Thanks to Alessandro Michele's eccentric universe, Gucci has topped the list of the most coveted brands in the world two years in a row. The Italian IT brand could thank Harry Styles and the collaboration with The North Face for this.

The search engine Lyst each quarter measures the most in-demand fashion brands and products in the world. The survey is based on shopping habits and Google search, among other things. Now the figures for the third quarter are here, which apply to July through September.

This time it is Balenciaga who tops the list.

However, this is not the first time the brand has overlooked Gucci in the survey.

The French fashion house captured second place earlier this year, and according to the Sourcing Journal, the luxury brand secured the place by arousing the interest of both fashion enthusiasts and gamers with its latest show that took the form of a video game - with several Norwegian models in the line-up.

Balenciaga made a comeback this year with haute couture after a 53-year break and teamed up with both gaming giant Fortnite and Kanye West for the launch of his album Donda. This, in addition to the red carpet visibility, is the reason why the brand went to the top of the survey, according to The Lyst Index.

Celebrities and stars such as Kim Kardashian and Rihanna chose the luxury brand when they visited the Met Gala, which generated countless comedic memes and posts on social media, the poll points out.

That's how much Kim Kardashian's ponytail, wearing Balenciaga, cost her during this year's Met Gala.

Searches for Balenciaga skyrocketed by as much as 505 percent after the famous fashion party in New York in September.

As is well known, Kim Kardashian appeared incognito in an all-black outfit signed by creative director Demna Gvasalia. And this very special detail of her look cost over 85,000 kroner.

The Paris-based fashion house, founded in 1919 by Cristobal Balenciaga in Spain, is no stranger to keeping up with the times. Earlier this year, the brand announced that they are dropping the use of real fur.

Earlier this month, the brand, with Demna Gvasalia in the lead, stole the show during an out-of-the-ordinary SS22 show. The brand showed a special episode of The Simpsons where Demna and the Balenciaga team take the entire Springfield group to Paris.

While Gucci this time went down to second place on Lyst's poll, Dior got a third place, Prada fourth, Louis Vuitton fifth, Nike sixth, Bottega Veneta seventh, Versace eighth and Fendi ninth, while Saint Laurent ended up in tenth place.