The Lyst Index’s Q2 list for 2023 has been announced, revealing that LOEWE is now the World’s Hottest Brand for the first time ever.
Displacing Prada from the top spot it held for two quarters, Jonathan Anderson’s whimsical designs resulted in a 19% growth in searches this quarter. Previous recipients of the accolade include Gucci and Balenciaga, both of which held the title for multiple quarters, but now it seems there’s a new kid in town.
LOEWE’s placement is unsurprising, given the multitude of distinctive runway shows, the release of the ever-popular (and Kendall Jenner-approved) Anagram Tank Top, and this summer’s staple accessory: the Raffia Tote Bag. The popularity of Anderson’s statement pieces joins forces with viral silhouettes like the balloon pumps and glitch-core apparel, making its spot on the list somewhat inevitable.
Elsewhere, Versace climbs five places this quarter, securing the third spot (likely due to its recent collaboration with Dua Lipa and fashion show), followed by Miu Miu, Bottega Veneta, Valentino, Saint Laurent, Moncler, Gucci, and in tenth place: Dior. Moving into the top 20, we see Louis Vuitton at number 11, followed by Dolce & Gabbana (continuing to surprise us), Burberry, and Jacquemus. Apparently making its way back towards the top, Balenciaga sneaks in at 16th place, followed by Kim Kardashian’s SKIMS, Nike, Fendi, and JW Anderson in 20th place.
This season’s hottest products unsurprisingly include LOEWE’s Tank Top in first place, followed by Onitsuka Tiger’s Mexico 66 sneakers, “generating over 113 million views on TikTok as Y2K-inspired trends continue to spark excitement among Gen Z shoppers,” according to the report.
Continuing Versace’s reign, the brand’s Maxi Medusa Biggie sunglasses come in third place, followed by LOEWE’s raffia tote bag in fourth, Aimé Leon Dore’s New Balance 1906R in fifth, Agolde jorts in sixth, Alaia’s mesh flats in seventh, The Row’s “Quiet Luxury” City flip flops in eighth, Longchamp’s Le Pliage bag in ninth, and seemingly due to the rise of Succession, a Loro Piana cap comes in 10th.
Finally, the report names a number of brands on the rise, or as they describe it, “the breakout brands rising fast on a powerful and rapid upwards trajectory,” which, for this quarter, includes: Goyard, Posse, and Loro Piana.
To view the full report, visit the Lyst Index website.
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