Global fashion shopping platform Lyst's first quarterly report of the year is in, ranking the most popular brands and products from the 150 million people who use the site to meet their fashion wants and needs. The Lyst Index Q1 2021 has used Google search data, social media mentions and engagement statistics over the three month period of January-March 2021, to find out which brands are coming out the other side of the pandemic on top, and what shoppers will be wearing now that we've all exhausted our tracksuits.
Gucci ended 2020 on top, according to Lyst. Clearly, they started the new year as they meant to go on, because they've trumped this year's list of the top 20 brands. Despite the danger that consumers would get Gucci fatigue, the Italian luxury brand is still top dog. This is a result of expanding further into the digital and gaming sphere, launching their Gucci Arcade last year where gamers can purchase digital sneakers, which Gucci partnered with the digital fashion platform Wanna on to launch. Their place at the top also owes in part to a collaboration with The North Face - incidentally the GG canvas bomber jacket is listed as the top women's product this year. Future-facing technology also landed Nike in close second with their hands-free sneakers, followed by Dior who released a snapchat lens for AR sneakers. This year, Dior makes its debut on the Lyst Index. (The brand was previously left off due to not distributing through the platform, the same goes for Louis Vuitton). Lyst note the demand for pre-owned Dior, together with gathering external data, reflected an insatiable attitude from consumers meaning that the brand could no longer be ignored.
Sustainable and ethical values are also becoming increasingly important to luxury consumers, and Lyst notes Balenciaga's commitment to being officially fur-free and Moncler's 'Born to Protect' jackets made from recycled materials, as keeping them at the top of their game. Bottega Veneta places eighth on the list, yet to fully reap the benefits of Daniel Lee's rebrand. Despite this, the label's popular 'Lugg' boot placed third on the hottest products list for womenswear, for the third consecutive quarter. Prada's nylon re-edition handbag closely followed, as did the US poet laureate Amanda Gorman's red silk headband, whilst as menswear shoppers were after a Prada bucket hat, the Adidas YEEZY 450 sneakers and Bernie Sanders’ Burton Edgecomb jacket.
Overall, womenswear shoppers would rather squeeze into a slinky number by London-based designer Nensi Dojaka than return to wearing tracksuits, with searches for going-out gear up 163% and 222% respectively quarter-on-quarter. Meanwhile men are going for an in-between and taking to the 'gorpcore' trend for outdoors wear where sportswear meets activewear. Over a year on from the first round of lockdowns, and fashion's biggest players are here to stay.