It's Miu Miu's time. According to the third Lyst Index, the quarterly report dedicated to the hottest fashion brands and products, it was the Italian luxury brand that was the most sought-after in the world between July and September. According to the report, Miu Miu surpassed its "big sister," Prada, in global demand, aided by the success of ballet flats and the Arcadie bag. The report is based on shopper behavior inside and outside the Lyst platform, product views and sales.
But the formula also takes into account social media mentions and still statistics on worldwide activity and engagement: with more than 223 million views on TikTok and a campaign featuring Emma Corrin, Ethel Cain, and Zaya Wade, Miu Miu's fall-winter line has had a strong impact on sales. The logo cashmere cardigan, the second most popular product of the quarter, triggered a revival of the category, so much so that searches for cardigans increased 44 percent. In first place is the Tabi, Maison Margiela's cult shoe. Although this is an item that has long been a must-have in high fashion, searches for this model soared 342% in September.
The quarter also marks the rise of Jacquemus, which climbs six positions to ninth place. According to Lyst analysts, the brand is harnessing the power of social media to boost demand for its products: searches for the brand rose 17 percent this quarter. Burberry is also among the rising brands, jumping four positions to 10th. Ferragamo enters the "hottest brands" list for the first time thanks to new designer Maximilian Davis and celebrity endorsements Gigi Hadid and Solange Knowles.
Miu Miu, then, knocked Spanish luxury brand Loewe off the top spot, to which goes the silver that was Prada's, now in third. Fourth is Bottega Veneta, which moves up a notch, while Versace drops from third to fifth. Sixth is Saint Laurent, followed by Moncler and Valentino (which loses two positions), then the aforementioned Jacquemus and Burberry. The list continues with Diesel (from 13th to 11th), Gucci (which was ninth), Dior and Balenciaga. Finally Dolce & Gabbana, Louis Vuitton, Skims, Fendi, JW Anderson, and new entry Ferragamo.
