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LVMH-owned Loewe has surged to the top spot in the latest Lyst Index, surpassing Miu Miu. Key drivers of this success include Loewe’s collaboration with the running brand On, which produced the highly popular Cloudtilt 2.0 sneakers, now the quarter’s hottest product. Loewe’s appeal was further boosted by its brand spot featuring actors Dan Levy and Aubrey Plaza, and its costumes for the movie “Challengers,” designed by creative director Jonathan Anderson.
Lyst highlighted that “these activations fuel desire for the product,” noting a 29% increase in searches driven by the popularity of Loewe’s basket bags and anagram tank tops over the past three months.
Prada and Miu Miu, previously jockeying for the top spots, saw shifts in their rankings. Miu Miu retained second place, while Prada fell to third. Saint Laurent climbed to fourth place, and Bottega Veneta dropped to fifth. Jacquemus rose to eighth, benefiting from its “Le Mariage” wedding campaign and “Les Rayures” summer capsule collection.
Gucci, Balenciaga, Versace, and Skims each advanced one spot, with Skims experiencing a 32% increase in searches, driven by new store openings and a swimwear line launch. Coach also saw a 27% rise in searches due to its blend of heritage appeal and trendy designs.
Dragon Diffusion’s leather accessories, especially the Dragon Diffusion Tote bag, and the Adidas SL72 OG sneakers were also among the hottest products. Searches for Paris-based Casablanca’s retro tennis-inspired crochet knit shirt surged 161%, making it the fourth hottest product, with overall searches for the brand up 64%.
Lyst’s quarterly reports, which rank fashion’s top 20 brands and products based on various data points including social media mentions and consumer behavior, have been tracking these trends since 2018.
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