An eclectic blend of products ranging from Alaïa’s fishnet flats to Coach’s suede Brooklyn tote and Puma’s red Speedcat OG sneakers topped the Lyst Index for the third quarter of 2024, evidencing consumer appetite for both luxury and accessibility.
Italian fashion house Miu Miu clawed back its No. 1 Hottest Brand status from Spanish rival Loewe during Q3, according to the shopping platform’s quarterly ranking of fashion brands and products. Demand for the brand’s “alt-girl” aesthetic is on the rise, with searches up 30 percent from Q2 propelled by items like the the Arcadie bag, which was rolled out in a campaign featuring Gigi Hadid. The handbag ranked No. 4 on the list of Hottest Products.
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“But the real success story this quarter is the impressive ascent of Alaïa, jumping 12 places to become the fifth-hottest fashion brand in the world,” Lyst analysts wrote, noting that creative director Pieter Mulier has jumpstarted a renewed interest in the heritage label over the past three years. Demand rose 51 percent during Q3—notable given that the brand’s hero product, the fishnet flat, dropped well over a year ago. The viral shoe first appeared in Lyst’s Hottest Products ranking in Q2 of 2023—and still ranked No. 1 on this quarter’s list.
Another unforeseen upset manifested in the ascent of Ralph Lauren, which entered the Lyst Index for the first time at No. 14 on the back of a 151-percent spike in product engagement. With the “Summer of Sport” inspiring interest in sporty attire, the label’s classic lines and nods to games like tennis, golf and of course, polo, put it in pole position for accelerated growth. The brand was also the official outfitter of Team USA at the Summer Olympics, and its quintessentially elevated athletic styling resonated with the Wimbledon crowd, too.
“The iconic American brand’s resurgence is a testament to its ability to blend heritage with contemporary relevance, capturing the zeitgeist of status sportswear and proving that classic appeal can still make waves in today’s fast-paced fashion world,” Lyst analysts wrote.
Pop culture continues to drive sneaker trends, with the high honor of Sneaker of the Summer going to the Puma Speedcat, which saw demand balloon by a whopping 532 percent in August. Ranking No. 3 on the Hottest Products list, the sleek suede shoe has been photographed on tastemakers like Troye Sivan, Dua Lipa and Emily Ratajkowski, most often in a bright red color way. Ganni’s biker boots and Clarks’ classic Wallabee rounded out the key shoe choices for Gen Z consumers.
While heritage luxury largely dominated the Hottest Brands list—Miu Miu, Loewe, Prada, Saint Laurent, Alaïa, Bottega Veneta, Jacquemus, Gucci, The Row and Valentino made up the top 10—contemporary labels and premium brands also saw big wins in the third quarter. Luxury may be “losing its chokehold” on the Index, analysts posited.
Kim Kardashian’s Skims took the No. 12 spot, while Coach came in No. 15 and Swedish brand Toteme made its debut on the list at No. 16. The 10-year-old label hosted its first New York Fashion Week show this year, opening its first store in the city as well. Its T-lock shoulder bag has captivated handbag aficionados.
Victoria Beckham’s eponymous brand came in 19th place, spurred by the popularity of its fall trench coats and dresses, while Chloe entered the list at No. 20. The brand’s boho styling under creative director Chemena Kamali has resonated with It Girls like Suki Waterhouse and Daisy Edgar-Jones as well as presidential nominee Kamala Harris.
Lyst also highlighted brands to watch, including global contemporary labels that have demonstrated outsized growth in a short period of time. Among them was NN.O7, a Copenhagen-based label known for menswear. The brand’s trending Gael Jacket, worn by Jeremy Allen White’s character, Carmen Berzatto, on the hit television show “The Bear,” blew up demand for NN.07 by 142 percent this quarter.
Meanwhile, Italian casual contemporary apparel and streetwear brand Stone Island saw a 28-percent surge in interest in Q3 thanks to a fall-winter ad campaign featuring Oasis frontman Liam Gallagher, timed to capitalize on buzz surrounding the band’s reunion tour.
Founded by New Zealand-born creatives Dylan Richards and Sebastian Hunt in 2020, Entire Studios’ men’s and women’s streetwear and casual apparel brand saw its “Drop 8” launch in August, marking a foray into leather and knitwear. Worn by stars like Dua Lipa, the brand’s avant-garde styling, as well as easy-wearing styles like the hooded down jacket and Pillar maxi dress, drove up interest by 54 percent in Q3.
