After a stellar year, Demna Gvasalia’s Balenciaga has one-upped Gucci and taken the crown as the hottest brand in fashion for the third quarter of 2017. The Hot Brands list is a partnership between Business of Fashion and Lyst, where over 4.5 million data points per hour, from 65 million consumers, among five million products and over 12,000 brands are tracked and analysed. Balenciaga jumped two spots from its third place position in Q2’s list.
Gucci came in second following another great year, solidifying Alessandro Michele’s success at the Italian house. Most impressively though, is Virgil Abloh’s OFF-WHITE, which jumped 31 places up to third in Q3. It knocked Kanye West’s YEEZY out of the top ten completely, despite having placed second in Q2. Also of note, Vetements – helmed by Demna Gvasalia – stuck around in fourth place.
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