Off-White Is Now The Most Popular Brand In The World

Virgil Abloh's luxury Italian streetwear label Off-White has been named the “hottest fashion brand in the world”.

Over the past year, the brand has gone from strength-to-strength, thanks, in part, to highly-publicized collaborations with Ikea and Nike and Abloh’s appointment as artistic director of household name-brand Louis Vuitton.

Off-White topped a quarterly index compiled by Lyst, a global fashion search platform, by examining Google search data, sales, and social media mentions. Lyst singled out the company as the number one brand among fashion fans today, surpassing established names such as Gucci and Balenciaga.

Abloh's label is a big hit with global celebrities and has been worn by model Bella Hadid, and singers Rihanna and Beyoncé. 

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