Miu Miu is the hottest brand in the world, moving into the number one spot for the first time. 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.

Loewe is the hottest brand in the world. One of the oldest luxury houses, under creative director Jonathan Anderson the Spanish brand has undergone a renaissance, climbing 13 places over the last 12 months to take the number one spot for the first time.

Take one look at The Lyst Index hottest products list for a snapshot of fashion’s chaotic Q1 mood. This quarter, the hottest brands delivered standout show moments and viral red carpet appearances, thrilling IRL showgoers and millions of digital voyeurs with their creative vision for the months ahead.

It was a wild ride for brands this quarter, as Q4 saw the most movement amongst the top 20 brands since the chart began. The stakes, and the drama, are high.

From Haute Couture in July to September’s Fashion Weeks, the content was constant, and the searches held strong. Q3’s hottest brands achieved viral buzz on social media while also stimulating urgent and global customer demand for their products on Lyst.

This quarter sees Gucci narrowly reclaim the number one spot, after 9 months of Balenciaga topping the chart.

This quarter’s Lyst Index is proof of fashion’s existence in these turbulent times. It tells the stories of what the world wants to wear, and the brands that shape that narrative.

This quarter The Lyst Index – and the fashion world – lost one of its brightest stars with the tragic death of Virgil Abloh, founder of Off-White and creative director of menswear at Louis Vuitton.

In-person fashion shows made a comeback in the third quarter, while star-studded events including the Met Gala, the Emmys and the VMAs generated buzz.

The pandemic is far from over, but consumers were in a very different mindset in the second quarter compared to the same period in 2020.

In a quarter which marked the first anniversary of the Covid-19 pandemic, ecommerce continued to be a bright spot for the fashion industry.

Throughout a tumultuous year, ecommerce has been a bright spot for the fashion industry, with the pandemic accelerating the adoption of online shopping.

The coronavirus pandemic continues to upend the fashion industry and change consumers’ habits, but one thing is clear: fashion isn’t going out of fashion.

The impact of coronavirus was felt sharply throughout the quarter, although consumer confidence started to return in the final months with the lifting of lockdown restrictions in some markets.

If 2019 ended on a note of optimism for the coming decade, the events of 2020’s first quarter quickly put a damper on it.

For many brands, Q4 was a moment for announcing sustainability and brand purpose activities.