Every quarter, the search engine Lyst reveals which are the hottest brands and products in the world. The rating is based, among other things, on Google searches.

In recent years, there has apparently been an eternal rivalry between Gucci and Balenciaga for the top spot. In July, Gucci walked away with the victory, after almost a year in which Balenciaga had been on top. Before that, Gucci had held the gold trophy for six quarters in a row.

What these two brands have in common is that they have received a real vitamin injection from the current creative director.

When Alessandro Michele joined Gucci in 2015, the arch-Italian brand experienced a major upswing. He has managed to create countless viral moments, while at the same time people have been ready with their wallets to shell out, which of course has had a positive effect on the bottom line.

At Balenciaga, Demna Gvasalia has brought the hype vibes from Vetements, the brand he helped start. The Georgian books cool kids as models (including a couple of Norwegians), designs garments that "everyone" wants, and shocks both with political undertones in the shows and with surprising campaigns.

Now, however, things have happened in the top five in the ranking. Gucci walks away with the victory, while Balenciaga has slipped to fourth place.

Instead, Prada moves into second place followed by Valentino in third.

After Balenciaga, you find Miu Miu, Dior, Fendi, Diesel, Louis Vuitton, and finally Versace in tenth place.

According to Fashionista, which discusses the matter, half of the top ten now consists of Italian brands.

Much of the reason why Gucci has managed to maintain its position is its display during Milan fashion week. There, Michele chose to only book identical twins as models; a stunt that of course went viral.

Prada's position should be largely thanks to the huge hype surrounding the brand's white tank top, popularized by Hunter Schafer of Euphoria, among others. Miu Miu, on the other hand, is said to have increased wildly in popularity after people started going crazy for their "ballet flats".

At the same time, Google searches for Versace reportedly increased by an incredible 2,000 percent after Paris Hilton surprised everyone by appearing on their catwalk.