Conducted quarterly, the fashion tech platform Lyst’s ranking of fashion’s most talked-about brands has been released, with Spanish luxury label Loewe coming out on top for the first time in the second quarter of 2023.
The ranking’s methodology considers the behaviour of shoppers, measuring product searches, views, and purchases both on and off the platform. The formula used to gauge brand and product popularity factors in global social media mentions, activity, and user engagement statistics over a three-month period.
Some initiatives that have placed Loewe on top include its presentation of the Loewe Foundation Craft Prize and the release of the Ibiza 2023 collection. Owner LVMH Moët Hennessy Louis Vuitton (LVMH), which just released its first half-year earnings for 2023, highlighted Loewe’s remarkable performance among its fashion and leather goods portfolio.
Helmed by creative director J.W. Anderson, Loewe has strengthened its global presence and its distribution network, notably opening Casa Loewe in Dubaï in March and its first ReCraft store globally in Japan in April. Since Anderson’s appointment in 2013, LVMH’s oldest luxury house has undergone a renaissance of sorts, extending its interests from leather goods and apparel to homeware and fragrance, while generating cult pieces such as the Loewe Puzzle bag.
Searches for the brand on the fashion technology platform increased 19 percent over the review period, largely due to the Anagram top worn by model Kylie Jenner as well as the Loewe Basket bag, a raffia tote whose different iterations have grown coveted in recent years.
Prada came in second this quarter, thanks to its participation at Salone del Mobile in 2023 and the Prada Galleria campaign starring Scarlett Johansson.
Joining Loewe and Prada in the top 10 are Versace, Miu Miu, Bottega Veneta, Valentino, Saint Laurent, Moncler, Gucci, and Dior.