The early 2020s have been somewhat of a renaissance for Miu Miu, the sister brand of Prada and the brainchild of creative genius Miuccia Prada. While the luxury goods industry continues to feel the strain of exorbitant price increases, economic uncertainty, and decreased global demand, Miu Miu continues to defy the odds, seeing a continued increase in both popularity and sales (increasing by 93% in the first half of 2024).
Mrs. Prada’s distinct vision for Miu Miu, which is undeniably youthful and inherently cool, continues to spark interest among multi-generations of fashion lovers. That universal appeal has helped the brand catapult itself to the top while proving power in the Gen Z shopper.
While other brands have struggled to find a balance in catering to different shoppers, Miuccia Prada’s idea of the Miu Miu uniform has helped curate that delicate balance. Today’s Miu Miu is distinct, but it’s for everyone, and the brand’s focus on creative individuality has proven to be incredibly successful.
The Hit List
That success has just been quantified again by The Lyst Index, which released its 2024 Q3 report. The Lyst Index’s quarterly report takes into account online shopping data from sales, google searches, social media mentions, and more to compile a list of the top trending brands and products in fashion.
For Q3, Miu Miu is back on top, taking the number one slot from Loewe, which fell back to number 2. Searches for Miu Miu jumped 30% from the previous quarter, and the brand’s Arcadie Bag continues to be a hot-ticket item amongst fashion fans.
Other notable mentions include Coach, which has narrowly made the top 20 in the past but jumped 5 spots this quarter. The standout of Q3, however, is Alaïa, which saw a 51% increase in demand, jumping 12 places to number 5 on the list, thanks in part to its viral Le Teckel Bag.
As for the bags, Coach’s viral Brooklyn Bag in Suede was the second-most-wanted product of Q3, while the Arcadie Bag, as mentioned, came in at number 4. An unlikely little number, the Longchamp Le Pliage Neo XS, also made the top 10.
Both Coach and Longchamp’s virality speak to the uncertainty of the luxury goods industry as shoppers’ interest in contemporary brands peaks.
When I read something is the “hottest” it’s a total turn off, nexts steps being every influencer wearing said brand and then ridiculous price increases so actual customers can fund the over marketing. I feel this way about Loewe after a few years of over saturation. I shopped at Miu Miu a lot in 2019 when it was “not hot” and have a lovely Confidential bag that I still wear but having looked at the silly prices now, no thanks!
100% esp. on Loewe! Their 2019 era was the best, quite well-known but not too oversaturated (and not so much associated with influencers). The brand was a sweet discovery to those who are a bit more on the artsy side yet values craftmanship and versatility. That ‘magic’ has now lost thanks to every other influencers sporting their white logo tank and anagram jeans as an entrance to the club, yet possess no affinity to Loewe as a brand
I believe that the true magic of Jonathan Anderson at Loewe is to get a brand that has garments and accessories for all tastes. From the T-shirt with the front logo ideal for influencers such as the cashmere sweater without a logo or very discreet, or from the raffia bags with the mega logo to the Flamenco or the Puzzle with a small and discreet logo but easily recognisable by the originality of the model.
Removed Prada Logo ,put Miu Miu Logo on it & call it Hottest Brand.
I can’t understand why Miu Miu Arcadie is hot but Loewe Amazona only in Japan. By the way, Loewe is second world hottest luxury brand.
Sadly the word “Miu Miu” is the only selling point of their merchandise, slapped here and there. Loewe on the other hand, (thankfully) doesn’t share the same sentiment and their logo isn’t the only justification of their brand