Lyst is back with its trusty quarterly trend report and, in a shocking turn of events, Balenciaga continues to rank as fashion's hottest brand (that was sarcasm, in case you couldn't tell).

For a second consecutive quarter, the Demna-led house dominated Lyst searches and sales, as well as Google queries, engagement statistics, and social media mentions.

Lyst mentioned all the collaborations and Demna's medal as key factors to Balenciaga's success but, really, someone by the name of Kanye West probably has much more to do with it.

The perpetually buzzed-about rapper is a staunch supporter of brand, often wearing it in public and dressing his paramours in pieces hot off the runway (cough cough, Julia Fox and Kim Kardashian). He even recruited Demna to oversee the aesthetic of his DONDA listening parties.

Solidifying his bromance with the Georgian designer, Ye announced a YEEZY x GAP x Balenciaga menage à trois earlier this month.

But enough about Balenciaga. Lyst ranked Gucci and Prada as the second and third hottest brands of Q4, respectively. Moncler, which ranked at number 11 in Q3, shot up six places, a testament to the brand's impressive roster of collaborations.

Bottega Veneta, on the other hand, was demoted from seventh to tenth hottest brand, perhaps owing to the surprise departure of creative director Daniel Lee.

Speaking of surprises, there were some unexpected inclusions in Lyst's roundup of most searched-for products. LVMH Prize winner Nensi Dojaka's bustier top was the sixth-hottest women's item, while Gucci's 1953 horsebit loafers took the cake as number one for men (the House of Gucci effect is real).

Balaclavas — specifically, those by Miu Miu and Stone Island — were also a hot commodity, reflective of fashion's perhaps problematic taste for head coverings. ("People are able to wear a balaclava and be perceived as trendy or cool, but a hijab can be seen as a symbol of oppression or political," content creator Sagal Jama told The New York Times.)

Less unexpectedly, Prada's logo bucket hat (a TikTok favorite), Balenciaga's Neo Classic bag, and the gargantuan adidas' YEEZY NSLTD boots were also coveted items among online shoppers.

The main takeaway from Lyst's Q4 2021 report? Like it or not, fashion answers to one man, two letters: Ye.

What To Read Next

  • Image on Highsnobiety

    Vandy the Pink’s Skeletal Clarks Are Getting Spooky Szn Started

  • Image on Highsnobiety

    It's a Mule, It's a Sneaker, It's Martine Rose's Nike Shox Collab

    Sneakers
  • Image on Highsnobiety

    North West Becomes a Mini Ye With Her Pastelle Flex

    Style
  • Image on Highsnobiety

    NIGO's Vintage Clothing Archive Is, Apparently, Museum-Worthy

    Style
  • Image on Highsnobiety

    Tom Sachs' Nikecraft General Purpose Shoe Returns (Soon)

    Sneakers
  • Image on Highsnobiety

    Dreaming of Tom Sachs' Latest Nikes? Nike's Got You Covered

    Sneakers
*If you submitted your e-mail address and placed an order, we may use your e-mail address to inform you regularly about similar products without prior explicit consent. You can object to the use of your e-mail address for this purpose at any time without incurring any costs other than the transmission costs according to the basic tariffs. Each newsletter contains an unsubscribe link. Alternatively, you can object to receiving the newsletter at any time by sending an e-mail to info@highsnobiety.com

Web Accessibility Statement

Titelmedia (Highsnobiety), is committed to facilitating and improving the accessibility and usability of its Website, www.highsnobiety.com. Titelmedia strives to ensure that its Website services and content are accessible to persons with disabilities including users of screen reader technology. To accomplish this, Titelmedia has engaged UsableNet Inc, a leading web accessibility consultant to help test, remediate and maintain our Website in-line with the Web Content Accessibility Guidelines (WCAG), which also bring the Website into conformance with the Americans with Disabilities Act of 1990.

Disclaimer

Please be aware that our efforts to maintain accessibility and usability are ongoing. While we strive to make the Website as accessible as possible some issues can be encountered by different assistive technology as the range of assistive technology is wide and varied.

Contact Us

If, at any time, you have specific questions or concerns about the accessibility of any particular webpage on this Website, please contact us at accessibility@highsnobiety.com, +49 (0)30 235 908 500. If you do encounter an accessibility issue, please be sure to specify the web page and nature of the issue in your email and/or phone call, and we will make all reasonable efforts to make that page or the information contained therein accessible for you.