Q2 2020

The Lyst Index is a quarterly ranking of fashion’s hottest brands and products.

To compile the results, global fashion search platform Lyst analyses the online shopping behaviour of more than nine million shoppers a month searching, browsing and buying fashion across 12,000 designers and stores online. The formula behind The Lyst Index takes into account global Lyst and Google search data, conversion rates and sales, as well as brand and product social media mentions and engagement statistics worldwide over a three month period.

Q2 2020
Hottest Brands

Q1 2020
  1. 1


    • Reported a 75% increase in digital sales, making them 30% of total revenue
    • Ran a raffle for access to buy the Air Jordan x Dior collaboration sneakers
    • Pledged $40 million to organisations furthering social justice
  2. 2


    • Launched a 90s-inspired capsule collection with retailer TSUM
    • Restocked sell-out face masks
    • Auction of Off-White x Nike sneakers signed by Virgil Abloh raised $187,000 for Black Lives Matter
  3. 3


    • Committed to show 2 seasonless collections per year, down from 5 currently
    • Received the highest score for luxury brands in The Fashion Transparency Index
    • Announced the 20 recipients of the Gucci North America Changemakers scholarships
  4. 4


    • Pledged to make an annual donation to the NAACP
    • Reportedly secured premises for a store on Bond Street in London
    • An Instagram post of Katy Perry’s Balenciaga pregnancy style went viral
  5. 5


    • Launched Virtual Reality project allowing consumers to experience stores and collections remotely
    • Signed a second sustainability linked loan, affirming commitment to environmental targets
    • Reported over 10% revenue increase in China
  6. 6

    Saint Laurent

    • Announced it would not show at Paris fashion week this year, instead following its “own rhythm”
    • Unveiled Fall/Winter ‘20 campaigns featuring Blackpink’s Rosé and Lenny Kravitz
    • Collaborated with Baccarat on a set of crystal tumbler glasses
  7. 7


    • Unveiled a capsule collection celebrating Pride month
    • Launched the #VeryVersace challenge on Instagram
    • Parent organisation Capri Holdings pledged to donate to social justice causes
  8. 8


    • Donated 100,000 pieces of PPE to the UK’s National Health Service
    • Launched the ReBurberry Edit of pieces made from innovative sustainable materials
    • Announced it would stage a runway show “set in the British outdoors” in September
  9. 9


    • Collaborated with artist Joshua Vides for a trompe l’oeil collection
    • Announced model Iris Law as the new face of its Peekaboo bag campaign
    • Staged a performance with classical music organisation Accademia Nazionale di Santa Cecilia
  10. 10

    Bottega Veneta

    • Reported an 8.5% increase in revenue for the first quarter
    • Donated €300,000 to scientific research to help stop the spread of coronavirus
    • Started hosting a Sunday movie night on its YouTube channel as part of its Bottega Residency initiative
  11. 11


    • Unveiled its Spring/Summer ‘20 campaign featuring Bella Hadid shot via FaceTime
    • Shared images of designer Simon Porte Jacquemus’ grandmother wearing the collection
    • Launched a loungewear capsule collection with retailer SSENSE
  12. 12


    • Appointed a new CEO, Jacopo Venturini
    • Ran series of performances on Instagram Live starting with Alicia Keys
    • Announced the Fall/Winter ‘20 campaign would raise funds for Rome’s Spallanzani hospital
  13. 13


    • Announced a sustainable sneaker collaboration with Allbirds
    • Produced 18,000 face shields a week for healthcare professionals
    • Committed to filling 50% of new positions at the company with diverse talent
  14. 14


    • Announced a fragrance line expected to launch in 2022
    • Launched the latest Genius collections with Simone Rocha and Richard Quinn
    • Initiated the #WarmlyMoncler project on Instagram to help consumers “find warmth in togetherness”
  15. 15

