Virgil Abloh, Hailey Bieber’s Wedding Dress Designer, Runs The Most Popular Fashion Brand In The World Right Now

Virgil Abloh's Off-White has beaten the likes of Gucci, Balenciaga and Prada to become the world's most in-demand fashion label.

Hailey Bieber off white wedding dress

by Hannah Banks-Walker |

What's currently topping your fashion wishlist? [According to Lyst](https://www.lyst.co.uk/data/the-lyst-index/q319/ex/q319/ ), it's likely to be something designed by Off-White, which is currently the most popular brand in the world. Every few months, the global fashion search platform produces a report based on its analysis of the online shopping behaviour of more than nine million shoppers a month. This is across 12,000 designers and online shops and Lyst's formula also takes into account search data from Google, as well as mentions of a specific brand or product on social media. The result is [a comprehensive list](https://www.lyst.co.uk/data/the-lyst-index/q319/ex/q319/ ) of the world's most coveted items, as well as the most-loved brands.

Off-White's Virgil Abloh with Gigi Hadid
Off-White's Virgil Abloh with Gigi Hadid ©Getty

Off-White is the brainchild of Virgil Abloh, who is currently enjoying a stellar year. He was recently revealed as the designer of one of Hailey Bieber's wedding dresses, and before that he released his much-hyped collaboration with IKEA. His brand is now the number one in the world, closely followed by Balenciaga and then Gucci.

Bottega Veneta's padded sandals are the most popular product
Bottega Veneta's padded sandals are the most popular product ©Getty

In terms of products, it's possibly no surprise to know that the most prolific comes courtesy of Bottega Veneta, in the form of its £645 padded sandals, which generated over 27,000 online searches. This is unsurprising because the brand was ubiquitous over fashion week, with every other show-goer wearing something from Bottega.

After the sandals, it's Jacquemus' teeny tiny handbag. While not hugely practical, they certainly have novelty appeal, while the third most popular buy is far more pragmatic as Lyst explains: 'The Adidas Continental 80 sneakers are the only other shoes to make the hottest women’s products list this quarter, coming in third place. Retailing at £74.95 and worn by celebrity influencers including Kendall Jenner, Hailey Bieber and Sofia Richie, searches for the sneakers have increased 170% this quarter.'

Kendall Jenner in a pair of Adidas Continental 80 trainers
Kendall Jenner in a pair of Adidas Continental 80 trainers

Interestingly, the sixth item on the list is Reformation's Juliette dress, which is available in a multitude of colours and prints. It is also, as per the brand's ethos, a sustainable option.

In fact, it looks like sustainability is integral to the most popular brands. As Lyst reports: 'Sustainability and corporate responsibility are increasingly important for the top 20 brands, with 50% having signed the G7 Fashion Pact and 45% having sustainability information on their website. 40% of the top 20 brands, or their parent companies, have pledged to go carbon neutral, while Balmain, Burberry, Gucci, Prada and Versace have publicly committed to stop using fur.'

SHOP: The Best Sustainable Fashion Brands

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SHOP: The Best Sustainable Brands To Add To Your Wardrobe

OMNES, Leonie Midi Shirt Dress in Black Orange Check, £69
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OMNES is a sustainable womenswear fashion brand that builds the bridge between conscious consumption with eco-friendly fabrics and responsible design at its core. Look out for its beyond-pretty prints.

Baum Und Pferdgarten, Ahadi Dress, £189
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Baum und Pferdgarten's Responsible Edit are made from organic cotton and recycled fabrics to be 'considerate to the planet, and its people'. The full range starts from £49, and doesn't compromise on the Scandi cool that the brand is known for.

Monika The Label, Camille Animal Print Slip Dress, £270
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Monika The Label is a UK brand made in North London. They also produce the majority of the collection in organic cotton or Regenesis Light Satin (a material made out of recycled plastic bottles), and use deadstock fabric to create bandanas and scrunchies.

Mashu, Cassiopeia Cork and White, £432
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Mashu, a London-based handbag label, uses materials such as recycled polyester, the natural fibre pinatex and repurposed wood from old furniture to make top-handle totes and sleek belt bags in its family-run factory of five artisans in Athens.

Shaina Mote, Lucqa Top In Salt, £142.42
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This minimalist brand, based in LA, is all about timeless staples with 'made locally' credentials, such as effortless slip dresses and sweaters with added slouch. Tencel, made from eucalyptus trees, rayon, made from wood pulp, and MicroModal, from beechwood trees, are three of its sustainably harvested hero materials.

