Prada’s impressive recovery was highlighted on Thursday when the latest instalment of the Lyst Index showed it as the world’s hottest brand.
Searches for the brand grew by as much as 37% in the quarter, and its logos were the brand’s fourth product to make the hottest products list this year. In fact, the Prada logo was one of the most loved products of 2022.
Q4 saw a lot of unprecedented movement among the top 20 brands, with Balenciaga falling seven places in the brand rankings after a controversial end to the quarter. The oft-earned label dropped out of the top 10 for the first time since the index began, showing just how much of an impact negative publicity can have.
Meanwhile, Moncler (+14), Miu Miu (+1, and another win for Prada as a group), Bottega Veneta (+5, Loewe (+7, Dolce and Gabbana (+3), and Saint Laurent (+3) all rose to the top 10, the most significant movement since the letter began.
Moncler’s jump of 14 places took it to third place—its highest level in two years—with a 76% increase in searches.
It was good news for owner Kering, as two of its brands gained strongly. In addition to Saint Laurent’s rise, Bottega Veneta’s five-point jump came after Margot Robbie “created a selfie moment for the brand when she wore her custom jersey dress to the Regents Awards in November.” Searches for her dresses increased by 143% in 24hours.
Also on the rise, Loewe’s padded bomber jacket rose seven spots to become the seventh hottest product. The coach entered the list for the first time in 19th place. This was due to “increased demand during the gift-giving season for more affordable handbags, which have become more popular with Gen Z shoppers.” In addition to the biggest names in the Top 10 and Top 20, the quarter’s breakout brands (brands that rose quickly on a “strong and rapid rise”) included three key names that showed the strength of their late-stage styles. designer founders. They also showed how each brand remains in good hands and continues to be nurtured by those at the helm.
They were:
- 16Arlington, worn by Hailey Bieber, Simone Ashley, and Emma Corrin, generated 313 million views on TikTok and a 56% increase in searches for the label.
- Alaa, whose shoulder bag Le Coeur is the most important trend product of the fourth quarter, Searches for brands increased by 33%. In addition to Jenna Ortega dressing up as Wednesday Addams in a viral dance that garnered 1.7 billion views on TikTok, other top influencers like Kaia Gerber, Kylie Jenner, and Margot Robbie also wore the brand.
- Mugler was also key when it returned to Paris Fashion Week after a two-year hiatus and was worn by Kylie Jenner, Dua Lipa, and Addison Rae. Searches grew by 49%, and its twist leggings were its trending product.
Meanwhile, the hottest products from Q4chart (again genderless like Q3) showed the appeal of both trendy and timeless pieces. Saint Laurent’s care bag topped searches with 46% increase. The celebrity popularity of the Jumbo quilted bag has also created a halo effect in the bag category, with bag searches increasing by 55%.
Kendall, Kylie, and Bella Jenner and Bella Hadid have “given underwear as outerwear their stamp of approval,” and Miu Miu’s signature patchwork satin pants made the list at number nine. Designed to be worn with trendy low-cut trousers and mini skirts (another huge Miu Miu hit last year), Searches for logo pants grew 96% during the quarter.
Not surprisingly, in the first “normal” holiday season for many years, festive wear was key. 16 Arlington’s Solaria dress was the fourth hottest item of the quarter, worn by Hailey Bieber, Jodie Turner-Smith, Paloma Elsesser, and Olivia Wilde. Meanwhile, Mach and Mach’s bow tie shoes came in eighth place.
More classic, Acne’s mohair plaid scarf saw a 52 percent increase in searches, marking the third time the label’s plaid scarf has made the hottest items list. Another classic, Dr. Marten’s Leonore Chelsea boots, came in third thanks to “the resurgence of ’90s grunge and rave reviews on retail sites that they’re warm and comfortable.” Searches for the brand increased by 51%.
