Balenciaga Replaces Gucci as the Most Sought-After Brand

Balenciaga's history and tradition have always been a major part of what makes the brand successful. However, the brand's new creative direction under the Demna Gvasalia has transformed Cristóbal Balenciaga's namesake fashion house into one of the most highly coveted labels more than a century after its establishment.

Since taking charge of the brand, the Georgian designer has preferred to navigate a more underground environment, even though he belongs to the luxury market. Its non-compliance with traditional fashion has made Balenciaga one of the most valuable brands in the world and the one that has grown the most in recent years within the Kering group. But over the past 12 months, we've started to see a push by the label to reenter the world of haute couture and light up red carpets at major events like the Met Gala and the Emmys.

The new strategy could not have been more accurate. Now, Balenciaga has just surpassed Gucci as the most researched brand on Lyst, a digital platform specializing in the search for fashion products. The report indicates that research by the brand grew by 505 percent this quarter, putting it at the top of the list.

The brand's recent Spring/Summer 2022 show at Paris Fashion Week was a major success. Under the theme of "red carpet," Gvasalia invited models and their favorite celebrities to pose on a background that mimicked the red carpet.  In addition, the label also launched a partnership with The Simpsons where the characters used their most iconic creations—all of which more than justifies their high popularity.