From sell-out trainers and bandeau midi dresses to ultra-comfortable trousers and woven leather bags, these are the most coveted products of the last season …
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What makes a viral product? Is it covetability, demand, internet buzz? Perhaps it’s a bit of all three. The Lyst Index, a quarterly index of fashion’s most in demand products and brands, has just released its report for the second quarter of this year. Taking into account social media mentions alongside searches, page views, interactions and sales, Lyst filters over eight million products to decipher which ones are the most popular. The results – which span from well-known labels to buzz-worthy brand collaborations and mid-range steals – may or may not surprise you. See below for the viral products trending now: nab one, if you can!
Adidas SL72 trainers
In no surprise to anyone, Adidas’ SL72 OG trainers have topped the charts, pushing Adidas Samba trainers from their position as the trainers of the moment (if you’re still loving Sambas, never fear, the classic tennis aesthetic will endure long after the dust of viral products has settled). While we love the SL72s, particularly in the maroon shade, pictured, you can read up on all of the other trainers we love right now here, in case you’d like to opt for something a little less trend-driven. Maroon SL72 trainers, Adidas, €100, at Brown Thomas.
High Sport red kick-flares
Call it the effects of unexpected red theory (the viral internet aesthetic that theorised every outfit looks better with an unexpected pop of red) but one of the hottest items of the last season has been a pair of stretch-cotton kick-flare trousers in bright red. For context, the brand in question is High Sport, a US label which has garnered a cult following thanks to its fashion kudos (founder Alissa Zachary is an alum of The Row, Khaite, The Line and Rosetta Getty). We say: the idea behind these cult trousers is that they have the comfort of leggings, but the polish of trousers – something we can all get on board with. Pair with kitten heels and a ruffled blouse for a Leandra Medine Cohen-inspired outfit. Red cropped stretch-cotton trousers, High Sport, €825; www.net-a-porter.com.
Dragon Diffusion Santa Croce bag
You’ll have to wait ten weeks for a Dragon Diffusion bag, such is the popularity of the brand’s woven leather baskets: the label uses an on-demand production model that eliminates waste. According to Lyst, searches for Dragon Diffusion are up by 197 per cent in the second quarter of this year, in part thanks to a collaboration with French fashion brand Rouje. (The fact that the sleek baskets have been worn by Ashley Olsen and Alexa Chung hasn’t hurt, either.) Brown Santa Croce bag in large, €437; www.dragondiffusion.com.
Loewe x On Cloudtilt trainers
Artisan flair meets high-performance when Swiss sporting brand On collaborated with heritage fashion house Loewe on the Cloudtilt sneakers, which are made from recycled fibres. On enjoyed significant buzz earlier this year when it partnered with actress Zendaya as part of a multi-year brand deal. Equally, Loewe, which is helmed by Northern Irish designer Jonathan Anderson, who in May took on the role as honorary co-chair of the Met Gala, is ranking as number one brand globally. No doubt, creating a special limited collection titled I Told Ya, for the film Challengers, which also starred Zendaya – small world! – helped send its popularity skyward. White Cloudtilt stretch recycled sneakers, Loewe x On, €400; www.net-a-porter.com.
Amy Lynn Alexa puffball dress
You may not be familiar with designer Amy Lynn’s Alexa puffball dress, but you may have seen something similar to it on sale while browsing your favourite online stores. The off-white bandeau midi dress with adjustable side fastenings and a drop-waist feels very of the moment. What’s more, it can be layered up with tops and lightweight knits, and can be worn as a full skirt. Milk Alexa puffball dress, €132.95; www.amylynn.co.uk.
Coach Tabby Bag
Coach’s Tabby bag has always been popular with the Instagram crowd. And now it’s ranked as the third most popular piece of the last season. In good news, this designer bag comes in at under €500, too. Black Tabby polished pebble leather shoulder bag, Coach, €379.95; www.zalando.ie.
