Off-White named hottest brand of Q1 2019

After being dethroned by Gucci at the end of 2018, the Off-White label has reclaimed its title as the world’s hottest brand, according to the latest Index from the global fashion search engine Lyst, published Thursday, May 9. Italian fashion house Gucci slips to second place in this quarter’s ranking.

Helmed by superstar American designer Virgil Abloh, the Off-White label has enjoyed growing success in recent years. As well as its various collaborations, the brand has made its name as hot property in the fashion world and as a go-to label for star models such as Bella Hadid and Hailey Bieber.

The Off-White label reclaimed its title as the world’s hottest brand in the Lyst Index for Q1 2019. Photo: AFP

After analysing the online shopping behaviour of more than five million shoppers, searching, browsing and buying across 12,000 brands and stores online — taking into account global Lyst and Google search data, sales conversion rates, social media mentions and engagement stats — the Lyst Index puts Off-White back on top as the world’s most popular brand for Q1 2019.

Gucci drops to second place in this latest ranking, ahead of Balenciaga, Valentino, Fendi, Prada, Stone Island, Versace and Vetements. Note that Saint Laurent shot up the list this quarter, rising from 27th place in Q4 2018 to 10th place in Q1 2019.

The Lyst platform also analysed the most popular menswear and womenswear items during these early months of the year. On the womenswear front, Alexander McQueen’s oversized sole sneakers appeared to be the hottest item, ahead of Prada’s studded Nappa leather headband. Next in line is the now famous Le Chiquito bag by Jacquemus, the iconic Gucci logo belt and a Sandy Liang shearling jacket.

On the menswear side, the top 10 is entirely made up of sneakers. Hot products include the Nike React Element 87 (1st place), the adidas Yeezy Boost 700 v2 (2nd place), the Nike Air Force 1 (3rd place) and the LDV Waffle from Nike’s collaboration with Sacai (4th place). – Relaxnews