See ya Balenciaga! Gucci takes the crown as hottest brand of Q2

Despit Demna's best efforts, it's Alessandro Michele who takes this round.

The Lyst Index has officially revealed that Gucci is the world’s hottest brand in Q2, finally knocking Balenciaga off the podium.

Balenciaga held the throne for Q3 2021, Q4 2021 and Q1 2022 thanks to the brand’s impeccable runway shows as well as a long list of collaborations with The Simpsons, Fortnite and Kanye West.

However, the infamous double-G has reclaimed its spot at the top – somewhere it hasn’t been for nine months – much in part to its huge collaboration this year with Adidas. The collab was fuelled by the in-demand Gazelle sneaker as “blokecore” continued to take the internet by storm. With the release of House Of Gucci still fresh in the minds and the tease of the “HA HA HA” collection with Harry Styles, Gucci hasn’t put a foot wrong over the past few months.

Like Balenciaga’s Fortnite collab, Gucci has also dipped its toe into the digital world with their virtual Roblox town and Oura smart ring. Plus, working with Snoop Dogg and Jared Leto can’t have hurt either.

Prada, Valentino, and Louis Vuitton round out the top five while Dior sits just on the outskirts at 6th. Diesel rose up to 9th from 15th after getting a boost from the likes of Kylie Jenner and Julia Fox.

Finally, the hottest products were also revealed and it was no surprise to see the Diesel 1DR bag take the top spot for women’s clothing while the Adidas x Gucci Gazelle obviously took the crown for menswear.

  • Writer Chris Saunders
  • Banner Image Credit Gucci

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