In the ever-evolving world of fashion, the third quarter of 2023 witnessed an exciting blend of innovation, creativity and global influence. As the pages of the calendar turned, the fashion landscape has been adorned with a rich tapestry of trends and triumphs, showcasing the brilliance of renowned fashion houses and the ascent of emerging designers/brands.
In this feature, we delve deep into the fashion realm, exploring the top brands that reigned supreme in Q2 of 2023 and what propelled them to these ranks.
From the iconic elegance of Miu Miu, Loewe and Prada to the meteoric rise of Tory Burch, Helmut Lang and Poster Girl, The Lyst Index cites the strategic brilliance and artistic vision that defined these brands’ success.
Alongside these titans, the pulse of the season is also highlighted as we spotlight the most sought-after products that graced runways and adorned wardrobes. From Maison Margiela’s Tabi Mary Jane to Miu Miu’s cardigan, items became symbols of style, capturing the essence of the global fashion zeitgeist.
Read along to explore the dynamic interplay of fashion, culture and commerce that shaped the world’s top brands and most popular products.
Q2 2023’S INNOVATIONS, VIRAL HITS AND GAME-CHANGING BRANDS
In its 30th anniversary year, Miu Miu has taken the fashion world by storm, claiming the coveted number one spot for the first time in the history of The Lyst Index report. Miuccia Prada’s playful line has outshone its ‘big sister’ Prada in terms of brand heat, driven by global demand for iconic products such as ballet flats and the Arcadie bag. Miu Miu’s Fall/Winter line, featuring prominent figures like Emma Corrin, Ethel Cain and Zaya Wade, made a significant impact on sales, with over 223 million views on TikTok.
One of the standout pieces, the logo cashmere cardigan, swiftly attained ‘It’ status, creating a ripple effect in the fashion world. This cardigan, the second hottest product of the quarter, not only boosted Miu Miu’s sales but also triggered a surge in searches for similar cardigan styles, marking a 44 per cent increase in interest.
Remarkably, Miu Miu climbed three positions in the rankings, even without factoring in its Spring/Summer ’24 fashion show in Paris, which occurred after the September Lyst Index quarterly reporting cut-off. This ascent is a testament to the brand’s powerful social media presence and its ability to generate buzz, making Miu Miu the hottest and most sought-after brand globally during this quarter.
| 342%
The increase in searches for Maison Margiela Tabi shoes in September |
Additionally, Jacquemus has also made a remarkable ascent, climbing six places to secure its highest-ever position at 9th on The Lyst Index.
The brand’s success can be attributed to its innovative brand storytelling and viral VR marketing campaigns. Leveraging the power of social media, Jacquemus engaged audiences with creative initiatives like a giant Le Bambino bag floating in the sea and a ballerina boat, sparking significant online interest.
Searches for Jacquemus surged by 17 per cent in this quarter, underscoring the brand’s growing popularity and influence.
Burberry, too, demonstrated substantial growth, rising four places to claim the 10th position on the ‘Hottest Brands’ list. A year after Daniel Lee took up the role of Chief Creative Officer, Burberry gained momentum with the release of Lee’s inaugural collection in stores. Additionally, the brand orchestrated intelligent local brand activations during London Fashion Week, further enhancing its global appeal and market presence.
Ferragamo made a notable entry into the Hottest Brands ranking, marking its debut. This achievement was fuelled by new designer Maximilian Davis, whose fresh perspective injected excitement into the brand. Celebrity endorsements from influential figures like Gigi Hadid and Solange Knowles amplified social media buzz around Ferragamo, solidifying its status as a rising star in the fashion industry.
Helmut Lang, identified as a breakout brand, is undergoing a transformative period under the guidance of new Creative Director Peter Do. This shift in vision has revitalised the brand, attracting attention and interest from fashion enthusiasts and industry insiders alike.
The Maison Margiela Tabi shoe has indisputably reached a tipping point, becoming the world’s hottest product in the latest fashion quarter. The Tabi Swiper saga, an unexpected and organic viral moment on TikTok, captured the attention of a staggering 178 million users.
The story of @Nextlevellexuss, whose Tabis were stolen by her Tinder date, ignited a social media frenzy. Despite being a long-standing symbol of high fashion, Tabi searches experienced a monumental 342 per cent spike in September alone, indicating a significant surge in mainstream interest. The challenge now lies in maintaining Tabi’s authentic appeal as it transitions into mainstream consciousness—an endeavour that requires careful handling.
