By Liz Warren
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Star-led campaigns and strategic collaborations fueled growth among luxury brands at the beginning of the year. The top few spots in the Q1 2022 Lyst Index quarterly report included familiar industry heavyweights, with Balenciaga and Gucci reclaiming the top two spots from last quarter. The report, which ranks premium brands according to Lyst shopper behavior and social media engagement, positioned Balenciaga at No. 1 yet again. Demand for the brand spiked 108 percent in the quarter after scooping up fashion and pop culture icons like Kim Kardashian and Justin Bieber for its campaigns.
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Gorpcore got a luxury reboot in Gucci’s second collaboration with The North Face, helping the Kering subsidiary secure its No. 2 spot. The luxury brand also targeted the streetwear crowd with an Adidas collaboration announced at the Fall/Winter 2022 runway show. Its strategy is working—in addition to securing a top spot among Lyst shoppers, the brand also reported a 32 percent revenue jump in Q4 2021.
Louis Vuitton and Prada swapped places on the list from last quarter, with Louis Vuitton securing the third spot despite announcing increased pricing related to rising manufacturing costs. The brand’s presentation of the late Virgil Abloh’s final show in January, as well as its debut of two new France-based ateliers, fueled its higher ranking. Prada tapped “Euphoria” star Hunter Schaffer for its Spring 2022 campaign, tapping into the cult appeal of the HBO hit. The label achieved a 41 percent spike in full-price sales that quarter.
Valentino jumped six spots to No. 5 after joining the “Euphoria” craze and debuting a campaign led by the show’s lead, Zendaya. It also launched its first conscious sneaker made of recycled and bio-based supplies.
Dior’s cottagecore-inspired collaboration with Birkenstock helped it reclaim its No. 6 spot on the list. The brand also joined the wellness movement and debuted a range of sports equipment with sports equipment and digital technologies company Technogym. Moncler earned the seventh spot on the list after reporting 2.05 billion euros ($2.28 billion) in revenue in 2021, likely lifted by its work with Chinese singer Victoria Song, the brand’s latest campaign star.
Bottega Veneta rose two spots to No. 8 after displaying a digital installation celebrating the Lunar New Year on the Great Wall of China. The brand is now led by creative director Matthieu Blazy, who presented his first collection for the house this quarter and whose previous work spanned Raf Simons, Calvin Klein and others. On the other hand, Fendi dropped two spots to No. 9, but remains at the forefront of technology: It teamed with Ledger, a hardware cryptocurrency wallet, on a range of accessories for the futuristic device.
Rounding out the top 10 is Miu Miu, which jumped 10 spots after its ultra-cropped, low-rise, pleated miniskirt went viral. It also brought back its men’s line for the Fall/Winter 2022 runway show after 13 years.
Off-White, Burberry, Loewe, Versace, Diesel, Rick Owens, Adidas, Saint Laurent, Nike and Alexander McQueen rounded out the top 20, driven by official and unofficial celebrity endorsements and collaborations.
The list’s hottest products were dominated by footwear, with 12 out of the 20 items belonging to the category, and Diesel’s 1956 straight jeans with boots representing both denim and footwear.
Top footwear styles span a wide range of looks, with loafers, boots, heels and sneakers all represented. Naked Wolfe’s goth-inspired knee-high heeled boots, which went viral on TikTok after being worn by Hailey Bieber, Kourtney Kardashian and Rosalia, claimed the top product spot for women, followed by the Ugg classic ultra mini boot. Moon Boot Icon nylon snow boots and New Balance 327 sneakers took the fourth and sixth spots, respectively, signaling an emphasis on functionality. Valentino’s tan patent leather ankle-strap platform pumps took the No. 8 spot on the women’s list, with more gothic influences and a 6-inch heel.
The hottest men’s products were largely sneakers, with New Balance’s P550 sneaker with Aimé Leon Dore in the top spot, followed by Balenciaga Defender sneakers and Adidas Originals Gazelle sneakers in the fourth and fifth spots, respectively. Clarks Wallabe boots (No. 6) and Prada leather loafers (No. 7) also made the list.
Footwear aside, the viral Miu Miu mini skirt topped the charts, securing the No. 3 spot for women. The Toteme embroidered scarf jacket and Acne Studios checked scarf are also considered fashion-forward winter accents.
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