Prada Is the Hottest Brand of the Moment

The Lyst Index is already here; check it out.

Prada is the hottest brand of the moment, according to the recently published Lyst Index. Its little sister, Miu Miu, comes in second place, with Loewe, Bottega Veneta, and Moncler also ranking in the top five. Some brands are debuting in the ranking, such as UGG and The Row.

The Lyst Index ranks trendy fashion brands and products every three months. Lyst, a fashion tech company and shopping app, is used by over 200 million people annually. The Index’s formula considers the behavior of Lyst shoppers, including searches, views, sales, social media mentions, and engagements, to analyze the popularity of brands and products.

This time, Prada climbed from third to first place in the Hottest Brands ranking. What influenced this climb? The opening of the Pradasphere II exhibition in Shanghai, the announcement of a collaboration with Axiom Space on NASA’s lunar spacesuits, and the release of a holiday campaign starring Maya Hawke, Damson Idris, Louis Partridge, and Kim Tae-Ri.

In second place comes Miu Miu, once number one in the previous ranking. The Italian fashion house remains at the top of the list due to events such as the Miu Miu Club event in Tokyo with Ever Anderson, the Holiday Campaign with Emma Corrin, and the Miu Miu Select event in New York with Emily Ratajkowski.

Loewe, Bottega Veneta, and Moncler are in third, fourth, and fifth places, respectively. Loewe presented the SS24 pre-collection campaign featuring Maggie Smith, announced its support for the 2024 Met Gala, and released a limited run of the jumpsuit worn by Rihanna during the Super Bowl LVII halftime show, earning it the number 3 spot.

Bottega Veneta is in fourth place for revealing the Readymade campaign featuring A$AP Rocky and Kendall Jenner, opening a new flagship store on Avenue Montaigne in Paris, and creating a new artisanal training school.

Bottega Veneta campaign starring A$AP Rocky and Kendall Jenner
Photo Credit: courtesy of Bottega Veneta

Moncler secures the fifth spot after topping the Dow Jones Sustainability Indices for the fifth consecutive year, announcing double-digit growth in the first nine months of 2023, and launching Moncler Genius collections with Adidas and Palm Angels.

UGG appears in 17th place, followed by The Row in 18th – it’s the first time both brands have made the ranking. UGG reported $610.5 million in sales in the second quarter of 2023, and launched the ‘Regenerate by UGG’ and the UGG Extreme collection.

Searches for The Row increased by 93% in the last quarter of the year, justifying its debut on the list with the presentation of the SS24 collection in Paris, a private sample sale in New York, and being worn by Jennifer Lawrence, Rosie Huntington-Whiteley, and Sofia Richie.

Here is the complete ranking:

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