In collaboration with the global fashion search platform Lyst, Business of Fashion reveals the final standings of the ‘Top 10 Hottest Brands in 2017’.


Sparked by the entertainment industry and fuelled by Millennials and Gen-Zs alike, the Italian fashion brand is the most searched for brand on Lyst. Driving impressive engagement through highly desirable yet accessible products endorsed by celebrities and influencers; Gucci‘s bloom sliders, GG logo belts, logo t-shirts and ace sneakers made waves last year as all four were featured in the top 5 most purchased products in 2017 awarding the brand first place in the hottest brands list.

Women Resort 18 @renatalitvinovaofficiall @jacopomoschin @buro247ru @svmoscow

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Designing stylish ‘it’ pieces such as logo hoodies, pre-scuffed trainers, luxe puffa jackets to be featured in their latest collection; Balenciaga is the second designer streetwear label of the moment. With their speed trainer ranking second on the ‘Top Products of 2017’, Balenciaga is white-hot and gaining momentum as their style codes continue to appeal to Gen-Z and millennial consumers.


Although the brand has decided to step off the catwalk shows during Fashion Week, Vetements’ limited runway shows do not hinder their product sales. With other strategies aiding their exposure and growing consumer awareness such as brand collaborations and the use of social media; Vetements’ maintained product scarcity and limited runway shows keep demand high for its fleamarket-chic products ranking them third on the list.


Named Designer of the Year at InStyle Awards 2017, Valentino’s creative director Pierpaolo Picciolo is rightly awarded the title with his concept of ‘glam-leisure’ which turned heads and sparked conversation. Ranging from different products, Valentino continues to reap commercial benefits from its cult rocketed line. From bags, shoes and accessories, the influence of the signature rockstud line is evident as many high street brands are mimicking their designs.

ss18 Off-White™ “binder clip” handbag campaign photography c/o @ivan.ruberto

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Former creative director of Yeezy, Virgil Abloh, created an empire of his own with OFF-WHITE designs – a clothing line mixing high fashion and art with urban style. Once describing his customers as “the girl who wears Céline, the guy who wears Supreme, but they’re together, they share a closet”, his ascent into upper echelons of consumer aesthetic is further fuelled with celebrities such as Bella Hadid, Justin Bieber and Beyoncé wearing his creations earning him #5 on the list.


With minimalistic logo slides as well as bags and accessories sustaining consumer interest, it’s no wonder Givenchy secures a place in the ranking of hottest brands in 2017. Although falling short of one place to be in the top five, the takeover of creative leadership by Clare Waight Keller along with her proven track record with accessories is likely to broaden commercial appeal even further.


Now ubiquitous in European and American cities, the Italian apparel manufacturer and lifestyle brand is most commonly known for their outerwear line,  which is widely distributed and worn by moneyed tourists and the hip-hop community. With their coats coming in various sizes, shapes, colours and materials – the versatility of their jackets is what boosts the sales and makes the brand so marketable.

Stone Island

Represented by Drake every night on stage when he toured the UK dates of his Boy Meets World tour; his decision to extensively wear Italian sportswear company, Stone Island,  has continued to drive consumer demand. As well as leaked images of its collaboration with rapper Skepta, the exposure of the brand to the rap scene from the UK across to the States boosted product sales, propelling the brand to Number 8 on the list.


Balmain’s collaboration with lingerie brand Victoria Secret pushed them into the top 10 hottest brands list for the first time. Opening the Shanghai show with a punk/rock segment, the collaboration featured classic Balmain embellishments of diamantes and studs bringing the theme to a couture level. With the exposure from the show, the brand has been given the opportunity to grow its customer base and product lines, granting them a spot on the list.


Culture transcending icon, Kanye West’s partnership with Adidas remains in the ranking and is now a significant sneaker player in its own right. With Kanye joining the list of celebrity designers collaborating with the sports brand, his emblematic Yeezy Boost line produced instantly recognizable and classic silhouettes that resonated a similar high level of taste and refinement that many have come to expect from his music.