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Business of Fashion has released their third-quarter rankings for the Hottest Brand in Fashion and Gucci is no longer number one.

Gucci, an iconic fashion house has been known for its wholly modern approach to fashion and has held the crown for the hottest brand in fashion.. until today! Business of Fashion (BoF) has released their third-quarter annual “Hottest Brand in Fashion” rankings and there seems to be a new fashion leader. According to the latest data, which consists of 4.5 million data points per hour from over 65 million annual consumers, five million products, and 12,000 brands, Balenciaga struts their way to number one, bumping Gucci down to number two.

Background on Balenciaga

This Spanish brand began spreading its influence back in 1918 by Cristobal Balenciaga himself. Balenciaga drew attention with Cristobal’s dramatic, sculptural silhouettes, and the brand took off from there.

According to fashion reviews, some of Balenciaga’s biggest credit-card dropping moments over the years have been the highly desired robot leggings, the reinterpreted ikat print, the new jodhpur, and their recurring experimentation with techno-fabrics and reworking of classic prints. Balenciaga hired the current lead designer; Demna Gvasalia in 2015. And, after a couple years of great production and design, he has led the brand to the top spot in fashion.

Where Gucci Dropped To

Gucci will never fail to impress. The brand is no longer number one, but it only dropped one place in this quarter’s BoF rankings. Even though Gucci fell in their ranking this quarter, they continue to excel as “the most consistent performer in the hottest brand ranking to date this year”, according to BoF.

And, this iconic fashion brand will continue to thrive in the future. Between July and September, the label launched a home furnishing and treatment line called Gucci Décor. Gucci also recently announced its collaboration with Dapper Dan. Their capsule collection is due next spring.

Other Ranking Shifts

Another shift that dramatically changed this quarter’s rankings was the Off-White label’s 31 place jump. Virgil Abloh’s Off-White label ranked the third hottest fashion brand in the world. This dramatic shift actually knocked Kanye West’s Yeezy, which has consistently ranked number two, completely out of the top 10 for the third quarter of 2017.

There is no surprise that Abloh’s new Off-White line took off due to its attention to Millennial and Gen-Z consumers. Off-White’s cultural influences in the music industry and cross-platform brand messaging paid off for this third quarter. These tactics got their clothing off shelves and onto consumer’s backs. Another addition to the brand’s success, and what Abloh has named his “biggest boost to business” was a recent collaboration with Nike.

BoF’s Top 10 Hottest Brands in Fashion for the Third Quarter of 2017

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


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