Fashion’s Hottest Brands and Products Q4 2022

Transition and Transformation

It was a wild ride for the brands in The Lyst Index this quarter, as Q4 saw the most movement amongst the top 20 brands since the chart began. The stakes, and the drama, are high. Prada is now the hottest brand in the world, moving into the number one spot for the first time, with searches up 37% this quarter. Moncler rockets 14 spots up the chart, and ‘New New Bottega’ climbs a further five places. Balenciaga falls seven positions, and Gucci drops into second place, with fashion fans hit by the news that Alessandro Michele would be leaving after eight years. Raf Simons shuttered his own brand, speculation continued on who will take the helm of Louis Vuitton menswear, and anticipation builds for the first collection from Daniel Lee for Burberry. At the end of the quarter, tributes were paid to designer and activist Vivienne Westwood, with her iconic collections now sure to become even more collectible.

With all this change comes opportunity, as shown by the newcomers now entering the Index. Gen Z shoppers are breathing new life into once dormant brands. Stepping up into 15th place — and with over 1.2 billion mentions on TikTok — Ugg’s influence is undeniable. Searches for its $140 ultra mini boots, which have been sold out across many retailers for most of the past three months, have skyrocketed 82%. In 19th place, Coach is moving up thanks to a rise in demand for its more accessibly priced handbags over the gifting season, which have increased in popularity among Gen Z shoppers. Alaïa and Mugler are this quarter’s Breakout Brands to watch, the continued appreciation for archive Y2K fashion propelling both labels into the spotlight.

The brands winning the attention of the new luxury consumer are building meaningful relationships with the right talent. Climbing seven places in the hottest brands list, Loewe is rising fast, with the padded bomber jacket the seventh hottest product this quarter. As seen on Hailey Bieber, Kendall Jenner, Kylie Jenner, Taylor Russell and Lori Harvey, there are currently 478.5M views for #LoewePufferJacket on TikTok. Kendall Jenner and Margot Robbie created viral moments for Bottega Veneta, while Prada worked with Charli D’Amelio as the face of Linea Rossa FW22. But with luxury shoppers more astute and vocal than ever, the audience on social media is not afraid to call out or meme the celebrity endorsements that feel inauthentic. Heading into a packed show season, the brands that capture share of mind and share of wallet will be courting the right celebrities and influencers to help them cut through the noise.

Saint Laurent’s Icare bag is the hottest product of the quarter, with a 46% spike in searches. Worn by Bella Hadid, Zoë Kravitz, Rosie Huntington-Whiteley and Sydney Sweeney, the jumbo quilted bag has quickly reached ‘It’ status and is causing a halo effect trend for the bag category: searches for totes are up 55% this quarter. Brands and shoppers embraced the return of party dressing over the holiday season, with fashion lovers investing in statement sequin pieces. Worn by Hailey Bieber, Jodie Turner-Smith, Paloma Elsesser and Olivia Wilde, 16Arlington’s Solaria dress has become a favorite among the fashion set thanks to its sparkly design and sexy key-hole cut-out, while Mach & Mach’s eye-catching bow shoes have taken over social media with over 70.9M views on TikTok.