2017 was an intense year for fashion and the winners as most successful brands were, respectively as first and second places, Gucci and Balenciaga (both part of the group Kering) that, according to the Business of Fashion Magazine and to the Lyst Index (the Fashion research platform), were the most appreciated brands by both consumers and industry experts: the estimate is based on an analysis that involves more than 70 million people belonging to the sector.
The term Gucci has even been searched on Lyst more times than common words such as “shoes” and “clothes”: a real triumph for the Maison managed by Alessandro Michele and a great comeback for Balenciaga that, under the creative direction of Demna Gvasalia, grew in popularity by 50%. At the base of the victory of these two brands, there is the avant-guard vision and the absolute originality that their creative directors have been able to express in their collections.
Another element that unites Gucci and Balenciaga is the massive use of social media, and of Instagram in particular, which makes them more closer to consumers and especially to Millennials (which represent the 50% of the total sales of Balenciaga for example), to whom they offer effective advertising campaigns able to convey the image and the soul of the brand.
Even if 2018 has just begun, we can already predict the continuation of Gucci’s success, as well as the maintenance of the position of names such as Balenciaga and Vetements. On the other hand, we have high expectations for designers like Heidi Slimane, Phoebe Philo, and Kim Jones who, after leaving and/or gaining the direction of new brands, are ready to amaze us during this season and to try to reach the success.
Here you find the complete list of the 10 most successful brands of 2017 to which we have associated their most representative accessory. Ready to discover in what fashionable way 2018 will surprise us?
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The Top Fashion Brands of the Moment
10) YEEZY
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Despite the few public presences of Kanye West and his decision to not take part in any fashion week during the 2017, his brand Yeezy continues to be successful, drawn mainly by the collaboration with Adidas, whose shoes signed by the rapper sold-out in a few minutes and still remain a dream for a lot of fashion addicted.
Must-Have: Yeezy Boost 350
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The Top Fashion Brands of the Moment
9) BALMAIN
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Olivier Rousteing seems unstoppable as Balmain Creative Director: after the recognition received during the fashion shows of 2017 (one of which was presented at the Opera in Paris, for the ballet of which he also created the costumes) and a collaboration with Victoria’s Secret, his brand is confirmed as one of the most appreciated and fashionable of the moment. This is a dream come true for Olivier, who also wrote at the end of the year a letter addressed to his young self where he tells him to never give up because the future has in store for him a lot of exciting projects.
Must-Have: Balmain Paris T-Shirt
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The Top Fashion Brands of the Moment
8) STONE ISLAND
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It may not be a particularly famous brand, but since Drake published some photos wearing the clothes signed by Stone Island (22 photos were published on Instagram only in the first 6 months of 2017), in addition to wearing them during his tour, the sales of this Italian brand have increased a lot: the tendency to wear Stone Island clothing is now spreading even among other rappers, bringing in this way the name, the history and the quality of Stone Island to fame.
Must-Have: The Anti-Wind Coat
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The Top Fashion Brands of the Moment
7) MONCLER
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Moncler is once again confirmed as the market’s master when talking about winter jackets: worn all over the world, they never go out of fashion and they are wearable by anyone, both in terms of style and age. The key model of last year was the Maya quilted Jacket, which occupies the tenth position of the top products’ list of 2017 stilled by Lynx.
Must-Have: Maya Quilted Jacket
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The Top Fashion Brands of the Moment
6) GIVENCHY
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Clare Waight Keller, who last March took the place of Riccardo Tisci as creative director of Givenchy, has brought a breath of fresh air inside the Maison without losing its essential values: there are a greater essentiality and femininity in her creations but the idea of equality between female and male powers, which are similar in their being “mysterious and strong”, as she declared, seems to predict a successful future for the French Maison’s collections. We can’t wait to discover what she will do in 2018!
Must-Have: Pool Slides
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The Top Fashion Brands of the Moment
5) OFF-WHITE
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The rise of Off-White, due to the creative direction of Virgil Abloh, was impressive during 2017, thanks mainly to the collaboration with Nike and the creation of a line “For All” that presents items and accessories available at a very advantageous price than the rest of the OFF-White garments. It is a brand loved by many it-girls and models and we are sure that it will still be trendy during 2018.
Must-Have: Sweatshirt “For All”
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The Top Fashion Brands of the Moment
4) VALENTINO
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We always expect the best by Pierpaolo Piccioli and he always manages to surprise us with collections that perfectly encapsulate the essence, the ethereal elegance and the Italian craftsmanship that characterized the Maison: speaking about the latter aspect, he has recently begun to publish on social media a series of videos dedicated to the various people that are hidden behind the creations of Valentino, because “the success of the name derives mainly from their work”, according to Pierpaolo. At the same time, the brand has been able to establish itself among the younger consumers thanks to the Rockstud line.
Must-Have: Rockstud Spike Bag
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The Top Fashion Brands of the Moment
3) VETEMENTS
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The few brand’s signed collections, the different collaborations with other brands and the creation of must-have accessories that are still flaunted by celebrities and lovers of the street style look are some of the elements that contributed to the great success of Vetements, that established itself at the third place. It is a trendy name, able to spread innovative and very appreciated ideas on the market: keep your eyes on it then, because his ascent to the Olympus has just begun…
Must-Have: Socks in Collaboration with Reebok
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The Top Fashion Brands of the Moment
2) BALENCIAGA
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Demna Gvasalia has been able to revolutionize Balenciaga in such an original way that it seems that centuries have passed since Alexander Wang was the creative director: Demna has combined avant-garde elements, the street-style language, the trends of the moment (such as lettering) and the historical soul of Balenciaga with such a personality and a creativity that has displaced the critics and made a quick road into the heart of the fashion addicted. You may like him or not, what is certain is that his vision and his work make him one of the most interesting and famous contemporary designers ever.
Must-Have: Speedy Runner Shoes
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The Top Fashion Brands of the Moment
1) GUCCI
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Alessandro Michele has brought a series of changes so innovative and creative into Gucci that have made it the brand of the moment, especially among the Millennials, who appreciate it thanks to social media, which the brand uses widely: the Gucci accessories have largely conquered the market, just think about the success of handbags such as the Belt Bag, the Marmont Bag and the belt with the double G. Another strong point of the brand is the collaboration with artists and illustrators who give life to exclusive collections, inspired by a historical period (like the Renaissance) or by a unique style. We are ready to bet that Gucci will continue to occupy the first place of the list for many more seasons…
Must have: Gucci Belt Bag
