On-screen Style Sets Fashion Agenda – WWD

LONDON – Entertainment continued to influence fashion buying decisions, suggests the Lyst index for the fourth quarter of 2021.

Data from the fashion research platform showed that the release of “House of Gucci” helped Gucci’s 1953 Horsebit loafers climb to the top of the list of the most fashionable men’s products. It was followed by the Omega Seamaster Diver 300 watch. The release of the latter was linked to the latest James Bond film “No Time to Die”.

Successful TV series such as “Succession,” “And Just Like It,” “Emily in Paris,” and even “Squid Game” have generated significant demand for character-worn items and styles, Lyst said. For example, the belt with the Valentino logo, a fundamental accessory worn by the protagonist in the second season of “Emily in Paris”, occupies the seventh place in the list of the hottest women’s products.

The hottest Lyst women’s and men’s product rankings for Q4 2021.
Courtesy

Balenciaga maintains the first position in the ranking of the hottest brands, after overtaking Gucci last quarter thanks to the collaboration with “The Simpsons” for the spring 2022 fashion show in October and the release of the autumn 2022 collection with a VHS-style video.

Prada first entered the top three this quarter, while its sister brand also made its first appearance in the hottest brands chart at 20th place. Lyst cited Prada’s rise in popularity for the viral bucket hat challenge on TikTok and a number of endorsements from celebrities and influencers.

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