When we think about the past few years of fashion, names such as Gucci and Balenciaga jump to the top of our heads with their stand out success in the market both through music mentions and street styles on artists- but according to Lyst’s quarterly ratings, both brands are no longer untouchable. Virgil Abloh, one of the most respected and prestigious designers in the industry, has brought Off-White to being both nominated for the Fashion Awards “Brand of the Year”, as well as being named Lyst’s “Hottest Fashion Brand in the World”.

And the title isn’t something that’s simply handed. The data collected to find the hottest fashion brand in the world is quite extensive and international. The survey, which is conducted every 3 months, analyses the shopping behaviors of over 5 million people internationally, looking at how they search, browse and what they actually buy across 12,000 designers and online stores. The formula takes into account Google search data, rates, and sales as well as, for the first time, looking at brand mentions and engagement statistics on social media. With Virgil Abloh’s insane rise from interning in 2009 at Fendi, to his latest collab preview with Louis Vuitton released earlier this week, we’re left to question- is it Virgil Abloh’s world and we’re just living in it?


Source: Noa Kimia