The Lyst Index is a quarterly ranking of fashion’s hottest brands and products, which takes into account Lyst shoppers’ behavior, including searches on and off platform, product views and sales. To track brand and product heat, the formula also incorporates social media mentions, activity and engagement statistics worldwide, over a three month period.
Following another turbulent period in the fashion industry, LVMH‘s LOEWE stealing the crown as the world’s hottest brand in Lyst Index‘s Q2 2024 report is certainly a big surprise. Last quarter, Miu Miu and Prada fought for the top spot, ending with the former´s win, but now they took second and third place, respectively, while Saint Laurent climbed to number four. Gucci, Balenciaga, and Versace all rose within the top ten, standing alongside Bottega Veneta, Jacquemus, and Moncler, who round out the first half of the list.
LOEWE hasn’t led the register since Q2 2023, marking a year since its previous reign. The brand’s Spring/Summer 2025 runway at Paris Fashion Week took flight with elongated feathered details, while its numerous campaigns have tapped into virality across Millenial and Gen-Z markets. LOEWE’s signature branded tanks and woven basket bags remain top sellers, driving a 29% increase in online searches for Q2 2024.
Kim Kardashian‘s SKIMS secured 12th place, ascending one position with a 32% increase in popularity. Finally, Coach enters the race for the first time since Q4 2022, landing in 20th position, staying resilient with trending accessories and a refreshed luxury aesthetic.
Finally, other notable brands not in the top 20 but on an upward trajectory are On, the Swiss brand earning that status for the second time in just a few quarters, as well as the resurgent Parisian brand Casablanca.
