balenciaga is the most popular brand in the world, report finds

Platform Crocs, Bernie-inspired branding, and pantashoes for the win.

by Emily Kirkpatrick
06 November 2017, 8:48pm

While it may seem like the reign of Gucci's furry mules, pussy-bow blouses, and trompe l'oeil dresses will never end, according to the latest Lyst Index, the label might actually have a rival for the title of fashion's most beloved brand.

Business of Fashion teamed up with fashion search platform Lyst in an attempt to determine the world's favorite fashion brand (in the third quarter of 2017). Researchers analyzed Lyst's 4.5 million data points per hour, generated by over 65 million annual consumers, five million products and 12,000 brands.

The winner? Balenciaga. The Paris-based brand beat last quarter's victor, Gucci, to the number-one spot. A further testament to Demna Gvasalia's vision: Vetements also made the hottest brands list this quarter, coming in at number four.

While Gucci may have dropped a position in the study, BoF notes that it's still the most consistent performer in terms of rankings of all the major brands. It's also notable that Yeezy, which came in at number two last quarter, is absent from the list. Meanwhile, Off-White, founded by Kanye's friend and longtime collaborator Virgil Abloh, made the impressive leap from number 34 to number three. Givenchy came in at number five, Valentino and Saint Laurent at six and seven, respectively.