Lyst: The World Mourns Virgil Abloh; On-Screen Style Influences Everyday Fashion
Over the past three months, the fashion world mourned the death of men’s artistic director for Louis Vuitton, Virgil Abloh. He died at the age of 41 on November 28, 2021, from a rare and aggressive form of cancer called cardiac angiosarcoma.
Not only was Abloh recognized for his unique creations, but he was also known for his innate understanding of what younger luxury consumers want and his work toward increasing diversity and representation throughout the fashion industry.
While his own brand, Off-White c/o Virgil Abloh,™️ did not make the Lyst Index hottest brands ranking this quarter, the fashion shopping platform revealed that during the lifetime of its quarterly index, Off-White has taken the number one position on its hottest brands list five times. The only other brand that has been ranked number one more than Off-White is Gucci. Other brands that have previously succeeded in claiming the top spot have been larger and more established fashion labels.
Lyst also compiled a ranking of Off-White’s biggest hits that have previously been listed on its index. This includes the Diag hoodie and the iconic industrial belt.
The fourth quarter also saw on-screen fashion play a major influence on everyday wear. In fact, the demand for Gucci’s 1953 Horsebit loafers went up upon the release of House of Gucci, pushing the product to number one on the men’s list. In addition, the TV series Succession, And Just Like That, Emily in Paris and even Squid Game were noted to drive significant demand for items and styles worn by protagonists.
This past quarter, Gucci also made major headlines for its Love Parade show that was held on Hollywood Boulevard, its hacker project with Balenciaga and its second go-around with The North Face — bringing the Italian luxury house to the number two spot on the global ranking list.
In terms of the hottest brand in the world, Balenciaga has retained its top position for a second quarter in a row. One of its most iconic collaborations that made headlines was its team up with the creators of The Simpsons, which was showcased as a one-off episode for its Spring/Summer 2022 collection at the Théâtre du Châtelet in Paris. Balenciaga also just unveiled its F/W ’22 collection with a VHS-style video, ushering in a new era of fashion as entertainment.
Prada came in at number three on the Lyst Q4 2021 global ranking, jumping one spot from the previous quarter. It also made the women’s list at number two with its Prada Re-Nylon bucket hat, thanks to a TikTok challenge that garnered billions of views.
Also seen in Q4 2021 was a rise in demand for festive wear, which says that dressing up is far from dead — a notion that was more or less confirmed during the height of the pandemic. This quarter, Nensi Dojaka’s sheer tulle bustier top, Gucci and Balenciaga’s The Hacker Project crystal jacket, which retails at $13,000 (and was worn by Beyoncé) and Saint Laurent’s 68 crystal-embellished boots (seen on Hailey Bieber) were among the most-wanted specific items.
And last but definitely not least is the rise in NFTs. As brands grappled with supply chain issues, many leaned into the metaverse to offer up virtual shopping experiences through their NFT initiatives. The offering hints at a new type of experience for 2022, an experience filled with entertainment, collaboration and community. Take it from Gucci, which has teamed up with Vermont-based entertainment brand, SUPERPLASTIC, to offer an ultra-limited collection of NFTs, available starting February 1, 2022.
The Lyst Index is a quarterly ranking of fashion’s hottest brands and products. Lyst is a global fashion shopping platform used by more than 160 million people each year to browse, discover and buy items from 17,000 brands and stores. The formula behind The Lyst Index takes into account Lyst shopper behavior, including conversion rates and sales. It also includes Google search data, as well as social media mentions and engagement statistics worldwide over a three-month period.
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