Fashion’s Hottest Brands and Products Q2 2023

Loewe Leads The Way

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. This quarter, searches for Loewe have increased 19%. The Anagram tank top, spotted on Kylie Jenner, is the hottest product of the quarter, while its basket bags also continue to drive global demand with a halo effect on searches for dupes online. Years after its initial release — and despite an increasingly crowded market — the Loewe basket bag has secured cult accessory status, with demand for the Paula’s Ibiza editions spiking again thanks to smart seasonal updates on the timeless design. In the attention economy, with brands fighting for relevance and front of mind, Loewe’s commitment to craftsmanship has succeeded in capturing the imagination of different cohorts of customers, driving brand heat that’s backed up by surging demand and sales for hero products online.

In a potentially vibe-shifting moment, the term ‘quiet luxury’ exploded into the collective fashion consciousness this quarter. Fuelled by viral talking points like Gwyneth Paltrow’s court appearances and Succession, there have been over 172 million mentions of the term ‘quiet luxury’ on TikTok. Lyst data suggests that some shoppers are embracing the aesthetic, with conspicuously inconspicuous items like The Row’s Ginza flip flops, Alaïa’s mesh flats and a Loro Piana baseball cap entering the Hottest Products list. Australian label Posse, with its crisp linen pieces and minimal aesthetic embraced by Sofia Richie, is a Breakout Brand to watch. But overall, the quiet luxury discourse still dwarfs the trend. In fact, fashion’s hottest brands this quarter played it loud and proud.

Louis Vuitton climbs two places into 11th position, with Pharrell Williams’ highly anticipated debut menswear show — and campaign, starring a pregnant Rihanna — creating a blockbuster pop culture moment at unprecedented scale. With a record breaking 775 million views on Louis Vuitton’s own platforms, and attended by celebrities including Beyoncé, Rihanna and Kim Kardashian, we’ll be tracking how Pharrell’s bold new direction for menswear impacts the brand moving forward. Chanel’s highly limited digital retail footprint excludes it from The Lyst Index, but with The Met Gala honoring the late Karl Lagerfeld, an extravagant Cruise show in Los Angeles and a viral $4,500 embroidered F1 t-shirt, this was a powerful quarter for the brand. Versace is among the fastest risers for a second quarter in a row, rocketing another 5 spots up the charts into third place — its highest ranking since The Lyst Index began. Building on the strong momentum it gathered in the first quarter, Versace has continued to capitalize on its star power — working with the likes of Anne Hathaway and Dua Lipa — to reach a wider audience.

On TikTok, Y2K-inspired trends and brands continue to spark excitement among Gen Z shoppers. Worn by Bella Hadid and Kaia Gerber, the Onitsuka Tiger Mexico 66 sneakers are the second hottest product of the quarter, generating over 113M views on the platform. Searches for Longchamp, driven by the iconic Le Pliage bag, have increased 56% in the last three months. Jorts are a trending search term, embraced by the likes of Hailey Bieber, Gigi Hadid and A$AP Rocky, and backed by retailers across all price points this summer. Agolde’s make the Hottest Products list in 6th position.