Collaborations have emerged as a crucial factor in the success of luxury fashion brands, as affirmed by the latest Lyst Index for Q2. Despite the challenging economic circumstances, consumers have continued to invest in high-end fashion, making surprising choices and eagerly embracing the arrival of the summer season after two years of limited opportunities due to the pandemic.
Gucci has reclaimed its position as the world’s hottest label for the April to June quarter, ending Balenciaga’s nine-month reign. The brand experienced a remarkable surge in popularity following its collaboration with Adidas, resulting in a staggering 286% increase in online searches within just 48 hours of the collection’s release in June. The Adidas x Gucci Gazelle sneakers secured the second spot on the list of hottest women’s products, followed by Gucci’s GG slides in tenth place. Additionally, Gucci’s Classic 1953 Horsebit loafers ranked fourth on the men’s hottest product list.
The Lyst Index also shed light on other brands that experienced significant growth during the quarter. Dolce and Gabbana made an impressive comeback, climbing seven places to secure the 15th position. This rise was driven by a 114% increase in brand searches following the Kardashian-Barker wedding in Portofino. Diesel also saw a notable ascent, rising six places to secure the ninth spot. The soaring demand for its 1DR bag played a significant role, with an astounding 317% spike in popularity in June. This unexpected success made the Diesel 1DR bag the hottest women’s product globally for the quarter.
Similar to Gucci, Jacquemus achieved success through collaborations, particularly its partnership with Nike. The brand re-entered the top 20 and enjoyed a boost from its all-white AW22 catwalk show set against the stunning salt mountains of Arles.
The complete top 20 list included Gucci in the first position, followed by Balenciaga, Prada, Valentino, Louis Vuitton, Dior, Miu Miu, Fendi, Diesel, and Burberry. Versace secured the 11th position, followed by Nike, Adidas, Loewe, Dolce & Gabbana, Saint Laurent, Bottega Veneta, Moncler, Off-White, and Jacquemus.
Now, let’s shift our attention to the most coveted products of the quarter. The Diesel bag and Adidas x Gucci sneaker claimed the top two spots on the women’s list, highlighting the power of collaborations as the most desired items in the past three months. Surprisingly, the Jean Paul Gaultier x Lotto Volkova naked dress secured the third position on the women’s list. This dress stood out not only for its revealing nature but also for its trompe l’oeil image of a nude body, creating the illusion of being truly “naked.” Searches for naked fashion pieces featuring trompe l’oeil prints increased by a significant 430% in the last three months, with demand for this collaboration referencing Jean Paul Gaultier’s archive collections spiking by 212% in the week following its release.
Other notable products on the list include the Balenciaga Le Cagole small shoulder bag, Jaded London Tech cargo trousers, Prada’s Symbole sunglasses, and Miu Miu’s cotton crochet bucket hat. These items reflect consumers’ focus on summer holiday fashion. For men, the top spot was claimed by the Adidas Original x Wales Bonner Samba sneakers, followed by Birkenstock’s Boston suede clogs. The Yeezy Gap Engineered By Balenciaga Dove hoodie, Gucci’s 1953 horsebit loafers, and a variety of summer-focused items, such as shorts and sneakers, rounded out the top ten.
Overall, the Lyst Index serves as a testament to the enduring appeal of collaborations in the luxury fashion industry. Brands that successfully tap into this trend, such as Gucci, Diesel, and Jacquemus, have witnessed significant growth and popularity among consumers. The desire for unique and unexpected fashion choices, coupled with a renewed excitement for the summer season, has been the driving force behind the success of these brands and their hottest products in the past quarter.
Useful Links:
1. https://www.voguebusiness.com/fashion/how-collabs-help-luxury-brands-avoid-a-moment
2. https://www.businessoffashion.com/articles/intelligence/the-value-of-designer-collaborations
