In fashion, one day you’re in, and the next, you’re out. Thus spake Heidi Klum on about 18,000 episodes of Project Runway, and despite the fact that show only spawned a single successful designer (excluding the model’s own range for Lidl, ofc), she was right.

But who’s in? So glad you asked. Let us turn to a report by number-crunching fashion search engine Lyst, which yesterday published a list on Business of Fashion of the ten brands it determined were “hottest” in 2017. The number one spot (no surprises) goes to Gucci – with Lyst reporting that people searched for the fashion house more than they did for terms like “shoes” and even “dresses”. Somewhere, Alessandro Michele and Lana Del Rey are popping a bottle together.

Balenciaga was in at number two, thanks no doubt to such viral fashion items as the Triple S sneaker, stacked Croc, and faux Ikea bag. In a Demna double bill, it was closely followed by Vetements, which scored highly despite coming off the show schedule and only creating a lookbook one season.

The wildcard? Probably Moncler, which secured position seven. And despite keeping a pretty low profile last year, Kanye West’s Yeezy still made the cut.

In all, the top ten is a pretty indicative of where we’re at in fashion right now. Where’s that? Being thoroughly swept up in meme-able items and viral sneakers, strong graphics and immediately identifiable aesthetics, as well as the power of celebrity influence.

Will normcore experience a resurgence in response? 

See the full list below:

  1. Gucci
  2. Balenciaga
  3. Vetements
  4. Valentino
  5. Off-White
  6. Givenchy
  7. Moncler
  8. Stone Island
  9. Balmain
  10. Yeezy