It girls, have we got news for you – Miu Miu is the Hottest Brand in the World, according to the Lyst Index Q3 2023 report.
Miu Miu hits the top spot thanks to a number of key moments for the Miuccia Prada-helmed label. Notably, in Q3, it released its first Church’s collaboration, which is apt considering the footwear brand is owned by the Prada Group. It also announced the Miu Miu Women’s Tales Committee and hosted the Miu Miu Summer Club event in Malibu, coming off the back of a campaign that starred the singer-songwriter, Ethel Cain, Emma Corrin, Mia Goth, Zhao Jinmai, Amelia Gray Hamlin, Annabelle Weatherly, and model and LGBTQ+ advocate, Zaya Wade.
Elsewhere, Miuccia’s brand held runway shows featuring FKA twigs and Troye Sivan on the runway, and has seen items like its archetypal cardigan becoming a cult staple, coming in second place on Lyst Index’s Hottest Products in the World table.
Hero products like the Miu Miu ballet flats and the House’s Arcadie bag have also become it-girl approved, furthering the brand’s success. Physical sales have increased, and its online presence has boomed as a correlated result. Per Lyst Index, “With over 223 million views on TikTok… [its] Fall/Winter line has had a strong impact on sales. The logo cashmere cardigan, this quarter’s second hottest product, has quickly reached ‘It’ status and is causing a halo effect for the category: searches for cardigans are up 44%. In a quarter heavily influenced by the clamorous social buzz of runway season, it’s worth noting that Miu Miu has jumped three positions without even factoring in its Spring Summer 24 fashion show in Paris (which took place after the September Lyst Index quarterly reporting cut-off).”
The Top 20 Hottest Brands in the World
Simply put, it’s Miu Miu’s moment. It places first, with the following brands making up second to 10th, respectively: LOEWE (falling one place from Q2 2023); Prada (falling one place); Bottega Veneta (climbing one place); Versace (falling two places); Saint Laurent (climbing two places); Moncler (climbing two places); Valentino (falling two places); Jacquemus (climbing a monumental five places); and Burberry, which has climbed three places under Daniel Lee’s helm, putting it 10th in the Top 10.
From 11th to 20th, we find: Diesel; Gucci; Dior; Balenciaga; Dolce & Gabbana; Louis Vuitton; SKIMS; FENDI; JW Anderson; and Ferragamo.
Products
As for products, it’s not Miu Miu that’s in the lead. Instead, a much more coveted, viral, perhaps even criminally-valued piece: the Maison Margiela Tabi. Specifically, the brand’s Mary Jane silhouette, which comes as no surprise given the rise of the Mary Jane silhouette (à la Cecilie Bahnsen x ASICS and Ganni), and the Tabi Swiper scandal on TikTok.
Miu Miu’s cardigan comes in second, COS’ quilted bag is third, Martine Rose’s Nike Shox MR4 is fourth, the Birkenstock Arizona is fifth, Tory Burch’s Pierced Mules are sixth (right?), LOEWE’s Puzzle Tote is seventh, the New Balance 550 is in eighth, Prada’s 3D Flower Heels are ninth, and in 10th place is the bug-like Acne Studios sunglasses.
The Q3 2023 report makes us think one thing: the girls have truly influenced this season. Every single product that the coolest of the cool have been spotted using is trending. And with this in mind, we can expect rising brands like Poster Girl, Helmut Lang, and Tory Burch to have their moment this season and into the next.
Take a look at the full Lyst Index Q3 2023 report here.
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