This quarter marks an exciting shift in the fashion landscape, with significant developments in the bestselling brands and products’ lists. Loewe, an iconic luxury house with a rich history, has jumped to the top of The Lyst Index, solidifying its position as the world’s hottest brand. Under the creative direction of Jonathan Anderson, Loewe has experienced a remarkable renaissance, rising an impressive 13 places in the past year to claim the number one spot.
This quarter, searches for Loewe surged by 19 per cent. The brand’s Anagram tank top, notably worn by Kylie Jenner, emerged as Q2 2023’s hottest product, while the brand’s raffia tote bag secured a prominent fourth place.
The Loewe basket bags continue to garner global demand, retaining their cult accessory status and driving searches for similar designs. Furthermore, the brand’s unwavering commitment to craftsmanship has resonated across diverse customer segments, resulting in heightened brand heat, escalating demand and robust sales for key products online.
This quarter, the term ‘quiet luxury‘ reverberated across the fashion sphere, fuelled by viral moments like Gwyneth Paltrow’s court appearances and the hit show Succession. Notably, the term ‘quiet luxury’ garnered over 172 million mentions on TikTok.
This aesthetic prompted the rise of subtly elegant items like The Row’s Ginza flip flops, Alaïa’s mesh flats and a Loro Piana baseball cap, all of which made their way to the Bestselling Products’ list.
Emerging Australian label Posse, celebrated for its minimalistic, crisp linen pieces, embraced by Sofia Richie, emerged as a Breakout Brand on the rise. However, despite these trends, the broader discourse of quiet luxury continues to hold a more substantial presence.
In reality, this quarter’s most popular brands opted for a bold and assertive approach.
Louis Vuitton has climbed two positions to secure the 11th spot, riding the wave of Pharrell Williams’ much-anticipated debut menswear show and campaign, featuring the iconic Rihanna. This momentous event garnered an unprecedented 775 million views on Louis Vuitton’s own platforms and drew stars like Beyoncé, Rihanna and Kim Kardashian.
The impact of Pharrell’s innovative menswear direction on the brand’s future trajectory remains captivating. Meanwhile, Chanel’s exclusive digital retail footprint kept it off The Lyst Index, but the brand shone brightly with a tribute to Karl Lagerfeld at The Met Gala, a lavish cruise show in Los Angeles and a viral embroidered F1 T-shirt.
Versace maintained its momentum as one of the fastest risers for a second consecutive quarter, rocketing an additional five spots to claim the 3rd place, its highest-ever ranking. The brand continued to leverage its star-studded collaborations, including Anne Hathaway and Dua Lipa, to reach an even broader audience.
TikTok remained a hub of excitement for Gen Z shoppers, particularly with Y2K-inspired trends and brands. The Onitsuka Tiger Mexico 66 sneakers, donned by Bella Hadid and Kaia Gerber, emerged as the second hottest product of the quarter, amassing a remarkable 113 million views on the platform. Longchamp witnessed a 56 per cent surge in searches, driven by the timeless appeal of the Le Pliage bag. Agolde’s ‘Jorts (jean shorts) emerged as a trending search term, embraced by style icons like Hailey Bieber, Gigi Hadid and A$AP Rocky, with retailers across various price points offering their own versions this summer. The brand’s inclusion as the 6th hottest product underscores its resonance in the market.
MOST POPULAR BRANDS
In the latest quarter, the fashion landscape has seen significant shifts in brand rankings and accomplishments. The top 20 most notable brands in Q2 of 2023 are as follows:
Loewe has risen to the top spot from the previous quarter’s 5th position. Notable achievements to have contributed to this surge include the launch of the Paula’s Ibiza 2023 collection, the presentation of the 2023 Loewe Foundation Craft Prize in New York and the creation of bespoke outfits for Beyoncé’s Renaissance world tour.
Prada has moved to the 2nd position, following its 1st rank in the previous quarter. This period was marked by the Prada Frames Symposium during Milan Salone des Mobile, the 9th iteration of Prada Mode in Tokyo and the release of the Prada Galleria campaign featuring Scarlett Johansson.
| Versace’s exceptional journey continues with a second consecutive rise, soaring five spots to the distinguished 3rd position on the chart. This milestone marks its highest-ever ranking on The Lyst Index, showcasing enduring fashion impact. |
Versace has shown impressive progress, climbing from 8th place to secure the 3rd position. This achievement was propelled by the release of Versace Icons, the launch of Versace La Vacanza co-designed with Dua Lipa and remarkable fiscal growth with record revenues.
