Gucci named world's 'hottest' fashion brand in new study
Luxury label Gucci has been named the 'hottest' fashion brand on the planet in a study by fashion search engine Lyst and magazine The Business of Fashion (BoF). Kayne West's Yeezy ranked second on the list followed by Balenciaga, Vetements and Givenchy. BoF stated that Gucci's ability to connect with millennial and Gen-Z consumers helped it get to the top.