Prada Reclaims Its Title as the World's Hottest Brand In Q4 2023

Miu Miu drops to second place, while Moncler jumps two spots, and Demna’s Balenciaga leaves controversies behind at number 12.

Fashion
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Lyst Index‘s quarterly report is the hottest digest on the fashion schedule. The review is always packed with surprises, analyzing the end of 2023 with plenty of tea to spill. Late last year, Miuccia Prada‘s Miu Miu was crowned the world’s hottest brand for the second year running. Miu Miu’s viral-worthy collaborations and star-studded runways guided them to the top spot, but Lyst has a surprise on their hands. Prada has reclaimed the position, awarded the top prize for Q4 2023.

Prada has risen through the ranks once again, claiming the title of the world’s hottest brand for the third time since Q4 2022. The brand’s online exposure has grown 41% yearly due to heightened demand in Gen-Z markets. From reinterpreting classic workwear to appointing Australian star Troye Sivan as its latest muse, Prada knows how to grasp our attention.

While Miu Miu has continued to stand its ground, the buzzy label fell to second place in Q4, followed by LOEWE, Bottega Veneta, and Moncler. The latter has jumped two spots since last quarter, seeing Demna‘s Balenciaga leave controversies behind by leaping from 14th to 12th place. Simon Porte Jacquemus‘ eponymous label has secured number eight for the first time, expanding its horizons with screen-grabbing destination shows that leave us wanting more.

New York City sweethearts Mary-Kate and Ashley Olsen make their Lyst Index debut by entering at number 18, with The Row‘s Birkin-like Margaux bag becoming the finest accusation of late 2023. The sold-out accessory received a 68% spike in online search results, quickly followed by Victoria Beckham‘s Frame buckle belt and Miu Miu’s kitten heels. adidas Originals is pursuing its “it” girl targets, with the Samba silhouette fading away and replaced by the Country OG sneaker. The ’70s classic has relaunched in countless colorways, with eye-grabbing silver interpretations becoming instant hits. COS and Arc’teryx complete the product-led agenda with wool coats and hooded jackets, promoting tailored functionality to last a lifetime.

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