The Lyst Index's "Hottest Brand" distinction, previously held by Virgil Abloh's Off-White, has been relinquished to Gucci.

Per the latest update to the quarterly ranking of fashion-related brands and products, Gucci's 20 percent revenue growth and Cruise collection debut contributed to this No. 1 switch-up, as did tech updates to the brand's presentation including virtual try-ons.

Off-White, meanwhile, is now at No. 2 after having landed in the top spot in the previous quarter. Balenciaga, Valentino, and Prada round out the top five:

  • Gucci
  • Off-White
  • Balenciaga 
  • Valentino
  • Prada
  • Versace
  • Fendi
  • Stone Island
  • Nike
  • Saint Laurent

The ranking from the fashion search platform is decided upon using analysis of online shopping trends from an estimated five million monthly shoppers, an approach that weighs both worldwide Lyst and Google search data into its final index. Social media shares, engagement stats, and conversion rates and sales are also considered.

Earlier this week, Gucci announced its naming of Renée E. Tirado as their new Global Head of Diversity, Equity, & Inclusion, the latest move in their campaign to create a "positive corporate culture." In a statement, Tirado looked to a future of further implementing "non-negotiable values" into the brand's structuring.

"I am in the business of making human connections that start with the foundations of inclusivity, respect, and diversity to ensure Gucci remains culturally and economically competitive," she said.