The Results Are In: These Are 2021's Most Popular Brands

Fashion analytics and shopping platform Lyst has fast become the fashion editor's indespensible tool for keeping up to date with all the latest shifts and styles that are taking over the shopping market. The Lyst Index, a quarterly ranking of fashion’s hottest brands and products, offers a particularly fascinating glimpse into the fashion zeitgeist at any given moment. Well, Lyst's Q1 2021 Index has dropped with the hottest 20 brands to know this year. Scroll down to get the intel.

Gucci holds on to the top spot thanks to increased demand from online shoppers and its ability to create brand moments that resonate with digital audiences. As the house prepares to celebrate its 100th year, further interest was generated by a snapshot of Lady Gaga and Adam Driver on the set of the forthcoming film House of Gucci.

Undoubtedly due to the high demand for workout wear, Nike has taken the second spot. However, the brand's most talked-about moment came at the end of the quarter when it took a legal stance against MSCHF and rapper Lil Nas X’s unauthorised Satan sneakers. 

This year, Dior entered The Lyst Index for the first time. "Previously excluded because of its distribution model, the demand for pre-owned Dior—combined with the external data which the ranking considers—makes the brand impossible to ignore," the report explains. 

Moving down two places, Balenciaga still holds strong in fourth position with a new store opened in Barcelona and parent company, Kering, confirming that it is now fur-free.

Despite moving down two places, according to Lyst, Moncler reported strong double-digit e-commerce growth this quarter. Recent moments include acquiring the remaining 30% of Stone Island and the introduction of its Born to Protect jackets made from recycled materials.

Lyst reported that online sales for Prada were up by over 200% in FY20 and saw the second women’s collection from Miuccia Prada and Raf Simons. The brand's Re-edition 2005 Nylon Bag also made the top five best-selling products. 

Another new entry in the Lyst Index, Louis Vuitton has made the seventh spot despite limited distribution through Lyst. Over the last few months, the brand showed its F/W 21 collection virtually in Paris's Louvre Museum, opened a new flagship in Tokyo and appointed Naomi Osaka brand ambassador. 

Last month saw Bottega Veneta debut its first quarterly digital journal, Issued by Bottega, which featured Missy Elliott. Holding on to its cult status among the fashion elite, the brand reported positive revenue growth in 2020 despite COVID-19.

Saint Laurent bagged both Catherine Deneuve and Kate Moss for its S/S 21 campaign and released an accompanying film directed by Gaspar Noé. The brand also recently opened a new store in Frankfurt.

Cult streetwear brand Off-White may be down six places, but it has stayed in the fashion headlines with its I Support Black Women campaign with activist Trinice McNally and the introduction of an imaginary TV video platform.

With an S/S 21 campaign that features Kendall Jenner, Precious Lee and Hailey Bieber, Versace holds on to its high-glamour credentials this quarter in 11th place. This year, the brand also introduced a new monogram for A/W 21.

Burberry reported digital sales growth of over 50% in Q3 FY21 and is now recognised in the Bloomberg Gender-Equality Index for the first time. This year, the brand also launched its first virtual store with Elle Japan.

Fendi debuted collections designed by Kim Jones and boasted an S/S 21 haute couture collection modelled by fashion A-listers such as Demi Moore, Kate Moss and Naomi Campbell, to name a few.

Valentino presented its S/S 21 haute couture virtually at Rome’s Galleria Colonna, featuring a range of jaw-dropping gowns and colourful creations. The brand also launched an editorial partnership with comedian Elsa Majimbo.

Alexander McQueen has been leading the way with its secondhand innovations this quarter by announcing a resale collaboration with Vestiaire Collective and donating surplus material to fashion students. 

Loewe presented its A/W 21 collection in the form of a very Insta-friendly newspaper supplement accompanied by a vibrant line-up of sculptural separates and printed pieces. The brand also announced the launch of the Loewe Foundation/Studio Voltaire Award for under-represented artists.

This quarter, Matthew M. Williams presented his second ready-to-wear collection for Givenchy following newsworthy fashion moments that saw the brand dressing The Weeknd for his Super Bowl performance and Kim Kardashian West, Kendall Jenner and Kylie Jenner posting selfies wearing Givenchy's A/W 21 line. 

With designer Simon Porte Jacquemus on GQ France's cover, it's no surprise that Jacquemus holds its own with the industry's big-name brands on the Lyst Index. 
 

For A/W 21, Balmain presented a travel-inspired collection and an S/S 21 campaign shot in Lanzarote. Expect plenty of the brand's signature high glamour. 

It has been a big year for menswear brand Stone Island, with Moncler acquiring the remaining 30% of the firm. Specialising in high-end staples, the brand recently announced a multi-year partnership with New Balance.

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