Tory Burch, on the other hand, has successfully managed a transformation from commercial to cult status. Shifting away from millennial-era preppiness, the brand embraced the #NewBurch look, resonating well with shoppers. Endorsements from influential figures like Bella Hadid, Emily Ratajkowski and Phoebe Bridgers further propelled the brand’s popularity.
The Tory Burch pierced mules, endorsed by these celebrities, secured a spot on this quarter’s Hottest Products list, ranking third.
FASHION AND SPORT COLLABORATIONS
Fashion and sport collaborations reached new heights during Summer, marked by significant events and partnerships. LVMH’s sponsorship of the 2024 Olympic Games in Paris provided a global stage for its brands, positioning them as symbols of excellence.
The Martine Rose x Nike collaboration coinciding with the women’s World Cup generated a 70 per cent increase in searches for the Shox MR4 Mule shoe, solidifying its status as a sought-after hybrid sneaker-mule.
Additionally, the ‘Taylor Swift effect’ proved its influence in the world of sports fashion. Taylor Swift’s appearance at a Kansas City Chiefs football game led to a nearly 400 per cent surge in Travis Kelce’s jersey sales. Furthermore, her choice of New Balance 550 sneakers, showcased as part of her red and white outfit, triggered a remarkable 44 per cent increase in searches.
The sneakers quickly sold out online and found their way onto resale platforms, fetching up to three times their original price. These events underscore the dynamic interplay between fashion, culture and sports, emphasising the immense impact that social media and influential figures can have on shaping trends and driving consumer behaviour in the ever-evolving fashion landscape.
THE TOP 20 BRANDS OF Q3 2023
In the third quarter of 2023, the global fashion landscape saw significant shifts, with brands vying for supremacy through innovative strategies and high-profile ventures. Here’s a breakdown of the top 20 brands and the moves that propelled them to their respective rankings, along with the spots they occupied in the previous quarter (Q2 of 2023):
- Miu Miu (Q3 2023 Rank: 1, Last Quarter: 4)
Miu Miu surged to the top spot after unveiling the Church’s x Miu Miu collaboration, initiating the Miu Miu Women’s Tales Committee and hosting the exclusive Miu Miu Summer Club event in Malibu.
- Loewe (Q3 2023 Rank: 2, Last Quarter Rank: 1)
Loewe maintained its prominence with captivating F/W ’23 campaigns featuring Taylor Russell, Tang Wei and Jamie Dornan. The launch of the Squeeze bag and the appointment of Yang Mi as global brand ambassador reinforced its standing.
- Prada (Q3 2023 Rank: 3, Last Quarter Rank: 2)
Prada stayed strong by hosting the 10th edition of Prada Mode in Seoul, collaborating with flower kiosks for its F/W ’23 campaign and introducing the highly coveted Arqué shoulder bag.
- Bottega Veneta (Q3 2023 Rank: 4, Last Quarter Rank: 5)
Bottega Veneta supported the launch of the groundbreaking art publishing project, Magma, introduced the Orbit sneaker and showcased its S/S ’24 collection in Milan, securing its position in the top five.
- Versace (Q3 2023 Rank: 5, Last Quarter Rank: 3)
Versace made waves by wiping its Instagram for the F/W ’23 collection launch, unveiling the Greca Goddess bag and sponsoring The Albies in partnership with The Clooney Foundation.
- Saint Laurent (Q3 2023 Rank: 6, Last Quarter Rank: 7)
Saint Laurent reported a remarkable 7 per cent revenue growth, launched a striking F/W ’23 campaign featuring Kate Moss, Hailey Bieber and Zoë Kravitz and commissioned a spectacular fireworks’ installation by Cai Guo-Qiang in Japan.
- Moncler (Q3 2023 Rank: 7, Last Quarter Rank: 8)
Moncler announced double-digit growth in Q2, introduced the Moncler Re/Icons line and presented the Moncler Genius collection in collaboration with Pharrell Williams.
- Valentino (Q3 2023 Rank: 8, Last Quarter Rank: 6)
Valentino impressed with the Haute Couture ‘Valentino Un Château’ show opened by Kaia Gerber, the launch of the Valentino Garavani VLogo Moon bag and a partnership with Sleep No More in China for the Black Tie collection.
- Jacquemus (Q3 2023 Rank: 9, Last Quarter Rank: 15)
Jacquemus gained ground by featuring Gigi Hadid in its Le Chouchou campaign, creating bespoke looks for Beyoncé’s world tour and being worn by high-profile celebrities like Kourtney Kardashian, Selena Gomez and Hailey Bieber.
