Balenciaga is the hottest fashion brand of the year

Balenciaga barks Gucci from the top spot and becomes the hottest brand of the year according to the 65 million consumers analyzed by Business of Fashion in conjunction with the aggregator Lyst.com who revealed the official global rankings for the most performing fashion brands for individual products in the third quarter of the year.

The label of Demna Gvasalia reveals the most influential fashion brand thanks to the designer’s ability to conquer Millennial and Gen-Z consumers by effectively mixing street style and high fashion pieces.

Gucci is in second place, despite being the focus of attention and continuing to experience a period of economic growth and success sealed with interesting initiatives such as the partnership with Dapper Dan and the launch of Gucci Décor furniture line.

The most impressive climb is that of Off-White who climbs 31st and reaches third place, beating Kanye West and his Yeezy. For Virgil Abloh, 2017 is a golden year full of cult projects: the bags with Ikea; the SS18 collection inspired by Lady Diana’s style; glasses with Warby Parker and, above all, cooperation with Nike to “The Ten” that has seen Off-White reinterpret 10 models from its archive, including Air Jordan 1, Air Max 90, Blazers, Hyperdunk and Air Force 1.

Vetements, Givenchy and Valentino have respectively the fourth, fifth and sixth respectively, while Saint Laurent the seventh. Merit note to Stone Island that gets into the top ten ranking eighths after the forty-fourth place last quarter. The decisive push for Stone Island in the analyzed quarter is due to his close collaboration with Supreme and the impact of Canadian rapper Drake’s decision to wear the brand on stage during his current world tour.

Yes, because in recent times rap stars and hip-hop have more influence on taste and purchases in the fashion world. Just think of Frank Ocean and Kendrick Lamar who have appeared in advertising campaigns for Calvin Klein, Travis Scott who worked with Alexander Wang and Helmut Lang or A$AP Rocky for Dior Homme, his collaboration with J. W. Anderson and his love for Raf Simons.

For this reason, Bof has compiled the ranking of the most influential rappers. The gold medal goes to the eclectic Kanye West, Nicki Minaj silver and bronze Pharrell, Chanel ambassadors, working with adidas and owner of Billionaire Boys Club and now a part of G-Star Raw.

If you are wondering which product is the top seller, the answer is the Balenciaga Speed Trainer, followed by a Gucci leather bag and other items like Acne Studios and Chloè.