The Level Store, Linen Blazer, £69
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One of the easiest ways to lower your carbon footprint is to buy second-hand. The Level Store, an online marketplace that aims to promote a circular economy, takes the rummage hassle out of vintage shopping. The edit of classic trenches, tailoring, sweaters and handbags is impressively premium, plus it donates u20ac1 from every order to reforestation projects in Portugal.

Sheep Inc, 001 Medium Knit Lupin Lilac, £160
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The clue's in the name. Sheep Inc is a carbon-negative, 100% transparent sweater brand. Each wool jumper comes with a digital tag, meaning you can track its manufacturing journey from New Zealand to your wardrobe. Test out its mantra – 'Strangers will want to pet you' – for yourself.

Hereu, Plaited Padded-detail Shoulder Bag, £346
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Mediterranean Spain, and its legacy of craftsmanship, is the inspiration behind accessories label Hereu. The shoes (flat loafers, espadrilles and lace-ups) and bags (baskets and woven leather cross-bodies) are all designed and produced in Barcelona.

O Pioneers, Milly Blouse, £170
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If you can't get enough of prairie dresses, you need to know about O Pioneers. Founded in north London, the limited-edition and one-off designs are handmade using deadstock and vintage fabrics. Fun fact: co-founder Clara Francis made the beaded headress Emma Watson wears in Little Women.

Ssu014dne, Joanie Embroidered Recycled-Cashmere Sweater, £473
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Fashion insiders are already falling for Ssu014dne, the London label that specialises in socially-conscious, environmentally friendly statement pieces, each of which comes with facts about its provenance.

Hai, Puff Gina, £122
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So there's never any leftover stock that's wasted, Hai's playful scrunchies and bags are produced in small batches (also minimising your chances of unwanted 'twinning'). Silks are coloured with eco-reactive dye (less damaging than regular versions), and its packaging uses zero plastic.

All Blues, S-link Gold-Vermeil Bracelet, £500
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The weighty chain-link necklace is set to continue its reign as one of the year's most-desired pieces. Join the club the sustainable way with All Blues, which handcrafts its designs in Stockholm from recycled sterling silver. The definition of a forever piece.

Rave Review, Striped Upcycled-Wool Jacket, £715
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All of Rave Review's big personality patchwork coats – a firm street-styler favourite – are made using upcycled garments, resolutely proving that second-hand doesn't mean second-best.

ESSu0112N, Foundation Flats, £149
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Flat mock-croc Chelsea boots, glove-fit ballet pumps and chunky ankle-strap sandals – all of which are big for SS20 – are all part of ESSu0112N's pared-back designs. Collections are designed with a small carbon footprint in mind. Its new styles are produced through a pre-order model, so they're only made when ordered, thereby avoiding overproduction.

Veja, Rio Branca Ripstop Kaki Pearl, £105
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The Duchess of Sussex is a fan - and you will be too once you hear the roll call of Veja's sustainable and ethical credentials. Founded in 2005, it buys agro-ecological cotton and rubber directly from family producers in Brazil, signing one to three year contracts to guarantee income, its logistics workers are part of Atelier Sans Frontieres, an organisation promoting the professional integration of people who have been excluded from the labour market, and it's the first trainer brand to use B-mesh, a fabric made entirely from recycled plastic bottles. It has also purchased 195 tons of wild rubber, to preserve 120,000 hectares of the Amazon rainforest, since 2004.

Reformation, Mandy Minimal Block Heel Mule, £215
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Reformation is as dedicated to sustainability as it is to making Insta hit after Insta hit. Its RefScale tracks its environmental footprint - adding up the pounds of carbon dioxide emitted, gallons of water used and pounds of waste generated - so that the company can then offset those resources. International shipping is now free - and totally offset, naturally.

Allbirds, Women's Wool Runners, £95
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This New Zealand sneaker brand's mantra - 'Light on your feet, easy on the planet,' - tells you all you need to know. The trainers - made from superfine merino wool, processed using 60% less energy than materials used in synthetic shoes, tencel lyocell, which uses 95% less water than cotton and sugarcane, a renewable resource transformed into Allbirds's SweetFoam soles - really do feel like clouds for your feet. It also takes its carbon footprint seriously - good news for a shoe label - and is a 100% carbon-neutral business.

Mother Of Pearl, Zariah Belted Ruched Cotton-Blend Poplin Midi Dress, £175
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Mother of Pearl isn't just committed to making sustainable clothes, it also cares deeply about its company culture reflecting its ethos. It has a vegetarian lunch scheme for staff, with produce sourced from local producers via Farmdrop, the office itself runs on green energy and it even uses toilet paper from Who Gives A Crap, a charity who donates 50% of its profits to improving sanitation in the developing world.