- Burberry (Q3 2023 Rank: 10, Last Quarter Rank: 14)
Burberry made an impact by launching Daniel Lee’s first collection in stores, announcing a series of global city takeovers starting in London and presenting the S/S ’24 runway collection during London Fashion Week.
- Diesel (Q3 2023 Rank: 11, Last Quarter Rank: 13)
Diesel made waves by creating custom looks for Beyoncé’s Renaissance world tour. Its ‘Find the D’ F/W ’23 campaign engaged audiences and it further showcased its influence by inviting 7,000 people to its S/S ’24 show in Milan, cementing its position in the top 15.
- Gucci (Q3 2023 Rank: 12, Last Quarter Rank: 9)
Despite the change in leadership with Marco Bizzarri stepping down as CEO, Gucci remained influential. It presented Sabato De Sarno’s debut collection in Milan and dropped the Gucci Valigeria campaign featuring renowned figures like Kendall Jenner and Bad Bunny, capturing attention globally.
- Dior (Q3 2023 Rank: 13, Last Quarter Rank: 10)
Dior continued to innovate by dropping NFC-chipped B33 sneakers, opening the ‘Lady Dior Celebration’ exhibition in Seoul and releasing the highly coveted Dior Toujours bag, securing its place in the top 15.
- Balenciaga (Q3 2023 Rank: 14, Last Quarter Rank: 16)
Balenciaga stood out by naming Isabelle Huppert and PP Krit Amnuaydechkorn as brand ambassadors. It staged a haute couture show in Paris and unveiled an exhibition showcasing the archives of the legendary Cristóbal Balenciaga in Paris, further solidifying their international presence.
- Dolce & Gabbana (Q3 2023 Rank: 15, Last Quarter Rank: 12)
Dolce & Gabbana wowed the fashion world by presenting its Alta Moda collection in Puglia. It named Doyoung as the face of the men’s F/W ’23 campaign and received recognition by winning CNMI Sustainable Fashion Award, showcasing its commitment to sustainable fashion practices.
- Louis Vuitton (Q3 2023 Rank: 16, Last Quarter: 11)
Louis Vuitton unveiled its F/W ’23 campaign starring BTS’ J-Hope, appealing to a global audience. It also created custom looks for Beyoncé’s world tour and embraced digital engagement by opening a Discord channel, enhancing its brand reach.
- Skims (Q3 2023 Rank: 17, Last Quarter Rank: 17)
Skims reached a significant milestone with US $ 4 billion valuation, indicating its financial strength. It released a captivating swimwear campaign starring Carmen Electra and Jenny McCarthy and tapped Madelaine Petsch for its cotton collection, showcasing its diverse offerings.
- Fendi (Q3 2023 Rank: 18, Last Quarter Rank: 19)
Fendi made a mark by launching a high jewellery line, catering to luxury enthusiasts. It dropped the Fendi Astrology capsule collection, aligning with current trends and released the stylish C’mon satchel bag, further enhancing its product portfolio.
- JW Anderson (Q3 2023 Rank: 19, Last Quarter Rank: 20)
JW Anderson collaborated with tennis icon Roger Federer for a collection with Uniqlo, blending sports and fashion seamlessly. It hosted the ‘On Foot’ exhibition during London Fashion Week, emphasising its commitment to artistic expression and released the unique frog clutch, capturing attention with its innovative designs.
- Ferragamo (Q3 2023 Rank: 20)
Ferragamo showcased its global appeal by naming Jeno as a brand ambassador in Korea, leveraging the influence of K-pop culture. It released the captivating F/W ’23 ‘New Renaissance’ campaign, emphasising creativity and received accolades with Maximilian Davis being nominated for the British Womenswear Designer of the Year by BFC, reflecting its industry recognition.
Each of these brands contributed uniquely to the global fashion landscape, employing innovative strategies, collaborations and campaigns to maintain their standing in the competitive market during the third quarter of 2023.
HOTTEST AND MOST COVETED PRODUCTS
The world’s hottest products, as meticulously curated by Lyst, represent the epitome of global fashion trends. This ranking is arrived at by scouring a staggering eight million items and delving deep into the intricacies of fashion by considering social media mentions, searches, page views, interactions and sales within the Lyst app.
The process involves categorising items by colour and style and assessing global demand in relation to the available stock volume.
