Balenciaga has stolen Gucci’s crown to become the hottest brand in fashion. According to the latest data analysed by BoF in partnership with search platform Lyst — which tracks 4.5 million data points per hour from over 65 million annual consumers, five million products and 12,000 brands — the Demna Gvasalia designed brand climbed two places to top the hottest brand ranking in the third quarter of 2017.
Gucci dropped one place, coming in second this quarter, but continues to excel as the most consistent performer in the hottest brand ranking to date this year. Between July and September, the label launched Gucci Décor — an eclectic line of home furnishings and treatments — and announced its collaboration with Dapper Dan, driving brand searches across the e-commerce sites Lyst aggregates.
But the real success story this quarter is the impressive ascent of Virgil Abloh’s Off-White, which jumped 31 places to become the third-hottest fashion brand in the world in Q3.