Once Again, Prada Is the World's Hottest Fashion Brand

Well, Miuccia has done it again — with an assist from Raf Simons. Per the newest Lyst IndexPrada is the world's hottest fashion brand, taking the top spot from her other label, Miu Miu.

The shopping app's quarterly index ranks fashion's 20 most in-demand brands and 10 hottest products. Its Q4 2023 rankings (encompassing October through December) prove the power of creative genius and a cohesive vision combined with all the right marketing and celebrity moments. Searches for Prada increased 41% year over year, likely boosted by key events like the Spring 2024 runway show, red carpet spots and menswear champions. Miuccia Prada is certainly on a roll: This is her namesake brand's third time at the reigning spot since Q4 2022; Miu Miu took the throne in Q3 2023 and lands at number two this time around.

Miu Miu is followed this quarter by Loewe and Bottega Veneta at numbers three and four, respectively. Also in the top 10: MonclerBurberry and Jacquemus, which each climbed at least one spot this quarter. Saint Laurent held its number-six spot, while Versace fell two spots to number seven, as did Valentino, to 10.

Jennifer Lawrence carries <a href="" rel="nofollow noopener" target="_blank" data-ylk="slk:The Row's Margaux bag;elm:context_link;itc:0;sec:content-canvas" class="link ">The Row's Margaux bag</a><p>Photo: Gotham/GC Images</p>
Jennifer Lawrence carries The Row's Margaux bag

Photo: Gotham/GC Images

Kim Kardashian's Skims rose three spots to 14. Another major move came from The Row, creatively led Mary-Kate and Ashley Olsen, which made its first appearance in the top 20 after searches for the consistently quiet brand increased 93%, led by the Margaux bag, which was named the hottest fashion product of Q4.

"With very few signifiers in terms of branding, a limited social-media presence and a relatively unchanged brand DNA, [The Row] has quietly built a cult following since its 2006 launch," says Morgane Speed, Lyst content editor. "With their label becoming the unofficial face of the quiet luxury movement, [the Olsens] have become style arbiters for a generation of new luxury fashion shoppers, filling the sartorial hole left by Phoebe Philo's departure from Celine in 2017."

Product-wise, Victoria Beckham's Frame buckle belt swooped in for the second spot, followed by Miu Miu's kitten heels for third. This trifecta may be credited to the ongoing quiet luxury trend. But some things are even more timeless, like comfort, practicality and affordability. The hottest product list also includes Adidas Country OG sneakersUgg Tasman slippers, a Cos coat and Skims men's boxers.

See the full rankings for Q4 of 2023 below and find Lyst's full report here.

Hottest Fashion Brands of Q4 2023

  1. Prada (+2)

  2. Miu Miu (-1)

  3. Loewe (-1)

  4. Bottega Veneta (same)

  5. Moncler (+2)

  6. Saint Laurent (same)

  7. Versace (-2)

  8. Jacquemus (+1)

  9. Burberry (+1)

  10. Valentino (-2)

  11. Gucci (+1)

  12. Balenciaga (+2)

  13. Diesel (-2)

  14. Skims (+3)

  15. Dior (-2)

  16. Louis Vuitton (same)

  17. Ugg (absent from list since Q4 2022)

  18. The Row (debut)

  19. JW Anderson (same)

  20. Fendi (-2)

Hottest Fashion Products of Q4 2023

  1. The Row Margaux bag

  2. Victoria Beckham Frame buckle belt

  3. Miu Miu kitten heels

  4. Adidas Country OG sneakers

  5. Prada logo loafers

  6. Ugg Tasman slippers

  7. COS coat

  8. Ralph Lauren cap

  9. Arc'teryx Atom hoody jacket

  10. Skims boxers

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