One of the most popular apps for fashion e-commerce, Lyst recently curated list of the most desired fashion items worldwide. A well-researched report, it included 200 million Lyst users, social media listening for brand mentions and responses as well as brand engagement levels online for a period of three months.
Lyst toppers
Prada aced the report for two strategic reasons. It debuted in the fine jewellery segment with a collection made from recycled gold, the operative word being ‘recycled’ which resonated with the ever-growing upper echelons of conscious fashionistas. The other was the launch of its collection of technology-based fashion line Linea Rossa for Fall/Winter 2022 season, with Charli D’Amelio as its face. Not surprisingly this publicity coincided with Prada’s collection of handbags being some of the most searched pieces in 2022 as per that year’s Ultra-Luxury Resale Report. Around this time, Prada also welcomed the reputable Andrea Guerra as the new CEO.
Italian brand Gucci came in second, thanks to its ground-breaking industry first work in the Metaverse. Gucci purchased virtual space in the Sandbox Metaverse for a store-plus-event area, where it has set up a virtual gallery showing NFT artifacts and historical clothing items.
Moncler, Miu Miu and Valentino completed the top five with Prada and Gucci and Bottega Veneta, Loewe, Dior, Dolce & Gabbana and Saint Laurent completed the top 10. Not surprisingly Balenciaga dropped from the top 10 due its advertising campaign using children that generated heat and boycott calls. In the end, Prada knocked Gucci off Numero Uno spot and Moncler was the new entry into the top 10.
Top 2022 ‘it’ items
Occupying the most desired ‘it’ item was the Saint Laurent Icare handbag made exclusively from quilted lambskin. The brushed-leather and patent-leather variations of the Prada logo-featured sling-backs came in second place, followed by Dr. Martens Leonore Chelsea boot, easy-on, easy-off pull-on boot with an elastic ankle gusset that sports an extra-rugged air-cushioned sole plus faux fur lining for the winter months came in third. The Solaria maxi dress from 16Arlington stole hearts as it landed in fourth place with its anthracite sequins shimmering through and the fifth place went to the Bottega Veneta Sardine handbag which gets its name from the metallic fish-shaped handles. The Acne Studio’s checked mohair scarf came in sixth followed by padded bomber jackets by Loewe that was an instant hit with Gen Z fashionistas in seventh place. The satin and diamante dream Mach & Mach double bow embellished court shoes were in place eight followed by the ninth slot for Miu Miu’s logo-patch satin briefs. The last slot in top ten “it” items for 2022 was for the Crocs x Saleha Bembury clogs.
The challengers
16Arlington’s collection of Solaria cocktail and maxi dresses set the tone of the challenger brands described by Lyst as breakthrough. In particular, its grey version made from sequined tulle with a toggled keyhole contour at the front and elegantly fluted sleeves was an instant hit with celebrities with 313 million views on TikTok and searches up by 56 per cent in Q4. After a two-year break, Mugler with its spiral leggings were back in the game, graced by the likes of Kylie Jenner, Dua Lipa and Addison Rae. In the same quarter, Mugler registered nearly 50 per cent rise in online search. Alaïa launched resale in partnership with Re-SEE and the trending product became the Le Coeur shoulder bag as celebrities such as Kaia Gerber, Kylie Jenner and Margot Robbie were seen with it. Search for the quarter upped by 33 per cent.
