Loewe Dethrones Miu Miu as the Hottest Brand in the World
Miuccia Prada, you've met your (game, set) match: On Wednesday, shopping platform Lyst released its quarterly ranking of the most-wanted brands and, for Q2 of 2024, Loewe came out on top, taking Miu Miu's crown from Q1.
The Jonathan Anderson-designed Spanish fashion house took the #1 spot on the list of buzziest brands in the period spanning April to June 2024, up from #3. (Coincidentally, the last time it triumphed was in Q2 of last year.) Miu Miu was bumped to #2, followed by Prada.
Loewe's had a busy quarter: It sponsored the 2024 Met Gala (and dressed internet favorites like Ayo Edebiri, Greta Lee, Ariana Grande, Taylor Russell and Jonathan Bailey), created a well-timed viral tomato bag and presented its Spring 2025 menswear collection in Paris. Its most influential moment, though, was no doubt the release of "Challengers," which starred Zendaya, Mike Faist and Josh O'Connor in costumes designed by Anderson and inspired Loewe to sell the "I Told Ya" tee seen in the film. According to the Lyst Index, all of this factored into a 29% increase in searches for Loewe. Meanwhile, the On x Loewe Cloudtilt 2.0 sneakers ranked as Q2's hottest product. (Zendaya was recently named a face of On, too.)
As for the rest of the ranking of hottest brands, there were other shake-ups: Gucci, Balenciaga, Versace, Saint Laurent and Jacquemus jumped higher among the top ten, while Bottega Veneta and Moncler fell. (Valentino found itself out of the top 10 completely.) Skims saw a 32% increase in searches thanks to its high-profile celebrity collaborations, including its campaign with "Bridgerton" star Nicola Coughlan. Coach entered the top 20, its Tabby bag ranking in third on the hottest product list.
Another popular item? Dries Van Noten sneakers. While the brand failed to make the list of hottest fashion brands this quarter, it seems shoppers aren't taking any chances missing out on buying Dries Van Noten (the man)-era items before his (yet to be named) successor takes over.
See the full rankings of the hottest brands and products (which you can shop!) for Q2 of 2024 below, and find Lyst's full report here.
Hottest Fashion Brands of Q2 2024:
1. Loewe (+2)
2. Miu Miu (-1)
3. Prada (-1)
4. Saint Laurent (+1)
5. Bottega Veneta (-1)
6. Versace (+1)
7. Balenciaga (+1)
8. Jacquemus (+2)
9. Moncler (-3)
10. Gucci (+1)
11. Valentino (-2)
12. Skims (+1)
13. Burberry (-1)
14. New Balance (+1)
15. Louis Vuitton (-1)
16. The Row (same)
17. Alaïa (+2)
18. JW Anderson (+2)
19. Dolce & Gabbana (-1)
20. Coach (new)
Hottest Fashion Products of Q2 2024
1. Loewe x On Cloudtilt 2.0 sneakers
2. Adidas SL 72 OG Shoes
3. Coach Tabby Bag
4. Casablanca Crochet Knit Shirt
5. Dragon Diffusion Santa Croce Tote Bag
6. High Sport Flared Pants
7. Amylynn Puffball Dress
8. Cos Fisherman Sandals
9. Dries Van Noten Suede Sneakers
10. Prada Symbole Sunglasses
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