited aesthetic is embodied by Emma Brewin’s furry bucket hat, which closes the women’s list, and ERL’s quilted jacket, which is the 5th hottest men’s product. LA-based ERL is worn by celebrities including A$AP Rocky and Justin Bieber, with its key styles frequently selling out across multiple retailers.

As we enter the final and key commercial quarter of the year, brands will be hoping that consumers opt for a ‘revenge’ holiday season of increased spending, with luxury goods’ share-of-wallet not reduced by outlays on travel or experiences. Despite continued uncertainty in the world, the signals for the industry look promising.

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 2021
Hottest Women’s Products

  1. Photo: Prada raffia tote bag

    Prada raffia tote bag

  2. Photo: Versace Medusa Aevitas platform pumps

    Versace Medusa Aevitas platform pumps

  3. Photo: Bottega Veneta terry slides

    Bottega Veneta terry slides

  4. Photo: Nike React Vapor NXT sneakers

    Nike React Vapor NXT sneakers

  5. Photo: JW Anderson chain loafer mules

    JW Anderson chain loafer mules

  6. Photo: Balenciaga Le Cagole bag

    Balenciaga Le Cagole bag

  7. Photo: Jacquemus La Maille Pralù cardigan

    Jacquemus La Maille Pralù cardigan

  8. Photo: Roxanne Assoulin bracelet set

    Roxanne Assoulin bracelet set

  9. Photo: Totême striped sweater

    Totême striped sweater

  10. Photo: Emma Brewin bucket hat

    Emma Brewin bucket hat

Q3 2021
Hottest Men’s Products

  1. Photo: Adidas YEEZY foam runner shoes

    Adidas YEEZY foam runner shoes

  2. Photo: Oakley Radar® EV Path® sunglasses

    Oakley Radar® EV Path® sunglasses

  3. Photo: Prada Cloudbust Thunder sneakers

    Prada Cloudbust Thunder sneakers

  4. Photo: Telfar shopping bag

    Telfar shopping bag

  5. Photo: ERL quilted down jacket

    ERL quilted down jacket

  6. Photo: Valentino VLTN T-shirt

    Valentino VLTN T-shirt

  7. Photo: On Running Cloud sneakers

    On Running Cloud sneakers

  8. Photo: Jacquemus Le Bob Gadjo hat

    Jacquemus Le Bob Gadjo hat

  9. Photo: Eliou Circus beaded necklace

    Eliou Circus beaded necklace

  10. Photo: Pangaia text print sweatshirt

    Pangaia text print sweatshirt