Miu Miu Is the Hottest Fashion Brand of the Year So Far (Again)

It's really Miuccia Prada's world, and we're just living it — at least, that's what shopping platform Lyst argues. Prada led its quarterly ranking of the most-wanted brands and products in Q4 of 2023 (as well as in for Q1 of 2023), and Miu Miu's now taking the throne in Q1 of 2024.

The latest Lyst Index, published on Wednesday, reaffirms Miu Miu's dominance over the industry. The company named it Brand of the Year in both 2022 and 2023, highlighting its viral micro-mini skirts, buzzy front rows and smart collections as big conversation-drivers. It's #1 on the ranking of hottest brands of Q1 2024, swapping spots with big sister Prada, now at #2. Miu Miu also landed three items — its 530 Sl sneakers with New Balance, its swim briefs and its polo — on the shopping platform's list of top 10 hottest products from the period.

"Strong storytelling and cultural relevance set the Prada and Miu Miu brands apart," Katy Lubin, Lyst's vice president of brand, writes over email. "Prada fans appreciate that they're buying into a formula that's been perfected over many years. Thanks to Prada, there's credibility and intelligence to the brand that transcends the creative director churn we're seeing across the industry. This validates investing in a Prada hero product."

Speaking of shakeups, the revolving door of creative directors also led to spikes in customer interest for certain brands. After the announcement that Alessandro Michele will take over Valentino, searches for the Roman house rose by 84% week-over-week. Then, when Dries Van Noten revealed he'd be stepping away from his eponymous label, Lyst reported a 31% bump in searches for it.

Balenciaga wins for fastest climber on the Lyst Index, jumping four spots since last quarter. (Might shoppers be forgiving or forgetting its recent scandals?) Saint Laurent landed in the top five for the first time, which Lyst argues was driven by demand for its sunglasses and Le 5 à 7 bags, as seen on Hailey Bieber.

Alaïa makes its debut on the Lyst Index's 20 hottest brands this quarter, landing in the nineteenth spot thanks largely to the popularity of its $1,290 ballet flats. Though these shoes were first released in May 2022, they're highlighted as the #4 hottest product of Q1 2024; the renewed traction is due in part to a rise in demand for ballet flats broadly and to sightings on celebrities like Dua Lipa. New Balance and Dolce & Gabanna are also newcomers to hottest brands ranking.

Speaking of the hottest products of Q1 2024, according to Lyst, Taylor Swift had some sway: Area's crystal slit jeans landed on the list following her viral Super Bowl look.

See Lyst's full ranking of the hottest brands and products (which you can shop!) of the year so far below, and find the full report here.

Hottest Fashion Brands of Q1 2024

1. Miu Miu (+1)

2. Prada (-1)

3. Loewe (same)

4. Bottega Veneta (same)

5. Saint Laurent (+1)

6. Moncler (-1)

7. Versace (same)

8. Balenciaga (+4)

9. Valentino (+1)

10. Jacquemus (-2)

11. Gucci (same)

12. Burberry (-3)

13. Skims (+1)

14. Louis Vuitton (+2)

15. New Balance (new)

16. The Row (+2)

17. Diesel (-4)

18. Dolce & Gabbana (new)

19. Alaïa (new)

20. J.W. Anderson (-1)

Hottest Fashion Products of Q1 2024

1. Miu Miu x New Balance 530 Sl Sneakers

2. Khaite small Julius panel earrings

3. Miu Miu swim briefs

4. Alaïa Strass ballet flats

5. Carhartt Detroit jacket

6. Balenciaga Rodeo bag

7. Miu Miu polo shirt

8. Rick Owens Prong Down dress

9. Area jeans

10. Saint Laurent sunglasses

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