In the fourth quarter of last year, one thing counted above all: fashion with depth and substance. Intellectual yet desirable, no other brand can do it as well as Prada, and so the Italian fashion label secured first place in the ranking of the “hottest” brands by the British online fashion search engine Lyst.
With 41 percent more searches compared to the previous year, Prada secured the top position and at the same time dethroned sister brand Miu Miu. However, the brand and its “confident, creative aesthetic” that continues to shape the trend cycle, as Lyst describes it, ranked just behind Prada at number two on the index. When it comes to the hottest items of the fourth quarter, however, MiuMiu has the upper hand: The brand’s cherry red kitten heels come in third place, while Prada’s logo loafers come in fifth.
It is the second time within a year that the Prada Group has celebrated a double success, as the two brands were already at the top of the list in the first quarter of the year. The two Prada Group labels are followed by Loewe, Bottega Veneta and Moncler. Saint Laurent, Versace, Jacquemus, Burberry and Valentino complete the top 10.
Debuts, breakouts and the “hottest” products
The US brand The Row made its Lyst debut. The label has filled the gap in the fashion world left by Phoebe Philo’s departure from Celine, according to the British online fashion search engine. Philo’s recently launched eponymous brand is not included in the Lyst index due to its very limited distribution, but The Row’s ‘Margaux’ bag is. This is “a new status symbol and future heirloom” that topped the ranking of the “hottest products” in the last quarter.
The title of “Breakout Brand” and second place for the most sought-after products go to Victoria Beckham’s brand of the same name. Searches for the label rose 68 percent after the Beckham documentary debuted on Netflix in October, driven by the designer’s “Frame Buckle” belt. linktext