For the first time, the luxury brand Balenciaga did not make it into the top ten of the Lyst Index in the fourth quarter of 2022. But there were promising newcomers and other surprises.
British fashion search engine Lyst has published its ranking of the hottest fashion brands and products for the last quarter of 2022 and it shows some shifts. Above all, the luxury brand Balenciaga, which slipped from fourth place to a thankless eleventh place and thus dropped out of the top ten. The brand has had a secure place there in recent years. The reasons for this are of course pure speculation, but the break with Ye and the scandal surrounding the fashion campaign with pedophile references may have played a role.
Prada at number one, Moncler climbs 14 places
The top performers in the ranking are less surprising: Prada takes first place and has swapped places with runner-up Gucci. The reason for this could have been the departure of designer icon Alessandro Michele. Prada searches increased 37 percent in the fourth quarter. The fact that Prada launched its first jewelery collection made from recycled gold during this period may have contributed to this. In third place, Moncler managed a clear rise after the brand was still in 17th place in the previous quarter. That could be because Moncler launched its first NFTs to mark its 70th anniversary, combined with the fact that winter is traditionally a strong season for Moncler. Miu Miu, Valentino, Bottega Veneta, Loewe, Dior, Dolce & Gabanna and Saint Laurent follow in further places.
Ugg and Coach in top 20 for first time
The changes in the ranking also bring new opportunities, as shown by the newcomers who have now been included in the index. This is how the shoe brand Ugg managed to be included in the index for the first time with its iconic and affordable boots. With over 1.2 billion mentions on TikTok, the brand rises to 15th place. Coach is in 19th place thanks to increased demand for handbags during the gift season, which is becoming increasingly popular among Gen Z shoppers.
Saint Laurent bag is the trendiest product
Saint Laurent’s Icare bag is the hottest product of the quarter, with searches up 46 percent. Worn by Bella Hadid, Zoë Kravitz, Rosie Huntington-Whiteley and Sydney Sweeney, the jumbo quilted bag has quickly achieved “It” status, sparking a new trend for the bag category with searches for tote bags up 55 percent this quarter . With the Christmas and New Year season coming, party time has returned, with a surge in bold sequined party looks. Worn by Hailey Bieber, Jodie Turner-Smith, Paloma Elsesser and Olivia Wilde, 16Arlington’s Solaria dress became a favorite in the fashion world thanks to its glittering design and sexy neckline. The same goes for Mach & Mach’s eye-catching bow-tie shoes, which have conquered TikTok on social media with over 70.9 million views. Loewe’s puffer jacket also made it to seventh place with its striking look.
Breakout Brands: New category
Lyst has also introduced a new category, Breakout Brands. These are the smaller but powerful brands to watch for that are showing a strong and fast uptrend. From now on, Lyst aims to identify three of those brands each quarter that are outside of the top 20 but are growing in importance the fastest. In the fourth quarter of 2022, the brands 16Arlington, Alaïa and Mugler achieved this status. Supported by top influencers like Hailey Bieber, Kaia Gerber or Kylie Jenner, their searches increased by 56 percent (16Arlington), 33 percent (Alaïa) and 49 percent (Mugler).
This evaluation is based on data from over 200 million buyers, including search queries, product views, sales and mentions in social media. Lyst produces its quarterly report on the hottest fashion brands and products on the web every three months.