Miu Miu Tops Lyst’s Hottest Fashion Brands in Q3 2024

After Spanish luxury house Loewe dethroned Italian label Miu Miu in the second annual Lyst Index quarterly ranking of fashion's hottest brands, the Q3 ranking sees Miu Miu back on top. In second place is Loewe, followed by Prada in third, Saint Laurent in fourth, Alaïa in fifth, and so on. 

While Loewe still does it all – from its star-studded campaigns with the likes of Ayo Edeberi, Daniel Craig, Greta Lee, and Drew Starkey to the cool experimental approach from designer Jonathan Anderson – Miu Miu has had quite a busy quarter to overtake it. 

But then, it's not as if Miu Miu hasn't made headlines before. Whether it's the cowgirl-themed Fall/Winter 1993 debut, the high-profile campaigns featuring the likes of Chloë Sevigny, Vanessa Paradis, Kirsten Dunst, and Drew Barrymore, or the trendy satin ballerina flats seen on Bella Hadid, the spotlight has always been on Miuccia Prada's experiments and adventures at the naïvete, eccentric, and sincere Miu Miu. And it's no different in 2024: whether in first place at the beginning of the year and in the third quarter of this year, or even in second place in Q2 of this year, the luxury house remains firmly ingrained in the lexicon of fashionistas and insiders alike. Its distinctive style is irresistible. But there are also other factors behind the label's new crowning glory. 

From the introduction of Miu Miu pop-up stores in Asia and on the Miu Miu website for the first time, inspired by British style, to the launch of "Miu Miu Women's Tales" #28 in Venice with director Laura Citarella, the label radiates Prada's signature intellectuality and sharp eye for reaching a broader market. 

The savviness is coupled with the ability to connect with younger generations through celebrity and pop culture – be it the Fall/Winter 2024 campaign with model and actress Cara Delevingne, a custom look for Dua Lipa's performance at the Austin City Limits Music Festival, or stars such as Lena Mahfouf, Gigi Hadid, Camila Cabelo, Emma Corrin and Olivia Rodrigo sporting the Arcadie bag – which is, in fact, this quarter's fourth hottest product.

All this savvy dynamism was on display even more in the Spring/Summer 2025 runway show.  With a long track record of casting celebrities in their shows – from Troye Sivan for Spring/Summer 2024 to Mia Goth for Fall/Winter 2023 – Miu Miu's Spring/Summer 2025 cast featured the likes of Sunday Rose – Nicole Kidman and Keith Urban's daughter – TV presenter and Tumblr idol Alexa Chung and singer Ethel Cain. For the show's grand finale, actor Willem Dafoe – who once walked Prada's Fall/Winter 2012 menswear alongside other of cinema's most iconic anti-heroes – closed the runway in an office-esque outfit that included a navy trench coat, a matching sweater over a white blouse, and tailored gray trousers. As iconic as the lineup was, the attendees didn't disappoint. With the likes of model Barbara Palvin, TikTok phenomenon Nara Smith, model Tina Kunakey, actress Ariana Greenblatt, and singer Addison Rae on the front row, the show's impact was huge. 

All of these occurrences brought us here, where the global demand for Miu Miu's ''distinctive alt-girl aesthetic,'' as Lyst put it, is growing, with searches up another 30% over the last quarter, bringing the luxury label back to the top. What does the future hold for Lyst's Q4? Only time will tell. But for Miu Miu, we already know it's a rip-roaring success.