Miu Miu is the most popular brand of 2023, according to data collected by Lyst from 200 million fashion shoppers over the past twelve months, an honor it takes home for the second year in a row.
The London-based online shopping platform released its annual fashion report on Wednesday, highlighting the key brands and moments that have entered the collective consciousness.
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With searches up 39 percent year-on-year, Miu Miu is back at the top of the list thanks to “a new wave of viral products, celebrity-packed runway moments, hyped collaborations with New Balance and Church’s, and vibrant campaigns starring” It’ girl after ‘It’ girl, from Emma Corrin and Kendall Jenner to Gigi Hadid and Ethel Cain.”
Lyst noted that the brand, founded 30 years ago by Miuccia Prada, increased searches for cashmere cardigans by 12 percent a month after its Fall 2023 show in March. Global demand for ballerinas increased by 75 percent between March and September.
The brand is also responsible for the underwear-as-outerwear trend of the year, with searches up 257 percent year-on-year in 24 hours after Corrin walked the Fall 2023 runway in Paris in gold sequin underpants walked. The trend was later seen on the spring 2024 runways at Tom Ford, Khaite, Chloé, Stella McCartney, GCDS and Coach.
Loewe’s Anagram logo, meanwhile, was the most popular luxury symbol in 2023, Lyst said.
Searches for the brand’s Anagram basket bags increased 170 percent year-over-year, while the Anagram tank, which Lyst said became the most popular product of the second quarter, saw searches increase 132 percent year-over-year. Demand for Anagram jeans reached a record high in June.
In accessories, the report called 2023 “the year of the naked shoe.” The trend was seen on the catwalks of Loewe, The Row, Khaite, Bottega Veneta, Nensi Dojaka, Chanel and Stella McCartney.
The Alaïa mesh ballerinas, worn by Jennifer Lawrence and Sofia Richie, were the most popular nude shoes this year. Searches for this style rose 56 percent on Lyst in February.
The Adidas Samba was named sneaker of the year because it was searched for every 1.7 minutes on Lyst.
The style has evolved from a football sneaker to a fashion shoe thanks to vibrant limited-edition collaborations such as those with Sporty & Rich and Pharrell Williams, which generated more than 836 million views on TikTok. In November, searches for the Adidas by Wales Bonner pony skin Samba increased by 13,227 percent in the week the sneaker was released.
Uniqlo’s crossbody bag, which retails for under $20, was the undisputed “It” bag of 2023 as it generated more than 119 million views on TikTok and sold out multiple times in multiple colorways.
Several cultural moments were mentioned in Lyst’s annual report.
It listed Beyoncé’s “Renaissance” tour as the tour with the biggest fashion impact. After her appearance in a custom Loewe ‘hands’ bodysuit, searches for the brand on Lyst increased by 140 percent, while her rhinestone tank top and shorts, designed by Miu Miu, increased demand for crystal-embellished pieces with 81 percent increased.
Rihanna and A$AP Rocky were the hottest fashion couple of the year. Lyst said their love for Bottega Veneta has contributed to a 35 percent increase in demand for the brand since March. Searches for the label’s Andiamo bags jumped 263 percent after A$AP Rocky was spotted wearing a pink version.
Other events that made the list included the final season of HBO’s hit TV show “Succession,” which heavily influenced the rise of the silent luxury trend; Jacquemus’ creative digital campaigns for Le Bambino bags; Versace’s Fall 2023 Show in Hollywood; Kylie Jenner’s Glamorous Fashion Week Appearances; Gwyneth Paltrow’s stealth wealth courtroom attire and the stolen Tabi saga on TikTok, which drew more than 178 million people to the story of Nextlevellexuss’ Tabis stolen during a Tinder date in September.
Two rising stars also caught Lyst’s attention.
“Heartstopper” leader Kit Connor was named the rising star of 2023. With more than 5.9 billion views of the hashtag #KitConnorFashion on TikTok, he is quickly becoming the next style icon of Gen Z, wearing pieces from JW Anderson , Acne Studios and Feng Chen Wang and Carhartt.
London-based fashion designer Dilara Findikoglu, meanwhile, is the brand to watch in 2023. Searches for the brand have increased 89 percent year over year, thanks to the clothes of big stars like Kylie Jenner, Zendaya, Margot Robbie and Corrin.
Despite pulling out of the spring 2024 edition of London Fashion Week at the last minute, she scored a nomination for New Established Womenswear Designer at the Fashion Awards, which take place at London’s Royal Albert Hall on Monday.
Katy Lubin, vice president of brand and communications at Lyst, says the company can tap into what’s hot because it has “built the largest data set in fashion, and we’re constantly cutting and slicing that store data.” analyzing, looking for insights that tell the stories about what the world wants to bear.”
This annual report is an opportunity to “pause and reflect on the moods, movements and moments that have shaped fashion over the past twelve months, and the milestones that have really cut through the noise to resonate with fashion lovers” in the middle of a rapid trend cycle.
“To create this report, we look deep into our Lyst store data, as well as culture and category, to contextualize the moments that mattered,” she noted.
Compared to the 2022 report, Lubin said some forces remain strong.
“The luxury mono brands continue to set the global style agenda, with Miu Miu being our brand of the year for the second year in a row. K-pop stars continue to influence the fashion search, and celebrity fashion icons like Rihanna have achieved the status of trendsetters that transcend seasonal mood shifts. But amid this year’s hype products and viral moments, the data also highlighted the power of fashion’s wearable, accessible new everyday heroes,” she added.
Launch Gallery: Miu Miu RTW Spring 2024
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