Miu Miu and Prada are constantly battling for the crown. As head designer of one and founder of the other, Miuccia Prada is at the helm of the world's most popular luxury brands. While often in combat on the Lyst Index, Miu Miu has reclaimed its title as number one, replacing Prada, which closed 2023 on top.
Lyst Index's first quarterly report of 2024 has arrived, revealing the brands that have risen and fallen in public interest during Q1. By climbing to the top spot, Miu Miu's online searches increased by 8% at the start of 2024, with 57% year-on-year growth and three of its preppy signatures landing on the Q1 "Hottest Products List" — making Lyst Index history. The brand's star-studded runways and viral collaborations have secured its fate for years to come, seeing its deconstructed $1,120 USD New Balance 530SL as the most desired item of the season.
While Prada fell to second place, Anthony Vaccarello's Saint Laurent debuted in the top five due to its surprise Paris Fashion Week show, which drove searches up by 10% in Q1. Elsewhere, Balenciaga has seemingly left controversies behind and looks to reclaim the throne as a celebrity favorite, welcomed as one of the fastest-rising labels and migrating from 12th to eighth position. Valentino, Skims, and Louis Vuitton have also ascended onto higher grounds, with Moncler, Jacquemus, and Diesel slowly falling down the scale.
While Miu Miu's preppy clothing and accessories overwhelmed the hottest items of Q1, several brands stormed our wardrobes with determination. ALAÏA continues to rule the ballet flat trend, seeing sheer versions peek through 2023 and jeweled embellishments conquer Q1 with online exploration up 43%. Paloma Elesser, Cardi B, and Kim Kardashian supported Rick Owens this quarter, wearing his skin-hugging Prong Down Dress and causing an uproar of 165%. While virality cemented the dress in eighth place, Carhartt WIP proved that classics are here to stay, with the Detroit Jacket named the fifth hottest item of Q1 2024.
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