Peony, Gingham Check Print Swimsuit, £155
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This Aussie brand has prettily printed bikinis and swimsuits made largely from Econyl, nylon that has been regenerated from abandoned fishing nets and nylon waste. All its fabrications also meet the Oeko-Tex Standard 100, the highest certifiable standard for ensuring responsible use of chemicals during the fabric construction.

Bassike, Printed Cotton-Twill Shorts, £87.50
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The Aussie brand Bassike, founded in 2006, already has some impressive stats under its (pleasingly minimal) belt. Its organic cotton jersey was developed and is made in Melbourne with 95% certified-organic fibres, which biodegrade and are produced without pesticides, it donates past season samples to a company that turns them into cleaning rags and its paper and cardboard packaging is 100% recyclable and biodegradable.

Fisch, Select Fish-Print Low-Back Swimsuit, £195
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Fisch's eco-credentials are as on-point as its scoop-backed, squared-necked cossies. They're made out of Italian Econyl, a 100% regenerated nylon fibre created from fishing nets and other types of nylon waste, which is woven in Lombardy, Italy.

E.L.V, Mid Blue Match Boyfriend Jean, £285
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The denim sector of the fashion and textiles industry is one of the worst culprits in terms of sustainability because of the amount of water and chemicals involved in the dyeing and production processes. Each pair of zero-waste E.L.V jeans, however, is made from two pairs of discarded jeans that would otherwise end up in landfill and are produced in a five-mile radius between Dalston and Walthamstow.

RE/DONE, Wonder Woman 1984 Cheetah-Print Stretch-Jersey Body, £155
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As its name suggests, the LA-based Re/Done is all about making something new out of something old. That 'something old' is previously worn Levi's jeans that are hand-picked and hand-cut in limited quantities. The result is the perfect straight jeans, bell bottoms and ankle crops.

Everlane, The Utility Barrel Pant, £71
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Everlane, the San Francisco-based start-up that proves sustainable clothes don't have to cost the earth, has a simple mission statement: 'radial transparency'. It has extensive information about each of its ethical factories online - from the loafer factory in Brescia, Italy, to the knitting factory in Fujian, China - and lists where every single garment was made, and from what materials, in the product information.

Adidas By Stella McCartney, Treino Mid-Cut Print Shoes, £170
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No luxury label has made bigger waves in the sustainable fashion market than Stella McCartney. Some of her most innovative experiments under the adidas by Stella McCartney umbrella involve the 'Infinite Hoodie' - 100% recyclable and created with advanced textile innovation company Evrnu from garment waste - and the biodegradable 'Biofabric Tennis Dress', made in partnership with Bolt Threads, a company specialising in bioengineered sustainable fabrics and fibres. While neither was put into production, both prototypes prove that closed loop clothing is not only possible, but desirable.

Ninety Percent, Tie-Dyed Organic Cotton-Jersey Track Pants, £91
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Ninety Percent does exactly what it says on the tin, donating 90% of its profits, and has a platform on its website that allows customers to vote for their chosen cause after making a purchase. Its materials are strictly sourced from reputable suppliers, and features a lot of tencel, a fabric made from renewable wood pulp in a closed loop system.

Lee, Breese in Dark Joni, £52.50
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Every season, Lee find new ways to create with lower impact on the planet, whether it be reduced water, less waste, or using organic fibres. The brand's 'For a World That Works' programme employs multiple innovative techniques and initiatives to make a blue planet greener. This includes recycled fibres, Indigood foam dyeing, Crystal Clear dyeing, organic fibres, recycled hardware, biodegradable back patches and more.

Mercer, W3RD Vegan Wine Sneaker, £225
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Dutch sneaker brand Mercer has been a pioneer in sustainability for nearly eight years. Aiming to change the average shoppers perception of sustainable and vegan fashion as cool and contemporary and 'not all socks and sandals', they produced the first-ever sneaker made from pineapple 'leather', and more recently wine leather, cactus leather, and soles from algae and more.

Deadstock, Dickies Lagrange Peach Hoodie, £49.99
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WEAR DEADSTOCK is a small family run business passionate about sustainability and providing quality deadstock pieces. Deadstock is a term used to describe an item which is no longer in manufacture so all of their pieces are exclusive and limited.

SlowCo, D THE BRAND, Red Tulle Midi Dress, £227
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SlowCo are a multi-brand slow fashion retail platform, specialising in sustainability and inclusivity. The brand believes in a "less but better" philosophy, and has created a space where everyone is represented.

Damson Madder, Faith Check Fleece Over Shirt, £85
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Damson Madder are passionate about each of their pieces featuring as many sustainable attributes as possible, and being completely transparent it. The brand's aim is to be open about the origin of their fabrics and to the fact that they might not always get it right every time.

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