Q4 2021

The Lyst Index

Fashion’s Hottest Brands and Products Q4 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 160 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.

Q4 2021
Hottest Brands

Q3 2021
  1. 1

    Balenciaga

    • Collaborated with The Simpsons for S/S ‘22 show
    • Unveiled F/W ‘22 collection with The Lost Tapes video
    • Designer Demna Gvasalia celebrated at CFDA Awards
    1
  2. 2

    Gucci

    • Held Love Parade show on Hollywood Boulevard
    • The Hacker Project with Balenciaga released
    • Collaborated with The North Face for a second drop
    2
  3. 3

    Prada

    • Launched cinema-inspired holiday campaign
    • Announced road to net zero climate strategy
    • Bucket hat challenge went viral on TikTok
    4
  4. 4

    Louis Vuitton

    • Presented Virgil Abloh’s final collection in Miami
    • Appointed Squid Game star HoYeon Jung as ambassador
    • Shared progress on sustainability goals
    5
  5. 5

    Moncler

    • Topped Dow Jones Sustainability Indices for Textile, Apparel and Luxury Goods
    • Launched first ever fragrances
    • Collaborated with Fortnite, Hoka and Evian
    11
  6. 6

    Dior

    • Launched first ski capsule collection
    • Held men’s F/W ‘22 show in London
    • Appointed athletes Emma Raducanu and Kylian Mbappé as ambassadors
    3
  7. 7

    Fendi

    • Collaborated with Kim Kardashian’s SKIMS
    • Designer Kim Jones celebrated at The Fashion Awards
    • Opened new Milan boutique in Galleria Vittorio Emanuele II
    9
  8. 8

    Saint Laurent

    • Held Art Basel exhibition with artist Sho Shibuya
    • Collaborated with SUPER73 on electric bike
    • Launched winter campaign shot by Juergen Teller
    10
  9. 9

    Versace

    • Launched Versace on Ice holiday campaign
    • Bella Hadid face of Virtus bags campaign
    • Opened new boutique in San Diego
    8
  10. 10

    Bottega Veneta

    • Appointed Matthieu Blazy creative director
    • Celebrated Italian artisans in Bottega for bottegas campaign
    • Presented S/S ‘22 collection with show in Detroit
    7
  11. 11

    Valentino

    • Presented S/S ‘22 Rendez-Vous collection in Paris
    • Held Re-Signify Part Two exhibition in Beijing
    • Launched Valentino Vintage resale initiative
    13
  12. 12

    Burberry

    • Appointed Jonathan Akeroyd as CEO
    • Unveiled Imagined Landscape pop-up in Jeju Island, Korea
    • Announced 45% increase in revenue to pre-pandemic levels
    12
  13. 13

    Nike

    • Acquired virtual fashion start-up RTFKT
    • Created Nikeland virtual world with Roblox
    • Opened LeBron James Innovation Center on its Oregon HQ campus
    6
  14. 14

    Loewe

    • Launched Amazona bag campaign worldwide
    • Opened boutiques in Lisbon and Paris
    • Dressed Zendaya for Women in Film Awards
    15
  15. 15

    Alexander McQueen

    • Held S/S ‘22 show in London starring Naomi Campbell
    • Announced arts education initiative in East London
    • Supported youth creativity in Welsh communities
    16
  16. 16

    Jacquemus

    • Opened 24/24 vending machine-inspired boutique in Paris
    • Collaborated with VanMoof on electric bicycle
    • Launched Pink 2 holiday capsule collection
    19
  17. 17

    Balmain

    • Created capsule collection for Netflix’s The Harder They Fall
    • Dressed Angelia Jolie, Lil Nas X and Elle Fanning on the red carpet
    • Presented installation with (RED) at Art Basel
    18
  18. 18

    Dolce & Gabbana

    • Set $6million sale record for fashion NFTs
    • Launched first home decor line, Dolce & Gabbana Casa
    • Dressed Mariah Carey for her Apple TV+ Christmas special
    20
  19. 19

    Givenchy

    • Held S/S ‘22 show in Paris with performance by Young Thug
    • Released NFTs with artist Chito
    • Unveiled pre-fall '22, revisiting tailoring heritage
    17
  20. 20

    Miu Miu

    • Showed S/S ‘22 in Paris, featuring micro mini skirts
    • Worn by Hailey Bieber, Emma Corrin and Emily Ratajkowski
    • Unveiled Nuit campaign featuring rising actors
    24

Fashion mourns
Virgil Abloh

This quarter The Lyst Index – and the fashion world – lost one of its brightest stars with the tragic death of Virgil Abloh, founder of Off-White and creative director of menswear at Louis Vuitton. The volume of tributes from both industry insiders and consumers reflected the immense impact and following which Abloh, 41, had built in a relatively short space of time. In the 18 quarters The Lyst Index has been running, Off-White has taken the number one position in the hottest brands list 5 times. The only brand to achieve more number one positions is Gucci, and the only other brands ever to have made the top spot are Balenciaga and Nike – all larger and longer-established labels.

