This quarter, Gucci launched customizable knitwear, teamed up with Comme des Garcons and announced a forthcoming jewelry collection. We learned Alessandro Michele will be co-chairing the 2019 Met Gala.2
The Nike x Off-White The Ten series was the hottest sneaker collaboration of 2018; new Volt and Black Cone AF1 colorways dropped in Q4. A second Dover Street Market collaboration landed in December.1
Still breaking the Internet with stand out product, Michelle Obama’s meme fashion moment sent Balenciaga’s holographic thigh-high boots viral. Cardi B embraced Balenciaga neo-tailoring on Instagram.3
The Moncler Genius project and a second canine collaboration with Poldo Dog Couture made Moncler a hot topic on social media. In November, the brand made global headlines by being banned by a UK high school.16
The hotly anticipated Fendi Mania capsule collection featuring the double F motif and Fila/Fendi mashup logo hit selected online retailers. Star-studded launch events in 9 cities around the world took over Instagram.9
Michael Kors, now Capri holdings, finalized the Versace acquisition in December. The brand staged its first pre-collection show on what would have been founder Gianni’s 72nd birthday, including some iconic throwback looks.6
Stone Island dropped a four-piece iridescent collection in October, but the brand’s core functional logo T-shirts and outerwear pieces are what’s driving demand worldwide this season.11
Vetements continued its partnership with Reebok, teasing the release of the newest version of its Instapump Fury. Tilda Swinton’s red carpet endorsement spiked social mentions.8
Valentino’s Pierpaolo Piccioli took home the designer of the year award at the Fashion Awards, while Jennifer Lopez’s green cape and Gwyneth Paltrow’s wedding gown generated major social buzz for the brand.10
Riccardo Tisci introduced new Burberry B series strategy; ultra limited edition product drops landing once a month. The Burberry holiday campaign launched in November, featuring Naomi Campbell and her mother.14
Moncler’s Genius Evolution
In the closing quarter of 2018, Gucci reclaimed the top spot in the Index, overtaking Off-White and Balenciaga thanks to prolific global demand for the label’s signature accessories. From October to December, more than six million shoppers searched for a Gucci bag, belt or shoe, making Gucci accessories the most powerful products in fashion over a sustained period now approaching two full years. In a critical commercial quarter skewed by seasonal reductions and holiday shopping, Alessandro Michele’s designs were 2018’s hottest luxury fashion gifts.
Italian luxury outerwear brand Moncler has jumped 12 places into 4th position, with a signature down jacket in both the women’s and men’s hottest products list this quarter. Under chairman and CEO Remo Ruffini, the brand has diversified its product offering to include the Genius collection; a collaboration project with eight different designers. An ambitious and artistic initiative featuring some of the industry’s most revered design talent, the Genius diffusion lines drop monthly, and were responsible for the brand’s biggest spikes in both social engagement and search volume. When actor Ezra Miller wore Pierpaolo Piccioli’s full-length black quilted puffer cape on the red carpet at the premiere for the new Fantastic Beasts movie, it boosted Moncler social mentions by 54% in 24 hours. Meanwhile more classic down jackets also continue to drive sales worldwide, with the instantly recognizable Maya jacket the most wanted men’s shape. With more Genius collection lines dropping in 2019, will Moncler be able to continue its upward brand momentum beyond the winter season, or have we hit peak posh puffer?
Italian brands continue to dominate the Index. Fendi has climbed up a further four places, while Stone Island re-enters the hottest brands list after six months out of the top ten, also thanks to demand for branded technical outerwear. Searches for Stone Island across Lyst’s partner retailers jumped 122% last quarter and the brand was mentioned over 327,000 times on social media.
Meanwhile, promising signals for Burberry as the brand undergoes a period of transformation under new chief creative officer Riccardo Tisci. Despite fluctuating share prices and initial skepticism from analysts, Lyst data shows the revamped British brand is now resonating with new customers. Burberry has jumped four places to enter the Lyst Index as the world’s 10th hottest brand. New limited-edition monthly drops exclusively shoppable through Instagram and Chinese messaging app WeChat have been selling out in a matter of hours, helping boost sales in the UK, Italy, and China. “The initial response has been exceptional,” chief executive Marco Gobbetti explained at a press conference. Burberry’s holiday campaign — starring Kristin Scott Thomas, Matt Smith, M.I.A., Naomi Campbell and her mother — helped get over 17.5 million people talking about the brand on social media in just three months.
To find the world’s hottest products, Lyst’s formula filters 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.
