Fashion’s Hottest Brands and Products Q3 2021

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.