Miu Miu has experienced a slight dip from 2nd to 4th place. Nonetheless, the brand witnessed substantial growth across all product categories, hosted an event with Sydney Sweeney at the Cannes Film Festival and unveiled a captivating Arcadie bag campaign with Gigi Hadid.
Bottega Veneta maintains its strong presence, moving from 6th to 5th place. Notably, the brand secured BTS’ RM as its first-ever brand ambassador, released a Fanzine dedicated to Kate Moss and provided support for the launch of Air Afrique magazine.
Valentino has slipped from 4th to 6th place. Despite this, the brand reported a 10 per cent rise in annual sales, named Florence Pugh the face of Valentino DI.VA and made a remarkable return to Milan Men’s Fashion Week with a dedicated menswear show.
Saint Laurent continues its ascent, rising from 10th to 7th place. The brand diversified its portfolio by launching a production company and unveiled its debut film at the Cannes Film Festival. Additionally, Saint Laurent introduced its first line of fine jewellery and showcased the S/S ’24 menswear collection in Berlin.
Moncler has experienced a notable decline from 3rd to 8th place. Despite this, the brand made waves by launching its first-ever global summer campaign, achieving strong double-digit growth in Q1 and collaborating on the Moncler x FRGMT Genius collection featuring Hwang Minh-yun.
Gucci maintains its presence in the top 10, moving from 9th to 9th place. Impressively, the brand generated € 2,616 million in revenue in Q1, dropped the Vault Summer collection in collaboration with 8 labels and released the captivating Gucci Bamboo 1947 campaign starring Liu Wen.
Dior has moved up the ranks from 11th to secure the 10th spot. The brand made waves by staging a cruise show in Mexico, publishing a new book chronicling the Raf Simons years and dressing Natalie Portman and Jennifer Lawrence at the Cannes Film Festival.
Louis Vuitton, now positioned at 11th from its previous 13th rank, welcomed Zendaya as its latest brand ambassador, a strategic move that resonated with its global audience. Additionally, it unveiled Pharrell Williams’ inaugural menswear campaign featuring Rihanna and showcased Pharrell Williams’ debut collection in a noteworthy event held in Paris.
Dolce & Gabbana has transitioned to the 12th place from its previous rank at 7th position. The brand made a significant impact by naming NCT member Doyoung as its first ambassador for Korea and Japan. It further solidified its influence through the launch of a capsule collection in collaboration with Spanish influencer Pelayo Díaz and the release of the visually captivating Maiolica collection, creatively captured by Steven Meisel.
Diesel, having moved from 14th, continued to surprise with its innovative collaborations. Its unique venture with Durex garnered attention and it also unveiled its Resort 2024 collection. Collaborating with the Tom of Finland Foundation for a Pride capsule collection showcased its commitment to diversity and inclusivity.
Burberry, now at the 14th spot, demonstrated its commitment to the arts and heritage by announcing that Daniel Lee would create costumes for the Royal Ballet. Celebrating British heritage, it published a book that resonated with its cultural identity. The brand’s involvement in designing a scarf for King Charles’ coronation added a regal touch to its accomplishments.
Jacquemus moved up to 15th place from 19th, making waves with a viral marketing campaign for its Le Bambino bags. Its association with Bad Bunny at the Met Gala showcased its influence on the red carpet, while its S/S ’24 show staged at Versailles added a touch of grandeur to its creative vision.
Balenciaga, now at the 16th position, impressed by inviting four fast-emerging designers to the Met Gala, showcasing its commitment to nurturing emerging talent. Its presence at the Cannes Film Festival was marked by dressing renowned figures like Michelle Yeoh, Isabelle Huppert and Alton Mason. The brand’s Resort 2024 collection added a new layer of creativity to its portfolio.
Skims remained steadfast at 17th position while expanding into the bridal realm, showcasing its adaptability and evolving product offerings. Its venture into the UK market with its first-ever pop-up store at Selfridges demonstrated its global ambitions. Additionally, announcing plans to launch its flagship store in 2024 hinted at its forthcoming strategic moves.
