Miu Miu Shines Bright in Q3 2023: A Deeper Dive into The Lyst Index.
@Miu Miu
Miu Miu is the hottest brand in the world, moving into the number one spot for the first time.
Miu Miu is the hottest brand in the world, moving into the number one spot for the first time, according to the Lyst Index. In its 30th anniversary year, Miuccia Prada’s playful line has surpassed ‘big sister’ Prada’s brand heat, thanks to global demand for hero products including ballet flats and the Arcadie bag.
As the days grow shorter and a touch of autumn lingers in the air, the world of luxury fashion is heating up, and at the center of it all is Miu Miu. In the latest edition of The Lyst Index, a quarterly ranking of fashion’s hottest brands and products, Miu Miu has taken the world by storm, securing the number one spot for the very first time. The brand’s ascent is not only a testament to its 30th-anniversary celebrations but also to the creative genius of Miuccia Prada herself.
Miu Miu’s Rise to the Summit
The Lyst Index has long been a barometer of fashion’s ebb and flow, taking into account a variety of factors. This ranking considers Lyst shoppers’ behavior, including searches on and off the platform, product views, and sales. It also incorporates the influence of social media, tracking mentions, activity, and engagement globally over a three-month period. The stars have aligned for Miu Miu in Q3 2023, propelling it to the number one spot.
The brand’s playful and imaginative designs, embodied in hero products like ballet flats and the Arcadie bag, have struck a chord with fashion-conscious shoppers worldwide. The global demand for these items has been nothing short of extraordinary, securing Miu Miu’s place as the hottest brand of the moment. But what makes this achievement even more impressive is that it comes in the midst of the brand’s 30th anniversary celebrations.
The Power of TikTok and Halo Effects
Miu Miu’s impact has been amplified by its strategic use of social media. With over 223 million views on TikTok and a star-studded campaign featuring Emma Corrin, Ethel Cain, and Zaya Wade, the brand’s Fall-Winter line has enjoyed remarkable success. In particular, the logo cashmere cardigan, the second hottest product of the quarter, has reached ‘It’ status, prompting a 44% surge in searches for cardigans. This success is a testament to Miu Miu’s ability to create trends and lead in fashion even during a season heavily influenced by the buzz of runway shows.
Intriguingly, Miu Miu’s meteoric rise in The Lyst Index occurred before its Spring-Summer 24 fashion show in Paris, suggesting that the brand’s impact is poised to grow even further.
The Rise of Other Contenders
While Miu Miu rightfully claims the top spot, other brands are making significant strides in the world of luxury fashion. Jacquemus has climbed six places to reach the 9th position in The Lyst Index, its highest ranking ever. The brand’s unique storytelling and viral VR marketing campaigns, such as the giant inflatable Le Bambino bag floating in the sea, have driven engagement and demand. Similarly, Burberry has made a strong comeback, jumping four places to secure the 10th position, driven by the positive momentum built during Chief Creative Officer Daniel Lee’s first collection and local brand activations during London Fashion Week.
Ferragamo has made its debut in The Lyst Index, thanks to new designer Maximilian Davis and celebrity endorsements from Gigi Hadid and Solange Knowles. Additionally, the emerging brand Helmut Lang is experiencing newfound success under new creative director Peter Do.
Maison Margiela’s Tabi Sensation
In the realm of luxury fashion products, Maison Margiela’s iconic Tabi shoe has taken the world by storm, becoming the hottest product of the quarter. An organic viral fashion moment, the Tabi Swiper saga, involving @Nextlevellexuss and her stolen Tabis, captured the imagination of over 178 million TikTok users. While the Tabi has long been a symbol of high fashion, searches for this cult shoe surged by 342% in September, raising the question of whether it can maintain its authenticity as it goes mainstream.
The Transformative Power of Tory Burch
Fashion enthusiasts are witnessing the transformation of Tory Burch from a commercial brand to a cult favorite. An aesthetic shift from Millennial-era preppiness to the more elevated #NewBurch look has been well received by shoppers. Endorsements from fashion icons like Bella Hadid, Emily Ratajkowski, and Phoebe Bridgers have boosted searches on Lyst by 15% in the past quarter, and the Tory Burch pierced mules have claimed the third spot in the Hottest Products list.
Fashion Meets Sports: A Winning Partnership
The latest edition of The Lyst Index also highlights the symbiotic relationship between fashion and sports. LVMH’s sponsorship of the 2024 Olympic Games in Paris and the Martine Rose x Nike collaboration for the women’s World Cup exemplify the merging of fashion and sports on the global stage. Searches for the new Shox MR4 Mule shoe soared by 70%, making it the fourth hottest product of the quarter.
In a delightful crossover, the Taylor Swift effect has become tangible. Swift’s appearance at a Kansas City Chiefs football game led to a nearly 400% increase in jersey sales and sent searches for New Balance 550 sneakers, which she wore as part of her outfit, skyrocketing by 44%. These sneakers even sold out online and have since appeared on resale sites for up to three times their original price.
As we delve deeper into the fashion world of Q3 2023, it is clear that creativity, authenticity, and strategic use of social media are driving the industry’s hottest brands and products. While Miu Miu shines brightest at the moment, the stage is set for others to make their mark, and the world of luxury fashion remains as exciting and dynamic as ever.
@Miu Miu
