Lyst's latest Index for Q2 saw a significant moment as Loewe, the LVMH-owned brand, emerged as the most in-demand label globally, dethroning established names like Gucci, Prada, and Balenciaga. The brand's Spring-Summer 2023 collection, creatively directed by Jonathan Anderson, experienced a 19% surge in searches during the quarter.
Lyst attributes this success to Loewe's commitment to craftsmanship and creativity, captivating diverse customer groups and driving substantial brand heat, leading to surging demand and online sales for its hero products. Interestingly, Jonathan Anderson's eponymous JW Anderson label also secured a spot in the top 20, retaining its position from the previous quarter.
The rest of the top 10 included Versace climbing to third place, while Prada slipped one spot. Other notable brands in the top 10 were MiuMiu, Botttega Veneta, Valentino, Saint Laurent, Moncler, Gucci, and Dior. Outside the top 10, the list featured an array of brands with varying price points, ranging from Louis Vuitton to Dolce & Gabbana, Diesel, Burberry, Jacquemus, SKIMS, Nike, Fendi, and JW Anderson.
Versace, which has been thriving in recent quarters, experienced significant growth, driven by strategic collaborations with celebrities like Anne Hathaway and DuaLipa, elevating the brand's star power and widening its audience reach. Lyst also highlighted the "Breakout Brands" of the quarter, which included Goyard, Posse, and LoroPiana. Goyard, celebrating its 170th anniversary, witnessed a 95% increase in searches.
Posse, an Australian brand focused on "quiet luxury," gained popularity, with its Alice linen mini dress becoming a trending product, donned by celebrities like Sofia Richie, Selena Gomez, and Lily Aldridge. LoroPiana, benefiting from the "Succession effect," experienced a 35% surge in searches, with their Babouche suede mules being a trending product worn by Gigi Hadid and Gwyneth Paltrow.
The hottest products of the quarter aligned with the top brands, with Loewe's Anagram tank top taking the lead, followed by Onitsuka Tiger's Mexico 66 sneakers and Versace's Maxi Medusa Biggie sunglasses.
Other notable products included Loewe's raffia tote bag and the enduring demand for luxury sunglasses. The Q2 Lyst Index reflects the ever-changing dynamics in the fashion industry, showcasing the rise of Loewe as a global powerhouse and Versace's continued success through strategic collaborations.
