2024 marked a year of transformation within the fashion industry, with major brands adapting to evolving consumer preferences and market dynamics. The Lyst Index continues to provide a revealing snapshot of fashion’s evolving dynamics, highlighting which brands are resonating with consumers and why. While the rankings themselves reflect popularity, a deeper look into the success of each brand reveals key factors— creative direction, strategic partnerships and campaign innovation that drive their growth. Miu Miu reigns the scene, securing the No.
1 spot for three out of four quarters in 2024 (only briefly displaced by Loewe in Q2). Sister brand Prada consistently held the Top 3 position, while Saint Laurent steadily climbed within the Top 5. Meanwhile, the rankings shuffled as fashion consumers reassessed luxury’s value and discovered more accessible brands and trends.
One of the biggest success stories was Coach, which soared 10 spots to No. 5— its highest ranking yet. The brand’s well-executed strategy to connect with Gen Z, offering competitive discounts and making its bags popular holiday gifts, resulted in an astounding 65 per cent demand increase quarter-over-quarter and 332 per cent year-over-year.
Loewe (4) and Bottega Veneta (6) reinforced their artisanal narratives, while Valentino (8) and Balenciaga(9) underwent creative transitions to stay relevant to evolving consumer appetites. Dior (7) maintained strong cultural influence through red-carpet presence and heritage marketing. Contemporary labels gained ground, with Jacquemus (11) excelling in experiential marketing and The Row (12) capitalising on understated luxury.
Magda Butrym (13) and Khaite (15) responded to the rising demand for craftsmanship and feminine power dressing. Skims (14) and Diesel (16) thrived on viral marketing, while Ferragamo (17) and Courrèges(18) refined their brand repositioning. Totême (20) continues expanding its minimalist appeal globally.
Coach’s Brooklyn bag is the season’s best-performing product, seeing a 46 per cent surge in searches. The brand also capitalised on Gen Z’s growing appetite for customisation, driving a 77 per cent increase in demand for bag charms, highlighting the rising trend of personalised accessories within the fashion retailscape.
Another standout performer was UGG, which rocketed into the Top 10 brands with an unprecedented 358 per cent quarterly growth. While seasonality has historically benefited UGG, this quarter’s performance was amplified by viral TikTok trends showcasing fresh styling approaches— pairing the Classic Ultra Mini Boots with oversized silhouettes and structured pieces. Their boots ranked as the second hottest product of the quarter, underscoring the continued influence of nostalgic Y2K aesthetics.
The evolving demand for quiet luxury with accessibility is reshaping brand hierarchy. The Row, known for its understated elegance, retained its strong market presence, while COS, H&M Group’s modern minimalist label, made its debut on the hottest brands list with a 16 per cent rise in demand. Its viral cashmere sweater, widely regarded as an affordable alternative to The Row’s offering, ranked as the fifth hottest product.
THE RANKINGS
01. MIU MIU
Current Ranking: 01 | Last Quarter Ranking: 01
Key Success Factors:
- Miu Miu’s presence at Paris Art Basel through the ‘Tales and Tellers’ exhibition boosted the brand’s visibility among art-focused consumers.
- The brand’s new upcycled project and collaboration with Emma Corrin for their latest holiday campaign underscores a strong commitment to eco-conscious fashion.
- Hosting Miu Miu Select events with notable figures such as Gigi Hadid and MOMO in global fashion hubs created an intimate yet high-impact engagement with key audiences.
Takeaway: Leveraging cultural collaborations, sustainability initiatives and exclusive events is an essential way to maintain brand appeal. Miu Miu exemplifies the value of aligning with high-profile personalities and events to maintain relevance.
02. SAINT LAURENT
Current Ranking: 02 | Last Quarter Ranking: 04
Key Success Factors:
- The 10 Golden Globe nominations for Emilia Perez showcased how Saint Laurent Productions can translate into brand buzz.
- The ‘As Time Goes By’ campaign, directed by Nadia Lee Cohen, reflects the brand’s consistent ability to create iconic imagery.
