Miu Miu Reigns Supreme: The Unassailable Elegance of Quiet Luxury in Lyst’s Q4 2024 Index
The verdict is in, and Miu Miu’s reign continues unchallenged. For the fourth consecutive quarter, the Italian house—with its cerebral blend of schoolgirl nostalgia and razor-sharp tailoring—holds the top position in Lyst’s Hottest Brands ranking, cementing its status as the name defining fashion’s obsession with quiet luxury. But the season’s true drama lies in the shifting constellations beneath.
Saint Laurent, ever the master of razor-edged glamour, ascends to second place, displacing Prada to third. Yet it is Coach—rising an astonishing 10 spots to claim fifth—that commands attention. The American heritage label’s calculated pivot to Gen Z, blending TikTok-ready accessibility with leather goods that whisper rather than scream, proved irresistible. Lyst reports a 332% year-over-year demand surge, fueled by strategic discounts and holiday gifting frenzy for icons like the Brooklyn bag.
Moncler and Balenciaga climb steadily, while Gucci, Loewe, and Alaïa falter—a reminder that even giants must evolve or risk fading into the backdrop. The quarter’s dark horses? Ugg and Cos, gatecrashing the top 10 with viral fervor. Ugg’s Ultra Mini boot—a Gen Alpha staple—saw demand spike 358%, while Cos’ cashmere sweater, hailed as a Row-esque stealth wealth essential, became the uniform of understated cool.
Skims, ever the disruptor, inches upward to 11th, its North Face collaboration proving that shapewear need not be confined to the boudoir. Meanwhile, three names—Our Legacy, Demellier, and Auralee—hover just outside the spotlight, their demand curves hinting at tomorrow’s zeitgeist.
The Hottest Products: A Study in Contrasts
From Miu Miu’s subversive fleece jackets to Skims’ retro Nuptse puffer, the quarter’s most coveted pieces reveal a tension between pragmatism and fantasy. Coach’s cherry bag charm—a wink at kitsch—sold out twice, while Wardrobe NYC’s RHW blazer dress became the uniform for downtown minimalists.
FAQs
Q: Why did Miu Miu retain its top Lyst ranking?
A: Its fusion of intellectual tailoring and viral accessories (like the fleece jacket) solidified its quiet luxury dominance.
Q: How did Coach achieve a 10-spot rise in the rankings?
A: Strategic Gen Z engagement, competitive pricing on hero bags, and holiday-focused marketing drove a 332% demand surge.
Q: What propelled Saint Laurent to second place?
A: Sleek runway collections and timeless staples like the Loulou bag resonated with buyers seeking enduring glamour.
Q: Why did Ugg and Cos enter the top 10?
A: Ugg’s Ultra Mini boot became a Gen Alpha icon, while Cos’ cashmere sweater tapped into demand for affordable stealth wealth.
Q: Is Skims still relevant in luxury rankings?
A: Yes—its shapewear-core ethos and collabs (like The North Face) pushed it to 11th, proving its crossover appeal.
