Google’s annual Year in Search report is always a great opportunity to acknowledge all the weird, miraculous, and frightening stuff that transpired over the last twelve months—and the fact that we still don’t really know how to spell “beautiful” or use scissors. This year’s most Googled fashion designers and brands—the ones that had the highest spike in traffic over a sustained period—are not entirely surprising when you think about the year’s biggest news stories. While last year’s list was dominated by the Olsen twins, the Kardashian family, and Ivanka Trump, this year’s list is almost entirely populated by hardcore fashion brands. 2017 was the year that logomania made a return and luxury brands embraced streetwear in all its millennial-loved glory. So, yeah, here we are: with a most-Googled-designers list that features a handful of designers we actually care about. Wild!
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10. Moschino, 9. Valentino, and 8. Dolce & Gabbana
From Ugg boot collaborations to Instagram runway castings, these three Italian heavyweights all managed to make beautiful, high-end clothes and jump onto what all the cool kids were doing this year. To say these brands didn’t benefit at least a little bit from Gucci’s world domination would be wrong. Still, they also did their own thing with confidence. Dolce & Gabbana beat out Moschino and Valentino possibly because of its entanglement with various political issues this year.
7. Christian Dior, 6. Yves Saint Laurent, and 5. Chanel
The French toppled the Italians this year, but their approach to staying relevant and selling clothes in 2017 wasn’t exactly different. Christian Dior made headlines with its “we should all be feminists” T-shirt and Chanel hired Pharrell to sell its new handbag—and design some already-sold-out sneakers. Saint Laurent, meanwhile, has lured in style diehards with its Instagrammable sequin boots for women and already-classic leather varsity jackets for men.
4. Fashion Nova
Fashion Nova is a California based e-commerce site for women who want Kardashian-style clothes—for, uh, rock bottom prices. While the site doesn’t touch menswear (probably for the best), it’s worth pointing out that the retailer is the only non-luxury name on this list other than Supreme—which is also a billion-dollar brand. So Fashion Nova is doing something very right, even if we’re not exactly sure what that is. It can’t hurt that they have Cardi B on their payroll.
Supreme and Louis Vuitton are two totally different beasts but their relevance this year is inextricably tied thanks to their hyped-beyond-hype collaboration, which dropped this summer but more or less dominated the style news cycle all year long. We mean that literally: The collection debuted in January and yet, almost a year later, we’re still writing about it.
Gucci has a wildly talented creative director in Alessandro Michele at the helm, but its Google-ability isn’t just about good clothes. The brand has been a machine this year, collaborating with underground creatives, banning fur, promoting diversity, and dressing every musician and style rebel in the business, including Jared Leto and his hologram. In short, it’s no surprise to see it nab the number one spot of the most Googled fashion designers. Can Gucci keep it up in 2018? Only time—and a series of extremely well-dressed holograms—will tell.