State of Fashion: These Are The Most Coveted Brands of 2020 So Far

These are the brands which displayed compassion, support and creativity -- Gucci and Prada remain at the top, alongside other surprising additions

Fashion is in a state of flux. Following the coronavirus outbreak, calls for greater equality and racial justice swept the world following the death of George Floyd in June. Many fashion brands struggled to adapt, but many other brands showed compassion, support and creativity at times of crisis.

During this quarter, Nike jumped two places to become the hottest brand in the world - the first time since a luxury brand has not taken top position. Certainly an anomaly in pandemic times, Nike’s digital sales were further supported by the increase in demand for loungewear and activewear.

This is followed by Off-White in second position, Gucci in third, and Balenciaga, Prada, Saint Laurent, Versace, Burberry, Fendi and Bottega Veneta taking up the top 10 positions.

It turns out, the best brands performed due to their ability to adapt to digital (matter fact, consultancy firm Bain & Company published a report in May predicting that online sales will represent 30% of the luxury market by 2025) and their commitment towards sustainable and humanitarian causes - certainly issues to pay heed to, especially during these turbulent times.

Gucci has committed to showing 2 seasonless collections per year, which is down from 5 in its current year, at a time when the fashion system has been deemed unsustainable. Furthermore, they have received the highest score for luxury brands in The Fashion Transparency Index, and also announce the 20 recipients of the Gucci North America Changemakers Scholarship. Similarly, Prada in fifth position has signed a second sustainability linked loan, which affirms their commitment to environmental targets, including an auction for charity.

Saint Laurent, in sixth position, had also announced their departure from the usual fashion system and would not show at Paris fashion week this year, instead following “its own rhythm,” and was further buoyed with star power from their Fall/Winter ‘20 campaigns which featured Blackpink’s Rosé and Lenny Kravitz.

Check out the top 20 brands here: