The Lyst Index, a quarterly ranking of fashion's most coveted brands and products, has released its highly anticipated report for the fourth quarter of 2024 (October to December). This definitive guide to the industry's hottest trends offers valuable insights into consumer behavior and the ever-evolving landscape of fashion.

Miu Miu's dominance continues

For the third time in 2024, Miu Miu has claimed the top spot, cementing its status as the year's most influential brand. The Prada-owned label has consistently captured the zeitgeist, resonating with fashion enthusiasts through its innovative designs, strategic marketing efforts, and a knack for setting trends that resonate across demographics.

Table: Lyst Index top 10 brands

Highlights from the Q4 2024 report

Saint Laurent's Ascent: Saint Laurent climbed two spots to secure the second position, driven by its successful "Emilia Pérez" film project, starring brand ambassador Blackpink's Rosé, and continued popularity among celebrities and influencers. The brand's sleek tailoring and classic yet edgy aesthetic continue to resonate.

Coach's Resurgence: Coach made a remarkable leap of 10 places to reach number five, fueled by its strategic focus on Gen Z consumers and competitive pricing during sale seasons. The brand's Brooklyn Bag emerged as the quarter's hottest product, with searches growing by 65 per cent quarter-on-quarter. Collaborations with popular musicians and a strong emphasis on accessible luxury have proven successful.

Ugg's comeback: Ugg made its debut on the list at number 10, capitalizing on the ongoing nostalgia for 2000s fashion and the brand's resurgence among trendsetters. Searches for Ugg boots skyrocketed by 358 per cent over the quarter. The brand's inclusive sizing and focus on comfort have also contributed to its renewed popularity.

Quiet luxury's lingering influence: The "quiet luxury" aesthetic continued to influence consumer preferences in Q4. Brands like The Row, which maintained its position in the top 10, benefited from this trend. Consumers are increasingly drawn to understated elegance, high-quality materials, and timeless designs.

The rise of ‘Gorpcore’: While not explicitly dominating the top 10, the Lyst Index noted a growing interest in ‘gorpcore’ – a style blending outdoor and technical wear with everyday fashion. Brands like Arc'teryx and Salomon saw increased search volume and engagement, hinting at a potential trend for future quarters.

Sustainability's growing importance: The report also highlighted the increasing importance of sustainability in consumer purchasing decisions. While not a primary driver of brand rankings in Q4, Lyst noted a growing number of searches for sustainable fashion and brands that prioritize ethical production practices.

Emerging brands to watch

The Lyst Index also highlighted several up-and-coming brands that experienced significant growth in Q4. These include:

Charlotte Simone: The vintage-inspired outerwear brand saw a 242 per cent search surge after being worn by Taylor Swift.

Our Legacy: This Stockholm-based label gained traction with its minimalist and contemporary designs.

Demellier: The handbag brand's popularity soared, driven by its chic and functional styles.

Auralee: This Japanese brand's focus on high-quality materials and timeless designs resonated with consumers.

The Lyst Index report delves into specific case studies to illustrate the factors driving brand success. For instance, it highlights Coach's strategic approach to engaging Gen Z through social media campaigns and collaborations with popular influencers. The report also examines Ugg's resurgence, attributing it to the brand's ability to tap into the Y2K nostalgia trend and its clever use of TikTok marketing. Furthermore, the report analyzes Miu Miu's consistent success, noting its ability to balance high-fashion creativity with commercial appeal.

The Lyst Index for Q4 2024 offers a fascinating snapshot of the ever-changing fashion landscape. It underscores the importance of brand authenticity, consumer engagement, and the ability to adapt to evolving trends. As the industry continues to evolve, the Lyst Index remains an invaluable resource for understanding the forces that shape our fashion choices.