    Alexander McQueen

    • Launched McQueen Creators and McQueen Music programmes to engage with followers during lockdown
    • Pledged to donate to the NAACP and Campaign Zero
    • Unveiled its Art Nouveau-inspired Pre-Fall ‘20 campaign
  16. 16


    • Pledged €500,000 and €40 from each piece of Paula’s Ibiza collection sold to children's charities
    • Released a Pride collection in homage to the drag performer Divine with proceeds donated to Visual Aids
    • Launched the Loewe en Casa Instagram Live series to connect with consumers during lockdown
  17. 17


    • Pledged to donate to the NAACP and SOS Racisme
    • Opened its first virtual showroom with a 3D avatar of creative director Olivier Rousteing
    • Launched the #BalmainEnsemble series to connect with consumers during lockdown
  18. 18


    • Released the latest Vetements x Reebok Instapump Fury sneakers
    • Launched @vetements_uncensored, a provocative new Instagram account
    • Reissued its cult DHL design on an iPhone 11 case
  19. 19

    Stone Island

    • Launched a T-shirt dedicated to its Lino Watro Camouflage fabric innovation
    • Unveiled Membrana outerwear capsule collection with a 3D-look finish
    • Released an XL bathrobe poncho made of towel material that made headlines
  20. 20

    Fear of God

    • Shot the Nike Air Fear of God 1 "Noir" lookbook via Zoom
    • Switched the letters in the FG logo to GF in honour of George Floyd
    • Teamed up with Barton Perreira for an eyewear collection

Fashion in a state of flux

The impact of coronavirus was felt sharply throughout the quarter, although consumer confidence started to return in the final months with the lifting of lockdown restrictions in some markets. In June calls for greater equality and racial justice swept the world following the death of George Floyd at the hands of US police officers. While some brands struggled to react and adapt to the changing landscape, Nike climbed two places to become the hottest brand in the world. It’s the first time since The Lyst Index began that a luxury fashion brand has not taken the top spot.

Nike was propelled by a 106% increase in demand for loungewear and activewear, as consumers sought comfortable clothes to wear at home, as well as attire for exercise and outdoor activities. A series of powerful earned and owned brand moments boosted the brand throughout the quarter, at a time when some luxury fashion brands struggled to generate as many impressions as usual with events such as The Met Gala and men’s fashion week cancelled. In a video liked over 5 million times on Instagram, Nike twisted its famous slogan to ‘Don’t Do It’ to promote its anti-racism message.

The success of Nike in The Lyst Index also reflects the way coronavirus is resetting shopping patterns and habits, and accelerating the shift towards digital commerce. Although the firm reported a revenue hit from shuttering bricks-and-mortar stores and shipping fewer products to wholesalers, its strong commitment to digital proves the tide is turning. Nike had previously announced it intended to reach 30% digital sales by 2023, but having already reached that milestone this year, the firm has set a new target of 50% digital sales in the near future. The rapid shift to online is not exclusive to sportswear and athleisure: the consultancy Bain & Company published a report in May predicting that online sales will represent 30% of the luxury market by 2025.

Powerful brands with a distinctive aesthetic and philosophy continue to resonate well with shoppers, and those with a strong social media presence and online community did well throughout the quarter. Jacquemus continues its ascent, rising four places to become the 11th hottest brand in the world, having seen a 61% increase in traffic on Lyst and 20% growth in Instagram followers since the previous quarter. In April the brand generated buzz for a campaign featuring model Bella Hadid photographed via the FaceTime video calling app, and in May Instagram posts featuring designer Simon Porte Jacquemus’ grandmother went viral.

Off-White remains high in 2nd position, despite having slipped from the top spot after three successive quarters there, while Balmain re-enters The Lyst Index hottest brands ranking having risen six places. Both of these brands, along with newcomer Fear of God, saw an increase in social impressions at a time when some well-established luxury names were flat on this metric or declined. California-based Fear of God makes its first appearance in the 20 hottest brands list, having risen nine places since the previous ranking.

