According to the popular shopping platform Lyst, Miu Miu has reclaimed its status as the world’s most sought-after brand.
After briefly being overtaken by Loewe in the second quarter of 2024, Miu Miu surged back to the top of Lyst’s rankings of hottest brands in the third quarter, witnessing an impressive 30% increase in searches quarter over quarter. This surge is particularly significant given that Lyst boasts a robust user base of 15 million monthly active visitors.
Courtesy of Lyst
During the Spring 2025 Paris Fashion Week, Miu Miu ranked fourth in social media visibility, according to data from Launchmetrics. Meanwhile, the fashion search engine Tagwalk highlighted Miu Miu as one of the most searched brands globally. Buyers at Shanghai Fashion Week also noted that the same aesthetic Miu Miu embodies was prominently showcased on the runways.
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The Spring 2025 fashion show for Miu Miu attracted numerous celebrities, including South Korean pop sensation Jang Won-young, Chinese actresses Liu Haocun and Zhao Jinmai, Japanese star Tsubasa Honda, as well as musical icons Camila Cabello and Kiernan Shipka. The runway also featured appearances from renowned figures such as Sunday Rose Kidman Urban, Alexa Chung, Cara Delevingne, and Willem Dafoe.
In the latest Lyst rankings, other brands such as Alaïa, The Row, Coach, Jacquemus, and Gucci made notable advancements, while Loewe, Bottega Veneta, Versace, Moncler, and Balenciaga experienced declines in their standings.
Alaïa, in particular, achieved a remarkable jump of 12 positions, landing in fifth place. Lyst attributed this rise to a 51% increase in customer interest, driven by the sensuality and exquisite craftsmanship present in Pieter Mulier’s recent collections.
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The high-profile fashion show for Alaïa held at the Guggenheim Museum in New York at the beginning of September certainly contributed to its spike in popularity.
This quarter has also seen new brands entering the Lyst ranking, including Ralph Lauren, Toteme, Victoria Beckham, and Chloé.
Lyst reported that Ralph Lauren experienced a staggering 151% increase in engagement, driven by high-profile activations at both the Olympics and Wimbledon, as well as the designer’s extravagant fashion show in the Hamptons at the beginning of September.
Making its debut in the rankings, demand for Toteme surged by 51% as the brand hosted its first fashion show at New York Fashion Week and opened a second storefront in New York City during this period.
Chloé, under the creative direction of Chemena Kamali, also made its Lyst debut, with demand surging by 21% in this quarter, thus reigniting interest in bohemian chic fashion. There has been an 82% increase in searches for the term “boho” during this time.
Additional brands that saw a spike in search rankings include NN.07, recognized for creating the Gale jacket worn by Jeremy Allen White’s character in “The Bear”; Stone Island, who showcased Liam Gallagher in their fall campaign; and Entire Studio, which saw a 52% increase in demand due to its new eyewear collection and an expansion into leather and knitwear for its Drop 8 release in August.
When it comes to the most in-demand products this quarter, they include Alaïa’s iconic fishnet ballet flats, Coach’s stylish Brooklyn suede shoulder bag, Puma’s vibrant red Speedcat sneakers, and Miu Miu’s fashionable Arcadie suede bag. Other popular items include Toteme’s chic country jacket, Ganni’s mid-shaft biker boots, Tom Ford’s Broson sunglasses, Longchamp’s Le Pliage Neo XS, Clarks’ Original Wallabee shoes, and the pleated piper pants from The Frankie Shop.
