Trying to decide which It item to invest in next? Lyst's latest findings might just help you choose. The fashion search platform has analysed the behaviour of millions of online shoppers to formulate a list of the 10 buzziest brands in the world right now.
Coming in on top is Alessandro Michele's Gucci—making that Marmont bag you've been eyeing off a super-savvy choice. The vibrant Italian label bumped Balenciaga from pole position (down to number three), while the rising popularity of Virgil Abloh's street-meets-high fashion aesthetic has seen his brand Off-White slide into the silver medal spot. Read on for the rest of the results.