- Words Darcy Culverhouse
Miu Miu makes history by securing the top spot in Lyst’s quarterly ranking, nudging Jonathan Anderson’s LOEWE to second place.
The highly anticipated Lyst Index ranking of the hottest brands and products of the moment—specifically spanning from July to September of 2023—is here, and this quarter’s list showcases how a viral moment can impact a brand’s standing in the fashion world.
In time for its 30th anniversary, Miu Miu is named the world’s hottest brand in 2023, surpassing not only its sibling brand, Prada, but also outshining Q2’s hottest brand, LOEWE.
Lyst attributes Miu Miu’s success to their star-studded campaign featuring celebrities like Emma Corrin and their immense 223 million TikTok total views, both of which had a cascading impact on their Fall-Winter line.
Prada, Bottega Veneta and Versace retained strong positions as they rounded out the top five brands. Among the notable advances is Jacquemus, which climbed five spots to secure ninth position—the highest it’s ranked ever in The Lyst Index. As well as Burberry’s successful comeback to the top ten under the creative direction of Daniel Lee.
The report also shows ‘breakout brands’, which feature Tory Burch, Helmut Lang and Poster Girl, all of which have experienced rapid growth in the last quarter.
The influence of viral moments on the hottest products list was even more evident, with Maison Margiela’s cult shoe, the Tabi Mary Jane, taking the throne. Experiencing a massive 342% surge in September, the Tabi’s topped Miu Miu’s cashmere cardigan in second, as well as COS’ quilted bag, which landed in third place.
We also saw the appearance of the Nike x Martine Rose Shox MR4 Mule in fourth and the New Balance 550 in the mix. Demand for the trainers skyrocketed after Taylor Swift notably sported a pair at a Kansas City game in support of her rumoured boyfriend, Travis Kelce, leading to an immediate online sell-out.
For the full report, head over to Lyst to see the full breakdown of all the hottest brands and products in Q3 2023.