Prada Reclaims Top Spot in Lyst Hottest Brand Ranking

LONDON — Prada reclaimed the top spot in the latest Lyst quarterly hottest brand ranking as searches for the Milanese fashion label went up 41 percent year-over-year on the online shopping platform.

In the fourth quarter of 2023, Prada made headlines on multiple fronts.

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It forged a partnership with Axiom Space, the architect of the world’s first commercial space station, on NASA’s lunar space suits for the Artemis III mission planned for 2025.

The Italian brand also worked with wakeboarder Brian Grubb, who wore custom Prada Linea Rossa performance gear as he pulled off a 77-story base jump in Dubai.

Miuccia Prada and Raf Simons, co-creative director at Prada, were nominated for the Designer of the Year award at the Fashion Awards. They also traveled to Shanghai to inaugurate Prada‘s itinerant Pradasphere exhibition, in its second iteration, at the newly established Start Museum.

Lorenzo BertelliPrada Group’s head of corporate social responsibility, was named a Patron of the Ocean Decade Alliance” for Prada Group’s support of ocean literacy. He also won for his efforts to raise awareness of the role the private sector can play in supporting ocean knowledge and sustainable development.

On the business side, the group saw sales increase 12 percent in the nine months ended Sept. 30. They reached 3.34 billion euros compared with 2.97 billion euros in the same period last year. At constant exchange rates, sales grew 17 percent.

At the end of 2023, Prada bought the building that houses its New York flagship for $425 million. The building sits directly across from the Trump Tower between 56th and 57th Streets and is among the most prominent pieces of retail real estate worldwide.

The Lyst hottest brand ranking for Q4 2023
The Lyst hottest brand ranking for fourth quarter 2023.

Joining Prada at the top of the list were Miu Miu and Loewe, at number two and three respectively. Moncler, Burberry, Jacqumeus and Balenciaga all moved up in the ranking, which is based on search data gathered by the London-based Lyst.

Lyst highlighted Balenciaga’s efforts with celebrity endorsements and image rebuilding in the quarter. It noted that the brand’s pre-fall 2024 show, which featured a capsule collection with the Los Angeles-based grocery store, Erewhon Market, drove more than 10.1 billion views on TikTok, while searches increased 7 percent on Lyst as a result.

Ashley and Mary-Kate Olsen’s fashion label, The Row, made it to the ranking for the first time in the quarter, as searches surged 93 percent year-over-year.

The brand’s signature Margaux bag was ranked the hottest product of the quarter. Described by some as “the new Birkin,” searches for the tote spiked 63 percent in the quarter, and were up 198 percent year-over-year.

Kim Kardashian at Swarovski Celebrates SKIMS Collaboration And Unveils NYC Flagship Store on November 7, 2023 in New York City
Kim Kardashian at Swarovski’s NYC flagship on Nov. 7 in New York City.

Kim Kardashian’s shapewear label Skims was among the fastest risers this quarter, climbing three spots into 14th place.

Other fast risers this past quarter included Victoria Beckham, Ralph Lauren and the running shoe brand On.

Beckham’s rise in popularity was mostly driven by the Beckham documentary on Netflix and the viral “My Dad Had a Rolls-Royce” T-shirt. At the same time, the brand’s frame buckle belt was named this quarter’s second hottest product.

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