Step aside, Prada – Loewe takes the crown as fashion’s hottest brand
Each seasonal quarter, we keep a keen eye on the Lyst Index to see which brand is hot and which is not. And whilst we all know Loewe has that certain je nais se quois that the industry is obsessed with, it is now officially *the* hottest brand around.
For the first time ever, Loewe under Jonathan Anderson has been given the coveted position by Lyst Index, with their searches growing 19% this quarter. Let’s face it, the brand has suddenly been everywhere on everyone with some of their best runway shows in recent memory – a complete renaissance in their identity. As LVMH’s oldest luxury brand since its founding in 1846, the label continues to keep up with the rapidly-evolving industry and doing it with such success.
This year has seen an introduction of K-pop superstar brand ambassadors, the viral ‘Pixel’ Minecraft-core collection, and the likes of their abstract balloon heels. Their Anagram tank top also takes the top spot on the hottest products list – a clean sweep if ever there was one. Loewe is followed by Prada in second, Versace in third, Miu Miu fourth, and Bottega Venetta in fifth. Then comes Valentino, Saint Laurent, Moncler, Gucci, and Dior to round off the top ten. As for the products, second place is filled by the new ‘it’ shoe on the block the Onitsuka Tiger Mexico 66 sneakers, followed by the Versace Maxi Medusa Biggie sunglasses, the Loewe raffia tote bag, and the New Balance Aime Leon Dore sneakers. Dadcore gets a shoutout for sixth place with the Agolde jorts, and Balletcore is snatched up by Alaïa’s fishnet flats. In eighth comes summer staple The Row City flip flops, and then the timeless Longchamp Le Pliage bag and sporty Loro Piana Cap.
But interestingly, the hottest brands and products named by Lyst are somewhat reigned by one ruling factor: quiet luxury. Clearly, the fashion consciousness of 2023 is framed by this online talking point – exploding thanks to TV shows like Succession and Gwyneth Paltrow’s now-iconic ski-court appearance. Sofia Richie was also crowned an ‘it’ girl as soon as she stepped onto the aisle this season, championing the quiet luxury wedding obsession on the likes of TikTok.
Interestingly, Louis Vuitton – who seem like the brand of the moment – isn’t even in the top ten, knocked to eleventh but still climbing two spots from last quarter. This is thanks to the work of Pharrell who took the Creative Director position for the star-studded menswear collection shown at Paris Fashion Week. Couple this with Jay-Z performing at the show, a pregnant Rihanna donning the campaign, and the must-have LV Speedy, and the brand is soon to be climbing the ranks come next quarter. After LV in eleventh comes Dolce & Gabbana, Diesel, Burberry, and Jacquemus, followed closely by Balenciaga who are clearly repairing damaged relationships in sixteenth, with Skims after, Nike, Fendi, and JW Anderson in twentieth (marking his leadership in two spots on the list).
If you’re looking to get ahead of the trend curve, Lyst Index has also reported that the breakout brands to keep your eyes on are Goyard, Posse, and Loro Piana (whose hat made the hottest products).
