Big Shows and Celebrities Drive Interest Around World’s Hottest Brands


Limei Hoang | October 26, 2022

The Kim x Dolce & Gabbana collaboration, which helped drive additional interest in the brand at Milan fashion week.Credit: Courtesy.

Extravagant spectacles and standout celebrity looks helped drive searches around the world’s hottest brands and products in the third quarter, according to the latest edition of the Lyst Index, which ranked Gucci at the top for a second consecutive quarter.

The bigger the show, the higher the interest, as seen with the searches surrounding the world’s hottest brands and products this quarter, which recorded spikes in interest like a 2000 percent increase in searches for Versace when Paris Hilton walked its catwalk show at Milan fashion week.

Likewise, Dolce & Gabbana jumped three spaces in the Lyst Index, helped by its collaboration with Kim Kardashian acting as its collection curator and brand ambassador. To be hot this quarter, it seems, you need to make a spectacle.

These were the findings of the latest Lyst Index, which takes into account Lyst shoppers’ behaviour, including searches on and off platform, product views, and sales. To track brand and product heat, its formula also incorporates social media mentions, activity and engagement statistics worldwide, over a three-month period.

Milan fashion week, in particular, had a clear impact this season, with Italian brands dominating the Top 20 of world’s hottest brands. Gucci held onto its number one spot for the second consecutive quarter, whilst Prada, Valentino, Miu Miu, Fendi, Diesel and Versace all moved upward.

Searches for Prada rose by 44 percent this quarter, pushing the brand into second place, and its highest-ever Index placement, driven by demand for its logo tank top, signature nylon accessories, and sunglasses.

The Top 10 hottest brands were ranked as follows: Gucci, Prada, Valentino, Balenciaga, Miu Miu, Dior, Fendi, Diesel, Louis Vuitton and Versace.

The report also identified three breakout brands, a first to be included in the Lyst Index, which it describes as being smaller but mighty brands to watch that are rising fast on a powerful and rapid upwards trajectory. Coperni, whose show included a spray-on dress worn by model Bella Hadid generated 1 million mentions on TikTok and a 50 percent rise this quarter. Likewise, Jaded London saw searches rise by 63 percent in the same period thanks to its cargo pants, whilst Chopova Lowena’s highly anticipated debut at London fashion week saw a 86 percent rise in searches.

For the full findings from The Lyst Index, please click here.

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