Which is the most popular brand? This question, which has always plagued the fashion industry, is also echoed in Lyst offices every time, and the answer is Italian again! According to the latest issue of the Lyst Index report, which lists the most searched brands and products quarterly, Prada, Gucci and Moncler took the first place in the fourth quarter of 2022, followed by Miu Miu and Valentino. Prada replaced Gucci in the rankings, with searches for its products increasing by 37 percent between October and December, and open-back shoes with the Prada logo were the fashion house’s fourth product to make a separate list for the most popular products last year.
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Moving up 14 places to third place, Moncler achieved the highest Lyst Index ranking since the fourth quarter of 2020. Bottega Veneta and Loewe took the fifth and seventh positions, respectively, and this success was further enhanced when Margot Robbie chose a style from Bottega Veneta at the Governors Awards in November. Robbie, who caused a 143 percent increase in searches in 24 hours, deserves some praise for the Italian brand’s rise in the list!
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Dior, the eighth most desirable brand in the index, was followed by Dolce & Gabbana and Saint Laurent, which earned three places. Following the controversial ending of the quarter, Balenciaga dropped seven places from the top 10 for the first time since the launch of the Lyst Index five years ago, dropping to 11th place. Nike and Versace were 12th and 13th, while Fendi, Louis Vuitton and Diesel lost seven, six and eight places, respectively, placing them between 14th and 16th.
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Entering the report for the first time, Ugg is a strong Gen Z follower and has risen to 17th place, supported by more than 1.2 billion mentions on TikTok. Searches for the brand’s Ultra Mini boots increased by 82 percent over the winter period. Burberry, Coach and Jacquemus rounded out the list, finishing eighteenth, nineteenth and twentieth, respectively.
Launched last year to highlight the fastest growing labels outside of this list, the “Breakthrough Brands” category has made a comeback. For the last quarter, along with celebrity embeddings, Jenna Ortega’s viral dance like “Wednesday Addams”, which totaled 1.7 billion views on TikTok, as well as 16Arlington and Mugler, whose searches increased 56 percent and 49 percent.
Lyst 2022 Q4 Most Popular Products (Lyst)
As for the top 10 rankings, the Saint Laurent Icare quilted bag, the Prada logo open-back shoes, and the Dr. Martens Leonore surpassed the shoe competition of Chelsea boots to take the top step of the podium.
The rest of the list featured the 16Arlington Solaria dress and Mach&Mach heels with crystal double bows and Acne Studios’ mohair check scarf, which ranked fourth and eighth respectively. Continuing the list was the Loewe filled bomber jacket, which was seen by names such as Hailey Bieber, Kendall Jenner and Taylor Russell, this design was viewed 478.5 million times on TikTok under the special hashtag. Bottega Veneta Sardine bag, satin underwear with Miu Miu logo and Crocs x Salehe Bembury slippers were among the most popular products.
