If I were to say "that's hot", what would first spring to mind? If it's Paris Hilton, we should be friends. If it's the seemingly never-ending heatwave we're having here in the UK, your priorities are probably in the right place. But if your mind jumps straight to the Lyst Index—the quarterly ranking of each season's hottest fashion products and brands—then you're in luck, because the latest list has just been released, and Massimo Dutti has clearly been making waves.
Typically, it's the luxury labels earning a much-coveted spot in the top 20 hottest brands. This time around, Chanel takes the top spot, closely followed by Miu Miu, Dior, Saint Laurent and Gucci, so no surprises there. But nestled in at number 10 is high street star Massimo Dutti, clearly no longer known solely as Zara's older sister. Both brands sit under the same Spanish parent group, Inditex.
