EMMA JOHNSON
WHEN Kim Kardashian turned up at last month’s Met Gala dressed head-to-toe in black, her face and hands completely covered, many of us laughed (or groaned). But now the luxury fashion house behind the reality TV mogul’s get-up is laughing all the way to the bank.
Because Balenciaga is the hottest brand in the world right now, according to the Lyst Index.
A quarterly ranking of fashion’s hottest brands and products, the index looks at activity on Lyst’s shopping platform, Google search data, social media mentions and engagement statistics worldwide over a three-month period, to take the temperature of the fashion world.
And data reveals that the third quarter of 2021 saw Balenciaga climb five places on the index to replace Gucci as the name that we want.
Given that online searches for Balenciaga were said to have shot up 505 per cent following the Met Gala, it is hard to overlook the influence of the glitzy night. As well as Kimmy, Rihanna, Tracee Ellis Ross, Michaela Coel, Isabelle Huppert and Elliot Page were all dressed by the European label.
Still, it was the Keeping Up with the Kardashians star who everyone was talking and meming about the next day though. Well they do say there’s no such thing as bad publicity.
The fact that the 41-year-old mum-of-four has barely worn any other brand for the past month or so has no doubt helped Balenciaga battle its way up the Lyst Index.
And yet nothing about the stretchy all-in-ones she has been repeatedly photographed in has made me once feel like typing its name into Google.
In fact, the more that people eulogise about her Lycra and leather ensembles, which remind me of the catsuits my little sister used to wear for her modern jazz classes, the more I feel like the joke is on me.
I am reminded of the time when Balenciaga tried to get us to part with £1,600 for a tote that was near identical to the blue bag you carry your shopping around Ikea in. The label’s latest wheeze is a collaboration with The Simpsons that includes a £750 hoodie and a £495 T-shirt featuring the cartoon family.
There is also a pricey hook-up with all-conquering computer game Fortnite.
There was once a time when I would have done anything to get my hands on a Balenciaga Lariat bag. But at the risk of being cast out by the fashion fraternity, I am starting to feel like the little boy in The Emperor’s New Clothes when it comes to this brand.
I am altogether unimpressed.
Kim Kardashian
CONGRATULATIONS are again in order for Emma Raducanu. Less than a month after she was announced as an ambassador for jewellery brand Tiffany & Co. the 18-year-old tennis ace has been unveiled as the new face of Dior.
Emma, who became an overnight sensation following her historic US Open win, wore a stunning Dior gown at the recent No Time to Die premiere and will front campaigns for the luxury fashion house. The talented teen will also represent Dior’s make-up and skincare ranges.
While few of us will be able to afford the Dior pieces she will showcase, fans have been clamouring to get their feet into the trainers she wore for her big win. Lyst’s report reveals her NikeCourt React Vapor NXT tennis shoes (currently on offer at £115.47) to be the fourth most searched for womenswear product in the world.
Talk about courting attention.
Bond premiere