Quiet Luxury Sweeps The Lyst Index
The maximalist “mob wife” aesthetic may be going viral but quiet luxury still has a grip on consumers.
The Row’s Margaux bag—which has been described as the next Birkin—was named the hottest product of Q4 2023 by The Lyst Index. The fashion technology company and premium shopping app said searches for the bag, which retails for $3,490-$6,850 spiked 63 percent in the fourth quarter.
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The formula behind The Lyst Index considers Lyst shoppers’ behavior, including searches on and off platform, product views and sales. To track brand and product heat, the formula also incorporates social media mentions, activity and engagement statistics worldwide, over a three-month period.
At No. 2, Victoria Beckham’s Frame buckle belt is on its way to becoming the new Gucci double G belt which as appeared on eight times on The Lyst Index. At No. 3, Miu Miu’s cherry red kitten heels is seemingly having a halo effect on the traditional shoe style. Searches for kitten heels increased 49 percent on Lyst in November.
Adidas Country OG sneakers, Prada logo loafers and Ugg Tasman slippers rank No. 4-6, highlighting consumers’ shift from luxury sneakers and designer heels to retro kicks and comfort footwear.
Elevated-yet-practical basics fill out the remaining top 10 list and include a wool coat by COS (No. 7), Ralph Lauren logo cap (No. 8), Acr’teryx Atom hoodie jacket (No. 9) and Skims boxers (No. 10).
Traditional luxury brands are capturing consumers’ attention as well.
The Lyst Index named Prada the hottest brand for the quarter, thanks in part to a star-studded holiday campaign with Maya Hawke, Damson Idris, Louis Partridge and Kim Tae-Ri and collaboration with Axiom Space on NASA’s lunar spacesuits.
Events with celebrities like Emily Ratajkowski and Ever Anderson helped Miu Miu land the No. 2 spot, followed by Loewe, which announced it will be a sponsor for the 2024 Met Gala. The brand also released the jumpsuit worn by Rihanna during the 2023 Super Bowl LVII halftime show.
A paparazzi-style campaign with A$AP Rocky and Kendall Jenner increased the profile of No. 4 hottest brand Bottega Veneta. At No. 5, Moncler notched several wins during the quarter including topping the Dow Jones Sustainability Indices for the fifth year and reporting double-digit growth in the first 9 months of 2023.
Saint Laurent, which opened its largest flagship on the Champs-élysées, ranked No. 6, followed by Versace (No. 7), Jacquemus (No. 8), Burberry (No. 9) and Valentino (No. 10).
Gucci, which teamed with Barbour on an upcycling project, and Balenciaga ranked No. 11 and No. 12, respectively.
A partnership with Lee and a revealing XXXMAS holiday campaign landed Diesel the No. 13 spot. At No. 14, Skims’ viral faux nipple bra and a collaboration with Swarovski added to the Kim Kardashian-backed brand’s clout. Dior ranked No. 15, thanks in part to overtaking Saks Fifth Avenue’s holiday décor.
The remaining 20 hottest brands represent a mix of stalwart luxury labels, rising stars and accessible brands.
Louis Vuitton’s pre-Fall 2024 men’s show in Hong Kong helped the brand nab the No. 16 spot. Following a Q2 that generated $610.5 million in sales, Deckers-owned Ugg landed at No. 17. The Row ranked No. 18, followed by JW Anderson (No. 19) and Fendi (No. 20).
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