Miu Miu: Fashion’s Hottest Brand

The world of fashion has been eagerly anticipating Lyst's third quarterly ranking of the year, waiting to see what this quarter's most popular trends were. The Lyst Index is "a quarterly ranking of fashion's hottest brands and products" and "takes into account Lyst shoppers' behavior, including searches on and off the platform, product views and sales," along with "social media mentions, activity, and engagement statistics worldwide" Lyst releases four indexes per year, each index covering a three-month period. This period covered July to September 2023; the release date was Oct. 11, 2023.

Miu Miu is now the world's hottest brand, reaching the number one spot on the Lyst Index, surpassing its sister brand, Prada, and overtaking Q2's number one brand, Loewe. Searches for Miu Miu rose 16% this quarter, and the brand jumped three positions since Lyst's Q2 index. This year is Miu Miu's 30th anniversary, so reaching the top of Lyst's hottest brands is an incredible feat.

Not only was Miu Miu announced the hottest brand, but their cashmere logo cardigan was reported to be this quarter's second hottest product, following the Maison Margiela Tabi Mary Janes. This viral cardigan debuted in the first runway look of Miu Miu's fall 2023 Ready-to-Wear collection on March 7, worn by Mia Goth. The product quickly gained popularity as celebrities and influencers wore it to many events, ranging from red carpets to daily streetwear, which speaks to the brand's versatility. Miu Miu's cardigan became so widespread that it caused a ripple effect in the market for similar products, causing searches for cardigans to rise 44%.

In addition to this cashmere cardigan, Miu Miu's ballet flats and Arcadie handbag were a prominent topic of conversation that helped raise Miu Miu to its number one status. The brand's ballet flats first appeared in their spring 2016 Ready-to-Wear show and reappeared in their recent fall 2023 Ready-to-Wear collection. The shoes were paired with socks made to appear like leg warmers, and demand for these shoes rose and is still rising today. The ballet flats were a significant contributor to the 'ballet core' trend that has been present in fashion recently, highlighting Miu Miu's impact on the industry. Miu Miu’s Arcadie bag has also contributed to its popularity, having been seen on the arms of countless celebrities, including Emily Ratajkowski, Alexa Chung, and Hailey Beiber. Gigi Hadid, the face of Miu Miu's Arcadie campaign, explained how the product is a "seemingly simple bag from afar but has so much detail and character," which also seems true for much of Miu Miu's pieces.

It is no wonder why Miu Miu is currently the world's hottest brand, with the virality of their products and their playful approach to womenswear bringing global popularity to the brand. Just in time for the brand's 30th anniversary, it is safe to say that Miu Miu's top position in the Lyst Index is well-deserved.

Sources
“The Lyst Index – Fashion’s Hottest Brands and Products Q3 2023.” Lyst Insights, 11 Oct. 2023, https://www.lyst.com/data/the-lyst-index/q323/

Castanheira, Chloé. “This Miu Miu Bag Is on the Arm of Every Star This Summer.” Vogue France, Vogue France, 11 July 2023, https://www.vogue.fr/article/miu-miu-bag-trend-summer-2023-emily-ratajkowski

Randall, Tiana. “Miu Miu Unveiled Its Newest ‘it’ Bag.” The Cut, 2 June 2023, https://www.thecut.com/article/miu-miu-arcadie-bag-campaign.html

Nast, Condé. “Miu Miu News, Collections, Fashion Shows, Fashion Week Reviews, and More.” Vogue, https://www.vogue.com/fashion-shows/designer/miu-miu

Written By Madeleine Douglass

Copyedited by Sydney Annis

Graphic by Grace Grant