In its 30th anniversary year, Miu Miu has emerged as the most talked-about fashion brand worldwide for Q3 of 2023, surpassing ‘big sister’ brand Prada in terms of popularity, according to the Lyst Index, a quarterly ranking of fashion’s top brands and products.
Lyst, a fashion tech company and shopping app, analyses user behaviour, sales, and social media to measure popularity.
Global demand for Miu Miu products such as ballet flats and the Arcadie bag has driven buzz for Miuccia Prada’s playful line, which is firmly coming into its own. The impact of Miu Miu’s Fall/Winter line on sales has been significant, with over 223 million views on TikTok and a star-studded campaign featuring Emma Corrin, Ethel Cain, and Zaya Wade.
One of the standout products of the quarter is the logo cashmere cardigan, which has achieved ‘It’ status and caused a ripple effect in the category. As a result, searches for cardigans have increased by 44 percent. In a quarter heavily influenced by the social buzz surrounding the runway season, Miu Miu has managed to climb three positions even without a boost from its latest fashion show.
Coming in at No. 2, LVMH-owned fashion house Loewe this quarter released its Fall/Winter campaigns and announced brand ambassadors including K-pop star Taeyang and Chinese actress Yang Mi. The latter, who is among the highest-paid actresses in mainland China, attended the Loewe spring 2024 presentation during Paris Fashion Week in September.
Prada, which also debuted a new signature bag, made waves on September 5 and 6 upon bringing the tenth edition of Prada Mode to Seoul, titled “Plural and Parallel,” at the cultural venue Kote.
Launched at Art Basel Miami in 2018, the Prada show has in the past travelled to Hong Kong (via Art Basel), London (via Frieze), Shanghai, and Tokyo. Curated by Lee Sook-Kyung, the Seoul iteration featured site-specific installations by renowned directors Kim Jee-Woon, Yeon Sang-ho, and Jeong Dahee, and coincided with major art fair Frieze Seoul, which drew a number of pop-up events and installations from luxury and fashion brands.
Searches for Jacquemus, which has achieved its highest ranking since the list’s inception, has risen 17 percent this quarter thanks to viral VR marketing campaigns. Unique initiatives such as a giant inflatable version of the Le Bambino bag appearing in the streets of Paris, among other locations, have resulted in increased social media engagement.
Another notable brand on the rise is Burberry, which has jumped four places to claim the 10th position. Just one year after Daniel Lee’s appointment as chief creative officer, Burberry has built momentum by releasing Lee’s first collection in stores and executing local brand activations during London Fashion Week.
The Lyst Index also noted the extraordinary surge in fashion and sport collaborations in the past quarter. A significant moment came in July, when LVMH revealed its sponsorship of the 2024 Olympic Games in Paris.
Read on for the full top 10 brands this quarter.
- Miu Miu
- Bottega Veneta
- Saint Laurent