Miu Miu has dethroned Loewe to become the hottest brand in the world, according to the latest Lyst Index released recently. The quarterly ranking, which analyzes the online shopping behavior of millions of consumers, reveals the most sought-after brands and products across the globe.

Miu Miu's resurgence can be attributed to a 30 per cent quarter-on-quarter increase in searches for the brand, driven by its distinctive "alt-girl" aesthetic and popular items like the $3,050 Arcadie bag, which ranked as the fourth hottest product this quarter.

Miu Miu has consistently captured the zeitgeist with its playful and subversive designs, points out Lyst's Chief Insights Officer. "The brand's ability to connect with Gen Z and millennial consumers through social media and celebrity endorsements has been key to its success."

Loewe, which briefly held the top spot in Q2, slipped to second place, while Prada maintained its position in third. Saint Laurent and Alaïa rounded out the top five, with the latter making a significant leap of 12 places thanks to the enduring popularity of its fishnet ballet flats.

Table: Top 10 hottest brands

Alaïa's ascent

One of the most notable shifts in the Index is the rise of Alaïa, which jumped 12 places to claim the fifth spot. This surge in popularity is largely due to the creative direction of Pieter Mulier, who has revitalized the brand while honoring its heritage.

"Mulier's collections have struck a chord with consumers who appreciate the sensuality and craftsmanship of Alaïa," notes a fashion analyst at Lyst. "The brand's iconic fishnet ballet flats, which topped the hottest products list this quarter, have become a must-have item for fashion enthusiasts."

The Lyst Index also highlighted the growing influence of sportswear brands, with Nike and Adidas climbing the rankings. This trend is driven by the increasing popularity of athleisure and the blurring lines between sportswear and high fashion.

Sneaker wars heat up

The report also revealed the hottest products of the quarter, with Alaïa's fishnet ballet flats taking the top spot. However, sneakers made a strong showing, with Puma's Speedcat – seen on celebrities like Dua Lipa and Emily Ratajkowski – claiming third place following a 532 per cent spike in demand.

"The Speedcat's success demonstrates the power of celebrity endorsement and the enduring appeal of retro-inspired designs," notes Lubin. "It's a classic case of a heritage product being rediscovered and reinterpreted for a modern audience."

Other notable trends include the continued popularity of suede accessories, with Coach's Brooklyn shoulder bag and Miu Miu's Arcadie bag ranking second and fourth respectively.

Key trends

Retro revival: The Lyst Index highlights a growing interest in retro-inspired fashion, with items like Alaïa's fishnet flats and Coach's Brooklyn suede shoulder bag proving particularly popular.

Quiet luxury: Brands like The Row and Bottega Veneta, known for their understated elegance and high-quality materials, continue to resonate with consumers seeking timeless pieces.

Sportswear influence: Ralph Lauren's rise in the rankings reflects the ongoing influence of sportswear on luxury fashion.

As the fashion industry enters the final quarter of 2024, it remains to be seen whether Miu Miu can maintain its momentum. However, with its strong brand identity and innovative designs, the Italian fashion house is well-positioned for continued success.