This quarter, Loewe has surged to the forefront of global brand rankings, overtaking Miu Miu and Prada to reclaim its position as the hottest brand in the world. Under the visionary leadership of Jonathan Anderson— who was recently honoured as Honourary Co-chair at the Met Gala— Loewe has successfully leveraged its creative prowess, commitment to craftsmanship and strategic cultural engagement to stand out amongst the crowd.
In Q2 of 2024, Loewe made notable strides by sponsoring the Met Gala, launching the much-anticipated Paula’s Ibiza collection and presenting its menswear Spring/Summer 2025 show in Paris. The brand also introduced a Pride capsule collection and secured high-profile endorsements, dressing Zendaya, Ayo Edebiri and Jonathan Bailey.A key highlight was Loewe’s collaboration with the Challengers movie, where Anderson’s designs stood out prominently. The integration of Loewe’s products into a major cultural moment has upped the brand’s visibility and appeal. This alignment with contemporary cultural events, coupled with strong consumer demand, supported by a 29 per cent increase in searches for basket bags and the anagram tank top, demonstrates Loewe’s successful balancing act between heritage and modern relevance. Furthermore, the brand’s excellence in merging creative vision with cultural influence was further recognised with the Grand Prix award at the inaugural Luxury & Lifestyle Lions, part of the prestigious Cannes Lions International Festival of Creativity. Interestingly, On has emerged as this quarter’s fastest-growing brand outside the Top 20, fuelled by its ongoing collaboration with Loewe, which began in 2021. The Swiss brand has established a distinct niche in the market, experiencing significant global demand. The release of On x Loewe Cloudtilt 2.0 sneakers at the end of May has been particularly impactful, driving a remarkable 308 per cent increase in searches for the brand. In addition to On’s success, Dries Van Noten’s suede sneakers and Adidas’ SL72 OG have also captured attention this quarter. These products offer sleek, retro sporty designs that provide a refreshing alternative to the popular Samba shape, catering to customers seeking distinct yet stylish options at varying price points.
308% SPIKE IN SEARCHES FOR ON FOLLOWING THE RELEASE OF THE ON X LOEWE CLOUD TILT 2.0 SNEAKERS |
Here’s a detailed reframe of the Q2 2024 rankings of the world’s most popular brands:
01-Loewe
+2 spots from last quarter
- Released the special edition ‘I Told Ya’ collection, prominently featured in the film Challengers
- Held the annual Loewe Foundation Craft Prize at Palais de Tokyo, Paris, celebrating exceptional craftsmanship
- Supported the Met Gala and The Costume Institute’s 2024 exhibition, reinforcing its commitment to the fashion and art communities
02- Miu Miu
-1 spot from last quarter
- Celebrated its iconic matelassé with a new Leather Goods campaign starring Gigi Hadid, enhancing brand visibility
- Launched the Miu Miu ‘Literary Club’, positioning itself as a cultural trendsetter
- Introduced Miu Miu ‘Summer Reads’, merging fashion with literary engagement
03- Prada
-1 spot from last quarter
- Introduced the Prada Galleria campaign featuring Scarlett Johansson, boosting its luxury appeal
- Unveiled a documentary with Jake Gyllenhaal, providing an intimate look at the brand
- Hosted the third edition of Prada Frames during Milan Design Week, solidifying its presence in the design world
04- Saint Laurent
+1 spot from last quarter
- Saint Laurent Production announced three films in competition at the 2024 Cannes Film Festival, reinforcing its influence on cinema
- Presented the Men’s Winter 2024 campaign by Glen Luchford, showcasing its fashion-forward approach
- Unveiled the Summer 2024 campaign featuring Hailey Bieber, enhancing its brand allure
05- Bottega Veneta
-1 spot from last quarter
- Presented ‘On The Rocks’ with Cassina and Fondation Le Corbusier at Milan Design Week, emphasising its design innovation
- Announced Jacob Elordi as a brand ambassador, attracting a new audience
- Released ‘Portraits of Fatherhood’, a photo-series by Carrie Mae Weems featuring A$AP Rocky, blending fashion with cultural commentary
06- Versace
+1 spot from last quarter
- Launched the Versace Icons campaign with Cillian Murphy, Anne Hathaway and Rosy Zhao, reinforcing its celebrity connections
- Dropped Mercury sneakers, generating buzz with a new product release
- Announced Kun as Global Ambassador for Versace Menswear, expanding its international reach
07- Balenciaga
+1 spot from last quarter
- Staged the Spring 2025 show in Shanghai, highlighting its global
fashion presence - Re-introduced the Le City bag, appealing to its luxury clientele