So, what comes next? Within the industry, there have been various proposals to rethink the fashion calendar, as well as production and retailing practices, but widespread consensus is yet to be reached. Gucci and Saint Laurent have committed to changing how and when they show their collections, but other well-established brands have signalled a desire to stay close to the existing model. The dust is yet to settle on the events of 2020 so far, and the long-lasting consequences remain unclear. Amidst the uncertainty there are positive signals that powerful brands still resonate with consumers, and fresh opportunities may lie ahead to forge a more inclusive and sustainable fashion industry.

What should brands do to survive this period of uncertainty?

As we move past the pandemic’s initial shock, we are seeing consumer confidence begin to return, with many customers now shopping online for the first time. Customers are coming to Lyst looking for powerful brands with a clear identity and purpose. In this new phase, brands will win by reaffirming their core values, and by investing in their online channels to effectively reach, engage and serve their customers.

– Chris Morton, Co-Founder and CEO, Lyst

Hottest products

To find the world’s hottest products, Lyst’s formula filters more than six 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.

The genderless lockdown staples

Birkenstock’s Arizona sandals are the world's hottest shoe this quarter. Retailing at $99.95, searches for the sandals spiked 225% over the quarter, and they sold out across many retailers. Over the past few years, numerous collaborations with labels such as Valentino, Rick Owens and Proenza Schouler have helped the sandal develop a famous following, with powerful celebrity influencers such as Kendall Jenner, Gigi Hadid, Leonardo DiCaprio and Usher among its fans. In the hottest men’s products list, Brunello Cucinelli’s super-luxe take on the style also makes the ranking. Retailing at over seven times the price of the Birkenstock, it saw a 41% rise in searches in the three-month period.

Two designer face coverings make The Lyst Index this quarter, with global demand for fashion face masks up 441% quarter-on-quarter. From sportswear brands such as Adidas and Reebok, to the likes of Gap, LoveShackFancy and RE/DONE, many labels have entered the mask market recently, responding to the increased demand. There are currently more than 300 face masks from over 40 retailers available on Lyst, and Marine Serre’s moon-print face mask is the most wanted women’s mask. First introduced in November at the presentation of the designer’s Fall/Winter ‘19 collection, searches for the limited-edition $575 piece — which is part of a collaboration with French filtration brand R-PUR — spiked in April. In the men’s list, Off-White’s face mask remains the hottest product.

The unisex chunky combat boot trend continues this quarter, following the Prada Monolith and Dr. Martens Farylle boots having entered The Lyst Index in the fourth quarter of 2019. Alexander McQueen’s Tread Slick boots are one of the hottest men’s products of Q2. As worn by actor Timothée Chalamet before the world went into lockdown, as well as Hawaiian skater model Evan Mock and French singer-songwriter Soko, searches for the unisex boots grew 43% in May after being released as part of the brand’s Spring/Summer ‘20 pre-collection.

Q2 2020
Hottest women's products

  1. Photo: Birkenstock Arizona double strap sandals

    Birkenstock Arizona double strap sandals

  2. Photo: Marine Serre X R-pur face mask

    Marine Serre X R-pur face mask

  3. Photo: Loewe basket bag

    Loewe basket bag

  4. Photo: Calvin Klein bralette

    Calvin Klein bralette

  5. Photo: Cult Gaia Serita dress

    Cult Gaia Serita dress

  6. Photo: Prada nylon gabardine shorts

    Prada nylon gabardine shorts

  7. Photo: The Frankie Shop Eva sleeveless T-shirt

    The Frankie Shop Eva sleeveless T-shirt

  8. Photo: Missoma x Lucy Williams gold chunky entwine hoops

    Missoma x Lucy Williams gold chunky entwine hoops

  9. Photo: H&M puff-sleeved cotton dress

    H&M puff-sleeved cotton dress

  10. Photo: Nike court victory tennis skirt

    Nike court victory tennis skirt

TikTok trend setters

In spite of new discussion around the role of fashion influencers during a time of crisis, The Lyst Index shows that a number of influencer-backed trends proved immensely popular with shoppers this quarter. Page views for Cult Gaia’s Serita dress spiked 236% in June. Worn by model Rosie Huntington-Whiteley and influencer Camille Charrière, the hype surrounding the $458 dress resulted in a 22% rise in searches for the brand. At the other end of the price spectrum, H&M’s puff-sleeved dress is the 9th hottest women’s product. Part of a collection of sustainable dresses released towards the end of the quarter, the $19.99 dress sold out within days and looks set to be the It-dress of the summer.