- Gwyneth Paltrow’s involvement in the brand’s Spring 2025 campaign reinforced the brand’s high-profile partnerships.
Takeaway: Tapping into cinematic culture and maintaining consistent, star-studded campaigns helps to elevate brand image and fuels consumer desire.
03. PRADA
Current Ranking: 03 | Last Quarter Ranking: 03
Key Success Factors:
- The brand’s collaboration with Axiom Space on the AxEMU spacesuit showcased Prada’s innovative spirit, extending its relevance beyond just fashion.
- Hosting ‘The Sound of Prada’ in Seoul highlighted Prada’s commitment to blending fashion with music and culture.
- The Luna Rossa Prada Pirelli women’s team victory in the America’s Cup aligns Prada with high-performance sports.
Takeaway: Incorporating diverse collaborations from space exploration to sports, fuels brand reach and consumer engagement and Prada demonstrates the power of multi-industry synergy.
04. LOEWE
Current Ranking: 04 | Last Quarter Ranking: 02
Key Success Factors:
- Collaborating with Japanese ceramicists such as Suna Fujita adds a unique artisanal element to Loewe’s collections.
- Jonathan Anderson’s Crafted World campaign captured the essence of craftsmanship and creativity, reinforcing the brand’s hold on artistry.
- The S/S ’25 Pre-collection campaign shot by Juergen Teller kept the brand front of mind for fashion-forward consumers.
Takeaway: Loewe shows how merging craftsmanship with creative collaborations can elevate a brand’s narrative and generate buzz even during off-seasons.
05. COACH
Current Ranking: 05 | Last Quarter Ranking: 15
Key Success Factors:
- Winning the Innovation Award at the 2024 CFDA Fashion Awards provided a high-profile endorsement of the Coach’s creative vision.
- The launch of the Alter/Ego collection, which reimagines bestselling bags, shows the importance of reinterpreting legacy products to appeal to today’s consumers.
- Hosting events like the CFDA after-party with GloRilla and Charli XCX highlights Coach’s commitment to influencer-driven marketing.
Takeaway: Coach’s ability to refresh its classics while embracing innovation and celebrity-driven events has elevated the brand in a competitive landscape.
06. BOTTEGA VENETA
Current Ranking: 06 | Last Quarter Ranking: 06
Key Success Factors:
- Appointing Louise Trotter as Creative Director and introducing fresh perspectives signals Bottega’s commitment to rejuvenation.
- The ‘Going Places’ campaign with Jacob Elordi builds on the brand’s association with luxury travel and lifestyle.
- Presenting ‘Waves Dubai’ brought the brand closer to global cultural hubs, showing Bottega’s interest in experiential marketing.
Takeaway: Bottega Veneta’s strategic rebranding through fresh creative leadership and immersive campaigns highlights the importance of evolving brand narratives to stay relevant in the market.
07. ALAÏA
Current Ranking: 07 | Last Quarter Ranking: 05
Key Success Factors:
- The ‘La Table Alaïa’ intimate dinner in Paris connected the brand with high-net-worth individuals, positioning it as a luxury experience.
- The Archetypes campaign shot by David Sims elevated the brand’s visuals with a diverse cast of models.
- Opening two US boutiques further solidified Alaïa’s presence in key retail markets.
Takeaway: Alaïa’s success lies in creating exclusive, intimate experiences for its clientele while also expanding its physical retail footprint.
08. MONCLER
Current Ranking: 08 | Last Quarter Ranking: 13
Key Success Factors:
- Announcing an 8 per cent CFX growth underscores Moncler’s strength in the luxury market.
- The City of Genius event in Shanghai attracted international attention, with a global reach of 8.9 billion people.
- Mario Sorrenti’s visuals for the Moncler Grenoble F/W ’24 campaign boosted the brand’s high-altitude appeal.
Takeaway: Moncler demonstrates how strategic financial growth, coupled with global events and high-impact campaigns, can propel a brand to the forefront.
