Balenciaga Replaces Gucci as World's Hottest Brand
With Off-White™ in third place.
It’s been a good year for Balenciaga, with the Demna Gvasalia-helmed fashion house now climbing above Gucci to be named the hottest brand in the world. According to the latest installment of the Lyst Index — the fashion search platform’s quarterly report — Balenciaga continued to rise through the rankings due to “a new logo and colette residency kept the brand top of the mind, while Demna Gvasalia continues to design products that drive the fashion narrative online.”
Along with Balenciaga and Gucci, other big scorers included Raf Simons (in at 10th), Stone Island (which climbed from 41st to 8th) and Off-White™, as Virgil Abloh‘s brand rose 31 places to come in third. The third quarter report is also the first time that Lyst has monitored the influence of rappers as brand ambassadors, with Kanye West, Nicki Minaj, Pharrell, Cardi B and Drake making up the top five.
Head over to Business of Fashion to read the top 10 for both categories, and refresh your memory of how they all did in the last index.