The label knocked Gucci off its throne…

Should Kreayshawn’s “Gucci Gucci” have been written in 2017, the lyrics might have instead been “Gucci Gucci, Louis Louis, Fendi Fendi, Balenciaga” (Sorry, I tried to make that work.) This all goes to say, Balenciaga has been announced as the world’s most popular fashion brand, jumping two places from last year to knock Gucci off the throne.

The Spanish fashion label earned its number one spot after, according to the Independent, a deep analysis of 4.5 million data points — including sales, search and consumer perception. Business of Fashion and Lyst ranked five million products and 12,000 brands to come up with its top ten.

Here’s the list below:

The Top 10:

  1. Balenciaga
  2. Gucci
  3. Off-White
  4. Vetements
  5. Givenchy
  6. Valentino
  7. Saint Laurent
  8. Stone Island
  9. Moncler
  10. Raf Simons

Virgil Abloh’s Off-White might have been the biggest surprise — the label jumped from 34th place to third place — but it might not be that shocking considering the current prevalence of high-end streetwear and the brand’s collabs with Nike and IKEA.

And fear not for Gucci. The brand’s maximalist renaissance thanks to Alessandro Michele has turned things around significantly for the label. Kanye West, of course, won the number one spot on the list of fashion’s most influential rappers. Considering West and Demna Gvasalia are good friends and Yeezy once tweeted “I’m going to steal Demna from Balenciaga,” it looks like a New World Order could be upon us.


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