Q4 2020

Fashion’s Hottest Brands and Products Q4 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.

Q4 2020
Hottest Brands

Q3 2020
  1. 1


    • Ran #GucciFest fashion and film festival
    • Unveiled collaboration with The North Face
    • Harry Styles wore a Gucci dress on the cover of Vogue
  2. 2


    • Debuted F/W ‘21 in an online video game
    • Collaborated with Vibram on toe shoes
    • Kim Kardashian wore a Balenciaga bodysuit for Halloween
  3. 3


    • Announced acquisition of Stone Island
    • Launched collection with Rick Owens
    • Opened Paris flagship on the Champs-Elysées
  4. 4


    • Launched new home collection
    • Created face mask to fundraise for Covid-19 research
    • Debuted a capsule collection on WeChat
  5. 5


    • Honouree in the creativity category at the Fashion Awards
    • Unveiled latest Adidas collaboration
    • Auctioned unique pieces with Sotheby’s in support of UNESCO
  6. 6

    Saint Laurent

    • Presented S/S ‘21 in a video set on sand dunes
    • Returned to growth, as reported by parent company Kering
    • Launched wellington boots in collaboration with Hunter
  7. 7

    Bottega Veneta

    • Held exclusive S/S ‘21 show in London
    • 17% revenue growth reported for third quarter
    • Deactivated Instagram account
  8. 8


    • Opened flagship stores in London and Paris
    • Launched new furniture collection
    • Kate Moss wore Versace on British Vogue’s cover
  9. 9


    • Appointed Zendaya as face of the brand
    • Launched Valentino Insights virtual shopping experience
    • Held interactive brand event, Resignify, in Shanghai
  10. 10


    • Collaborated with CHAOS on tech jewelry
    • Laid foundation stone of new production site in Italy
    • Opened pop-up Fendi cafe at Selfridges in London
  11. 11


    • Published Nike: Better is Temporary book with Phaidon
    • Introduced Nike Unite retail concept, focusing on community
    • Launched Every Stitch Considered craftsmanship collection
  12. 12


    • Partnered with Marcus Rashford to support youth globally
    • Announced digital content partnership with Tencent Games
    • Placed 2nd overall for fashion in Dow Jones Sustainability Index
  13. 13


    • Unveiled ‘90s-inspired campaign with Laetitia Casta
    • Collaborated with ceramicist Daphne Leon
    • Launched a pink capsule collection for Christmas
  14. 14

    Alexander McQueen

    • Showed S/S ‘21 in a film by Jonathan Glazer
    • Presented pre-spring collection designed during lockdown
    • Dressed Korean band BTS for the KBS Song Festival
  15. 15


    • Presented S/S ‘21 with continuation of Show-in-a-Box
    • Celebrated artist Ken Price with a capsule collection
    • Opened new stores in Paris and Singapore
  16. 16


    • Shot pre-fall campaign in store window, broadcast live on YouTube
    • Debuted L'Atelier Balmain podcast
    • Launched a brand hub on Apple Music
  17. 17


    • S/S ‘21 by Matthew M. Williams unveiled
    • Updated Antigona bags released
    • Three-toed heels went viral on social media
  18. 18


    • Ran Creators Club Week digital festival
    • Launched A+P LUNA ROSSA 21 sneakers with Prada
    • Debuted second Ivy Park collection with Beyoncé
  19. 19

    Stone Island

    • Joining forces with Moncler in €1.15bn deal
    • Opened new stores in Beijing and Miami
    • Launched sunglasses in collaboration with Persol
  20. 20

    Fear of God

    • Announced basketball partnership with Adidas
    • Celebrated Kamala Harris with pieces in support of Black Futures Lab
    • Ran 7-day digital experience with SSENSE

A chaotic year draws to a close

Gucci retains its position as the hottest brand in the world, having honed a pandemic-era playbook of reaching consumers across multiple channels — with a strong emphasis on digital. In common with the other brands on the list, all of which adapted to coronavirus’ challenges, Gucci excels at capturing imaginations and generating conversation. From running an online fashion and film festival, promoted not just on social media but also on billboards in key cities, to outfitting Harry Styles for his American Vogue cover, Gucci generated a drumbeat of moments to keep shoppers engaged — at a time with most physical events still off, and some stores shuttered.

Throughout a tumultuous year, ecommerce has been one of the bright spots for the fashion industry, with the pandemic accelerating the adoption of online shopping. During the final quarter, brands continued to invest in digital-first initiatives, from Balenciaga’s video game launch of its Fall/Winter ‘21 collection, to Valentino’s virtual and shoppable Insights villa. At the same time, flagship store openings continued in major cities — Loewe, Moncler and Versace all opened new doors in Paris — suggesting that brands see a multi-channel future, albeit one where digital occupies a larger space than pre-pandemic. During the quarter, Kering announced its results for the preceding one: ecommerce grew 102% overall, making up just under a quarter of direct sales in North America for its brands including Balenciaga and Saint Laurent.

