The Term ‘quiet Luxury’ Exploded into the Collective Fashion Consciousness This Quarter: Fashion’s Hottest Brands and Products 2023 Report.
@Lyst Index Q2 23 report,
This quarter, Loewe tops the Lyst Index making it the hottest brand in the world. Two of the brand’s pieces feature in the Hottest Products list: the Anagram tank top, spotted on Kylie Jenner, is the hottest product of the quarter, while its raffia tote bag is in 4th position. Versace is among the fastest risers for a second quarter in a row, rocketing another five spots up the chart into 3rd place, its highest ranking since The Lyst Index began.
The second quarter of 2023 witnessed a remarkable shift in the fashion world, as the term “quiet luxury” exploded into the collective fashion consciousness. According to the renowned Lyst Index Q2 23 report, Loewe emerged as the hottest brand globally, revolutionizing the luxury landscape. This quarterly ranking, crafted by Lyst, a fashion technology company and premium shopping app, provides valuable insights into the world of fashion, with over 200 million users seeking out the latest trends and products from top brands.
Loewe Leads The Way
Loewe’s ascent to the top spot on the Lyst Index is a testament to its renaissance under the creative direction of Jonathan Anderson. With a surge in searches of 19% this quarter, Loewe’s commitment to craftsmanship and innovation has struck a chord with customers worldwide. The brand’s Anagram tank top, prominently spotted on the influential Kylie Jenner, secured the title of the hottest product of the quarter. The enduring popularity of Loewe’s iconic basket bags continues, with smart seasonal updates on the timeless design spurring global demand and captivating fashion enthusiasts. By cultivating brand heat through remarkable products and craftsmanship, Loewe solidified its position as a trailblazer in the industry.
The Rise of Quiet Luxury
This quarter witnessed a significant cultural moment as the term “quiet luxury” resonated across platforms, fueled by viral mentions on TikTok, including Gwyneth Paltrow’s court appearances and the popular series Succession. Conspicuously inconspicuous items like The Row’s Ginza flip flops, Alaïa’s mesh flats, and Loro Piana’s baseball cap found their way onto the Hottest Products list, signifying a growing appreciation for the understated yet sophisticated aesthetic. Australian label Posse, with its crisp linen pieces and minimalist style endorsed by Sofia Richie, emerged as a Breakout Brand worth keeping an eye on. While “quiet luxury” garnered immense attention, fashion’s hottest brands this quarter made bold and vibrant statements.
Louis Vuitton’s Momentous Rise
Louis Vuitton’s ascent to the 11th position in the Lyst Index was fueled by Pharrell Williams’ highly anticipated debut menswear show and campaign, starring the captivating Rihanna while pregnant. The blockbuster pop culture moment garnered a record-breaking 775 million views on Louis Vuitton’s platforms and attracted celebrities like Beyoncé, Rihanna, and Kim Kardashian. With such unprecedented scale, fashion enthusiasts eagerly await the impact of Pharrell’s bold new direction for menswear on the brand’s future.
@Loewe A5 Tote in sleek calfskin
Versace’s Ascendancy
Versace continued its upward trajectory for the second consecutive quarter, soaring five spots up the charts into the third position — its highest ranking in the Lyst Index’s history. The brand capitalized on its star power, collaborating with prominent figures like Anne Hathaway and Dua Lipa, to reach a broader audience. Building on its strong momentum from the previous quarter, Versace proved its prowess in capturing the imagination of fashion enthusiasts globally.
Gen Z Trends on TikTok
TikTok continued to be a hotbed of fashion excitement for Gen Z shoppers, with Y2K-inspired trends and brands igniting fervor. The Onitsuka Tiger Mexico 66 sneakers, worn by fashion icons Bella Hadid and Kaia Gerber, secured the second spot in the Hottest Products list, garnering over 113 million views on the platform. Additionally, the iconic Le Pliage bag from Longchamp saw searches increase by 56% in the last three months, showcasing its enduring appeal.
The Lyst Index Formula
The Lyst Index relies on a comprehensive formula that considers Lyst shoppers’ behavior, including searches on and off-platform, product views, and sales. Incorporating social media mentions, activity, and engagement statistics worldwide over a three-month period, the index provides an accurate representation of brand and product heat in the fast-paced fashion world.
Q2 2023 has been a dynamic and transformative period in the fashion realm, with Loewe leading the way and “quiet luxury” making a significant impact. As brands continue to innovate and captivate the fashion-conscious audience, the Lyst Index remains a valuable resource for fashion enthusiasts and industry professionals alike, offering insights into the latest trends and hottest products that shape the ever-evolving world of fashion.
@Loewe
