Guess Which Handbag Was Searched the Most?

2024 was a year of fashionable musical chairs among the top luxury Maisons. However, that didn’t deter luxury shoppers, and the latest Lyst Index for Q4 2024 is here, revealing fashion’s hottest brands.

This was Miu Miu’s year – the brand claimed the number one spot in three out of the last four quarters, displaced only by Loewe in Q2. Its equally popular sister brand, Prada, also remained in the Top 3 all year round. Meanwhile, rockstar chic Saint Laurent has been steadily climbing the Top 5, now in second position.

Read also: Prada Reclaims Its Title as the World’s Hottest Brand According to Lyst

Image courtesy: @miumiu

The biggest headline of the quarter belongs to Coach, which soared ten places to become the world’s 5th hottest brand. The Coach Brooklyn bag emerged as the quarter’s hottest handbag, with a 46% surge in searches for Q4, solidifying its status as a must-have.

Image courtesy: @aislingchan

Meanwhile, the brand’s cherry bag charm has tapped into the Jane Birkinifying trend – with searches for bag charms on Lyst spiking at 77% this quarter. A savvy Gen-Z-focused strategy, competitive discounts, and the viral Brooklyn bag fueled a 332% year-on-year surge in demand.

Read also: Charm Your Handbags à La Jane Birkin

Image courtesy: @itsallaboutthehandbag

Beyond individual brand movements,  the price-conscious shift in luxury shopping is undeniable. The average price of a Q4 Hottest Product dropped to $628, down 27% year-on-year, signaling a recalibration of spending habits. While high-end fashion remains desirable, shoppers are prioritizing investment pieces, affordability, and versatility.

Although the desire for quiet luxury has softened, its influence lingers. Shoppers continue to gravitate toward clean, minimalist designs, favoring brands like The Row (ranked 9th) and newcomers like COS, which entered the Hottest Brands list for the first time. COS saw a 16% rise in demand, thanks to its viral cashmere sweater, a budget-friendly alternative to The Row’s cult-favorite knitwear, making it the 5th hottest product.

Image courtesy: COS

With UGG’s surprise return to the Top 10 (up 358% in searches) and TikTok continuing to dictate trends, the fashion landscape is evolving. As social media hype, affordability, and accessibility reshape luxury, will this shift persist into 2025? One thing is clear—fashion’s great shake-up is far from over. Stay tuned.