…of the second quarter of 2018, of course. Lyst is a global fashion data platform that releases an index of most searched brands every three months. The research itself includes data from over 12 000 websites: department stores or popular online-shopping giants, such as ssense.com or farfetch. So yeah, Susan, the Gucci flip-flops you bought for your Instagram-famous trip to Ibiza count too!
I don’t really wait for these rankings with a glass of wine in my hand, refreshing the website at three o’clock in the morning. To be brutally honest I stopped giving a fcuk about what people buy a good few seasons ago, but it’s still hard not to see these indexes while daily-browsing through websites like Hypebeast or Business of Fashion.
This time the list really surprised me. The fact that people stopped searching for huge and iconic brands like Saint Laurent, Valentino or, like I mentioned in the title, Louis Vuitton is clearly a sign. Sometimes designers just come out with weak ideas, release the product that doesn’t sell, simply because it’s nothing special. This time though, we’ve got Nike, which on this list seems like Courtney Love in Buckingham Palace. Something’s not right. Consumer’s choice tells us that either the chunky-ugly trend Balenciaga introduced a few seasons ago finally started boring people (yes, please…) or… the idea of sportswear in high fashion got the point so extreme, people who liked it moved into… real sportswear. Selfridges, which has always been a luxury shopping destination, sells more Nike AirMax 97 than Valentino open sneakers, Gucci ace sneaker in floral or Givenchy basic model trainers. Selecting “best selling” when sorting your list on Selfridges’ website will show you more Nike and Adidas than you could expect. Vicky Pollard look is the new Chanel.
Prada opens the list at number ten, which is satisfactory. Miuccia’s brand makes clothes for true fashionistas who don’t tend to seek attention and hype on high streets of East London. Versace at number 7 is clearly the result of the popular(and very good!) TV series The Assassination of Gianni Versace: American Crime Story that apart from portraying the madness of self-obsessed serial killer Andrew Cunanan, also showed the passion and craft behind the Versace brand. And apparently, that worked in brand’s favour. It’s nice to see the iconic Italian brands still rocking the list, despite some other little monsters present there.
The Italian duo of Dolce & Gabbana is back. Unfortunately, they are back, I have to say. My queen of shade, Mariah Carey, once asked in the interview about Madonna said: “Really haven’t paid attention to Madonna since I was in the seventh or eighth grade when she used to be popular.”. Dolce&Gabbana, despite their undeniable skills, are like this awkward ghost of 2005 that keeps coming back with even more cringy, unsuitable for fashion industry ideas. I understand the need for rich, golden, baroque fashion, but honey, you gotta do it right(like previously mentioned Versace?). Selling white tees that say: “I’m the new D&G model” or “D&G millennial” is just pure cringe and some wicked version of fashion diarrhea. When other designers make their shows less or more artistic, often political or just appealing and interesting, those two Italian folks send drones or 5’8 popstars who can’t even walk down the runway properly, with, oh god, some David Guetta “that’s what I call music CD” kind of song playing in the background… Bring me that Nike, man…