We knew Gucci was the hottest brand, and now science proves it

Why Alessandro Michele’s nailing it

Why Alessandro Michele’s nailing it

We recently revealed the most popular fashion brands on social media right now, and now news data compiled by Lyst and The Business of Fashion has shed light on the hottest brands in actual real life right now - and the results are pretty fascinating.

Unsurprisingly, Gucci, aka the brand everyone is talking about, has landed the coveted first place, ahead of 12,000 other brands.

The data analysed the fashion houses via search, page views, engagement and conversion over the second quarter (April to June).

Gucci knocked Vetements off the top spot, after rising from the third place in Q1. Yeezy came in second, thanks to Adidas’ clever marketing around its collaboration with Kanye’s brand.

Balenciaga came in third, with Kyle Maclachlan’s appearance at the runway show (one of the looks was inspired by his Twin Peaks character) credited for keeping the brand cool.

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Vetements meanwhile went down to number four, but is still winning at collaborations with brands like Levi’s and Juicy Couture.

Finally, in fifth place, a stellar celebrity following by the likes of the Jenners/Kardashians gave Givenchy major kudos.

So why all the love for Gucci? BoF credits Alessandro Michele’s successful relationship with millennials.

Thanks to digital experiments like the 50s sci-fi video, and the meme-led watch campaign in March, sales have sky-rocketed.

François Henri Pinault, Kering (the group which owns Gucci) chief executive says, ‘Gucci is selling 50 percent of all sales to these [millenials]. It means that we have a core category of customers that are between 25 and 35. The attractiveness of couture, of the ready-to-wear is much higher for that clientele than it used to be for older people before’

Scroll down for the top 10 hot brands right now:

  1. Gucci
  2. Yeezy
  3. Balenciaga
  4. Vetements
  5. Givenchy
  6. Valentino
  7. Y-3
  8. Prada
  9. Nike
  10. Fendi
Penny Goldstone

Penny Goldstone is the Digital Fashion Editor at Marie Claire, covering everything from catwalk trends to royal fashion and the latest high street and Instagram must-haves.

Penny grew up in France and studied languages and law at the Sorbonne Nouvelle University in Paris before moving to the UK for her MA in multimedia journalism at Bournemouth University. She moved to the UK permanently and has never looked back (though she does go back regularly to stock up on cheese and wine).

Although she's always loved fashion - she used to create scrapbooks of her favourite trends and looks, including Sienna Miller and Kate Moss' boho phase - her first job was at MoneySavingExpert.com, sourcing the best deals for everything from restaurants to designer sales.

However she quit after two years to follow her true passion, fashion journalism, and after many years of internships and freelance stints at magazines including Red, Cosmopolitan, Stylist and Good Housekeeping, landed her dream job as the Digital Fashion Editor at Marie Claire UK.

Her favourite part of the job is discovering new brands and meeting designers, and travelling the world to attend events and fashion shows. Seeing her first Chanel runway IRL at Paris Fashion Week was a true pinch-me moment.