The Lyst Index’s quarterly ranking of fashion’s most popular brands and bestselling products has been released for the period of Q4 2022 based on the fashion tech company and premium shopping app’s shoppers’ behaviour, including searches on and off platform, product views and sales coupled with social media mentions, activity and engagement statistics worldwide, over a three month period. The platform is used by more than 200 million people each year to browse, discover and buy items from brands and stores.
In the history of the list being made, Q4 has emerged as the period recording the most movement amongst the top 20 featured brands with stakes and the drama corresponding to it proving to be high.
Prada occupies the No. 1 position as the hottest brand in the world, for the first time, with searches for the brand spiking up by 37 per cent this quarter. Moncler emerged as the top mover of the quarter, climbing up 14 spots owing to € 638.3 million it generated in revenue in Q3 and the relaunch of Moncler Genius at London Fashion Week. The brand also launched its first NFT as part of the brand’s 70th anniversary celebrations.
‘New New Bottega’ climbed further five places to number 6 having generated € 437 million in revenue in Q3 and launching a new lifetime guarantee service. Balenciaga fell seven positions and Gucci dropped into second place, with fashion fans hit by the news that Alessandro Michele would be leaving the brand after eight years.
| Gucci and Prada experienced significant changes in their respective organisations, with the announcement of Alessandro Michele’s departure from Gucci and the appointment of Andrea Guerra as CEO of Prada Group. |
Raf Simons shuttered his own brand, with speculation continuing to be rife on who will take the helm of Louis Vuitton menswear, and anticipation building for the first collection from Daniel Lee for Burberry. At the end of the quarter, tributes were paid to designer and activist Vivienne Westwood, with her iconic collections now sure to become even more collectible.
THE MIGHTY TOP 20
1 Prada
Spot occupied last quarter – 2
- Launched its first fine jewellery collection made out of recycled gold
- Named Charli D’Amelio the face of Prada Linea Rossa FW ’22
- Andrea Guerra appointed as CEO of Prada Group
2 Gucci
Spot occupied last quarter – 1
- Alessandro Michele stepped down as Creative Director
- Generated € 2,581 million in revenue in Q3
- Became the first major luxury brand to build its own virtual world in the metaverse
3 Moncler
Spot occupied last quarter – 17
- Generated € 638.3 million in revenue in Q3
- Launched its first NFTs as part of the brand’s 70th anniversary celebrations
- Announced the relaunch of Moncler Genius with LFW showcase
4 Miu Miu
Spot occupied last quarter – 5
- Collaborated with artist Shuang Li for its S/S ’23 show
- Released 2023 Christmas campaign titled ‘Private Wishes’
- Worn by Rosalía, Daisy Edgar-Jones and Nicola Peltz-Beckham
5 Valentino
Spot occupied last quarter – 3
- Launched new Toile Iconographe logo
- Pierpaolo Piccioli won ‘Designer of the Year’ title at the Fashion Awards
- Worn by Adele in ‘I Drink Wine’ music video
6 Bottega Veneta
Spot occupied last quarter – 11
- Generated € 437 million in revenue in Q3
- Launched a new lifetime guarantee service
- Released pre-Spring 2023 collection
7 Loewe
Spot occupied last quarter – 14
- Named Taylor Russell as its new global ambassador
- Unveiled Christmas windows at its Paris department store Printemps
- Unveiled S/S ’23 pre-collection starring Chloë Sevigny and Luca Guadagnino
8 Dior
Spot occupied last quarter – 6
- Teamed up with Thebe Magugu for an exclusive capsule collection
- Took over Harrods’ windows for Christmas
- Debuted Men’s F/W ’23 collection against the Great Pyramid of Giza
9 Dolce & Gabbana
Spot occupied last quarter – 12
- Presented the Alta Moda and Alta Sartoria collections in Miami
- Entered the gaming world with gooDGame
- Worn by Jennifer Coolidge in the second season of ‘The White Lotus’
10 Saint Laurent
Spot occupied last quarter – 13
- Generated € 916 million in revenue in Q3
- Brought Madonna’s ‘Sex’ book to life with Miami exhibit
- Opened the ‘Gold: Les Ors d’Yves Saint Laurent’ exhibit in Paris
11 Balenciaga
Spot occupied last quarter – 4
- Cut ties with Ye
- Apologised for ‘inappropriate’ campaign featuring children in BDSM-inspired gear
- Recognised by PETA for the use of mycelium-based leather
12 Nike
Spot occupied last quarter – 15
- Launched Web3-enabled platform .Swoosh
- Terminated Kyrie Irving contract
- Launched workout content on Netflix
13 Versace
Spot occupied last quarter – 10
- Announced its F/W ’23 collection will be shown in Los Angeles
- Released holiday campaign starring Lily McMenamy
- Dressed Hailey Bieber, Jenna Ortega and Madelyn Cline
14 Fendi
Spot occupied last quarter – 7
- Franca Fendi passed away at 87
- Re-released 25 Baguette bags from the archives
- Unveiled new home décor and lifestyle collection
15 Louis Vuitton
Spot occupied last quarter – 9
- Launched new ‘200 trunks, 200 visionaries’ exhibition in New York
- Teamed up with Lego on holiday window displays
- Tapped 6 artists to reinvent the Capucine bag
16 Diesel
Spot occupied last quarter – 8
- Went viral on TikTok for its ‘useless’ and ‘impractical’ belt skirt
- Released holiday campaign titled ‘Life Is a Game’
