Every quarter, Lyst measures which brands and products are the most popular in the world right now. The measurement is based on, among other things, shopping habits and Google search. In the third quarter of 2020, Gucci was the world's most googled brand.

Now the Italian fashion house tops the list once again.

Gucci has now been named the world's hottest brand for the second year in a row, according to the Lyst Index's survey of the fourth quarter of 2020.

"They can thank Harry Styles and their collaboration with The North Face for that," writes Hypebeast.

In second place is Balenciaga, which is leaving behind another successful year, among other things with the collaboration with the Italian company Vibram. According to the Sourcing Journal, the fashion house secured second place by arousing the interest of both fashion enthusiasts and gamers with its latest show, which took the form of a video game (once again with a number of Norwegian models in the line-up). Third place goes to Moncler after the collaboration with Rick Owens and the Stone Island acquisition. The luxury fashion brand has thus risen a full ten places up from the previous survey.

It was no surprise that Gucci topped the list at the new poll. The Italian fashion house found a creative solution to canceled events with the #GucciFest fashion and film festival in November. Harry Styles wearing one of the brand's dresses on the cover of Vogue and the collaboration with The North Face are also key factors.

This despite the fact that luxury brands are struggling during the corona pandemic.

In fourth place we find Off-White, followed by Prada, Saint Laurent and Bottega Veneta respectively. The latter received a lot of attention earlier this month after the fashion house disappeared from social media. Versace, Valentino and Fendi take 8th, 9th and 10th place respectively on the list.

Nike is now in 11th place, which is eight places down from the previous survey. The last 9 places consist of Burberry, Jaquemus, Alexander McQueen, LOEWE, Balmain, Givenchy, Adidas, Stone Island and Fear of God.

At the top of the list of the most popular products for both women and men are bubble jackets.

“In the last quarter of 2020, customers sought comfort and protection. Bubble jackets have become a popular category with an increase of 174 percent in searches, as a result of increased interest in walking and socializing outdoors,” writes Lyst.

On the list of the most popular products we also find, not surprisingly, slippers. Slippers from Birkenstock are in second place among the most popular products for women, while slippers from UGG are in third place on the list for men.