As seen on influencers including Pernille Teisbaek and Marie von Behrens, Prada’s nylon shorts have become one of the world’s most wanted products, entering The Lyst Index in 6th position. Boxing shorts saw a 32% increase in page views this quarter. Meanwhile, The Frankie Shop’s cult Eva t-shirt continued to sell out despite having been restocked several times since its 2019 launch. Spotted on the likes of singer Rita Ora and fashion buyer Tiffany Hsu, the padded shoulder top helped drive a 112% rise in searches for muscle tees over the last three months.

JW Anderson’s patchwork cardigan, as seen on musician Harry Styles back in February, enters the hottest men’s products list in 8th place. Having risen to cult status among Gen Z consumers — who launched the viral #HarryStylesCardigan crocheting challenge on TikTok — the $1,560 colour-block piece sparked a 166% spike in searches for the label’s cardigans in the last week of June. Challenging the luxury marketing rules, JW Anderson later shared the knitting pattern with its growing online community, and is emerging as a contender to watch for next quarter’s hottest brands list.

Q2 2020
Hottest men's products

  1. Photo: Off-White arrow logo face mask

    Off-White arrow logo face mask

  2. Photo: Brunello Cucinelli double buckle suede sandals

    Brunello Cucinelli double buckle suede sandals

  3. Photo: Asics Gt-1000 7 sneakers

    Asics Gt-1000 7 sneakers

  4. Photo: Gucci GG logo baseball cap

    Gucci GG logo baseball cap

  5. Photo: Off-White low vulcanized sneakers

    Off-White low vulcanized sneakers

  6. Photo: Balenciaga heart locket necklace

    Balenciaga heart locket necklace

  7. Photo: Yeezy khaki cotton trousers

    Yeezy khaki cotton trousers

  8. Photo: JW Anderson Colourblock patchwork cardigan

    JW Anderson Colourblock patchwork cardigan

  9. Photo: Nike Air Jordan 4 retro flyknit sneakers

    Nike Air Jordan 4 retro flyknit sneakers

  10. Photo: Alexander McQueen Tread Slick boots

    Alexander McQueen Tread Slick boots

Screen inspired shopping

A Gucci baseball cap lands in 4th position. An enduring casualwear staple, baseball caps have re-emerged as a hot fashion accessory this quarter. With barber shops closed, and Zoom calls keeping our top halves on display, searches for baseball caps increased 49% this quarter. Thousands of shoppers worldwide searched for caps at all price points, with logo styles by Gucci, Nike, Prada and Palm Angels driving the most searches.

Following the release of Netflix’s The Last Dance series, a 10-part docu-series revolving around the career of NBA star Michael Jordan, sneaker enthusiasts searched for the Nike Air Jordan 4 retro flyknit sneakers, this quarter’s 9th hottest product. Within days, the much talked-about documentary resulted in a 36% increase in searches for Nike Air Jordan sneakers.

The acclaimed TV adaptation of Normal People, Sally Rooney’s best-selling novel, turned men’s chain necklaces into one of the most talked-about fashion accessories of the year. As searches for chain necklaces soared, demand for men’s jewellery steadily grew throughout the quarter, increasing 75% overall and earning Balenciaga’s heart locket necklace the 6th spot in the hottest men’s products list. Searches within this emerging product category are up 150% year-on-year, led by brands such as Gucci, Bottega Veneta and Off-White.

Privacy Preference Center