- Hosted a 17-hour rave with radio platform NTS
17 Ugg
Spot occupied last quarter – new on the list
- Generated US $ 476.5 million in sales in 2023 second fiscal quarter
- Unveiled first-ever boot made with regeneratively sourced materials
- Launched viral protective rubber shoe covers
18 Burberry
Spot occupied last quarter – 19
- Achieved a score for transparency on climate change from CDP
- Unveiled festive campaign starring Shakira and Burna Boy
- Launched special collection in partnership with Minecraft
19 Coach
Spot occupied last quarter – new on the list
- Generated US $ 1,119.3 million in revenue in 2023 first fiscal quarter
- Headed to the metaverse with the CFDA
- Released short film Courage to Be Real starring Lil Nas X
20 Jacquemus
Spot occupied last quarter – 16
- Announced it was on track to double annual revenues
- Opened its first-ever boutique in Paris
- Released winter campaign starring British rapper Central Cee
With all this change comes opportunity, as shown by the newcomers now entering the Index. Gen Z shoppers continue to cement their identity as a notable consumer cohort by supporting and breathing new life into once-dormant brands. Stepping up into 15th place — and with over 1.2 billion mentions on TikTok — we see Ugg enter the list for the first-time ever. Searches for its US $ 140 ultra mini boots, which have been sold out across many retailers for most of the past four months, have skyrocketed by 82 per cent. In 19th place, we see Coach moving up on the list thanks to a rise in demand for its more accessibly priced handbags over the gifting season, which has increased in popularity among Gen Z shoppers.
| Ugg and Coach enter the list for the first time ever with searches for Ugg’s US $ 140 ultra mini boots skyrocketing by 82% and Coach moving up on the list owing to a rise in demand for its more accessibly priced handbags especially among Gen Z shoppers. |
THE BESTSELLING PRODUCTS OF Q4 2022
Saint Laurent’s Icare bag emerges as the most popular product of the quarter, with a 46 per cent spike in searches. Sported by the likes of Bella Hadid, Zoë Kravitz, Rosie Huntington-Whiteley and Sydney Sweeney, the jumbo quilted bag has quickly reached ‘It’ status and is causing a halo effect trend for the bag category propelling searches for totes to be up by 55 per cent this quarter.
| Saint Laurent’s Icare bag is the most popular product of the quarter, experiencing a 46% spike in searches. The jumbo quilted bag has quickly reached ‘It’ status and is causing a halo effect trend for the category propelling searches for totes to be up by 55% this quarter. |
The brands winning the attention of the new luxury consumer are building meaningful relationships with the right talent. Climbing seven places in the hottest brands list, we see Loewe making fast moves to the top with its padded bomber jacket coming in as the seventh hottest product this quarter. Worn by the likes of Hailey Bieber, Kendall Jenner, Kylie Jenner, Taylor Russell and Lori Harvey, there are currently 478.5 million views for #LoewePufferJacket on TikTok.
Kendall Jenner and Margot Robbie created viral moments for Bottega Veneta, while Prada worked with Charli D’Amelio as the face of Linea Rossa F/W ’22. But with luxury shoppers more astute and vocal than ever, the audience on social media is not afraid to call out or meme the celebrity endorsements that feel inauthentic. Heading into a packed show season, the brands that capture the share of mind and share of wallet will be courting the right celebrities and influencers to help them cut through the noise.
Brands and shoppers embraced the return of party dressing over the holiday season with fashion lovers investing in statement sequin pieces. Worn by Hailey Bieber, Jodie Turner-Smith, Paloma Elsesser and Olivia Wilde, 16Arlington’s Solaria dress has become a favourite owing to its sparkly design and sexy key-hole cut-out, while Mach & Mach’s eye-catching bow shoes continue to take over social media with over 70.9 milion views on TikTok.
In an attempt to identify the world’s most in-demand products, Lyst’s formula filters more than eight million items by volume of social media mentions alongside searches, page views, interactions and sales in the Lyst app. The company groups colours for styles, and takes into account global demand per volume of stock available.
| Alaïa and Mugler emerge as Q4 2022’s Breakout Brands to watch, with the continued appreciation for archive Y2K fashion propelling both labels into the spotlight. |
BREAKOUT BRANDS OF Q4 2022
- 16Arlington
- Became a celebrity favourite and generated 313 M views on TikTok
- Trending products: Solaria and Michelle dresses
- Worn by: Hailey Bieber, Simone Ashley, Emma Corrin
- Searches up by 56% in Q4 2022
- Alaïa
- Launched resale in partnership with Re-SEE
- Trending product: Le Coeur shoulder bag
- Worn by: Kaia Gerber, Kylie Jenner, Margot Robbie
- Searches up by 33% this quarter
- Mugler
- Returned to PFW after a two-year break
- Trending product: Spiral leggings
- Worn by: Kylie Jenner, Dua Lipa, Addison Rae
- Searches up by 49% in Q4 2022
The Hottest Brands list ranks fashion’s power players that have been delivering consistent brand heat and sales volume on a global scale. This recently added section on the list features smaller but mighty brands to watch; rising fast on a powerful and rapid upward trajectory.
