Off-White™ is the hottest brand of the first months of 2020

Lyst, the leading fashion search engine, published its report on the world's most sought-after fashion brands and products in the first quarter of 2020, from January to March. The analysis of the behaviour of the more than 9 million users who search and purchase apparel and accessories online every month reveals an initial insight into the global impact of Covid-19 on the fashion industry.

Consumer loyalty to some fashion houses remains virtually unchanged and Off-White, thanks to its native digital approach and a new concept of luxury remains the hottest brand in the world for the 3rd consecutive quarter. Balenciaga climbed one position, reaching 2nd place, Nike moved up to 3rd place and kicked Gucci (now 4th) off the podium for the first time since the Lyst Index exists. The lockdown effect established athleisure as the most sought-after category in the world, and the increase in shopping for sportswear such as hoodies or tracksuit pants led Nike up nine places. Despite the hype created in February by the announcement of Raf Simons' arrival as creative co-director, Prada is now in 5th position. The most impressive success belongs to Jacquemus. Simon Porte's label enters the global fashion brand Olympus for the first time and reaches the 15th position, after its FW20 fashion show, featuring supermodels such as Gigi and Bella Hadid, triggered an increase in the social buzz of over 1.100%. Other new entries this quarter include Thom Browne and Rick Owens who are in 14th and 8th position respectively.  

This quarter's list of the most sought-after items reveals how the Coronavirus is changing our shopping experience. The pandemic turned the mask into a new must-have of our wardrobe. From Gucci to Fendi, BAPE to Marcelo Burlon, many brands joined the trend and created luxury versions of this unusual accessory, triggering a 496% increase in the search for this item. No wonder, then, that Off-White arrows mask is the hottest product in the world. Sharing the podium with Virgil Abloh's item, there are Loewe's half-zip fleece jersey, beloved by Timothée Chalamet and Justin Bieber, and the Gucci x Disney hoodie.
The tragic death of Kobe Bryant in February led fans and sneakerheads to buy Nike's Kobe 4 Protro Carpe Diem (4th most-wanted position). Other favourite shoes of the first quarter of 2020 include the Gel-Pulse 10 by Asics and the Chuck 70 High by Comme des Garçons Play x Converse.
As mentioned before, the lockdown encouraged many to adopt a more relaxed style which is confirmed by the success of loungewear and sportswear items such as the cargo pants by Stone Island or the "I love baroque" bathrobe by Versace. Prada bolo tie, in 7th place, is perhaps the most original accessory in the ranking of the hottest men's brands. Research on this Old West-inspired item flaunted on the red carpet by rappers Lil Nas X and Quavo has increased by 121%. 

Women's shopping is more eclectic. Bottega Veneta's Cassette matelassé bag is the cult item of the quarter, confirming the house's success, which has been on the rise since the debut of new creative director Daniel Lee; while Telfar enters the Lyst Index for the first time with its embossed logo tote bag. In this period of instability, some consumers are investing in classic pieces, even second-hand ones, such as Chanel Classic Double Flap bag which, in 10th place, an increase in its research of 75% between January and March, establishes itself as the other must-have accessory. As for men, also women during these months of quarantine adopted an easier style, increasing the demand for trendy loungewear: from Anine Bing tiger print sweatshirt (5th hottest woman's product of the quarter, with 418% of the display in the week after the release of the Netflix Tiger King tv series) to Nike Air fleece jogger pants, from Off-White lace bodysuit to Gucci GG logo tights. Abandoned office outfits and heels, the most popular shoes are the Super Sleek 72 sneakers by adidas x Beyoncé Ivy Park and the 993 sneakers by New Balance.