Tuesday, May 11

The Results Are in: These Are the 2021's Most Popular Brands


Fashion analytics and shopping platform, Lyst, has fast become the fashion editor’s indespensible tool for keeping up to date with all the latest shifts and styles that are taking over the shopping market. The Lyst Index, a quarterly ranking of fashion’s hottest brands and products, offers a particularly fascinating glimpse into the fashion zeitgeist at any given moment. Well, Lyst’s Q1 20201 Index has dropped, bringing with it the hottest 20 brands to know this year. Scroll down to get the intel. 

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Despite the continuation of social distancing for many, this quarter’s list is made up of many industry’s heavy-hitters, think Gucci, Dior, Prada and Louis Vuitton. It’s clear that luxury is not a market that shows any sign of slowing down. “Brands face headwinds from economic uncertainty, the slow resumption of travel, and a third wave of Covid-19 in Europe. Still, there are signs of consumer optimism following the vaccine roll-out and anticipated opening-up in many markets”, the report states. “Some commentators have asked whether shoppers will divert spending from fashion to travel and experiences in the coming months. For now there are signs of pent-up demand being released for items beyond loungewear. The future for fashion brands seems a little brighter.” Scroll down to see and shop the fashion brands that are leading the charge so far this year.

Gucci hold onto the top spot thanks to increased demand from online shoppers, and its ability to create brand moments which resonate with digital audiences. As the house prepares to celebrate its 100th year, further interest was generated by a snapshot of Lady Gaga and Adam Driver on the set of the forthcoming film House of Gucci.

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Undoubtedly due to the high demand for workout wear, Nike has taken the second spot. However, the brand’s most talked-about moment came at the end of the quarter, when it took a legal stance against MSCHF and rapper Lil Nas X’s unauthorised ‘Satan’ sneakers. 

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This year Dior entered The Lyst Index for the first time. “Previously excluded because of its distribution model, the demand for pre-owned Dior – combined with the external data which the ranking considers – makes the brand impossible to ignore”, the report explains. 

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Moving down two places, Balenciaga still holds strong in 4th position, with a new store opened in Barcelona and parent company, Kering, confirming that it is now fur-free.

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Despite moving down two places, according to Lyst, Moncler reported strong double-digit e-commerce growth this quarter. Recent moments include acquiring the remaining 30% of Stone Island and the introduction of their Born to Protect jackets made from recycled materials.

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Lyst reported that online sales for Prada were up by >200% in FY20, and saw the second women’s collection from Miuccia Prada and Raf Simons. The brand’s re-edition 2005 nylon bag also made the top 5 best-selling products. 

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Another new entry in the Lyst Index, Louis Vuitton has made the 7th spot, despite limited distribution through Lyst. Over the last few months the brand showed F/W ’21 collection virtually in Paris’ Louvre museum, alongside opening a new flagship in Tokyo and appointed Naomi Osaka brand ambassador. 

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Last month saw Bottega Veneta debut its first quarterly digital journal, Issued by Bottega, which featured Missy Elliott. Holding onto its cult status amongst the fashion elite, the brand reported positive revenue growth in 2020 despite covid-19.

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Saint Laurent bagged both Catherine Deneuve and Kate Moss for its S/S ’21 campaign, and released an accompanying film directed by Gaspar Noé. The brand also recently opened new store in Frankfurt.

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Cult streetwear brand Off-White may be down 6 places, but it has stayed in the fashion headlines with its  ‘I support Black women’ campaign with activist Trinice McNally and the introduction of an imaginary TV video platform.

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With a SS21 campaign that features Kendall Jenner, Precious Lee and Hailey Bieber, Versace holds onto its high-glamour credentials this quarter in 11th place. This year the brand also introduced new monogram for AW21.

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Burberry reported digital sales growth of >50% in Q3 FY21 and is now recognised in the Bloomberg Gender-Equality Index for first time. This year the brand also launched its first virtual store with Elle Japan.

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Fendi debuted collections designed by Kim Jones, and boasted a SS21 haute-couture collection modelled by fashion A-listers such as Demi Moore, Kate Moss and Naomi Campbell, to name a few.

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Valentino presented its SS21 haute-couture virtually at Rome’s Galleria Colonna, featuring a range of jaw-dropping gowns and colourful creations. The brand also launched editorial partnership with comedian Elsa Majimbo.

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Alexander McQueen has been leading the way with its secondhand innovations this quarter by announcing a resale collaboration with Vestiaire Collective and donating surplus material to fashion students. 

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Loewe presented its AW21 collection in the form of a very Insta-friendly newspaper supplement, and was accompanied by a vibrant line-up of sculptural separates and printed pieces. The brand also announced the launch of the Loewe Foundation/Studio Voltaire award for under-represented artists.

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This quarter saw Matthew M. Williams present his 2nd ready-to-wear collection for Givenchy, following newsworthy fashion moments that saw the brand dressing The Weeknd for his Superbowl performance and Kim Kardashian, and Kendall & Kylie Jenner posting selfies wearing Givenchy’s AW21 line. 

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With designer Simon Porte Jacquemus on GQ France’s cover, it’s no surprise that Jacquemus holds its own with the industry’s big name brands on the Lyst Index. 
 

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For AW21, Balmain presented a travel-inspired collection and a SS21 campaign shot in Lanzarote. Expect plenty of the brand’s signature high-glamour. 

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It has been a big year for menswear brand Stone Island, with Moncler acquiring the remaining 30% of the firm. Specialising in high-end staples, the brand recently announced a multi-year partnership with New Balance.

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