- Presented the Couture 53rd collection in Paris, underscoring its commitment to high fashion
08- Jacquemus
+2 spots from last quarter
- Released the Resort campaign‘Le Mariage’, marking a notable collection milestone
- Launched the summer capsule ‘Les Rayures’, broadening its seasonal offerings
- Celebrated 15 years with the ‘La Casa’ show in Capri, marking a significant anniversary with a high-profile event
09- Moncler
-3 spots from last quarter
- Took over Milano Centrale station with ‘An Invitation to Dream’, creating a memorable brand experience
- Named the third most sustainable company of 2024 by Times magazine and Statista, reinforcing its commitment to sustainability
- Reported double-digit growth in Q1, demonstrating strong financial performance
010- Gucci
+1 spot from last quarter
- Appointed Stefano Cantino as Deputy CEO, signaling leadership changes
- Took over Tate Modern for Sabato de Sarno’s first Cruise show, enhancing its visibility in the art world
- Unveiled a tennis capsule collection, expanding its product range
011- Valentino
-2 spots from last quarter
- Revealed Alessandro Michele’s first lookbook Avant les Debuts, marking a new creative direction
- Opened a new flagship store in London, increasing its retail footprint
- Released the Valentino Escape capsule collection, offering fresh seasonal designs
012- Skims
+1 spot from last quarter
- Unveiled Nicola Coughlan as the face of the Soft Lounge collection campaign, boosting its visibility
- Announced the opening of five new stores in the US, expanding its retail presence
- Dropped a new Swim collection, diversifying its product lineup
013- Burberry
+1 spot from last quarter
- Sponsored the British Pavilion at Venice Biennale for the second consecutive year, supporting the arts
- Dressed notable figures like Lewis Hamilton and Naomi Campbell for the Met Gala, increasing its celebrity endorsement
- Launched Daniel Lee’s first Burberry bag campaign, introducing new creative leadership
014- New Balance
+1 spot from last quarter
- Collaborated with Issey Miyake to update the archived MT10 design, merging heritage with modernity
- Dropped the 1906 Loafers in collaboration with Junya Watanabe, innovating its product line
- Gave a preview of Jack Harlow’s debut collaboration, building excitement for future releases
015- Louis Vuitton
-1 spot from last quarter
- Presented the 2025 Cruise collection in Barcelona, showcasing its global
fashion influence - Staged Pharrell Williams’ Le Monde Est à Vous S/S ’25 men’s collection in Paris, highlighting its high-profile collaborations
- Launched its first podcast, Louis Vuitton [Extended], expanding its digital presence
016- The Row
same spot from last quarter
- Released its S/S ’24 collection, continuing its commitment to luxury fashion
- Opened a new local store in The Hamptons, enhancing its retail reach
- Worn by celebrities like Kendall Jenner and Emma Stone, increasing its brand visibility
017- Alaïa
+2 spots from last quarter
- Introduced ‘Dialogue’, a series of cultural projects directed by Pieter Mulier, fostering artistic collaborations
- Dressed Jennie Kim and Vittoria Ceretti at the Met Gala, boosting its celebrity presence
- Announced that the Winter/Spring 2025 collection will be presented in New York, elevating its global
fashion positioning
197% INCREASE IN SEARCHES FOR DRAGON DIFFUSION’S MADE ON-DEMAND TOTE BAGS THIS QUARTER |
018- JW Anderson
+2 spots from last quarter
- Launched its first sunglasses collection, expanding its accessory range
- Announced a collaboration with Guinness during the men’s S/S ’25 show in Milan, creating buzz with a unique partnership
- Worn by Adele during her Las Vegas residency, enhancing its celebrity endorsement
019- Dolce & Gabbana
-1 spot from last quarter
- Presented the men’s S/S ’25 collection titled ‘Italian Beauty’, showcasing its distinctive style
- Collaborated with Havaianas, diversifying its product offerings
- Named Colin Farrell as the face of the new Dolce & Gabbana Sartoria campaign, strengthening its celebrity connections
020- Coach
new on the list
- Creative Director Stuart Vevers was recognised with an OBE, acknowledging his contributions to the brand
- Released the fourth chapter of the ‘Find Your Courage’ campaign starring Camila Mendes, continuing its narrative-driven marketing
- Dressed Storm Reid for the Met Gala, gaining visibility in high-profile events
As luxury brands continue to hike up their pricing, contemporary labels are increasingly capturing market share from established heritage houses. Coach has made a return to The Lyst Index’s hottest brands ranking for the first time since Q4 2022, joining The Row, New Balance and Skims as the only four American brands featured.
