To nobody’s surprise, Balenciaga continues to hold strong as the world’s hottest brand for Q1 2022, according to the Lyst Index.
The Lyst Index is issued by Lyst, a fashion technology company and premium shopping app. It provides a quarterly ranking of fashion’s hottest brands and products based on a behaviourial analysis of shoppers. It includes sales, product views, social media activity, mentions and engagement. Balenciaga was the topper of the Q4 2021 list of brands, too, which means it’s maintained its hold at the top position into 2022.
Balenciaga Leads the Lyst Index’s 20 Top Brands:
According to The Lyst Index, the factors that went in Balenciaga’s favour for Q1 2022 included the Fall/Winter 2022 Snowstorm show by creative director Demna Gvasalia in Paris, the unveiling of its new London flagship on Bond Street and the campaign featuring Kim Kardashian and Justin Bieber.
Gvasalia also drew attention to the Russian invasion of Ukraine. “In a time like this, fashion loses its relevance and its actual right to exist,” wrote Demna, in a statement issued before Balenciaga’s Fall/Winter 2022 show.
The brand witnessed a spike of 108 percent in the current quarter.
Other Brands on the List
Following Balenciaga in the Q1 2022 Hottest Brands list, which has 20 names, are Gucci, Louis Vuitton, Prada and Valentino. While Gucci was able to hold onto its position at #2, Louis Vuitton moved one place up at #3 as Prada fell back to #4. Valentino climbed rapidly to the #5 spot from its #11 spot in the last quarter.
Diesel took the biggest jump, rising from #46 in Q4 2021 to #15 in Q1 2022. This is the first time the brand entered the main index. Its success in the current quarter came on the back of celebrities such as Megan Thee Stallion, Kylie Jenner and Dua Lipa wearing its designs, besides the first show by its creative director Glenn Martens in Milan. Diesel also announced its D:VERSE NFT collection in March.
The other big gainers include Miu Miu, which jumped 10 places to #10 on the back of its viral mini-skirt moment, which drove up the brand’s searches by 400 percent over the last three months. The brand also brought back menswear in the Fall/Winter 2022 show after 13 years.
Adidas came back into the index at #17, owing to a collaboration with Gucci, tackling plagiarism together with Chanel and rapid rise in sales and profit in the current quarter.
The Lyst Index’s Full List of Fashion’s Hottest Brands and Products Q1 2022:
3. Louis Vuitton
8. Bottega Veneta
10. Miu Miu
16. Rick Owens
18. Saint Laurent
20. Alexander McQueen
Learn more about the Lyst Index and their criteria for Top 20 here