09. THE ROW
Current Ranking: 09 | Last Quarter Ranking: 10
Key Success Factors:
- Opening its first store in Paris gave The Row a significant boost in its quest for global brand recognition.
- The brand’s presence on stars like Saoirse Ronan and Pamela Anderson further elevated its luxury image.
- Hosting exclusive private sales for a select clientele reflects the brand’s positioning as an elite label.
Takeaway: Expanding retail presence in key global cities and engaging high-profile clients is integral to The Row’s sustained success.
10. UGG
Current Ranking: 10 | NEW on the List
Key Success Factors:
- Post Malone’s association with the A/W ’24 campaign helped modernise the UGG brand.
- Launching immersive retail experiences at Feel House LA and Nordstrom Corner Shop NY generated buzz.
- Kendall Jenner’s public embrace of the UGG Classic Ultra Mini boot points towards the brand’s growing influence amongst Gen Z.
Takeaway: UGG’s success underscores the importance of staying relevant with influencer and celebrity-driven campaigns while offering new retail experiences.
- SKIMS
Current Ranking: 11 | Last Quarter Ranking: 12
Key Success Factors:
- The brand’s partnership with Dolce & Gabbana demonstrated SKIMS’ ability to elevate its image by collaborating with high-end fashion.
- Opening its first flagship store on New York’s 5th Avenue solidifies SKIMS’ position as both a global brand and a luxury player.
- The collaboration with The North Face expanded SKIMS’ offering into active and outerwear markets, appealing to a broader consumer base.
Takeaway: SKIMS continues to redefine luxury shapewear through high-profile collaborations, retail expansion and innovative product diversification.
- GUCCI
Current Ranking: 12 | Last Quarter Ranking: 08
Key Success Factors:
- The Gucci Gift campaign featuring stars such as Jannik Sinner and Solange continues to reinforce Gucci’s chic, timeless appeal.
- Sponsoring the Art+Film Gala at LACMA further connects Gucci with high culture and contemporary art.
- The British Fashion Award recognition for ‘We Will Always Have London’ campaign solidified Gucci’s authority in the fashion world.
Takeaway: Gucci’s blend of fashion-forward campaigns, high-profile cultural partnerships and recognition in the art world solidifies its status as a global cultural icon.
- JACQUEMUS
Current Ranking: 13 | Last Quarter Ranking: 07
Key Success Factors:
- The opening of flagship stores in New York and London increased Jacquemus’ accessibility to global fashion capitals.
- The brand’s ‘Winter Retreat’ campaign and collaboration with Moon Boot aided in creating a buzz within the fashion community.
- Launching the Turismo bag continued to keep Jacquemus at the forefront of fashion accessories with creative designs that push boundaries.
Takeaway: Jacquemus’ retail growth and innovative product designs, combined with strong global campaigns, help maintain its position as a dynamic, contemporary luxury brand.
- VERSACE
Current Ranking: 14 | Last Quarter Ranking: 11
Key Success Factors:
- The Versace Tag bag launch included digital takeovers by Zepeto, Bitmoji and Drest, capturing a younger, digitally native audience.
- Collaborations with stars such as Cillian Murphy and Anne Hathaway help in driving visibility and maintain relevance.
- The Kun and Rosy Zhao Holiday campaign further extended Versace’s global appeal, especially in Asia.
Takeaway: Versace’s focus on digital engagement, celebrity collaborations, and holiday campaigns allows the brand to maintain its visibility and relevance in both traditional and emerging markets.
- BALENCIAGA
Current Ranking: 15 | Last Quarter Ranking: 17
Key Success Factors:
- The Le City Bag campaign, starring Michelle Yeoh and Naomi Watts, enhanced Balenciaga’s image within the luxury landscape.
- The Fall 2025 collection included notable collaborations with Automobili Lamborghini and Scholl, showcasing Balenciaga’s ability to work across industries.
