Consolidating its leadership position, Miu Miu has once again topped Lyst’s coved Index for the hottest brand in fashion in Q4, FY24 The sister brand of Prada had also claimed the title in Q3 and Q1, making it the undisputed champion of 2024.
Trailing closely behind at number two, Saint Laurent pushed Jonathan Anderson's Loewe down to fourth place. Loewe briefly dethroned Miu Miu in Q2, largely thanks to Anderson's designs for the film ‘Challengers’ and Zendaya's accompanying press tour. Saint Laurent's Q4 success was also linked to film, as the brand produced and costumed ‘Emilia Pérez,’ a top contender at the 2025 Oscars.
Making a significant leap, Coach climbed ten spots to number five. Its Brooklyn Bag topped Lyst's Hottest Fashion Products list, with demand skyrocketing 65 per cent Q-o-Q and a staggering 332 per cent Y-o-Y. Lyst attributes Coach's surge partly to competitive discounts during sales, making its trendy styles more accessible to younger consumers.
A newcomer to the list, Ugg, entered at number ten. Searches for its iconic fluffy boots increased by 358 per cent in Q4 and 12 per cent year-on-year. Cos, H&M Group's minimalist contemporary line, also joined the rankings at number 17, experiencing a 16 per cent rise in demand, primarily driven by its Pure Cashmere Sweater (a dupe for a design by ninth-hottest brand, The Row).
Several emerging designers also saw impressive growth. Searches for Charlotte Simone increased by 242 per cent after Taylor Swift was spotted wearing its vintage-inspired coat. Other rising indie brands in Q4 include Stockholm-based ready-to-wear label Our Legacy (+22 per cent), contemporary handbag brand Demellier (+119 per cent), and Japan-based Japanese clothing brand Auralee (+114 per cent).
