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Lyst index, a fashion tech company that shows the industry’s quarterly report, and ranks fashion’s hottest brands and products, has finally revealed the world’s hottest brand in the second quarter of 2022. The list shows Gucci reclaiming the crown and knocking Balenciaga into second place, after staying on top for nine months. 

Balenciaga has held the top spot for three quarters in a row. They held the top spot in the third quarter of 2021, the fourth quarter of 2021, and the first quarter of 2022. These consistent rankings were a result of Balenciaga’s long list of collaboration, groundbreaking runway shows, and it’s return to Haute couture after a 53 year Hiatus. But, this wasn’t able to hold the brand in the top spot for the second quarter of 2022. 

Gucci on the other hand, has been on a roll since the beginning of 2022 with the huge collaboration with athleisure giant, Adidas, the release of the Gucci Biopic “House of Gucci,” and collaboration with Harry Styles, Jared Leto, Snoop Dogg, and Roblox. These elements have played a huge role in pushing the brand into the top spot this quarter. 

Lyst further explains, “Gucci and Balenciaga have dominated the fashion conversation since the Lyst Index launched in 2017, both amongst consumers and industry insiders. This quarter sees Gucci narrowly reclaim the number one spot, after 9 months of Balenciaga topping the chart.

The brands’ aesthetics couldn’t be more different; Alessandro Michele’s colorful, maximalist utopia sits in stark contrast with Demna’s dark, dystopian vision. But together, the two Kering-owned fashion houses are now powering a huge 21% of the overall Lyst Index heat score generated by the top 20 brands.”

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