- Romeo Beckham, Kim Petras and other prominent figures in the brand’s campaigns help maintain a high level of cultural relevance.
Takeaway: Balenciaga’s strategic use of celebrity power, cross-industry collaborations and bold campaigns maintain its position as a major luxury player.
- VALENTINO
Current Ranking: 16 | Last Quarter Ranking: 10
Key Success Factors:
- The Avant les Débuts Spring 2025 campaign, Alessandro Michele’s first for the brand, introduced a new, fresh direction for Valentino.
- The Fall 2025 co-ed collection demonstrated Valentino’s ability to blend timeless elegance with modern trends.
- Appointing Lim Yoona and Jeff Satur as brand ambassadors expands Valentino’s appeal to global, youthful audiences.
Takeaway: Valentino’s ability to evolve with fresh artistic leadership, inclusive collections, and strategic ambassador choices positions it well for future growth.
| The rankings underscore the power of brand storytelling, cultural adaptability and strategic engagement. Whether through cinematic collaborations, artisanal craftsmanship or digital-first strategies, the hottest brands prove that relevance is a constant reinvention game in today’s fashion landscape. |
- COS
Current Ranking: 17 | Last Quarter Ranking: New on the List
Key Success Factors:
- The release of the Fall/Winter 2024 ‘Atelier’ collection reflected COS’s commitment to high-quality, versatile fashion.
- Partnering with photographer Chris Perani for a capsule collection added creative appeal and drove brand engagement.
- COS leveraged Black Friday and Cyber Monday sales to boost its retail performance, proving the brand’s agility in capitalizing on key shopping moments.
Takeaway: COS’s focus on high-quality seasonal collections, creative partnerships, and timely sales strategies helps drive sustained brand growth.
- RALPH LAUREN
Current Ranking: 18 | Last Quarter Ranking: 14
Key Success Factors:
- Ralph Lauren’s ‘Polo Bear’ window installations created an interactive experience that resonated with both local shoppers and global audiences.
- Hosting a premiere for the Very Ralph documentary in Shanghai highlighted the brand’s global reach and cultural relevance.
- The brand’s association with stars such as Selena Gomez and Ariana Grande further cemented its role in modern luxury fashion.
Takeaway: Ralph Lauren’s focus on experiential retail, global storytelling, and celebrity partnerships continues to drive its legacy as an aspirational brand.
- CHLOÉ
Current Ranking: 19 | Last Quarter Ranking: 20
Key Success Factors:
- Hosting a Hollywood gathering featuring stars such as Tracee Ellis Ross and Kaia Gerber helped extend Chloé’s celebrity-driven appeal.
- The introduction of the Chloé Kick sneaker taps into the growing athleisure market, diversifying the brand’s product offerings.
- Worn by global icons like Keira Knightley and Jennifer Lopez, Chloé continues to solidify its status as a modern luxury brand.
Takeaway: Chloé’s ability to tap into celebrity culture, innovate with product offerings, and maintain strong brand identity ensures it remains competitive in the luxury space.
- TOTÊME
Current Ranking: 20 | Last Quarter Ranking: 16
Key Success Factors:
- Opening a store in Copenhagen’s historic Egmont building and Aspen, Colorado, enhances Totême’s reach in key global luxury markets.
- The brand’s second jewellery collection, ‘Thorns’, shot by Guido Mocafino, reflects Totême’s commitment to refined aesthetics. By expanding into jewelry with a sculptural yet minimalist approach, Totême reinforces its design language across product categories.
- Collaborations with influencers and fashion insiders who embody Totême’s ethos, such as Pernille Teisbaek, have strengthened the brand’s presence. This targeted marketing approach ensures Totême remains aspirational yet accessible within the luxury minimalist segment.
Takeaway: Totême’s expansion into key retail locations, thoughtful design evolution and strategic partnerships keep it relevant in the modern luxury space. By maintaining a refined aesthetic while branching into new product categories, the brand continues to captivate a global audience that values quiet sophistication over trend-driven fashion.
