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Fashion & Beauty, Life

Off-White is officially the most popular brand on the planet

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Catriona Hughes May 09, 2019 4:30 pm 214

It’s official, designer Virgil Abloh’s label Off-White is the most popular brand on the planet, the latest instalment of The Lyst Index revealed today.

The Index showcases fashion’s hottest brands and products for the first quarter of 2019, and analyzes the online behaviour of over five million shoppers every month in order to compile the results.

 

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It looks at what shoppers are searching, browsing, and buying in the fashion world — across 12,000 designers and stores online, as well as analyzing social media metrics.

A brand worn by celebs like Serena Williams, Beyoncé, Travis Scott, Rihanna, and Drake, Off-White landed the first position, followed by Gucci in second place, and Balenciaga in third. But the biggest movement for The Lyst Index this quarter was for Saint Laurent, which jumped up 17 places.

 

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The Index notes that brands are facing new challenges as a result of call-out culture, and “taking timely and important action to proactively embrace diversity and inclusion.”

It reveals that moments of brand turbulence don’t necessarily affect customer demand. An example is Dolce & Gabbana. The label cancelled a Shanghai fashion show in 2018 after the Instagram controversy involving designer Stefano Gabbana’s account. This quarter, the brand moved up six places.

 

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Nine of the top 20 brands in this installment are luxury Italian megabrands as they continue to own the Index. Meanwhile, skate-inspired brand Palm Angels made it onto the Index for the first time joining Stone Island and Yeezy in the top 20.

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