The hottest brand of the pandemic was Gucci, and the most popular product was a bag from Telfar.
Fashion search platform Lyst has identified the most popular items people have bought while staying at home during the lockdown. The report is quarterly and takes into account shopping behavior, including conversion rates and sales across thousands of online stores, as well as Google searches, social media mentions and more.
According to Lyst, the most popular fashion product of the quarter was a bag from the brand Telfar. Founded by Liberian-American designer Telfar Clemens, the brand is known for its fight for inclusion. And the most affordable bag from Telfar has a cost of about $150.
Coming in second on the list is the Marine Serre crescent-moon top, which became popular after being worn by Beyoncé and a troupe of dancers in her "Black is King" music video. The third place is for a hat from Jacquemus Le Bob.
Also on the list are boots from Bottega Veneta, a green Hockney dress from House of Sunny, whose popularity was boosted by Kendall Jenner's Instagram post, Prada logo loafers with thick soles, and a Ganni dress with puffed sleeves. The list also includes a classic Chanel handbag and crocs, presented in collaboration with the young brand Chinatown Market and the American rock band Grateful Dead. Rounding out the top ten are the classic FF earrings from Fendi.
As for the most popular brands, the first place in this quarter went to Gucci. The Italian label launched its Epilogue collection live in July, with over 35 million views worldwide. Lyst also reports that Gucci page views increased by 52% in the third quarter compared to the same period last year.
In general, the top ten most sought-after fashion brands look like this:
Summing up the results of the quarter, the creators of the rating emphasize that against the backdrop of uncertainty and instability in the fashion world, some optimistic trends can already be noted, and brands can find positive aspects and seize the opportunities that arose as a result of the “forced restart”.