The Q3 Lyst Index, released recently, sheds light on the fashion industry’s powerhouses, with Miu Miu emerging as the world’s hottest brand for the period spanning July to September. Searches for Miu Miu, a label owned by Prada, surged by an impressive 16% during the quarter. The 30th anniversary of Miu Miu coincided with this remarkable resurgence, driven by a global demand for standout products, including ballet flats, the Arcadie bag, and the coveted cashmere cardigan.
Miu Miu’s consistent ability to offer must-have items continues to captivate fashion enthusiasts, solidifying its position as a trendsetting brand.
The Q3 Lyst Index also highlights notable advancements in the top 10 rankings. Bottega Veneta moved up one spot, alongside Kering-owned labels Saint Laurent and Moncler, both ascending one rank. Jacquemus’s astonishing leap of six places secured it the ninth position, driven by unique brand storytelling and viral VR marketing campaigns that harnessed social media’s power to drive engagement and product demand, resulting in a 17% increase in searches during Q3.
Burberry also demonstrated impressive progress, climbing four spots to the tenth position, coinciding with the launch of Daniel Lee’s debut collection.
The complete top 10 ranking, in descending order, consists of Miu Miu, Loewe, Prada, Bottega Veneta, Versace, Saint Laurent, Moncler, Valentino, Jacquemus, and Burberry.
The top 20 includes Diesel at number 11, preceding notable names such as Gucci, Dior, Balenciaga, Dolce & Gabbana, Louis Vuitton, Skims, Fendi, JW Anderson, and Ferragamo. Ferragamo makes its debut in the Top 20 for the first time.
Additionally, a trio of «Breakout Brands» experienced rapid growth. Tory Burch saw a 15% increase in searches, boosted by celebrity endorsements from Bella Hadid, Suki Waterhouse, and Emily Ratajkowski. Helmut Lang, with a 19% surge in searches, was another standout in the breakout category, with the Stencil hoodie as the trending product. Poster Girl, with a 10% rise in searches, showcased the feathered Tulia trousers as the trending product.
Furthermore, Maison Margiela’s Tabi Mary Jane secured the title of the world’s hottest item in Q3, with a remarkable 342% increase in searches, largely driven by the TikTok sensation known as ‘The Tabi Swiper.’
Miu Miu’s logo cashmere cardigan claimed the second spot for the quarter’s hottest product, benefiting from the resurgence of cardigans, with a 44% increase in category searches.
Cos’s quilted bag secured the third spot, becoming the second high street brand bag to feature in The Lyst Index this year, following Uniqlo’s round mini shoulder bag in Q1.
The FW23 Martine Rose x Nike collaboration for the women’s World Cup experienced a significant surge, with a 70% increase in searches for the Shox MR4 Mule shoe, earning it the fourth hottest product title. A notable increase in cleat searches was also observed throughout the quarter.
Birkenstock rounded off the top five, with its Arizona sandal making its eighth appearance in the hottest product category. Renewed excitement stemming from the Barbie movie led to a 110% increase in searches within 48 hours of the movie’s release.
The remaining products in the top 10 included Tory Burch pierced mules, Loewe Puzzle Tote, New Balance 550 sneakers, Prada 3D flower heels, and Acne sunglasses.
Lyst highlighted the real influence of Taylor Swift, noting that New Balance 550 sneakers in eighth place experienced a surge in searches after the singer donned them at a Kansas City Chiefs football game. Searches increased by 44%, leading to online sellouts and resale prices three times the original cost of $110.
