The latest Lyst Index — for Q1 — is out and Loewe is the top brand having climbed three places during the January to March period. It beast last quarter’s winner Miu Miu into second place while Saint Laurent dropped one spot to number three this time.
And in a sign of consumers favouring more affordable high-end brands, Coach climbed one place to fourth while COS was up a spectacular 11 places to number five. This marked the first time a mass-fashion label has entered the Top 10 hottest brands.
Between Coach and COS, Prada fell three spots to take fourth place.
Elsewhere in the top 10, ultra-luxury brands showed that high prices aren’t a complete turn-off with Bottega Veneta at number seven, The Row in eighth place, Chloé up 10 spots to number nine and Alaïa 10th.
As for the remaining top 20, there were some strong climbs (Ralph Lauren up six places at number 12 and On being a newcomer at number 18) but also some brands still slumbering.
For instance, Moncler was down three spots at number 11 in a winter quarter that should have been strong for it. Versace managed to rise one place to 13 and Balenciaga was also up one spot at 14 — although it’s still not recovered from its notorious ill-thought-out marketing campaign that saw losing its regular top spot some time ago.
Meanwhile Skims fell four places to 15, Jacquemus dropped three to 16, Gucci was down five at 17, Totême rose one place to 19 and Valentino was down four at 20. Burberry wasn’t in the top 20 this time.
Lyst said the “cascade of changes in creative direction at fashion’s luxury labels is influencing fashion shoppers online. High-profile announcements generate online buzz, and can translate into immediate customer demand”.
It said the “discourse surrounding Jonathan Anderson’s departure helped spark a 38% increase in searches for Loewe on Lyst this quarter, with shoppers eager to invest in a piece of Anderson’s final collection”.
As for Chloé’s spectacular rise, just over a year after Chemena Kamali’s return to the brand as creative director, it was in the top 10 hottest brands for the first time since the Lyst Index began. Its mini ruffled dress was the 10th hottest product this quarter.
Lyst also revealed the quarter’s three ‘Moving Fast’ brands with Duran Lantink (named creative chief at Gaultier just days after the period the latest Index covers ended) seeing demand on Lyst up 69%.
Dries Van Noten may be a long-established brand but it qualified for the Moving Fast title this time with demand surging. And an even older brand, Levi’s, rounded out the trio, boosted by a continued partnership with Beyoncé, exploring archival Levi’s styles and the brand’s history. It saw a 35% demand jump this time.
Looking at the quarter’s hottest products, they were a mix of the cheapest product ever to make it to the list and some ultra-luxury pieces.
Kendrick Lamar’s Celine flared jeans at the Super Bowl provided the biggest fashion moment of the year so far with the Marco jeans being this quarter’s hottest product. Selling out instantly online, the Kendrick co-sign of this silhouette drove a 412% increase in searches for ‘flared jeans’ on Lyst.
Next came the Adidas Taekwondo sneaker, a 25-year-old silhouette, booming as the low-profile shape trended worldwide. And another oldie — Paraboot’s Michael shoe — was Q1’s ninth hottest product. First designed 80 years ago, the lug-soled, leather shoe is surging in popularity, with a 226% increase in searches year on year.
Six months after the Puma Speedcat OG sneaker first appeared in The Lyst Index Q3 24 report, the Puma Speedcat Ballet was Q1’s third-hottest product. The metallic sneaker-ballerina hybrid “is defining a hot new sneaker category” as searches for ‘ballet sneakers’ increased 1,300% this quarter.
Also significant, in eighth place, Uniqlo’s Colour Sock at £3.90/$3.90 was the most affordable product in Lyst Index history.
The rest of the top 10 hot products was made up of the Saint Laurent gaby Vanity Bag at number four, the Miu Miu Suede Pouch at number five, COS Barrel Leg Trousers at six, and Alo Yoga’s Accolade Hoodie at seven.
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