Gucci was ranked the hottest brand in the latest The Lyst Index, followed by Dior, Nike, Louis Vuitton and Prada. Though the pandemic is not over, consumers were in a very different mindset in 2021 second quarter compared to the same period in 2020, the index revealed. Gucci retains its rank as the world’s hottest brand for the fourth successive quarter.

Dior and Louis Vuitton climbed up in the ranking. Nike remains high on the list, occupying a unique intersection between style and sport, while Prada moved into the 5th place following a succession of influencer-approved products trending throughout the quarter.

Searches for dresses and beachwear increased by 371 per cent and 192 per cent respectively, the index said.

With more events and performances taking place, celebrities and influencers were also a key force for driving demand. Among the quarter’s hottest products are The Attico’s zebra print bikini, worn by Hailey Bieber and Dua Lipa; Rodarte’s daisy print dress, seen on Kendall Jenner and Selena Gomez; and Marine Serre and Mugler’s bodycon pieces, worn by Cardi B, Kylie Jenner and Doja Cat.

Gen Z is also a powerful force in fashion, with several trends associated with this cohort coming to the fore in the second quarter, in many cases being adopted by older consumers too.

From specific items such as Nike’s Air Force One sneakers—the quarter’s hottest women’s product—to movements like softcore and mermaidcore, consumers born after 1996 are often setting the style agenda.

Nascent trends sometimes emerge on TikTok and other social media platforms, before spreading into the mainstream. Rubber and resin footwear is another breakout trend, with demand rising 214 per cent quarter on quarter.

Balenciaga and Crocs’ latest collaboration went viral in June, while Gucci’s rubber sandals make the hottest women’s products list. The rise of gender-fluid fashion has also been gathering pace, with Thom Browne’s pleated skirt and Fendi’s Baguette bag appearing in the hottest men’s products list; searches relating to agender fashion rose 46 per cent during the quarter, The Lyst Index said on its website.

Fibre2Fashion News Desk (DS)

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