Dive Brief:
- Miu Miu is the top brand of the year for the second year in a row, according to the 2023 Year in Fashion report released by shopping app Lyst on Wednesday.
- Searches for the Prada Group-owned line were up 39% year over year, driven by demand for its logo cashmere cardigan and ballet flats, per the report. Loewe’s anagram design was named the year’s top logo, while Alaïa’s mesh ballet flat was the most popular shoe. Adidas’ Samba was searched for “every 1.7 minutes on Lyst,” making it the year’s most popular sneaker.
- Uniqlo's half-moon shoulder bag was the year’s top bag, and Lyst’s report stated it “went viral through old-fashioned word-of-mouth,” frequently selling out and garnering over 119 million views on TikTok.
Dive Insight:
Prada’s sister brand Miu Miu is coming of age and celebrating its 30th anniversary this year with plenty of buzz.
Demand for the brand’s ballet flats rose 75% between March and September, according to Lyst’s report, and in April Miu Miu’s logo cashmere cardigan ushered in “a new librarian-core fashion era” and led to a 12% increase in overall searches for cardigans.
In addition, Lyst stated that collaborations with New Balance and Prada Group-ownedChurch’s, plus “buzzy campaigns starring It girl after It girl from Emma Corrin and Kendall Jenner to Gigi Hadid and Ethel Cain” helped Miu Miu “build “a blockbuster year.”
Meanwhile, Loewe’s anagram tank top was “the hottest product of the second quarter” and saw year-over-year searches increase 132%, and the brand’s anagram jeans “reached an all time high in June.” The swirly quadruple-L design also appeared on Loewe’s basket bags and drove searches up 170% year over year, causing “a halo effect on searches for dupes online.”
In terms of trends, hot pants are back. Lyst said he look was driven in part by Emma Corrin, who wore a gold sequined version on the Miu Miu fall-winter 2023 runway and drove searches for the brand up 257% in 24 hours. Searches for hot pants “have increased 133% year-on-year,” per the report.
Other notable names this year included actor Jennie Kim, who Lyst dubbed the year’s most powerful dresser; musician Beyoncé, whose Renaissance tour was named the year’s top tour; and musicians Rihanna and A$AP Rocky, who were called fashion’s most powerful couple.
HBO’s show “Succession” was called the year’s top television show, and Lyst stated that much of fashion’s quiet luxury conversation in 2023 “was fuelled by the über-luxurious, minimalist clothes worn by the Roy family.” Searches for the signature Loro Piana baseball cap worn by Jeremy Strong’s character Kendall Roy increased 95%” on Lyst in March, and “demand for Acne Studios’ face patch sweatshirt,” which was worn by Alexander Skarsgård’s character Lukas Matsson, rose 393% between May and August. Lyst added that the “ludicrously capacious” Burberry tote bag, which was carried by a character’s date and was the subject of extensive online discourse, saw a “130% spike in searches over a six-month period.”
Gwyneth Paltrow also pushed the quiet luxury narrative, and her “courtcore” wardrobe became Lyst’s viral moment of the year by featuring “a well thought through display of stealth wealth” and highlighting brands such as The Row, Celine and Loro Piana.
Jacquemus’s virtual reality campaigns created by Ian Padgham were the year’s most popular, while Versace’s fall-winter 2023 show was the most-searched for fashion show and Kylie Jenner, who wore Schiaparelli’s lion-head dress early in the year, became 2023’s most popular front row dresser.
TikTok’s Tabi Swiper was the platform’s top moment, pushing searches for the Margiela-design shoe up 342%. Actor Kit Connor was named Lyst’s rising star, and Turkish-British designer Dilara Findikoglu’s womenswear brand Dilara was named Lyst’s top brand to watch, with year-over-year searches for the line up 89%.
Lyst has been reporting on trends since 2018 and releases reports on the top 20 brands and products each quarter. The fashion technology company and shopping app calculates its rankings based on shopper behavior, social media mentions, consumer searches both on and off its platform, product views and sales, and activity and engagement statistics worldwide.
