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According to Lyst Miu Miu is the brand of the moment

Miuccia Prada's youngest brand tops the list of hottest brands in recent months

According to Lyst Miu Miu is the brand of the moment Miuccia Prada's youngest brand tops the list of hottest brands in recent months

Every quarter, the Lyst platform compiles a ranking of the most searched brands and products according to the clicks of its users. An established analysis of the shopping behaviour of over 200 million consumers, the report takes into account purchases, page views, social mentions and worldwide engagement. According to Lyst's new report, Miu Miu is the hottest brand in the world, having leapfrogged three places from the last ranking, previously occupied by Loewe, now second, Prada, third, and Versace, now in fifth place overtaken by Bottega Veneta. Miu Miu's position at the top of the ranking is not surprising: the brand's latest collections have contributed greatly to its popularity among the younger generation, who are in love with Miu Miu's geek chic aesthetic of ballet flats, eyewear and transparencies. Collaborations with New Balance and Church and the Arcadie Bag have further propelled Miuccia Prada's younger brand image, as has the launch of the Miu Miu Women's Tales Committee and the Miu Miu Summer Club event in Malibu. 2023 also marks the brand's 30th anniversary.

Since the last quarter of 2022, Prada and Miu Miu have contended for the podium and the fourth place among the most searched brands in the world, surpassing even those usually most popular online, such as Gucci, Balenciaga and Nike. From the post-pandemic period to the present day, consumer preferences have changed dramatically, also famously influenced by TikTok trends. According to the Lyst Index, in September, searches for Maison Margiela's Tabi saw a 320% increase following the viral phenomenon The Tabi Swiper. While some brands gained more consumer attention in the last quarter, such as Moncler, which climbed two positions, Jacquemus, an impressive five, and Burberry, three, others suffered dramatic losses in engagement. Dior has been overtaken by six other names, finding itself thirteenth in Lyst's ranking, Gucci only two, a symptom of the internal shake-up that has taken place over the past year, with the departure of creative director Alessandro Michele and the arrival of newcomer Sabato De Sarno, while Dolce&Gabbana has dropped four places. It is clear that Lyst's is not an actual ranking of brand sales or their grip on the market, having been created in relation to internet searches, but it certainly offers an opportunity to understand consumer interests, which could shift at any moment.

In addition to highlighting the most followed brands, the Lyst Index also selects those on the rise, the breakout stars of each season. According to the third quarter of 2023, the brands most likely to grow are Tory Burch, which has experienced a 15% leap in searches thanks to endorsements from names such as Bella Hadid, Suki Waterhouse and Emily Ratajkowski; Helmut Lang, which this Fashion Week presented the first collection of its new artistic director Peter Do; Poster Girl, famous for the Feathered Tulia trousers worn by stars such as Kylie Jenner and Dua Lipa.