Prada leads the fashion industry

Lyst has just published its report for the fourth quarter of 2023 with a podium comprising Prada, Miu Miu and LOEWE.

The fashion house led by Miuccia Prada and Raf Simons reclaims the top position in the Lyst Index and snatches the title from sister brand Miu Miu, which had been crowned the hottest brand for the second year in a row. This is the third time that Prada has won the accolade for the third time since the fourth quarter of 2022. This is due to the high demand generated by an increasingly younger audience of Generation Z, who cannot resist the appealing reinterpretations of classic styles and feel represented with iconic ambassadors such as Troye Sivan.

Miu Miu remains in second place, closely followed by LOEWE, which in Q2 2023 was voted brand of the moment and must now settle for bronze. Bottega Veneta and Moncler remain just outside the podium, the latter having jumped two places since the previous report. Balenciaga seems to be getting rid of the controversies and manages to climb up to twelfth position, while Jacquemus reaches, for the first time, number 8, its best position so far.

Highlights include The Row’s Margaux Bag, Victoria Beckham’s Frame Buckle Belt and Miu Miu’s Kitten Heels, endlessly reproduced by fast fashion brands in recent months. UGG’s Tasman silhouette is a surprise, the sixth most desired item, whose success may have been revived after the collaboration presented with Palace.