The list of the most popular fashion brands according to the Lyst Index has been published

For the first time since Lyst began ranking the most popular global brands, the fashion brand LOEWE by Jonathan Anderson has taken the top spot. The Lyst platform publishes its Lyst Index every three months, featuring the most sought-after fashion brands, designers, products, and trends.

Jonathan Anderson’s efforts have evidently paid off as he ascended to the throne in the second quarter of this year, increasing search numbers by 19 percent compared to the first quarter. According to the HypeBeast portal, this success is attributed to outstanding collections and, of course, the engagement of celebrities like Kylie Jenner, who co-created the top Anagram, which is also the ‘hottest product’ of the quarter. Some of their pieces (‘balloon’ heels) and collections (Pixel) have gone viral, and they have attracted public attention through collaborations with K-pop superstars who have become brand ambassadors.

LV Underperformed

With smart business moves and excellent collections, they managed to oust the Italian house Prada from the top spot, which had been at the top for two consecutive seasons and is now in a satisfactory second place. Among the top ten most sought-after brands according to Lyst are Versace (which climbed five places thanks to a collaboration with Dua Lipa and the FW23 LA show), Miu Miu, Bottega Veneta (which rose one place), Valentino, Saint Laurent (which climbed three places thanks to an exhibition in Berlin), Moncler, Gucci, and in tenth place is Dior, which rose one place compared to the first quarter. Louis Vuitton is not among the top ten but is in 11th place, which is a jump of two places from the previous period.

Although Louis Vuitton is rising on the list, it is surprising that the success is not greater given the hype surrounding the debut show of the new creative director of the men’s line, Pharrell. Not only did he attract public attention (as did his LV Speedy bag worth a million euros), but the show itself broke records for the number of views on social media, attended by celebrity cream, featuring performances by Jay-Z, and with Rihanna named as the face of the brand.

Hot Products

The biggest drop on the list was recorded by Dolce&Gabbana, which is five places lower than in the first quarter and now holds the 12th position, while Jacquemus climbed four places to 15th. The notorious Balenciaga shows signs of recovery and is now in 16th place (up from 18th in the first quarter), while Skims Kim Kardashian remains in 17th place.

As for the ‘hottest’ products, the aforementioned top from the LOEWE brand was declared the most popular, while the Onitsuka Tiger Mexico 66 sneaker model took second place. Other popular products included Versace’s Maxi Medusa Biggie sunglasses, the LOEWE raffia bag (4th place), New Balance 1906R Aimé Leona Dorea (5th place), Agolde’s denim shorts (6th place), Alaïa’s mesh shoes (7th place), The Row’s City flip-flops (8th place), Longchamp’s Le Pliage bag (9th place), and thanks to the series Succession, the Loro Piana cap is in 10th place.

According to Lyst, during the second quarter, brands like Goyard, Posse, and Loro Piana are gaining popularity and much is expected from them in the next season.