The Lyst Index is a quarterly ranking of the hottest brands and products in fashion, determined by global consumers. As the largest online fashion search platform in the world, Lyst is used by more than 100 million people each year to browse and buy items from 12,000 brands and stores.
The most recent edition is The Lyst Index Q3 2020, a list tracking the world's consumer habits as the coronavirus pandemic continues to radically alter consumer behaviour. But Lyst's findings have proven that, despite elements of lockdown still being in place all over the globe, consumers are not just wanting to wear tracksuits; shoppers are dressing up again, spending money on handbags and high heels.
When The Lyst Index Q3 2020's hottest brand, Gucci, livestreamed its Epilogue collection in July, worldwide views exceeded 35 million, making it the brand’s most-watched digital event ever. Jacquemus, the eleventh hottest brand of 2020, was among the first to hold a socially distanced fashion show since the crisis began. Set in a wheat field outside Paris, the show was reposted by many on social media despite the limited number of attendees. Demand for the brand spiked 186% in the 24 hours following the event. These statistics prove there is still demand for the spectacle and extravagance of runway shows, even when viewed primarily through social media. Or, in the case of Gucci, an inventive, quirky collection video (art directed by Christopher Simmonds) can act as a more successful stand-in for the runway full stop.
Marine Serre made its first appearance in the top 20 hottest brands list and is also the fastest rising brand this quarter, having climbed 10 places. The Telfar shopping bag, nicknamed the 'Bushwick Birkin' thanks to its accessible yet aspirational quality, is the hottest product in the world right now, with demand for the bag spiking 270%. Over the past couple of months, Telfar Clemens won the prestigious CFDA award, Alexandria Ocasio-Cortez posted about her Telfar bag on Instagram, and a collaboration with UGG was announced.
Music videos are also influencing consumer trends. In the Black is King film, Beyoncé and a troupe of dancers wore Marine Serre’s moon print bodysuits, helping to make the top version of the same design the second hottest women’s product. Worn by more celebrities including Adele and Kylie Jenner, the French designer’s moon motif has enjoyed a stark rise in popularity with searches up 426%.