Prada Reclaims Its Title as the World's Hottest Brand According to Lyst

In an impressive comeback, Prada has clinched the top spot in Lyst’s most recent quarterly ranking, overshadowing its sister label Miu Miu. Searches for the Milanese fashion house skyrocketed by an impressive 41% year-over-year on the popular online shopping platform.

Image courtesy: @prada

This marks Prada’s third time as the world’s hottest brand since Q4 2022. Fueled by soaring demand in Gen-Z markets, Prada has reimagined classics and enlisted Australian sensation Troye Sivan as its latest campaign muse, making waves in the fashion world.

Image courtesy: @prada

The fourth quarter of 2023 saw Prada dominating on multiple fronts. On the business side, Prada Group witnessed a remarkable 12% surge in sales for the nine months ending September 30, reaching 3.34 billion euros. Notably, Prada secured the prime real estate housing of its flagship store in New York for a staggering $425 million, positioned prominently between 56th and 57th Streets, directly across from Trump Tower.

Prada made plenty of headlines too. The brand struck a groundbreaking partnership with Axiom Space, the pioneer behind the world’s first commercial space station, collaborating on NASA’s lunar space suits for the upcoming Artemis III mission in 2025.

Not stopping there, Prada teamed up with wakeboarder Brian Grubb, who sported custom Prada Linea Rossa performance gear during a jaw-dropping 77-story base jump in Dubai. Co-creative directors Miuccia Prada and Raf Simons earned a nomination for Designer of the Year at the Fashion Awards, while also jet-setting to Shanghai for the grand inauguration of Prada’s itinerant Pradasphere exhibition at the Start Museum.

Image courtesy: @prada

Image courtesy: @prada

As for the remaining contenders in Lyst’s Index, while Miu Miu maintains its high position, the label slipped to second place in Q4, below its sister brand. Following closely are LOEWE, Bottega Veneta, and Monocle. Moncler has ascended two spots since the previous quarter, with Balenciaga overcoming controversies to move from 14th to 12th place.

Meanwhile, Jacquemus has clinched the eighth spot for the first time, captivating audiences with their attention-grabbing destination shows and fabulous social media presence. New York City’s iconic duo, Mary-Kate and Ashley Olsen, also make their Last Index debut at number 18, with The Row’s Birkin-esque Margaux bag emerging as the standout accessory of late 2023 – with searches spiking by 63% in the quarter and a staggering 198% year-over-year. Absent from the Lyst list – Chanel and Hermès. Hmmm.

According to Lyst, its Index takes into account Lyst shoppers’ behavior including searches both on and off the platform, as well as product views and sales. To measure brand and product “heat,” also considered are social media mentions, activity and engagement statistics over a three-month period.

What are your thoughts on Prada making it to the top spot of the Lyst Index? Have you been tempted to invest in the brand lately?