The Italian luxury label Miu Miu tops the rankings of the world’s most sought-after fashion brands. In the current Lyst index for the third quarter, Miu Miu not only displaces the Spanish luxury brand Loewe from the top position, but also challenges its big sister Prada.
Last quarter, Miu Miu occupied fourth place on the list, behind Loewe, Prada and Versace. Now the brand has climbed to the top of the fashion Olympus, as the British online fashion search engine Lyst announced on Wednesday. Behind the brand were Loewe and Prada, followed by the “usual suspects”, because apart from Ferragamo in 20th place, there are no new entrants in the index this quarter.
Miu Miu shines, Gucci weakens
For Miu Miu, the top position comes at the right time, as the brand celebrates its thirtieth anniversary this year. However, the reason for the current cult status is not the anniversary alone, rather it is “hero products” such as the bag model ‘Arcadie’ and the brand’s logo cardigan, which also made it to second place among the “hottest products”. However, Miu Miu’s reach on social media should not be underestimated, because with over 223 million views, the fall-winter collection had a strong influence on sales, according to Lyst.
However, the Italian label is not the only one that can look forward to a rise in the rankings. Jacquemus was able to climb a full six places to number 9 and is now in the top 10 of the index for the first time, followed by Burberry. The British luxury brand has developed positive momentum since the appointment of creative director Daniel Lee last year, explains the index.
The last quarter was less successful for the former leaders Gucci and Balenciaga. While both brands took turns dominating the index last year, they now sit outside the top 10. The Florentine fashion house slipped from ninth place to twelfth, despite the hype surrounding its new creative director Sabato de Sarno, while Balenciage moved up two places from 16th place climbed. Louis Vuitton also had to make losses, as the brand slipped from eleventh place to number 16.
The full ranking of the ten “hottest” brands, led by Miu Miu, Loewe and Prada, is completed by Bottega Veneta, Versace, Saint Laurent, Moncler, Valentino, Jacquemus and Burberry. The ten leaders are followed by Gucci, Dior, Balenciaga, Dolce & Gabbana, Louis Vuitton, Skims, Fendi, JW Anderson and newcomer Ferragamo.
Tabi Renaissance and old acquaintances
In addition to the most sought-after brands in the world, Lyst also deals with the “breakout brands”. These are usually newer labels that have recently received increased attention – for example on social networks or from celebrities – but this year there are two old well-known ones: the US designer Tory Burch and the designer Peter Do revived label Helmut Lang.
The Mary Jane shoes Tabi from Maison Margiela are also experiencing a renaissance. The hoof-like model is by no means new to the brand’s product catalog, but when the story of a woman whose Tabis was stolen by her Tinder date went viral on TikTok, searches for the shoe model increased by 342 percent.
The ranking of the “hottest” brands and products in the fashion world is determined quarterly by the British online fashion search engine Lyst. The company relies on its own data and the evaluation of social media activities and Internet searches.