Hottest

[4.1] Breakout Brands

1. Nensi Dojaka

Photo by David M. Benett / Getty Images

Nensi Dojaka’s black asymmetric mini dress was among The Lyst Index’s ten hottest women’s products in Q1 of 2021, along with, on average, over 7,000 searches per month for the remainder of the year. As 2021’s sheer, sexy version of the classic LBD, the London brand’s coveted style earned an LVMH Prize and is a prime sartorial example of the year’s return to going-out fashion.

2. Christopher John Rogers

Photo by Victor VIRGILE / Getty Images

Christopher John Rogers went from beloved New York designer on the rise to mainstream fashion name, garnering a collaboration with Target, a growing roster of celebrity clientele, including Lady Gaga, Bella Hadid, and Karlie Kloss, and a cameo in the Gossip Girl reboot that caused searches for the brand to jump 73% in July.

3. I.AM.GIA

Courtesy of I.AM.GIA

With a strong social media presence, "It" girl following, and Y2K-inspired, TikTok-viral designs, I.AM.GIA is the internet's favourite fashion brand. Trousers are the brand's most-wanted category, specifically its Halo trousers with pelvic cutouts, which jumped 164% in searches since the start of 2021.

4. Harris Reed

Photo by David M. Benett / Getty Images

Known for their gender fluid approach to fashion, Harris Reed first broke out onto the scene for dressing Harry Styles. Searches for the designer grew by 189% within Q1 of 2021 following the release of Styles' Vogue December 2020 cover wearing one of Reed's pieces. Within the span of the past year, Reed has won the GQ Breakthrough Designer of the Year Award, launched a debut fashion collection, and has collaborated with jewellery brand Missoma and MAC Cosmetics.

5. Maximilian

Courtesy of Fashion East

London College of Fashion grad Maximilian Davis launched his brand in 2020 and has thrived through the pandemic. Following Michaela Coel’s 2021 BAFTAs red carpet appearance in April wearing Maximilian, searches for the brand increased 49% the same month. Other celebrity clients include Naomi Campbell, Rihanna, and A$AP Rocky.

6. The Attico

Courtesy of The Attico

The Italian brand gained a cult following, thanks to celebrities like Hailey Bieber and Dua Lipa, whose “Love Again” music video featured The Attico’s zebra-print bikini, causing a 224% jump in pageviews upon its release in June. The swimwear style was among the world’s hottest pieces in Q2 of 2021 and demand for the brand has increased 65% since the start of the year.

7. Christopher Esber

Photo by Stefan Gosatti / Getty Images

The Australian designer has been around since 2010 but his party-ready dresses and midriff flossing details align with 2021’s rising demand for going-out fashion, as searches for the brand grew 54% year-on year. Christopher Esber’s signature cut-out dresses were among the most-wanted items in the category this year, while searches for the brand’s dresses alone jumped 49% compared to last year.

8. Story Mfg.

Courtesy of STORY MFG

The UK-based label focuses on sustainability and slow fashion, offering genderless clothing made from organic fabrics and natural dyes. In February, Story Mfg. dropped a cruelty-free trainer in collaboration with Reebok and searches for the brand went up 123% during the first quarter of the year following its anticipated release.

9. Heaven by Marc Jacobs

Courtesy of Heaven by Marc Jacobs

In an effort to attract a Gen-Z customer base, Marc Jacobs launched its nostalgia-heavy fashion line Heaven in September 2020. So far, its coveted designs and collaborations (Dr. Martens, Cactus Plant Flea Market, Stray Rats, and, most recently, Nodaleto) have attracted young celebrity fans, like Olivia Rodrigo, Bella Hadid, Vegyn, Dua Lipa, and Beabadoobee.

10. SKIMS

Courtesy of SKIMS

Kim Kardashian's shapewear solutions line garnered worldwide attention for outfitting the US Olympics team's female athletes during its off-duty hours, including loungewear, underwear, and pyjamas. When Kardashian announced the news via social media, global searches for SKIMS' pieces spiked by 112% in less than 48 hours.