Moncler is the quarter’s biggest rising brand, moving up 10 places into 3rd place — its highest ever position in The Lyst Index. The Italian label was boosted partly by seasonality and the growth of puffer jackets as a category, but also by the launch of a collection with Rick Owens and the news that the firm would acquire Stone Island in a deal worth €1.15bn. With eight of the 20 hottest brands belonging to the Kering or LVMH conglomerates, and several others forming part of smaller luxury groups, The Lyst Index supports the theory that scale helps brands to succeed today. Coronavirus is likely to accelerate further consolidation. As the industry looks ahead to 2021, normalcy may not be on the cards straight away, but there is much to be optimistic about.

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.

Q4 2020
Hottest women's products

  1. Photo: The North Face 1996 retro Nuptse jacket

    The North Face 1996 retro Nuptse jacket

  2. Photo: Birkenstock shearling lined Boston clogs

    Birkenstock shearling lined Boston clogs

  3. Photo: Bottega Veneta Lug boots

    Bottega Veneta Lug boots

  4. Photo: Chloé Betty rain boots

    Chloé Betty rain boots

  5. Photo: UGG classic ultra mini boots

    UGG classic ultra mini boots

  6. Photo: SKIMS velour hoodie

    SKIMS velour hoodie

  7. Photo: Jacquemus knitted bralette

    Jacquemus knitted bralette

  8. Photo: Marc Jacobs Snapshot bag

    Marc Jacobs Snapshot bag

  9. Photo: Sleeper feather trimmed Party pyjamas

    Sleeper feather trimmed Party pyjamas

  10. Photo: Stand Studio Nikki coat

    Stand Studio Nikki coat

Q4 2020
Hottest men's products

  1. Photo: The North Face 1996 retro Nuptse jacket

    The North Face 1996 retro Nuptse jacket

  2. Photo: Moncler Sassiere down jacket

    Moncler Sassiere down jacket

  3. Photo: UGG Scuff Deco slippers

    UGG Scuff Deco slippers

  4. Photo: Stone Island Crinkle Reps NY down jacket

    Stone Island Crinkle Reps NY down jacket

  5. Photo: Nike Tech Fleece full-zip hoodie

    Nike Tech Fleece full-zip hoodie

  6. Photo: Moncler Montcla down jacket

    Moncler Montcla down jacket

  7. Photo: Birkenstock Boston clogs

    Birkenstock Boston clogs

  8. Photo: Canada Goose Garson down vest

    Canada Goose Garson down vest

  9. Photo: On Running Cloud X sneakers

    On Running Cloud X sneakers

  10. Photo: Balmain 3D effect logo sweatshirt

    Balmain 3D effect logo sweatshirt

Slippers over stilettos, but dressing up isn’t dead

In the final quarter of 2020, shoppers sought comfort and protection. Puffer jackets are a breakout category, with searches increasing by 174%, driven by an increase in walking and outdoor socialising. For the first time, the same product tops the women’s and men’s rankings: The North Face’s 1996 retro Nuptse jacket, with its distinctive colour-block design, is the hottest product in the world. Combining technical performance with a more accessible price than styles by Moncler and Canada Goose — both of which also appear in the rankings — the Nuptse jacket fits with the trend for ‘90s nostalgia, and took social media by storm. Throughout the quarter, celebrities including Bella Hadid and Emily Ratajkowski were photographed wearing it.

Slippers and clogs are another breakout category, with searches up 242% compared to the equivalent period in 2019. Birkenstock’s shearling lined Boston clogs are the 2nd hottest women’s product, having sold out across multiple retailers. Searches for the style increased 367%, while the unlined version of the Boston appears on the men’s hottest products list for the second successive quarter. With consumers spending more time around the home, demand surged for comfortable, practical shoes that are more winter-proof than sandals. UGG also has products in both lists this quarter, with its classic ultra mini boots — worn by models including Irina Shayk and Joan Smalls — the 5th hottest women’s product. Meanwhile, UGG’s Scuff Deco slippers, a popular gifting option, make another appearance in the men’s list.

With demand still focused on active and casualwear, searches for hoodies are up 71% year-on-year. The velour hoodie from Kim Kardashian’s SKIMS label is the 6th hottest women’s product, while Nike Sportswear’s classic Tech Fleece zip-up hoodie occupies the 5th spot in the men’s list. While the quarter wasn’t just spent on the sofa, Netflix habits continued to inspire shoppers. Marc Jacobs’ Snapshot camera bag is the 8th hottest women’s product, having featured in the much talked-about Emily in Paris, while in 10th place Stand Studio’s Nikki coat brings to mind chess boards and The Queen’s Gambit.

Having been worn by celebrities including Dua Lipa and Hailey Bieber, Jacquemus’ Le bandeau Valensole is the 7th hottest women’s product. The knitted bra top, sometimes styled under a matching cardigan, occupies a hybrid space between loungewear and going out wear. Similarly, Sleeper’s feather-trimmed party pyjamas, which are 9th in the women’s hottest products list, reflect the growing demand for dressier casualwear and soft tailoring. Despite the fact that many parties were cancelled, with searches for sequins down 77% and stilettos down 12% year-on-year, shoppers still had an appetite for products that evoke fantasy and let them dress up at home.