Balenciaga retained its position as the world’s hottest brand for the second successive quarter in The Lyst Index for the last quarter of 2021. Prada ranked third, moving up a spot—the highest the brand has ever been placed in the index. Its sister company Miu Miu also celebrated its first ever appearance in the index’s hottest brands ranking, in the 20th spot.

At the beginning of the quarter, in October, Balenciaga collaborated with The Simpsons for its 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.

Along with being the world’s hottest brand, Balenciaga’s Neo Classic Bag, a re-issue of its classic style, also tops the women’s hottest products list. This emphasises the great influence that the Y2K aesthetic has had on fashion; not only throughout the past three months of 2021, but the entire year, Lyst noted.

From its 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, Prada saw a strong quarter, London-based Lyst said on its website.

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 second 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.

Cosy 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.

Fibre2Fashion News Desk (DS)

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