Every quarter, Lyst measures the world’s most popular brands and products based on shopping trends, Google searches, and consumer behavior. In the third quarter of 2020, Gucci emerged as the most searched brand globally, and the Italian fashion house continues to dominate, securing the top spot once again. Many credit this success to the brand’s innovative collaborations and the visibility brought by high-profile figures like Harry Styles. For instance, Harry Styles wearing Gucci on the cover of Vogue, combined with the partnership with The North Face, has boosted Gucci’s presence in both fashion circles and the broader modeling community.
Second place went to Balenciaga, which captured attention through its creative collaborations, including a partnership with Vibram and a unique video game-themed runway show featuring Norwegian models. These strategies illustrate how models, model agencies, and brands are finding innovative ways to engage audiences even when traditional fashion shows face challenges. Moncler ranked third after teaming up with Rick Owens and acquiring Stone Island, demonstrating the increasing influence of strategic partnerships in the modeling and fashion world.
Despite the challenges luxury brands face during the pandemic, Gucci adapted by hosting #GucciFest, a fashion and film festival, showing that models, campaigns, and collaborations remain key drivers of brand visibility. Following Gucci, Off-White, Prada, Saint Laurent, and Bottega Veneta rounded out the top seven, while Versace, Valentino, and Fendi completed the top ten. Nike fell to 11th place, with Burberry, Jaquemus, Alexander McQueen, LOEWE, Balmain, Givenchy, Adidas, Stone Island, and Fear of God filling out the remaining spots.
On the product side, bubble jackets topped searches for both men and women, reflecting consumer demand for comfort and outdoor wear. Slippers also saw a surge, with Birkenstock leading for women and UGG for men. For models and model agencies, these trends highlight how the interplay of celebrity influence, collaborations, and digital marketing shapes modeling opportunities and the success of fashion brands worldwide.
