Gucci has been crowned the world’s hottest brand according to fashion shopping platform Lyst’s most recent index, dethroning US sportswear giant Nike which topped the list.
The Lyst 2020 named Gucci the planet’s hottest brand in a quarter that saw the luxury Italian label livestream its Epilogue collection in July, with worldwide views exceeding 35 million - its most-watched digital event to date.
Pageviews at the brand soared 52% year-on-year in the quarter. Off-White - which opened new stores in London, Miami and Milan, and whose founder Virgil Abloh launched a 1 million dollar scholarship fund for Black fashion students in the quarter - retained second position on the list, while Nike - which reported an 82 percent jump in digital sales and launched its first dedicated maternity collection - dropped two places to third position.
Lyst creates its indexes by filtering more than eight million items by volume of social media mentions, searches, page views, interactions and sales across thousands of online stores.
