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This Is The Hottest Brand In The World (Clue: It’s Not Gucci)

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It’s not Chanel, nor is it Off-White. It’s not Dior or Valentino. It’s Balenciaga that has been named by Lyst as the World’s Hottest Brand. After knocking Gucci off the top spot last year the fashion house has maintained top position for the second time.

While rumours swill that creative director Demna Gvasalia’s other brand Vetements may be feeling the pinch, these new findings show that both brands helmed by Gvasalia are soaring. After taking the reins at Balenciaga, the designer has kickstarted several significant trends, like ‘dad’ trainers, oversized tailoring and logomania. But, the recent study found that Vestments is also on the rise, moving two positions to take the third spot on the list is hottest brands in fashion.

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The data, which compares Q1 2017 to Q1 2018, charts the rises and falls of searches on Lyst’s aggregating shopping site of different fashion labels. Despite notable surges, Prada, Stone Island and Gucci remain in the shadow of Balenciaga.