Fashion’s Hottest Brands and Products Q3 2023

It’s Miu Miu’s Moment

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. With over 223 million views on TikTok and a campaign starring Emma Corrin, Ethel Cain and Zaya Wade, Miu Miu’s Fall Winter line has had a strong impact on sales. The logo cashmere cardigan, this quarter’s second hottest product, has quickly reached ‘It’ status and is causing a halo effect for the category: searches for cardigans are up 44%. In a quarter heavily influenced by the clamorous social buzz of runway season, it’s worth noting that Miu Miu has jumped three positions without even factoring in its Spring Summer 24 fashion show in Paris (which took place after the September Lyst Index quarterly reporting cut-off).

Jacquemus climbs six places into 9th position, its highest ranking since The Lyst Index began. Through its unique brand storytelling and viral VR marketing campaigns — which include a giant, blow-up version of its Le Bambino bag floating in the sea and a ballerina boat — Jacquemus is tapping into the power of social media to drive engagement and demand for its products; searches for the label increased 17% this quarter. Burberry is also among the fastest risers in the Hottest Brands list, jumping four places into 10th position. A year after Daniel Lee’s appointment as Chief Creative Officer, Burberry has built positive momentum with the release of Lee’s first collection in stores and smart local brand activations during London Fashion Week. Ferragamo enters the Hottest Brands ranking for the first time, with new designer Maximilian Davis and celebrity endorsements from Gigi Hadid and Solange Knowles driving social buzz. Breakout Brand Helmut Lang is also benefiting from a new vision under new creative director Peter Do.

Have we hit the Tabi tipping point? Maison Margiela’s cult shoe is the world’s hottest product this quarter. In an explosive (and organic) viral fashion moment, the saga of the Tabi Swiper saw over 178M TikTok users become invested in the story of @Nextlevellexuss, whose Tabis were stolen by her Tinder date. While the Tabi has long been a ‘high fashion’ statement purchase and an enduring symbol of the brand for those in the know, Tabi searches spiked a huge 342% in September. Can the cult shoe retain its authentic appeal once it goes mainstream? It can be done; Tory Burch is executing a successful transformation from commercial to cult. Moving fast outside of the Top 20, shoppers have responded well to the aesthetic shift from Millennial-era preppiness to the more elevated #NewBurch look. Endorsed by Bella Hadid, Emily Ratajkowski and Phoebe Bridgers, searches on Lyst are up 15% this quarter, and the Tory Burch pierced mules enter this quarter’s Hottest Products list in third place.

Fashion and sport partnerships hit fever pitch this Summer. In July, LVMH announced it would be sponsoring the 2024 Olympic Games in Paris; an unprecedented global stage on which to position its brands at the pinnacle of excellence. The FW23 Martine Rose x Nike collaboration dropped just in time for the women’s World Cup, continuing Rose’s ongoing partnership with Nike and the Lionesses. A 70% spike in searches for the new iterations of the already popular Shox MR4 Mule shoe made the hybrid sneaker-mule the fourth hottest product this quarter. Meanwhile in an American football fashion crossover, The Lyst Index data shows the Taylor Swift effect is real. On top of driving Travis Kelce’s jersey sales by nearly 400%, the singer’s appearance at a Kansas City Chiefs football game has sent searches for New Balance 550 sneakers — which she wore as part of her red and white outfit — soaring 44%. In the days following the game, the sneakers sold out online and have since appeared on resale sites for up to three times their original $110 price.