- Maison Margiela Tabi Mary Jane: The Maison Margiela Tabi Mary Jane takes the top spot, embodying a fusion of classic design and avant-garde appeal. Its unique style has captivated the fashion world, making it the most coveted product globally.
- Miu Miu Cardigan: The Miu Miu cardigan is a symbol of chic sophistication and contemporary style. Its popularity is a testament to Miu Miu’s design prowess, capturing the hearts of fashion enthusiasts worldwide.
- COS Quilted Bag: COS’s quilted bag epitomises modern minimalism and practical elegance. Its understated yet luxurious design has made it a sought-after accessory amongst fashion-conscious individuals.
- Nike x Martine Rose Shox MR4 Mule: The Nike x Martine Rose Shox MR4 Mule seamlessly merges sportswear and fashion, creating a hybrid style that has gained significant attention. Its popularity reflects the trend of athleisure dominating the fashion landscape.
- Birkenstock Arizona: The Birkenstock Arizona sandal, with its timeless design and unparalleled comfort, continues to be a global favourite. Its enduring popularity showcases the fashion industry’s appreciation for functional and stylish footwear.
- Tory Burch Pierced Mules: Tory Burch pierced mules exemplify contemporary elegance. Its chic design, coupled with celebrity endorsements, has catapulted it into the ranks of the world’s most coveted products.
- Loewe Puzzle Tote: The Loewe Puzzle tote is a testament to masterful craftsmanship and innovative design. Its versatile and stylish appeal has made it a favourite amongst fashion enthusiasts, reflecting Loewe’s enduring legacy.
- New Balance 550: The New Balance 550 sneaker embodies the retro revival trend, offering a blend of nostalgia and contemporary style. Its popularity signifies the fashion world’s appreciation for heritage-inspired footwear.
- Prada 3D Flower Heels: Prada’s 3D flower heels are a symbol of feminine sophistication and artistic expression. Their intricate design and attention to detail have captured the admiration of fashion aficionados, making them a coveted choice.
- Acne Sunglasses: Acne sunglasses combine sleek aesthetics with UV protection, making them a practical and fashionable choice. Their inclusion in the hottest products list underscores the importance of accessories in shaping contemporary style.
Each of these products not only represent exceptional design but also mirror the dynamic shifts and preferences within the global fashion landscape. From avant-garde creations to timeless classics, these items encapsulate the diverse and ever-evolving nature of fashion trends worldwide.
BRANDS TO WATCH: Q3 2023 BREAKOUT BRANDS
Tory Burch
Tory Burch has rapidly emerged as a breakout brand, capturing the fashion world’s attention for multiple reasons. Firstly, the brand’s recognition reached new heights with Tory Burch’s nomination for the prestigious Womenswear Designer of the Year award by CFDA, reaffirming her influence in the industry.
The Ella tote bag became a trending sensation, gaining immense popularity, particularly after being spotted on style icons like Bella Hadid, Suki Waterhouse and Emily Ratajkowski.
This increased visibility, coupled with a 15 per cent spike in searches this quarter, solidified Tory Burch as a brand to watch. The fusion of sophisticated design, celebrity endorsements and critical acclaim has propelled Tory Burch into the limelight, marking it as a brand with a promising future.
Helmut Lang
Helmut Lang’s resurgence is attributed to the visionary debut collection unveiled by Creative Director Peter Do. The brand’s momentum accelerated with the Stencil hoodie emerging as a trending product, capturing the essence of modern streetwear chic.
This hoodie found favour with influential figures like Hari Nef and Tiffany Young, accentuating its appeal.
Helmut Lang’s searches surged by an impressive 19 per cent this quarter, indicative of the brand’s growing resonance with fashion enthusiasts. Under Peter Do’s creative direction, Helmut Lang has successfully reinvented its image, blending contemporary style with timeless elegance, making it stand out in the competitive fashion landscape.
Poster Girl
Poster Girl has made a significant mark in the fashion scene, primarily driven by its captivating S/S ’24 collection.
The Feathered Tulia trousers from this collection emerged as a trending product, captivating the imagination of fashion aficionados. This statement piece found admirers in high-profile personalities such as Winnie Harlow, Dua Lipa and Kylie Jenner, further elevating Poster Girl’s status.
The brand experienced a notable 10 per cent increase in searches this quarter, indicative of its rising popularity. Poster Girl’s innovative designs, coupled with endorsements from influential celebrities, have set the stage for its ascent as an influential and trendsetting brand in the fashion industry.