Tabby bag has become the third hottest product of the quarter. Priced from US $ 385, the Tabby bag has achieved viral status on TikTok, generating over 34.2 million posts.
In the competitive basket bag category, Dragon Diffusion has carved out a niche with its woven leather bags, priced between US $ 300 and US $ 500. The brand has seen a 197 per cent increase in searches for its made-to-order tote bags this quarter, highlighting its growing influence in a crowded market.
Independent brands are also making significant strides with High Sport’s sell-out flared pants, featuring as the sixth hottest product this quarter, having garnered a cult following among industry insiders. Launched in 2021 by Alissa Zachary, a former The Row designer, High Sport has seen a 42 per cent increase in searches on Lyst. Casablanca’s bold summer shirt leads the hottest menswear category, while London-based womenswear brand Amy Lynn has solidified its role in the contemporary fashion scene. Founded in 2017, Amy Lynn’s puffball dress—this quarter’s seventh hottest product—spiked 53 per cent in searches after going viral on TikTok, with over 61.6 million posts.
As luxury brands raise their prices, contemporary labels are gaining market share from established heritage houses. Coach has re-entered the hottest brands ranking for the first time since Q4 2022, joining The Row, New Balance and Skims as the only American brands on the list. |
BRANDS MOVING FAST
ON
Recent Developments: The Swiss label has signed Zendaya as a brand partner in a multiyear deal.
Worn By: Jennifer Lopez
Trending Product: Cloud 5 Sneakers
+31%
The Rise In Searches For On Month-On-Month
CASABLANCA
Recent Developments: The Parisian brand launched its Pre-Fall 2024 collection with a campaign filmed in Cannes.
Worn By: Lewis Hamilton and Justin Bieber
Trending Product: L’Arche de Nuit T-shirt
+64%
The Rise In Searches For Casablanca This Quarter
DRAGON DIFFUSION
Recent Developments: Known for its woven leather products, Dragon Diffusion collaborated with French label Rouje on a limited edition bag.
Worn By: Ashley Olsen and Alexa Chung
Trending Product: Triple Jump Big
Tote Bag
+197%
RISE IN SEARCHES FOR DRAGON DIFFUSION THIS QUARTER
BEST-SELLING PRODUCTS
To determine the world’s hottest products, Lyst’s formula evaluates over eight million items, taking into account social media mentions, searches, page views, interactions and sales within the Lyst app. The formula also considers global demand relative to the volume of stock available. This quarter’s hottest products are:
Loewe x On Cloudtilt Loewe II
- Adidas SL72 OG Shoes
- Coach Tabby Bag
- Casablanca Shirt
- Dragon Diffusion Santa Croce Tote Bag
- High Sport Flared Pants
- Amy Lynn Puffball Dress
- COS Fisherman Sandal
- Dries Van Noten Sneakers
- Prada Symbole Sunglasses