HOTTEST WOMEN'S PRODUCTS
Gucci Soho Disco bag
Gucci logo belt
Veja V10 sneakers
Moncler Genius 3 Grenoble Vonne ski jacket
Versace Chain Reaction sneakers
Ugg Fluff Yeah slides
Balenciaga Speed sneakers
Dr Martens Jadon boots
Fila Ray sneakers
Saint Laurent monogram envelope chain wallet
Stepping Into Sustainable Brands
Footwear remains the most powerful product category, with six out of ten of the hottest products shoes this quarter. French ethical sneaker brand Veja enters the Index for the first time thanks to the Veja V10 sneakers. Championed by celebrities including Emily Ratajkowski, Emma Watson, and Chloe Grace Moretz, the V10 is the first ever fully sustainably made product to make the hottest products list. Allbirds, another environmentally friendly footwear brand, is also seeing growing search demand for its comfortable and sustainable sneakers. ‘The Meghan Effect’ marches on; after Meghan Markle was spotted wearing a pair of Veja’s sustainable trainers on October 21, online searches for the brand increased by 113%.
More hot women’s footwear takes this quarter came courtesy of Dr. Martens, UGG, and Fila, with all three brands enjoying a powerful moment of reinvention. #DrMartens has been mentioned close to two million times on Instagram, with searches for the English boot brand up by 110% this quarter. The chunky soled, model-approved Jadon boots are the best seller worldwide. Ugg’s Instagram friendly Fluff Yeah slides and the Fila Ray sneakers retail at an affordable $100 and $75 respectively; a new sweet spot price point for statement shoes. The Fila Ray is the latest iteration in the ongoing dad or ugly sneaker trend, following on from the wildly popular Fila Disruptor and the Nike M2K Tekno, which appeared in last quarter’s hottest products list.
While limited edition drops, brand collaborations and a constant stream of newness help to ignite brand heat with millennial customers, four of this quarter's ten biggest women's products are signature hero pieces. The GG logo belt and the Balenciaga Speed sneakers are veterans of the Lyst Index hottest products lists, together having appeared more than six times over the last two years. Together with the Gucci Soho bag and the Saint Laurent monogram envelope chain wallet, these products have achieved new icon status, inspiring copycat versions and continually driving staggering levels of searches and sales. This quarter alone, the two Gucci accessories in the hottest products list drove twice as many orders as the other eight products combined.
HOTTEST MEN'S PRODUCTS
Nike Air Force 1 '07 LV8 Utility Volt sneakers
The North Face Nuptse jacket
Patagonia Men's Classic Retro-X™ fleece jacket
Fendi Bag Bugs windbreaker
Stone Island long sleeve t-shirt
Moncler Maya jacket
Givenchy logo wool sweater
Versace baroque bathrobe
Converse x Off-White Chuck 70 hi-top sneakers
Puma RS-X Reinvention sneakers
Performance Gear Climbs Up the Index
Everyday urban hiker essentials have officially become high fashion, with a North Face jacket and a Patagonia fleece ranking amongst the world’s hottest men’s products worldwide this quarter. Blurring the trends for elevated performance outerwear, streetwear, and normcore outdoor gear, both brands have seen a renaissance over the last two years, now appealing to a wide range of customers. The North Face Nuptse jacket has consistently been one of the brand’s most popular products, alongside limited edition collaboration pieces. Searches for men’s fleeces are up 44% in the last two months, with the Patagonia Classic Retro-X™ fleece jacket being the ultimate choice. Customers are responding to Patagonia’s strong values and ethics, allowing the brand to climb up the Index and enjoy a well earned time in the spotlight.
Once again, sneakers dominate the men’s Hottest Products list. The neon yellow Nike Air Force 1 ‘07 LV8 Utility Volt was one of Nike’s best selling styles this quarter. With many customers unable to get their hands on a pair of Virgil Abloh’s Off-White Air Force 1 in the volt colourway, demand increased for the Nike original version. The Off-White mania also touched Converse when the second collaboration between the two brands was released in limited numbers; the new Chuck 70 Hi Top followed in the footsteps of the Off-White x Converse Chuck Taylor All Star, for which the resale price was averaging $929 back in July 2018. Meanwhile, Puma took inspiration from its own archives for the chunky RS-X Reinvention sneakers.
Versace’s opulent baroque bathrobe was the surprise hit holiday purchase of the quarter. Retailing at $595, online searches for the Medusa embellished robe increased by 240% over the three month period, likely influenced by the likes of Kanye West, Kevin Hart, and Drake, who have all posed in the striking, instantly recognisable robe on Instagram.
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