Gucci has overtaken Balenciaga to become the most popular brand in a fresh round of quarterly rankings compiled by Lyst, according to industry outlet WWD. The shift underscores how consumer interest can swing quickly in luxury fashion, driven by product drops, celebrity sightings, and high-profile collaborations that spark online searches and shopping activity across North America.
Since Gucci teamed up with Adidas in June, searches linked to the Italian label have surged by more than 280 percent. The boost isn’t just about a single collaboration; it also reflects Gucci’s broader momentum in the market, aided by strategic partnerships and timely fashion events that have kept the brand consistently in consumer conversations. The Ha Ha Ha collection, created in collaboration with British singer Harry Styles, and the Cosmogonie cruise show staged in Puglia have amplified Gucci’s visibility, feeding demand across digital storefronts and social platforms alike.
Balenciaga, which led most recently in the rankings, has slipped to the second spot as Gucci’s momentum gains traction. Still, anticipation remains high with a Paris fashion week show that has drawn notable star power from attendees like Dua Lipa, Kim Kardashian, and Nicole Kidman. The brand’s loyal following and media buzz can quickly reposition it at the top, and many watchers expect a rebound when event-driven interest peaks again in the French capital.
Other names in the top tier of the list have seen shifts as well. Diesel, Nike, and Dolce & Gabbana have risen within the rankings, signaling a dynamic mix of heritage luxury and modern streetwear that resonates with shoppers. Conversely, Bottega Veneta, Moncler, and Off-White have fallen toward the lower end of the top 20, illustrating how the market’s attention can swing away from even well-established players as new campaigns and product drops take center stage.
Within the quarterly product rankings, the Diesel Model 1DR handbag emerged as the standout women’s item, capturing the attention of shoppers across platforms and becoming a selling signal for the quarter. Runners-up included the Adidas x Gucci Gazelle sneakers, which secured a strong second place, and a striking dress from Jean Paul Gaultier x Lotta Volkova that rounded out the top three. These movers reflect a blend of heritage silhouettes refreshed with contemporary design cues that appeal to a broad audience in North America and beyond.
On the men’s side, the agenda shows a similar mix of performance and prestige. The Adidas Originals x Wales Bonner Samba sneakers led the category, signaling the enduring appeal of collaborative footwear that straddles streetwear and luxury. A Kanye West-inspired Yeezy Gap sweatshirt created with Balenciaga added a layer of cultural conversation, while Birkenstock Boston suede slippers continued to draw interest from consumers seeking comfort and casual luxury in equal measure. Together, these items illustrate how the market rewards bold collaborations and recognizable logos that translate well to both online shopping and social media chatter.
Market observers point to several drivers behind these shifts. Celebrity attendance at events, strategic collaborations, and the debut of new collections all play a critical role in shaping consumer search behavior and purchase intent. In North America, shoppers respond to limited-edition drops and the promise of standout pieces that feel both current and timeless. That combination helps explain why Gucci’s online presence has surged while Balenciaga fights to translate strong traditional prestige into fresh digital momentum. The ongoing dialogue between brands and their audiences—through campaigns, fashion week moments, and cross-brand collaborations—continues to redefine which labels rise to the top each quarter. (Source: WWD)