The lyst Index Q4

The Lyst Index Q4 THE WORLDS OF FASHION AND ENTERTAINMENT COLLIDE

By global fashion shopping platform Lyst

Global fashion shopping platform Lyst releases the latest installment of The Lyst Index report on fashion’s hottest brands and products.

This quarter The Lyst Index – and the fashion world – lost one of its brightest stars with the tragic death of Virgil Abloh, founder of Off-White and creative director of menswear at Louis Vuitton.

Elsewhere, as a second tumultuous year drew to a close, brands began to experiment with metaverseinspired virtual experiences and commerce, while the future for fashion more broadly seems to lie in entertainment, collaboration

and community.

Lyst’s Q4 (Oct-Dec) 2021 data reveals that:

● Balenciaga retains its

position as the world’s hottest brand for the second successive quarter. At the beginning of the quarter, in October, the brand collaborated with The Simpsons for their S/S ‘22 show, setting social media ablaze and towards the end of the quarter, Balenciaga unveiled its F/W ‘22 collection with a VHS-style video.

● Prada enters the top three

brands in the last quarter of the year - moving up one spot

into 3rd place - this is the highest the brand has ever placed in the Lyst Index. From their viral bucket hat challenge on TikTok, a series of must-have, celebrity and influencer endorsed logo products, to being named logo of the year in the Lyst Year in Fashion 2021, the brand saw a strong quarter.

● Similarly, sister company Miu Miu also

celebrates its first ever appearance in The Lyst Index hottest brands ranking, in 20th spot, thanks to their S/S ‘22 show in Paris, as well as celebrity endorsements from the likes of Hailey Bieber, Emma Corrin, and Emily Ratajkowski.

● Off-White is not included in the hottest

brands ranking this quarter while the company comes to terms with the loss of its founder, but in the 18 quarters The Lyst Index has been running, Off-White has taken the number one position in the hottest brands list 5 times.

● Along with being the world’s hottest brand,

Balenciaga’s Neo Classic Bag, a re-issue of their classic style, also tops the women’s hottest products list. This emphasizes the great influence that the Y2K aesthetic has had on fashion; not only throughout the past three months of 2021 but the entire year.

● Timeless classics were at the very top of

fashion lovers’ wishlists this quarter, which was greatly influenced by TV series and films. The Gucci 1953 Horsebit loafers as seen in House of Gucci are the most wanted men’s product in Q4, followed by the Omega Seamaster Diver 300 Watch (in the 2nd spot) inspired by the most recent James Bond movie. The Valentino Logo Belt, a signature accessory worn by Emily in the second season of the much talked about Emily in Paris series, takes the 7th spot in the hottest women’s product list.

● The ‘gorpcore’ trend has remained popular

throughout the year, with an uptick in the fourth quarter as consumers sought technical outerwear and footwear that can withstand the

elements. Among the quarter’s hottest products, Prada’s Re-Nylon bucket hat (women’s 2nd), The Frankie Shop’s quilted jacket (women’s 3rd), Arc’Teryx’s Alpha SV jacket (men’s 7th), and balaclavas from Miu Miu (women’s 9th) and Stone Island (men’s 10th) all speak to this movement.

● Cozy pillow shoes were one of the most

sought-after shoe styles over the quarter, equally popular across men’s and women’s.

Prada’s Nylon Slip-On Boots and UGG’s Tazz slipper feature in the women’s hottest products list in the 5th and 10th place respectively, while the Adidas YEEZY NSTL boots and The North Face’s NSE III Tent mules both make the men’s hottest products ranking in the 8th and 9th spot respectively.

● At the other end of the spectrum, the

festive season brought an increase in demand for partywear and showed that dressing up is far from dead. Nensi Dojaka’s sheer tulle bustier top features in 6th place in the women’s hottest products list and Saint Laurent’s 68 crystal-embellished boots (seen on Hailey Bieber) are in 8th spot.

The Lyst Index Methodology To compile the results, Lyst analyses the online shopping behavior of more than 160 million shoppers a year searching, browsing, and buying fashion across 17,000 brands and stores online. The formula behind The Lyst Index takes into account Lyst shopper behavior, including conversion rates and sales. It also includes Google search data, as well as social media mentions and engagement statistics worldwide over a three-month period. https://www.lyst.com/data/the-lystindex/q421/