THE MOST SOUGHT AFTER BRANDS: LYST INDEX Q4 2024
Fashion is in a constant state of evolution and transformation. While the past few months have been fast-paced, great legacies seem to maintain a certain consistency. Few platforms gather said information as accurately as The LYST Index.
With the close of the last quarter of 2024, the results show how online customers largely dictate the luxury landscape. Last year, Miu Miu claimed the top spot in three of the four quarters, being surpassed only once by Loewe in the second quarter. Prada remains in the Top 3, solidifying this era as Miuccia Prada’s moment.
The presence of 8 of our brands in the top 10, and 13 in the top 20, reaffirms our commitment to offering the most relevant names in fashion today. These brands shape contemporary culture. Today, we explore what has once again placed them on the global podium.
The Miuccia Moment: Miu Miu's Rise
For three out of four quarters in 2024, Miu Miu maintained its first-place ranking in the LYST Index. This consistent dominance is no coincidence. The brand is not only thriving but leading the nostalgia movement, striking a perfect balance between new youth, a gaze into the past, and a subversive take on the modern uniform.
Miuccia Prada has always drawn inspiration from workwear uniforms across her collections, constantly redefining their meaning. The new Miu Miu collection takes cues from scout uniforms, deconstructing their practical elements into unexpected cuts, reversed finishes, and irreverent contrasts. Miu Miu’s ability to reimagine familiar silhouettes into something groundbreaking underscores its enduring appeal.
Beyond product design, Miu Miu’s cultural influence continues to expand. The brand allows Miuccia Prada to express herself freely, not only in fashion but personally. Initiatives such as Miu Miu Women’s Tales foster female filmmakers, aligning the brand with contemporary society.
This past quarter, Miu Miu made key moves, including presenting "Tales & Tellers" at Art Basel Paris, expanding its Upcycled collection, and launching a standout holiday campaign starring Emma Corrin. Additionally, Miu Miu Select events in Miami with Gigi Hadid and Tokyo with MOMO reinforced its connection with global audiences.
Saint Laurent by Anthony Vaccarello
Climbing two places this quarter, Saint Laurent now holds the second spot. This rise is largely due to its cinematic ventures, which have expanded its influence far beyond clothing. After producing Pedro Almodóvar’s Strange Way of Life in 2023, Saint Laurent Productions has made history with Emilia Perez, receiving 10 Golden Globe nominations and 10 Oscar nominations.
This initiative aligns seamlessly with Saint Laurent’s cinematic aesthetic. Beyond Hollywood, the brand released the "As Time Goes By" campaign, directed by Nadia Lee Cohen, celebrating YSL’s signature sensuality and sophistication. Its Spring 2025 campaign starring Gwyneth Paltrow further cements its status as a modern icon.
No Miuccia Without Prada
Prada secures its place at the top, ranking as the third most searched brand in Q4 2024. While many luxury houses lean into heritage, Prada constantly pushes innovation. Since launching its ready-to-wear collections in the 80s, the brand has redefined what high-end fashion can be. Its sustainability initiatives, such as Re-Nylon, establish it as an industry pioneer.
This quarter, Prada debuted "The Sound of Prada" in Seoul, a creative fashion-meets-music initiative directed by Anderson .Paak.
But Miuccia Prada is not afraid to explore other planets—literally. This quarter, Prada ventured into scientific innovation, unveiling the Axiom Extravehicular Mobility Unit (AxEMU) spacesuit. Developed in collaboration with Axiom Space, this NASA-approved suit will be used for future space missions, showcasing the brand’s technological ingenuity.
Prada also continues to dominate sportswear and high-performance fashion, celebrating the Luna Rossa Prada Pirelli women’s team victory at the Puig Women’s America’s Cup. Miuccia Prada is always on the side of innovation—and women.
Fashion or Art? Loewe by Jonathan Anderson
Only one brand managed to dethrone Miu Miu from first place in one of the 2024 quarters: Loewe, led by Jonathan Anderson. Now ranking fourth in Q4 2024, Loewe remains a cultural powerhouse with its commitment to craftsmanship and fine arts. This quarter, Loewe continued its highly aesthetic visual narrative with the SS25 pre-collection campaign, photographed by Juergen Teller.
Strengthening its deep connection with art, the brand launched a second collaboration with Japanese ceramicists Suna Fujita, reinforcing its dedication to artistic craftsmanship and one-of-a-kind pieces. This collection drew inspiration from nature, juxtaposing prairie animals with deep-sea creatures.
To celebrate his 10 years at Loewe’s creative helm, Jonathan Anderson hosted "Crafted World: Jonathan Anderson’s LOEWE" in Paris, cementing his role in transforming Loewe into one of the most avant-garde fashion houses today.
Closure, yet a new beginning for Bottega Veneta
Under Matthieu Blazy, Bottega Veneta built an empire upon its artisanal traditions, yet with a bold, unconventional vision of luxury. Now at sixth place, the brand enters a new era, appointing Louise Trotter as its new Creative Director. This marks a leadership shift following a short yet impactful phase under Blazy.
This quarter, Bottega Veneta launched the "Going Places" campaign, starring Jacob Elordi, further strengthening its celebrity influence.
In the Middle East, the brand left its mark with "Waves Dubai", an immersive experience exploring sound and music, reinforcing its sensory storytelling. Bottega Veneta remains an experience, and we eagerly await Louise Trotter’s debut.
Moncler: how consistency leads to success
One of the biggest climbers in the ranking—and not the only list worth celebrating. Moncler has been the #1 fashion brand on the Dow Jones Sustainability Index for several consecutive years.
This time, Moncler jumps five positions to reach eighth place on the LYST Q4 2024 Index. Its success lies in merging high-performance outerwear with an increasingly fashion-forward aesthetic. Financially, Moncler reported an impressive +8% growth in the first nine months of 2024, proving its commercial strength.
But beyond numbers, Moncler remains culturally relevant, hosting "City of Genius" in Shanghai, reaching an estimated 8.9 billion people globally. Meanwhile, its Moncler Grenoble FW24 campaign, shot by Mario Sorrenti, highlights its technical prowess and outerwear appeal.
Defining 21st century fashion: The Row
The Row solidifies its status as one of the most exclusive brands today. Founded by Mary-Kate and Ashley Olsen, the brand remains understated in aesthetic yet global in impact. Its impeccable quality and timeless sophistication have earned it 9th place in the LYST Q1 2024 Index.
This quarter, the brand expanded globally, opening its first boutique in Paris, a space that embodies its refined aesthetic. Meanwhile, it hosted its annual private sale in New York, reinforcing its close relationship with loyal clients. Additionally, The Row’s pieces have been spotted on icons like Saoirse Ronan, Pamela Anderson, and Dakota Johnson, strengthening its influence among fashion’s elite.
Honorable mentions in the Top 20
Beyond the Top 10, several brands available at OTTODISANPIETRO secured spots in the Top 20, thanks to standout campaigns and strategic expansion.
At #12, Gucci maintained its aesthetic with the Gucci Gift campaign, starring Jannik Sinner and Solange Knowles, and was honoured at the British Fashion Awards for We Will Always Have London.
At #13, Jacquemus continued global expansion, opening flagships in New York and London, launching its "Winter Retreat" campaign, and debuting the Jacquemus Le Turismo bag.
At #16, Valentino began a new chapter under Alessandro Michele, launching "Avant les Débuts". At #19, Chloé made an impact with Hollywood events and introduced the Chloé Kick sneaker, seen on Keira Knightley and Jennifer Lopez.
Finally, TOTEME secured #20, with new stores in Copenhagen and Aspen and its second jewellery collection.
