The Lyst Index: These are the hottest brands and products right now 

For those of you not in the know, Lyst is a fashion technology company and premium shopping app, used by more than 200 million people each year to browse, discover and buy items from brands and stores. 

Every couple of months, they compile the Lyst Index which is a quarterly ranking of fashion’s hottest brands and products. How do they determine what’s hot and what’s not? According to their website, the formula behind the Lyst Index takes into account Lyst shoppers’ behaviour, including searches on and off the platform, product views and sales. They also track social media mentions, activity and engagement statistics worldwide.

In quarter three, Maison Margiela’s cult shoes were dubbed the world’s hottest product with searches for the fan favourite spiking 342% in September 2023 – this thanks to the wild story of how one woman had her Tabis stolen by a Tinder date.

Miu Miu’s cashmere cardigan ranked second, causing a 44% spike in searches for similar pieces. The COS quilted bag was third while a pair of Nike x Martine Rose trainers and Birkenstock sandals ranked fourth and fifth respectively. 

In quarter four, the top 10 hottest products were as follows:

1. The Row Margaux bag
2. Victoria Beckham Frame buckle belt
3. Miu Miu kitten heels
4. Adidas Country OG trainers
5. Prada logo loafers
6. Ugg Tasman slippers
7. COS coat
8. Ralph Lauren hat
9. Arc’teryx Atom hoody jacket
10. Skims boxers

As for the hottest brands? Prada came out on top, with Lyst crediting the opening of the Pradasphere II public exhibit in Shanghai as well as their collaboration with Axiom Space on NASA’s lunar spacesuits and their holiday campaign starring Maya Hawke, Damson Idris, Louis Partridge and Kim Tae-Ri as the reasons behind the designer’s recent surge in popularity.

Complex, innovative, intelligent, at least by Lyst’s description, it’s Prada’s third time at number one with searches up 41% year-on-year. “The activity bullets this quarter offer a small view into the worldview of a true culture player. Prada’s mood sets the vibe, and its thoughtful, cohesive collections are driving demand worldwide,” the index reads.

Little sister Miu Miu takes second place, with Loewe in third – the latter of which got people talking thanks to their SS24 pre-collection campaign featuring Maggie Smith. Bottega Veneta and Moncler complete the top five with Saint Laurent, Versace, Jacquemus, Burberry and Valentino all making it into the top 10.

Though demand for luxury may be softening, Lyst data shows fashion customers are not willing to compromise on brand. According to them, it take more than just great marketing and brands must now deliver on attention and emotion.

The Row makes its Lyst Index debut at number 18. An American luxury fashion label established by Mary-Kate and Ashley Olsen in 2006, demand for their products has increased 93% this quarter – an impressive feat considering the twins have never used their names to drive brand awareness or sales. They’ve won six CFDA awards since launching six years ago and  their Margaux bag – retailing for upwards of $3,490 – is the latest celebrity favourite, worn by the likes of Kendall Jenner, Zoë Kravitz and Jennifer Lawrence. Searches for the hard-to-find tote bag spiked 63% this quarter alone and are up 198% year-on-year.

Even Northern Irish designer Jonathan Anderson got an honourable mention with his brand JW Anderson ranking at number 19 on the list, just ahead of Fendi at number 20.

Here are the top 20 hottest brands: 

1. Prada
2. Miu Miu
3. Loewe
4. Bottega Veneta
5. Moncler
6. Saint Laurent
7. Versace
8. Jacquemus
9. Burberry
10. Valentino
11. Gucci
12. Balenciaga
13. Diesel
14. Skims
15. Dior
16. Louis Vuitton
17. Ugg
18. The Row
19. JW Anderson
20. Fendi