Gucci Is Still the World's Hottest Brand

It can thank Harry Styles and its collaboration with The North Face for that.

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Fashion
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Gucci has been crowned the world’s hottest brand for the second consecutive year, as per Lyst Index‘s Q4 2020 report. Last year, the Alessandro Michele-helmed label took over Nike for Q3, which not only pushed the ever-present Off-White™ to second (following three quarters at the top spot in a row) but has now pushed Virgil Abloh‘s label down to fourth.

Coming in second place is Balenciaga, for which it can thank a strong year of collections, celebrity endorsement (for example, Kim Kardashian wearing the label for Halloween) and its collaboration with Vibram, while third place is given to Moncler following its Rick Owens collaboration, Stone Island acquisition and all-round consistent performance, bumping it way up from the last report.

For Gucci to take Q4 2020’s number one place really does come as no surprise. Its #GucciFest fashion and film festival was a hit, Harry Styles wearing one of its dresses on the cover of Vogue caused a viral media stir (for good and for bad), and its collaboration with The North Face was unexpected enough to create unrivaled amounts of hype.

In fact, The North Face‘s signature Nuptse jacket become the world’s hottest product for Q4 2020. This is the first time the same piece tops both the women’s and men’s rankings, growing by 174% in demand that quarter as the world got colder and we all started to go for walks again.

As expected, the likes of Birkenstock and UGG saw their home slippers place as the second most popular women’s item and third most popular men’s item, respectively. As for the list of brands, other notable mentions include Prada at fifth (perhaps thanks to Raf Simons‘ involvement), and then Saint Laurent, Bottega Veneta, Versace, Valentino, and Fendi taking places six to ten. In 11th place comes Nike, which is eight places down from Q3, while Burberry, Jacquemus, Alexander McQueen, LOEWE, Balmain, Givenchy, adidas, Stone Island, and Fear of God make up the following nine spots in the top 20.

For more information, check out Lyst Index’s full Q4 2020 report on its dedicated website.

In case you missed it, check out HYPEBEAST’s exclusive interview with Moncler CEO Remo Ruffini, in which he discussed the Stone Island acquisition.

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