The coolest fashion of the moment speaks Italian: in the last top 10 of July-September 2018 of the most desired brands on a world scale there are 5 Made in Italy brands, although almost all of these are now in foreign hands: Gucci, Prada, Versace, Fendi and Valentino (who enters the top 10 instead of D & G)



Leading the ranking made by the search engine dedicated to the world of fashion is however the young American brand and undisputed king of street style, Off-White.

Launched by the Chicago designer with Ghanaian origins, Virgil Abloh, Off-White climbed a good 33 places in the Lyst Index, gaining the podium ahead of Gucci and Balenciaga, respectively in second and third place.

In fourth position we find Nike, a clear improvement of five positions compared to the past quarter. The sports giant also benefits from the recent co-lab with the same Off-White, which has helped to increase traffic to the pages related to Nike (+ 13% over the previous 3 months).

Among the most popular products in the period, cataloged in two separate classifications for men and women of 10 items each, confirms the irrepressible trend of the “ugly sneaker”. Overall, among the 20 products mentioned, 4 are branded Nike and 3 bear the signature of Off-White.

On top of the male ranking stands out Nike‘s “Air Presto” model made in collaboration with Off-White, followed by the Yeezy sneakers (“Boost 350 V2”) and Balenciaga (“Triple S”), respectively in second and third position.

In fifth place are the basketball shorts of the Los Angeles Lakers signed Just Don. A segment of soaring luxury short, since the famous basketball player LeBron James has worn them for his first public appearance following the signing with the Californian team.

In the “she” wardrobe, however, the “Saddle Bag” by Dior can not be missing, at the head of the woman index after on July 19th, 100 international influencers published their photos with their new bag on Instagram. From that moment on, the accessory research recorded a jump of 957% in just two days.

The “Saddle Bag” from Dior


Among the women’s new entries there are also two affordable price signs, Staud and Ganni, respectively with a wallet skirt (“Dainty”) and a bag (“Shirley”) at the 9th and 7th place; in the man instead a soccer jersey of the British national team signed Nike.

The Lyst Index is the result of a quarterly research on the fashion shopping behavior of over 5 million consumers. For the first time, the report also analyzed the growth of the followers of individual brands and mentions on different product platforms.