Miu Miu Is the World’s Hottest Fashion Brand Once Again: Report

Miuccia Prada can’t stop winning.

The designer’s Miu Miu label was the hottest brand on the planet in the first quarter of the year, Hypebeast reported on Wednesday. And her namesake Prada came in at the No. 2 spot, after taking home the highest ranking at the end of 2023. That’s all according to the Lyst Index, a ranking of fashion’s most popular brands and products that’s released every quarter.

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Searches for Miu Miu were up 8 percent in the first three months of 2024, according to the Lyst Index, thanks in part to the brand’s recent fashion show in Paris and its collab with New Balance. Among men, in particular, searches on Lyst were up a whopping 88 percent. And Prada, despite dropping in the rankings, has still retained its high status thanks to a star-studded ad campaign and new versions of its coveted handbags.

Elsewhere on the list, Loewe and Bottega Veneta held steady in the No. 3 and 4 spots, while Saint Laurent moved into the top five for the first time ever. Other brands on the rise include Balenciaga, which moved up four spots to No. 8 this past quarter, and Valentino (No. 9), which is seeing renewed interest thanks to the recent announcement that Alessandro Michele would be taking over as creative director after leaving Gucci. Labels that have seen their stock fall, meanwhile, encompass Burberry (down three spots to No. 12) and Diesel (which dropped four spots to No. 17).

As for the most popular products, Miu Miu is sitting pretty in the No. 1 spot on that list, too, with its New Balance 530 SL sneakers, which sold out in mere hours. The fashion house has two other products in the top 10 as well: a pair of swim briefs at No. 3 and a polo shirt at No. 7. Unsurprisingly, celeb-worn pieces are also getting some love. The embellished cut-out jeans from Area that Taylor Swift wore to the Super Bowl sit at No. 9 on the list. And demand for the brand has skyrocketed 284 percent in the past three months. (Swift’s impact on the economy never stops, does it?)

Given that Miu Miu and Prada have been swapping spots at the top, it’ll be fascinating to see which brand—if any—can knock them down the list during Q2.

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