From his social-first approach to building and engaging a community, to his innate understanding of what younger luxury consumers want, to the way he broke down barriers in the industry increasing diversity and representation, Abloh leaves a giant gap and will be greatly missed. Off-White is not included in the hottest brands ranking this quarter while the company comes to terms with the loss of its founder but some of the label’s greatest hits from previous Lyst Index reports are below.

Elsewhere in the fourth quarter, on-screen style continued to set the agenda. The release of House of Gucci helped to make Gucci’s 1953 Horsebit loafers the hottest men’s product, while TV series Succession, And Just Like That, Emily in Paris and even Squid Game all drove significant demand for items and styles worn by the protagonists. Balenciaga retains its position as hottest brand in the world for the second successive quarter, with The Simpsons collaboration for its S/S ‘22 show in October setting social media ablaze and ushering in a new era of fashion as entertainment. Towards the end of quarter, Balenciaga unveiled its F/W ‘22 collection with a VHS-style video.

The relationship between sport and fashion continued to grow, with major luxury brands appointing athletes as ambassadors, and releasing new outdoors, active and ski collections. The ‘gorpcore’ trend has remained popular throughout the year, with an uptick in the fourth quarter as consumers sought technical outerwear and footwear that can withstand the elements. Among the quarter’s hottest products, Prada’s Re-Nylon bucket hat (propelled by a TikTok challenge that garnered billions of views), The Frankie Shop’s quilted jacket, Arc’Teryx’s Alpha SV jacket and balaclavas from Miu Miu and Stone Island all speak to this movement. With health and political uncertainty rising again, a survivalist element began to filter into fashion too.

At the other end of the spectrum, the festive season brought an increase in demand for partywear. While going-out styles have diversified in recent quarters, to include categories such as party knitwear and party pyjamas, Nensi Dojaka’s sheer tulle bustier top, Gucci and Balenciaga’s The Hacker Project crystal jacket (worn by Beyoncé) and Saint Laurent’s 68 crystal-embellished boots (seen on Hailey Bieber) were among the most-wanted specific items. It seems that dressing up is far from dead.

As a second tumultuous year drew to a close, and some brands grappled with supply chain issues, initiatives with NFTs and gaming platforms made headlines. Brands began to experiment with metaverse-inspired virtual experiences and commerce, while the future for fashion more broadly seems to lie in entertainment, collaboration and community.

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 2021
Hottest Women's Products

  1. Photo: Balenciaga Neo Classic small bag

    Balenciaga Neo Classic small bag

  2. Photo: Prada Re-Nylon bucket hat

    Prada Re-Nylon bucket hat

  3. Photo: The Frankie Shop Teddy quilted jacket

    The Frankie Shop Teddy quilted jacket

  4. Photo: Gucci + Balenciaga The Hacker Project crystal jacket

    Gucci + Balenciaga The Hacker Project crystal jacket

  5. Photo: Prada padded nylon slip-on shoes

    Prada padded nylon slip-on shoes

  6. Photo: Nensi Dojaka tulle bustier top

    Nensi Dojaka tulle bustier top

  7. Photo: Valentino Garavani VLogo signature reversible belt

    Valentino Garavani VLogo signature reversible belt

  8. Photo: Saint Laurent 68 boots

    Saint Laurent 68 boots

  9. Photo: Miu Miu crochet hood and face covering

    Miu Miu crochet hood and face covering

  10. Photo: UGG Tazz slippers

    UGG Tazz slippers

Q4 2021
Hottest Men's Products

  1. Photo: Gucci 1953 Horsebit loafers

    Gucci 1953 Horsebit loafers

  2. Photo: Omega Seamaster Diver 300 Watch

    Omega Seamaster Diver 300 Watch

  3. Photo: Prada Re-Nylon puffer jacket

    Prada Re-Nylon puffer jacket

  4. Photo: Moncler Cuvellier short down jacket

    Moncler Cuvellier short down jacket

  5. Photo: Fear of God ESSENTIALS hoodie

    Fear of God ESSENTIALS hoodie

  6. Photo: Off-White Out of Office sneakers

    Off-White Out of Office sneakers

  7. Photo: Arc’teryx Alpha SV jacket

    Arc’teryx Alpha SV jacket

  8. Photo: Adidas YEEZY NSTL boots

    Adidas YEEZY NSTL boots

  9. Photo: The North Face NSE III Tent mules

    The North Face NSE III Tent mules

  10. Photo: Stone Island ribbed wool balaclava

    Stone Island ribbed wool balaclava

A look back at some of Off-White’s biggest hits from The Lyst Index

  1. Photo: Off-White product image

    Q1 2018
    Diag hoodie

  2. Photo: Off-White product image

    Q2 2018
    Industrial belt

  3. Photo: Off-White product image

    Q2 2018
    Arrows T-shirt

  4. Photo: Off-White product image

    Q3 3018
    Denim jacket

  5. Photo: Off-White product image

    Q2 2019
    Jitney bag

  6. Photo: Off-White product image

    Q1 2020
    Arrow face mask

  7. Photo: Off-White product image

    Q2 2020
    Vulcanised sneakers

  8. Photo: Off-White product image

    Q2 2021
    Virgil sunglasses