[4.2] Products

1. Levi's Loose Fit Jeans

Baggy jeans were a major trend on the S/S '21 runways, as well as a celebrity favourite among Gigi and Bella Hadid, Hailey and Justin Bieber, Katie Holmes, and more throughout the summer. As wardrobes transitioned from joggers, searches for the roomy denim style were up 52% year-on-year, and baggy or wide-leg jeans received almost double the number of searches than skinny jeans year-to-date.

2. Rolex Submariner Watch

Appearing in The Lyst Index Q1, this Swiss-made luxury timepiece is the most-wanted accessory of the year. Sales of watches have risen 13% year-on-year and the category saw significant growth in the wedding space. Searches for watches, along with the terms “couple,” “engagement,” and “wedding,” have started to appear more frequently and have collectively increased 53% within the past year.

3. Bottega Veneta Mini Jodie Bag

The Italian fashion house has another hit accessory as the most-searched bag on Lyst of 2021. With celebrity fans, like Kendall Jenner and Elsa Hosk, as well as becoming a street style staple at the most recent fashion month, the bag taps into the minimalist luxury aesthetic with its Instagram-friendly, ‘90s-inspired look.

4. Birkenstock Boston Clogs

An ideal in-between home-and-outdoors genderless footwear style, the Boston Clogs are the most-wanted shoes of 2021. The brand also continued to garner high-fashion approval this year, thanks to collaborations with Stüssy, Proenza Schouler, and Jil Sander. Compared to Birkenstock’s ever popular Arizona sandal, the Boston Clog received 36% more pageviews this year.

5. Thom Browne Pleated Skirt

After a Thom Browne “groom skirt suit” was worn by Dan Levy’s David Rose during the finale of Schitt’s Creek, the low-key industry favorite became a pop culture icon. Searches for “men’s wedding skirts” jumped 48% year-on-year and Thom Browne’s black pleated skirt was one of the most-wanted items. In The Lyst Index Q2, the brand’s skirt also broke into the top 10 for menswear for the very first time.

6. Nensi Dojaka Asymmetric Mini Dress

First featured in The Lyst Index Q1, the ‘90s-inspired mini dress is 2021’s most-wanted LBD, representing the collective excitement around going out and dressing up again. Unsurprisingly, searches for the dress peaked during the summer, from June to August, as stylish celebrities, like Emma Corrin, Emily Ratajkowski, Rihanna, and more, were spotted wearing it.

7. Prada Crochet Bag

Prada’s summer-friendly bag sold out quickly across multiple retailers on Lyst, as it tapped into the popular trends around crochet, craftcore, and DIY. Overall, crochet bags have increased in searches by 56% year-on-year.

8. Jacquemus La Maille Pralù Cardigan

The risqué knitwear style from Jacquemus, worn by the likes of Megan Fox, Kendall Jenner and Hailey Bieber, spearheaded this summer’s pin-top trend. In August, searches spiked 79% for this particular style, with “front tie top”, “lace up top” and “pin top” being the most frequently searched keywords.

9. Pangaia Hoodie

Eco-friendly brand Pangaia has been trending through 2021, but a co-sign from Harry Styles, who was spotted in its hot pink “Flamingo” hoodie in October, caused a 91% spike in searches. Online searches for the brand’s sweatshirt hoodies have now jumped 172% during the course of the year.

10. & Other Stories Striped Jumper

Searches similar to the retailer's minimalist-leaning striped jumper were an indicator of the nautical-inspired item's return, as inquiries for striped knitwear increased 125% year-on-year. In early August, month-on-month searches for striped polo jumpers were also up 37%.

[4.3] Trainers

1. Nike Air Force 1

Making The Lyst Index Q2 as one of the hottest women's products, the all-white classic trainer is Gen Z's everyday shoe of choice. Searches for the Nike Air Force 1 increased by 248% year-on-year, with users on Lyst searching for the product more than 4,000 times each day.

2. Off-White x Nike Dunk Low "THE 50" Series

The exclusive collaboration, first released on Nike's SNKRS App, featured 50 renditions of Off-White x Nike Dunk Low that were distributed at random among buyers. In just 48 hours after the launch, searches for the trainer spiked 236%. After the drop in August, the trainers, which originally retailed for $180, were sold on resale platforms at a price premium of around 400%.

