Fashion is constantly changing, and the most coveted designer brands are always shifting around. Despite this, there are a few key brands that consistently rank amongst the big players as timeless names that are ones to watch.
With more and more influencers online, fashion is big business. If a fashion brand can get some of the biggest social media names on side, they head for unprecedented success. We have seen this with the likes of Supreme and Gucci, but there are some brands that perform well without social media’s influence.
Here are our three picks for brands to watch next year.
Italian fashion house Fendi has leapt from relative obscurity into the mainstream thanks in part to the likes of the Kardashians. Throughout the first half of 2018, Fendi became one of the most popular brands in the world ranking firmly at number eight. In 2017, they ranked around the 17 mark. Now, fashion rankings are open to interpretation and there are several things that influence these numbers, but they are a pretty good indicator all-round.
Kylie Jenner in April shared a picture on Instagram with over 100 million followers which showcased a vintage Fendi dress. It is not the only celebrity endorsement that Fendi has received this year, though. Outspoken rapper Nicki Minaj showed off a Fendi fur jacket in February and, back to the Kardashian-Jenners again, Kim Kardashian-West shared a picture on Instagram of herself in a matching blouse, coat, and tights in a shoot for Odda Magazine.
It is hardly surprising then that Fendi suddenly rocketed into mainstream popularity after several years of being a lesser-known label. Along with this mainstream success came a huge price hike for some of their most popular offerings, though!
#2: Off White
You will be excused for not knowing exactly who Off White are. Founded in 2012, Off White is an Italian streetwear and luxury fashion label that has its roots in Milan. Specializing in season-to-season lifestyle and high-end streetwear, it now has 24 physical stores around the world and the brand regularly features in high-end stores such as Harrods and Selfridges.
In the last six years, Off White has collaborated with major brands such as Moncler, Nike, Levi, and Timberland and it has enjoyed widespread social media coverage and mainstream success.
2018, though, has been an amazing year for Off White and its huge jump to number two on the Lyst fashion index has been attributed to “Collaborations with Rimowa, Converse Chuck Taylor and Nike Air Vapormax [that] creates huge spikes in search for Virgil Abloh’s cult label in Q2 ”
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Another name that is quickly rising up the ranks is Versace. Last year, the Versace fashion house ranked as 21st on the Lyst fashion index and by June it had moved all the way up to 7th. Lyst says “Thanks to a hit TV crime series, a stellar line up of Met Gala red carpet looks and a major trend for 90s nostalgia, Versace is back. Pastel logo t-shirts were a Q2 best seller.”
It was in fact very much down to the Met Gala that gave Versace their sudden boost. In May, the Catholicism-themed Met Gala was co-hosted by Donatella Versace and, as such, the Versace fashion house had a huge hand in dressing stars such as Gigi Hadid, Katy Perry, and Cindy Crawford. In addition to this, Versace’s brand awareness will also have been boosted by their store expansions, lots of appearances in big name magazines such as Vogue, and the critically acclaimed TV show The Assassination of Gianni Versace: American Crime Story.
Given this boost and the buzz surrounding Versace, it is unlikely that they will be going anywhere any time soon. They are certainly one to watch in 2019 and as the new fashion seasons come rolling in.
2018 Has Been an Amazing Year for Fashion
It is not only these three brands that have enjoyed widespread success this year that should be closely watched as we head into 2019.
Gucci managed to steal the Lyst top spot from French label Balenciaga and Louis Vuitton has managed to firmly keep its current spot with its new meteoric line of leather goods. In May, we saw Meghan Markle walk down the aisle in a Givenchy wedding dress that catapulted the French label into the Lyst top five, and Nike has managed to climb 11 spaces to enter the top 10.
Nike, despite not being a traditional luxury fashion label or house, is now finding its feet and has this year proven its fashion credentials.