Nike, having shifted from 12th place, displayed its commitment to the metaverse by releasing its first substantial collection of virtual goods on .Swoosh. Its collaboration with Jacquemus for the new J Force 1 collection added a touch of fashion to sportswear. The launch of Airphoria, a metaverse gaming experience, highlighted its innovation in digital engagement.
Fendi, now at 19th, continued to make headlines with its collaborations. The Fendi x Marc Jacobs capsule collection garnered attention, while its participation in the Met Gala paid tribute to the legacy of Karl Lagerfeld. Appointing Nicholas Galitzine as the first global menswear ambassador added a fresh face to its brand.
JW Anderson maintained its position at 20th spot, making notable moves by dropping the S/S ’23 collection in collaboration with Uniqlo. Its ‘Studs’ collection launch for Pride showcased its commitment to important social causes. The opening of its flagship store in Milan marked a significant milestone in its brand’s growth journey.
BRANDS ON THE RADAR
This segment comprises smaller yet exceptionally dynamic brands that demand close attention. These brands are rapidly ascending on a steep trajectory, gaining considerable momentum beyond the Top 20 rankings. Their growth potential and impact are evident as they carve their niche in the fashion landscape.
GOYARD
Goyard marked a remarkable milestone of its 170th anniversary, reflecting a rich heritage in the fashion world. The Mini Anjou tote bag emerged as a notable trending product and the brand garnered attention from style icons such as A$AP Rocky and Brooke Shields. This quarter witnessed a substantial surge of 95 per cent in searches, underscoring the enduring appeal of the brand.
POSSE
The brand unveiled its latest ‘PRIMAVERA’ collection, showcasing fresh and innovative designs. The Alice linen mini dress emerged as a standout trending product, receiving recognition from prominent figures including Sofia Richie, Selena Gomez and Lily Aldridge. This quarter, the brand experienced a notable 31 per cent increase in searches, attesting to its growing popularity.
LORO PIANA
Loro Piana introduced its Resort 2023 collection, showcasing the brand’s commitment to luxury and elegance. The Babouche suede mules gained significant traction as a trending product, finding favour with celebrities like Gigi Hadid and Gwyneth Paltrow.
The brand experienced a 35 per cent increase in searches this quarter, indicative of its rising prominence in the fashion world.
BEST-SELLING PRODUCTS
In the second quarter of 2023, several products have taken the spotlight on the ‘Hottest Products’ list. Here are the front runners or the bestsellers of the period:
- Loewe Anagram Tank Top: A standout piece from Loewe, this tank top has captured attention for its distinctive design and association with fashion-forward trends.
- Onitsuka Tiger Mexico 66 sneakers: These sneakers from Onitsuka Tiger have made their mark with their timeless style and enduring popularity in the footwear scene.
- Versace Maxi Medusa Biggie sunglasses: The Versace Maxi Medusa Biggie sunglasses have emerged as a statement accessory, combining bold design with the allure of the Versace brand.
- Loewe Raffia Tote bag: Loewe’s raffia tote bag has garnered admiration for its unique material and design, reflecting the brand’s innovative approach to accessories.
- New Balance Aime Leon Dore sneakers: The New Balance Aime Leon Dore sneakers have caught the eye of fashion enthusiasts for their fusion of comfort and style.
- Agolde Jorts: The Agolde jorts (jean shorts) have made a strong impression, epitomising casual chic and a relaxed sense of fashion.
- Alaïa Fishnet Flats: These fishnet flats by Alaïa have gained attention for their intricate design and ability to add a touch of elegance to various outfits.
- The Row City Flip Flops: The Row City Flip Flops have become a sought-after item, showcasing how even the most casual footwear can reflect sophistication.
- Longchamp Le Pliage bag: The Longchamp Le Pliage bag maintains its popularity, offering a blend of functionality and style that appeals to a wide audience.
- Loro Piana Cap: The Loro Piana Cap has become a notable accessory, reflecting the brand’s dedication to quality and luxury in even the simplest items.
** In the quest to identify the most in-demand products worldwide, Lyst employs a meticulous methodology. This process involves sifting through an extensive collection of over eight million items. The evaluation is based on a combination of factors, including the volume of social media mentions, searches, page views, interactions and sales within the Lyst app.
The approach also involves categorising styles based on their colours, thereby creating more refined groups. Additionally, the assessment factors include the global demand for products relative to the available stock volume. This comprehensive analysis ensures a thorough and accurate representation of the hottest products that are capturing the attention of the global fashion community.
