Unexpected shifts have overwhelmed the fashion industry with plenty of twists and turns, with the latest seeing Jonathan Anderson's LOEWE steal the crown as the world's hottest brand in Lyst Index's Q2 2024 report. Last quarter, Miuccia Prada's Miu Miu and Prada battled for the top spot, ultimately giving first place to the former, who made history on the "Hottest Products List."
Lyst Index continues to outline the brands that have risen, fallen, and plateaued amongst fashion crowds. LOEWE hasn't led the register since Q2 2023, marking a year since its previous reign. Jonathan Anderson has been the buzziest designer this summer, dressing the likes of Anna Wintour, Ariana Grande, Taylor Russell, and Omar Apollo in theatrical looks at the annual Met Gala. The brand's Spring/Summer 2025 runway at Paris Fashion Week took flight with elongated feathered details, while its tomato clutch and milk-dripping 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.
Further down the list, Miu Miu and Prada took second and third place, while Anthony Vaccarello's Saint Laurent climbed to number four, channeling sleek elegance. Gucci, Balenciaga, and Versace all rose within the top ten, standing alongside Bottega Veneta, Jacquemus, and Moncler, who complete the first half of the list. Kim Kardashian's SKIMS is the queen of loungewear in 12th place, ascending one position with a 32% increase in popularity. The brand's Team USA Olympic capsule, star-studded WNBA campaigns, and widespread menswear expansion have contributed to its popularity, aided by celebrity endorsements from Usher, Jude Bellingham, and Nicola Coughlan. Finally, Coach enters the race for the first time since Q4 2022, landing in 20th position. Amid multiple legal battles, Coach has stayed resilient with trending accessories and a refreshed luxury aesthetic — seeing its clasped Tabby bag named the third hottest product this quarter.
LOEWE and On's Cloudtilt silhouette is the most popular item of Q2 2024, with the second collaborative release maintaining striking demand at an elevated $550 USD price point. adidas' SL 72 has successfully replaced the samba with retro flair, while Casablanca's knitted shirts, COS' fisherman sandals, and Dries Van Noten's football-inspired kicks finish the report grounded in summer styling.
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