LONDON — Miu Miu is once again the hottest brand in the world, said shopping platform Lyst.
Overturned by Loewe in the second quarter of 2024, Miu Miu returned to the top spot in Lyst’s hottest brands ranking in the third quarter with searches jumping 30 percent quarter on quarter on the site, which has 15 million monthly active users.
Lyst hottest brands for third quarter 2024.
Couetesy of Lyst
Miu Miu ranked in fourth place in terms of social media exposure during the spring 2025 Paris Fashion Week, according to Launchmetrics data. Fashion search engine Tagwalk said Miu Miu is one of the most searched brands. The same aesthetic also dominated the runways during Shanghai Fashion Week, local buyers said.
Willem Dafoe on the runway at Miu Miu spring 2025.
WWD via Getty Images
The brand’s spring 2025 show drew a starry crowd with South Korean singer South Korean singer Jang Won-young, Chinese actresses Liu Haocun and Zhao Jinmai, Japanese star Tsubasa Honda, Camila Cabello and Kiernan Shipka in the front row, and Sunday Rose Kidman Urban, Alexa Chung, Cara Delevingne and Willem Dafoe on the runway.
Alaïa, The Row, Coach, Jacquemus, Gucci and Coach moved up in the Lyst ranking, while Loewe, Bottega Veneta, Versace, Moncler and Balenciaga fell.
Alaïa saw a swift ascent, jumping 12 places and landing in fifth. Lyst said demand for the brand rose 51 percent this quarter, as customers are responding to the sensuality and craftsmanship of Pieter Mulier’s collections.
A preview look at Alaia spring 2025.
Kelly Taub/WWD
The brand’s high-profile spring 2025 fashion show at the Guggenheim Museum in New York at the beginning of September likely fueled its popularity as well.
New entrants this quarter included Ralph Lauren, Toteme, Victoria Beckham and Chloé.
Lyst said Ralph Lauren’s engagement spiked 151 percent in the period, thanks to high-profile activations at the Olympics and Wimbledon, as well as the designer’s extravagant show in the Hamptons in early September.
Entering the ranking for the first time, demand for the Swedish brand Toteme shot up 51 percent. The brand hosted its first show at New York Fashion Week and opened a second New York location in the period.
Also making its Lyst ranking debut, demand for Chemena Kamali’s Chloé went up 21 percent in the quarter. The brand’s comeback also stimulates searches for boho chic-related products. Searches for the word “boho” itself increased by 82 percent in the period.
Other brands spiking in the search rankings included NN.07, the maker of the Gale jacket worn by Jeremy Allen White’s character chef Carmy Berzatto in “The Bear”; Stone Island, whose fall campaign features Liam Gallagher, and Entire Studio, with demand surging 52 percent for a new eyewear collection and an expansion into leather and knitwear for its Drop 8 launch in August.
In terms of most in-demand products, they were Alaïa’s fishnet ballet flat, Coach’s Brooklyn suede shoulder bag, Puma’s Speedcat sneakers in red, the Miu Miu Arcadie suede bag, Toteme’s country jacket, Ganni’s mid shaft biker boot, Tom Ford Broson glasses, Longchamp’s Le Pliage Neo XS, Clarks Original Wallabee and pleated piper pants from The Frankie Shop.
