Each quarter, Lyst unveils its list of the world’s most searched for – and therefore trending – fashion brands and items, sometimes yielding surprising results and often heightening expectations.
I’d say Lyst’s index data for Q3 2021 (July-September) falls safely into the latter camp, given that its two hottest brands are Balenciaga and YEEZY, as you’d probably expect. .
Now, technically, Kanye’s brand isn’t actually on the top brands list, but given that it once again topped the list of most popular products of the quarter with the Foam Runner, I’d say that YEEZY also deserves the top spot. You could use a win right now, anyway.
YEEZY also topped the previous quarter’s list, so, again, it’s not a big shock to see it take the top product spot. The fact that searches jumped 411% in Q3 is still pretty impressive.
When you consider the extent of the shenanigans Balenciaga has gotten itself into over the past few months, meanwhile, it would really only be a revelation if another brand took the top spot (it’s its “hacking” partner lab”, Gucci, which takes #2).
Co-signers of Kim, Kanye and pals bolstered Balenciaga’s relevance – creative director Demna Gvasalia’s hand-in-hand (hand in mask?) partnership with Ye’s DONDA experience and merchandising played a role huge here.
Of course, Balenciaga’s main Met Gala co-signers, the campaign starring Justin Bieber and the division Fortnite collaboration were also major: searches for Balenciaga skyrocketed by 505% after the event, according to Lyst.
Given this month’s global shutdown The Simpsons partnership (meh merch included) I’d say that unless a luxury peer can slow the rise of MerchTainment or do it better than Bal (good luck!), we’ll also see Bal peak on the fourth list trimester.
Lyst also delivers other notable results, some surprising and some predictable.
For example, the increase in post-Fendace Fendi and Versace rankings confirms that the luxury cheap collaborative trick still has (a few) legs, while search keywords indicate that Y2K fashion is really booming, leading to increased demand for staples like Oakley and Roxanne Assoulin eyewear. pearl bracelets.
And Telfar bags are more in demand than ever for both men and women, an encouraging sign that independent designers can still carve out a niche.