3. Yeezy Foam Runner

Since its first release in June 2020, the Yeezy Foam Runner has seen success with every drop. During 2021, the clog-like trainer was released in more colourways and thanks to these searches for the trainer spiked 411% in Q3. Priced at $75 at retail, the Yeezy Foam Runner can be flipped for more than 720% of its original value on resale platforms.

4. Adidas Forum

What was once an under-the-radar trainer associated with a slew of subcultures has now become one of Adidas' most wanted shoes, thanks to a collaboration with Bad Bunny since March. This sent searches soaring, increasing 103% the following week.

5. Nike SB Dunk Low

Interest in Nike's SB Dunk trainers increased 182% year-on-year and was released in a series of different colourways throughout the year. As the world watched skateboarding's debut at the Tokyo Olympics, interest in the Nike SB Dunk Low, the sport's official shoe, increased 148% through July and August.

6. Adidas Samba

After being spotted on both Rihanna and A$AP Rocky, searches for the Adidas Samba trainer jumped 63% from July. The shoe has quite the celebrity following, including Jonah Hill, Frank Ocean, and Tyler, The Creator.

7. New Balance 327

With designer collaborations from Staud and Casablanca, as well as a variety of different colourways from New Balance, the retro-inspired 327 trainers have gained interest among online shoppers. Searches have steadily risen throughout the year, peaking in August with a 96% increase.

8. Nike Go Flyease

The Nike Go Flyease trainer received a great deal of hype around its release in February, becoming the 7th hottest women's product in The Lyst Index Q1. The shoe's truly hands-free capabilities are a technological breakthrough for the brand, and a game-changer for athletes of all abilities.

9. Converse Chuck 70

Converse became the most-wanted trainer brand in February after Vice President Kamala Harris was photographed wearing a pair of Chuck 70s on the February cover of Vogue. Searches were up almost ten times year-on-year, with 100 searches on Lyst happening every hour.

10. Converse Run Star Hike

As platform footwear became a top trend in 2021, it's no surprise that Converse's take on the style with its Chuck trainer gained popularity as well. Throughout 2021, searches for the Converse Run Star Hike, spotted on Bella Hadid and Charli D'Amelio, increased 69% while the shoe was searched 64 times every hour.

[4.4] Collaborations

1. Yeezy x Gap

Photo by Kevin Mazur / Getty Images

Despite limited product being released in 2021, there was a high level of buzz and excitement around this collaboration. When the partnership was revealed in early June, searches for both brands increased, Yeezy 320% and Gap 325%. Upon the announcement of its first product, the Black Round Jacket, there were more than 50,000 searches for the collaboration in a span of 24 hours.

2. Ivy Park x Adidas

Photo by Melodie Jeng / Getty Images

Boasting the highest number of searches for a collaboration this year, Ivy Park x Adidas has consistently found success with its seasonal releases, from “Icy Park” in February, which caused searches for Ivy Park to spike 536% within a week of its release, to inclusive swimwear for summer and fall’s “Ivy Park Rodeo” collection.

3. The North Face x Gucci

Photo by Koury Angelo / Getty Images

Gucci turned outdoor gear into a luxury with its collaboration with The North Face. When it was released in January there were over 30,000 searches for the collaboration in 24 hours and its canvas bomber jacket was the top women’s product of The Lyst Index Q1. On the resale market, the outerwear item is still hot, as resellers have asked up to five times more than its original price.

4. Telfar x UGG

Courtesy of Ugg

Back in 2020, Telfar’s collaboration announcement with UGG was well-received with its pre-sale selling out within 24 hours — nine months in advance of its official release. In July, a month after the partnership’s launch, demand for Telfar increased 275%, along with UGG 262%. After Telfar and UGG dropped the second edition of their collaboration, searches for UGG increased 94% and Telfar 101% within 48 hours.

5. Balenciaga x Gucci

Photo by Daniele Venturelli / Getty Images

The high-end collaboration — actually, “hacking” — between the two historic fashion houses debuted in April during Gucci’s “Aria” runway show. In the two months after it was shown there were over 5,000 daily searches for the collaboration, and a new template for mega-brand link-ups was set which saw Fendi join forces with Versace in September.

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