Virgil Abloh’s streetwear label is having a moment
After crunching the numbers with data from five million shoppers and analysing what they were searching, browsing and buying online, Lyst, the global fashion search platform has officially named Off-White as the hottest brand in the world.
Lyst, which also examines Google search data and social media metrics, singled out the company as the number one brand among fashion fans today, surpassing established names such as Gucci and Balenciaga. In just one year, the label has jumped 33 places, while searches for the brand across online retailers are up 14 per cent quarter on quarter.
The analysts over at Lyst note Off-White's collaboration with Nike, along with Serena Williams's “Queen” collection that debuted during the U.S. Open played a key role in growing brand awareness across e-commerce and social media.
Off-White, which has a checklist of celebrity followers including Beyoncé, Kendall Jenner and Bella Hadid, is set to open its first store in Dubai this month at The Dubai Mall’s newly opened Fashion Avenue extension. It will be the first Off-White store in the region.
