Just when you think Gucci has lost its luster, the Italian fashion house calls on its star power for a collaboration and fresh take on the classics.
Gucci topped the list index ranking for Q2 (April-June 2022) after nine months of holding the position with sibling brand Balenciaga. To compile the results, the shopping platform analyzed the online shopping behavior of more than 200 million consumers annually when they browse, search and buy fashion from online brands and stores. The formula includes social media mentions, activity and engagement statistics worldwide over a three-month period to track “product and product temperature.”
After the adidas collaboration dropped in June, searches for Gucci increased 286 percent in the 48 hours. Shortly after, Gucci announced a collaboration with longtime muse Harry Styles. Set to launch this fall, HA HA HA—Into Styles’ and Gucci’s creative director Alessandro Michele’s initials will feature ’70s-inspired clothing, pajama-style ensembles and whimsical prints.
A number of Gucci brands landed on the list of most popular brands for the quarter. The pink and green Adidas x Gucci Gazelle sneaker is No. 2 on the hottest women’s list, while the brand logo-led Gucci Slide is No. 10. The 1953 Horsebit loafers are No. 4 on the men’s list.
Despite a star-studded runway show at Haute Couture Fashion Week, Kim Kardashian-endorsed Balenciaga dropped to No. 2, followed by Prada at No. 3.
Everything is coming up roses for Valentino at number 4. Monochromatic looks from Italian fashion house Pipi Rose’s collection have been seen on everyone from Sebastian Stan to Anne Hathaway, with the brand’s signature color matching Tiffany’s and iconic blue. Valentino tan-go platforms are in high demand as exaggerated heels and bubble-gum pink fuel the barbecue trend.
Louis Vuitton (No. 5), Dior (No. 6), Miu Miu (No. 7) and Fendi (No. 8) emphasized the staying power of traditional luxury at retail.
At number 9, Diesel emphasizes the strength of Y2K denim and ‘It’ handbags. With its first Milan Fashion Week under its belt and its second in China, the Italian brand jumped six places to take its place in Q2. Julia Fox, Kylie Jenner and Dua Lipa have stepped out in head-to-toe Diesel, but it’s the brand’s 1DR bag that’s driving searches. Lyst reports that demand for the bag spiked 317 percent in June, making it the hottest women’s product in the three-month frame.
Diesel knows he’s struck gold—the handbag launched this spring and sold out immediately. Hot as hell, the brand recently launched a sex-based campaign to showcase 1DR’s various colors, materials and shapes.
Burberry, which recently launched an inclusive children’s campaign, makes the top 10 list. Versace, Nike, Adidas, Loewe, Dolce & Gabbana, Saint Laurent, Bottega Veneta, Moncler, Off-White and Jacquemus take number 11-20 respectively.
Despite its co-founders Domenico Dolce and Stefano Gabbana’s history of making racist and homophobic comments, Listless reveals that Dolce & Gabbana is one of the quarter’s fastest-growing brands. Following Kourtney Kardashian and Travis Baker’s wedding at Portifino, which appeared to be sponsored by the Italian fashion house, the brand soared 114 percent.
Most popular products
Collaborations continue to capture consumers’ attention and their wallets. “A quarter of the most sought-after products in the last three months are collaborations, which proves that the culture of collaboration is still growing,” said Lyst. The Yeezy Gap by Balenciaga Dove hoodie ranked 3rd on the men’s most popular product list, while the Versace x Fendi “Fendace” logo swimsuit ranked 9th on the women’s side.
Although Instagram suggests everyone is in Italy or Greece, Liszt says consumers are embracing the return of “happy destination clothing.” Casablanca silk pants come in at No. 9 on the men’s list, while Miu Miu’s colorful crunch bucket hat and Lowe’s basket bag come in at No. 7 on the women’s list.
Dadcore majors are also desirable. Jaded London’s tech cargo pants are ranked 5th on the women’s list. For men, Birkenstock Boston Suede Clogs (No. 2), Stone Island Compass Cargo Shorts (No. 6), Nike Air Force 1 Sneakers (No. 7), Polo Ralph Lauren Cotton Chino Cap (No. 8), and Nike Air Max 90 Slides (No. 10) It ticks all the boxes for the theme’s fashion-forward ethos.
The fact that Levi’s 469 loose jean shorts came in at number 5 on the men’s list all but confirms the return of the jort. The dadcore-mets-skater staple was a key element of the men’s spring/summer 2023 catwalk.