Gucci, Diesel and Jorts heat up fashion – Sourcing Journal
Just when you think Gucci has lost its shine, the Italian fashion house is bolstering its star power with collaborations and new takes on classics.
Gucci tops The Lyst Index’s ranking of hottest fashion brands for the second quarter (April-June 2022) after nine months of sister brand Balenciaga. To compile the results, the shopping platform analyzed the online shopping behavior of more than 200 million consumers a year who research, browse and buy fashion across brands and online stores. To track “brand and product warmth,” the formula also incorporates social media mentions, activity and engagement stats around the world, over a three-month period.
Searches for Gucci soared 286% in the 48 hours after its collaboration with Adidas dropped in June. Shortly after, Gucci announced its collaboration with longtime muse Harry Styles. Set to launch this fall, HA HA HA, a nod to Styles and Gucci’s creative director Alessandro Michele’s initials, will feature ’70s-inspired suits, pajama-style sets and whimsical prints.
Several Gucci products also landed on The Lyst Index for the most fashionable products of the quarter. The pink and green Adidas x Gucci Gazelle sneakers ranked No. 2 on the list of the most fashionable women’s products, while the brand’s logo GG slide ranked No. 10. The 1953 Horsebit loafers ranked #4 on the men’s product list.
Despite a star-studded show at Haute Couture Fashion Week, Kim Kardashian-endorsed Balenciaga fell to No. 2, followed by Prada at No. 3.
It’s all pink for Valentino at No. 4. The monochromatic looks from the Italian fashion house’s PP Pink collection have been seen on everyone from Sebastian Stan to Anne Hathaway, making the brand synonymous with the color akin to Tiffany and of its iconic blue. Valentino’s Tan-Go platforms are also in high demand, as exaggerated heels and bubble gum pink fuel the Barbiecore trend.
Louis Vuitton (No. 5), Dior (No. 6), Miu Miu (No. 7) and Fendi (No. 8) highlight the durability of traditional luxury in retail.
At #9, Diesel highlights the strength of Y2K denim and “It” handbags. With its first Milan Fashion Week under its belt and a second in China, the Italian brand jumped six spots to claim the spot in Q2. Julia Fox, Kylie Jenner and Dua Lipa stepped out dressed head-to-toe in Diesel, but it’s the brand’s 1DR bag that’s driving searches. Lyst reports that demand for the bag jumped 317% in June, making it the hottest women’s product over the three-month period.
Diesel knows it has struck gold – the handbag launched this spring and sold out almost instantly. Hitting while it’s hot, the brand recently launched a gender-focused campaign dedicated to showcasing the 1DR’s different colors, materials and shapes.
Burberry, which recently dropped an inclusive campaign for children, rounds out the top 10 list. Versace, Nike, Adidas, Loewe, Dolce & Gabbana, Saint Laurent, Bottega Veneta, Moncler, Off-White and Jacquemus take numbers 11 to 20 respectively.
Despite co-founders Domenico Dolce and Steffano Gabbana’s history of racist and homophobic remarks, Lyst noted that non-cancellable Dolce & Gabbana is among the fastest growing brands in the quarter, climbing 7 spots to re-enter the Lyst Index at number 15. The brand soared 114% after Kourtney Kardashian and Travis Barker’s Portofino wedding, apparently sponsored by the Italian fashion house.
The collaborations continue to grab consumers’ attention and seduce their wallets. “A quarter of the most searched products in the last three months are collaborations, proving that the culture of collaboration is still thriving,” Lyst said. The Balenciaga Dove-designed Yeezy Gap hoodie ranked No. 3 on the men’s hottest products list while the Versace x Fendi “Fendace” logo swimsuit snagged the No. 9 spot on the men’s side. women.
Although Instagram suggests everyone is in Italy or Greece, Lyst said consumers are embracing the return of “cheerful destination dressing”. Casablanca’s silk shorts ranked #9 on the men’s list while Miu Miu’s colorful crochet bucket hat and Loewe basket bag ranked #7 and #8 on the women’s list.
Dadcore staples are also in demand. Jaded London’s technical cargo pants ranked #5 on the women’s list. For men, Birkenstock Boston suede clogs (#2), Stone Island Compass cargo shorts (#6), Nike Air Force 1 sneakers (#7), Polo Ralph Lauren cotton chino cap (#8) and the Nike Air Max 90 slides (#10) tick all the boxes for the fashion and function ethos of the theme.
The placement of Levi’s 469 loose denim shorts at No. 5 on the men’s list confirms the return of jorts. The must-have dadcore-meets-skater was the key element of the spring/summer 2023 men’s show.