Lyst Index’s Hottest Brand This Year Awarded to Miu Miu

Lyst Index’s hottest brand list awarded the top spot to Prada’s sister brand, Miu Miu.

Miu Miu has habitually carried the high-spirited, youthful, and vividly exceptional Yang to Prada’s more sophisticated Yin. The fascination and popularity of the brand is no surprise. This past year alone, Miu Miu’s collaborations attentively targeted the younger consumers in the luxury market. “Miu Miu has embraced collaboration while dominating the Gen-Z market, launching footwear partnerships with Church’s and New Balance throughout the year,” states Andrea Sacal from Hypebeast.

“From July to September engagement of Miu Miu far surpassed its competitors thanks to searches for pieces like the Arcadie bag,” states Showstudio. The brand’s fall 2023 collection famously re-invented the concept of a “hot mess.” One of the outfits included classic a cashmere button-down cardigan lazily tucked into sheer black tights hiked far above the waistline of sheer polka dot skirts and the ever-superior patent leather kitten heel. The show was an absolute vision of amateur corporate fashion, “Devil Wears Prada-esque.” 

Miuccia Prada Brings Life to Miu Miu

“While this year marks the Italian label’s 30th anniversary, rather than focusing on a retrospective look of the brand, founder Miuccia Prada reaffirmed Miu Miu’s youth-centric appeal with her S/S 24 collection,” states Showstudio. Miu Miu’s spring/summer 2024 collection finished Paris Fashion Week, accomplishing Miuccia Prada’s expectations beautifully. Though just as divergently gasping as the previous collection. The bold colors, barely-there mini skirts, and speedo-like drawstring shorts brought on a preppy aura. 

The proof is in the popularity. “With over 200 million users on Lyst, the company tracks not only searches but also the shopping habits and social engagement of consumers all around the world,” states Showstudio. Miuccia Prada’s Miu Miu fabulously transformed what would ordinarily be considered “boring” pieces into risque wearable fashion.

The bar is set, and the expectations are sure to be high. Though with Miu Miu’s exceptional grasp on the desires of Gen Z consumers, there’s no doubt the brand will continue to prove its spot at the top is well deserved.