The creative pairing of Miuccia Prada and Raf Simons is paying off for Prada.
Fashion shopping platform Lyst named the Italian fashion house the hottest brand of last year’s Q4. Searches for Prada climbed 37 percent, driven by items like a viral logo tank top and the brand’s key role in Kendall Jenner’s plot line in second season of “The Kardashians.” Meanwhile, Prada’s logo slingbacks nabbed the second spot on Lyst’s hottest products index.
Gucci ranked as the No. 2 hottest brand, followed by Moncler which scaled 14 places on the index. At No. 4, Miu Miu also made an impression with its logo satin briefs. Designed to be worn with low slung pants and miniskirts, searches for innerwear as outerwear increased 96 percent over the quarter making it the No. 9 hottest product.
Pink powerhouse Valentino ranked No. 5, while green powerhouse Bottega Veneta landed at No. 6. Lyst said actress Margot Robbie created a “meme moment” for the brand when she wore a Bottega Veneta custom jersey dress to an award show in November. Searches for Bottega Veneta dresses spiked 143 percent in 24 hours. The brand’s “Sardine” bag ranked the fifth hottest product of Q4.
Climbing seven places to No. 7, Loewe made an impression with its padded bomber jacket—the seventh hottest product of the quarter. “As seen on Hailey Bieber, Kendall Jenner, Kylie Jenner, Taylor Russell and Lori Harvey, there are currently 478.5 million views for #LoewePufferJacket on TikTok,” Lyst said.
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Dior dropped two places to No. 8, followed by Dolce & Gabbana up three places to No. 9. Saint Laurent closed rounded out the top 10 list, though its “Icare” bag topped the hottest products index. Worn by Bella Hadid, Zoë Kravitz, Rosie Huntington-Whiteley and Sydney Sweeney, searches for the quilted tote bag spiked 46 percent.
Lyst noted that the bag is having a halo effect in the bag category with searches for totes up 55 percent in general.
Other hot products include Dr. Martens “Leonore” Chelsea boot. At No. 3, the fleece-lined boot aligns with the emerging grunge trend.
U.K. brand 16Arlington’s “Solaria” dress ranked No. 4. The sequin-embellished dress benefited from the celebrity spotlight. Hailey Bieber, Jodie Turner-Smith, Paloma Elsesser and Olivia Wilde have worn the mermaidcore frock, Lyst said.
Acne Studio’s mohair checked scarf nabbed the No. 6 spot. However, on TikTok video of a New York City street vendor went viral last month after savvy shoppers found him selling dupes.
Mach & Mach’s double-bow embellished court shoe ranked No. 8 and Crocs x Salehe Bembury’s clogs ranked No. 10, underscoring consumers’ diverse preference for footwear in Q4.