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Gucci AW17 campaignCourtesy of Gucci

These are the top ten hottest fashion brands, apparently

Surprise, surprise: Vetements, Balenciaga and Gucci make the list

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