By SANDRA SALIBIAN, WWD
3rd February 2023 – (Milan) Who’s the hottest of them all? The question that constantly echoes in the Lyst offices was once again answered in Italian.
According to the latest installment of the Lyst Index report, which quarterly ranks the most sought-after brands and products, Prada, Gucci and Moncler were top of mind in the fourth quarter of 2022, closely followed by Miu Miu and Valentino.
Prada replaced Gucci at the top of the ranking, with searches for its products increasing 37 percent between October and December and with the Prada logo slingback shoes being the fashion house’s fourth item to enter the separate list for hottest products last year.
Moving up 14 places into the third position, Moncler scored its highest Lyst Index ranking since the fourth quarter in 2020 — reflecting a 76 percent spike in searches during the holiday period.
Bottega Veneta and Loewe gained five and seven positions, respectively. Incidentally, actress Margot Robbie deserves some credit for the Italian brand’s jump, as she created buzz — and plenty of memes — wearing a Bottega Veneta custom jersey dress to the Governors Awards in November, consequently causing searches for the item to skyrocket 143 percent in 24 hours.
Dior was the eighth most desirable brand in the index, followed by Dolce & Gabbana and Saint Laurent, both gaining three positions.
After a controversial end to the quarter, Balenciaga slipped seven positions into the 11th spot, falling out of the top 10 for the first time since the Lyst Index was launched five years ago.
Nike and Versace came 12th and 13th, while Fendi, Louis Vuitton and Diesel lost seven, six and eight positions respectively to rank between the 14th and 16th spots.
Entering the report for the first time, Ugg stepped into the 17th place, supported by a strong Gen Z following and more than 1.2 billion mentions on TikTok. Searches for the brand’s Ultra Mini boots spiked 82 percent in searches over the holidays.
Burberry, Coach and Jacquemus completed the top 20.
A “Breakout Brands” category introduced last year to highlight the fastest-growing labels outside this list made a return. For the quarter, it included Alaïa, boosted by placements on celebrities as well as Jenna Ortega’s viral dance as “Wednesday Addams” that totaled 1.7 billion views on TikTok, as well as 16Arlington and Mugler, whose searches were up 56 percent and 49 percent, respectively.
As for the 10 hottest product ranking, the Saint Laurent Icare quilted bag stood on the higher step of the podium, beating the footwear competition of the Prada logo slingback shoes and Dr. Martens Leonore Chelsea boots.
The rest of the list reflected such a duality between partywear and comfy options, with the 16Arlington Solaria dress and Mach&Mach heels with a crystal double bow ranking fourth and eighth, respectively, and sandwiching Acne Studios’ mohair checked scarf and the Loewe padded bomber jacket. The latter was seen on the likes of Hailey Bieber, Kendall Jenner and Taylor Russell and generated 478.5 million views under the dedicated hashtag on TikTok.
The Bottega Veneta Sardine bag, Miu Miu’s logoed satin briefs and the Crocs x Salehe Bembury clogs were also among the most desirable products.
