The battle for supremacy between Miu Miu and Prada continues as the first quarter of 2024 unfolds. Miu Miu, under the creative helm of Miuccia Prada, has reclaimed its position as the number one luxury brand, surpassing Prada, which had closed 2023 as the top contender.
The latest quarterly report from the Lyst Index unveils the brands that have either risen or fallen in public interest during Q1. Miu Miu’s online searches surged by 8% at the beginning of 2024, boasting a 57% year-on-year growth. Notably, three of Miu Miu’s preppy signature pieces made it to the Q1 “Hottest Products List,” a historic achievement for the brand. Miu Miu’s star-studded runways and viral collaborations have solidified its position at the top, with its deconstructed $1,120 USD New Balance 530SL emerging as the most coveted item of the season.
Prada, having slipped to second place, faced tough competition. Saint Laurent, under the creative direction of Anthony Vaccarello, entered the top five, thanks to its surprise Paris Fashion Week show, which led to a 10% increase in searches during Q1.
Balenciaga, leaving controversies in the past, is on its way to reclaiming its status as a celebrity favorite. The brand surged from 12th to eighth position, indicating a promising comeback. Other brands ascending the ranks include Valentino, Skims, and Louis Vuitton, while Moncler, Jacquemus, and Diesel experienced a decline.
In terms of product popularity, Miu Miu dominated the hottest items of Q1 with its preppy clothing and accessories. ALAÏA maintained its rule over the ballet flat trend, with sheer versions gaining 43% in online exploration, and jeweled embellishments conquering the quarter. Rick Owens’ Prong Down Dress, supported by Paloma Elesser, Cardi B, and Kim Kardashian, caused a stir with a 165% increase in online searches, securing the eighth position. Meanwhile, Carhartt WIP proved that classics never go out of style, with its Detroit Jacket named the fifth hottest item of Q1 2024.
