The new entries in fashion in 2024 according to Lyst

It is often said that in fashion one should not make rankings: each company has its own clientele, its business model, its universe. Nonetheless, a ranking of the most sought-after brands like the one that Lyst publishes every quarter is essential to mark the time followed by the industry. So what does the new ranking presented today for the first quarter of 2024 show us? While Miu Miu, Prada, and Loewe maintain their top positions, the Top 10 has remained substantially unchanged from the past with a single exception in the seventh position: Balenciaga has re-entered the top ten most searched brands after more than a year - a sign that after the senseless controversies that have so much disturbed the brand's activity, things are finally calming down. While Balenciaga rises four positions, others decline: Jacquemus slips two positions, Burberry loses three, and Diesel loses four. Climbing two positions each are Louis Vuitton and The Row, while there are several new entries: the first is New Balance, thanks to its association with Miu Miu and collaborations with Junya Watanabe; the second is Alaïa, which has surged forward with a 49% increase in searches in the last three months and boasts a real flagship in its crystal-covered Mary Janes; the third is Dolce&Gabbana, which with its Sicily and Devotion bags, along with several best-selling perfumes, has triumphantly entered the ranking.

But one does not live on the Top 10 alone. Lyst has also highlighted three brands for which searches on its platform have grown more rapidly. One of these is Dries Van Noten, which upon news of the founder's departure saw searches explode by 31%; then there's the modern classic Wardrobe NYC, beloved by powerful influencers and several celebrities, with searches up by 42%; while Area, thanks to the Taylor Swift effect, has risen by 37%. This is due to Swift wearing the brand's crystal-covered jeans for the American SuperBowl, giving it visibility that translated into a 284% increase in searches - the first pair of jeans to enter the ranking of the most searched products, just as Rick Owens' Prong Dress is the first women's dress to enter the ranking after years of shoes and accessories. Needless to say, Miu Miu also dominates the hottest products with its collaboration with New Balance and its swimsuit in first and third position, but also with its piquet polo in seventh position. Elsewhere in the ranking, one notices Alaïa's aforementioned Mary Janes, Balenciaga's Rodeo Bag, and Carhartt WIP's Detroit jacket, as well as Khaite earrings and Saint Laurent sunglasses.