Gucci has been crowned the world’s hottest brand for the second consecutive year, as per Lyst Index‘s Q4 2020 report. Last year, the Alessandro Michele-helmed label took over Nike for Q3, which not only pushed the ever-present Off-White™ to second (following three quarters at the top spot in a row) but has now pushed Virgil Abloh‘s label down to fourth.
Coming in second place is Balenciaga, for which it can thank a strong year of collections, celebrity endorsement (for example, Kim Kardashian wearing the label for Halloween) and its collaboration with Vibram, while third place is given to Moncler following its Rick Owens collaboration, Stone Island acquisition and all-round consistent performance, bumping it way up from the last report.
For Gucci to take Q4 2020’s number one place really does come as no surprise. Its #GucciFest fashion and film festival was a hit, Harry Styles wearing one of its dresses on the cover of Vogue caused a viral media stir (for good and for bad), and its collaboration with The North Face was unexpected enough to create unrivaled amounts of hype.
In fact, The North Face‘s signature Nuptse jacket become the world’s hottest product for Q4 2020. This is the first time the same piece tops both the women’s and men’s rankings, growing by 174% in demand that quarter as the world got colder and we all started to go for walks again.