Diesel, Miu Miu and Birkenstock are among the Brands of the Year

The year 2022 was a year of a general upswing, compared to the landscape of the previous two years. This had a direct impact on the fashion industry and apps such as Lyst, whose latest annual report analyzed the shopping behavior of more than 200 million people worldwide, including platform and online search data, product views, sales, and social media activity to identify the most popular brands and products. In the past, Lyst has broken down rankings by category. «With the recent renaissance of fashion and the growing influence of TikTok on the fashion industry, we have seen a new generation of Lyst shoppers rediscover brands that defined the early 2000s», Katy Lubin, VP of brand and communications at Lyst told Vogue Business. From bold colors and logos to trendy accessories, shoes, and collaborations, the report analyses the most important brands, trends, and products.

Miu Miu had a big year, recording a 49 percent increase in searches on Lyst in 2021 thanks to the virality of certain products, earning the title of the brand of the year. This is thanks to the world-famous mini skirt, which entered the Lyst index in Q1 and averaged 900 searches per day in the six months following its catwalk debut. The Miu Miu Ballet Flats, which debuted for FW22, then landed on TikTok and started the ballet flats trend, which was the most searched shoe on Lyst from September to October. Just as the Wander bag quickly became one of the "it" bags of the year - searches rose 102 percent in the last three months. The logo of the year, on the other hand, came from Diesel: since Glenn Martens became the brand's creative director, he has printed the logo on tank tops, dresses, belted skirts,s and, most notably, the 1DR bag, which sold out this year. In April, Diesel was included in the Lyst index for the first time, positioning itself as the 15th hottest brand in the second quarter of 2022. This is all part of the strategy of OTB Group, the owner of Diesel, to reposition the brand as an "alternative luxury" with a focus on Gen-Z.

In footwear, Birkenstock's wool-felt Boston Clogs were named Shoe of the Year, with a 593 percent increase in searches in the first half of 2022. The bag of the year, on the other hand, is Prada's Re-nylon Re-edition 2000: it was relaunched for the first time in 2019 and has become a staple in the Y2K revival process thanks to its versatility and the different colors available. The collaboration of the year, according to the survey, is Jacquemus x Nike. After Nike announced its collaboration with the coveted French brand Jacquemus on 16 May 2022, both brands recorded over 50,000 searches for Jacquemus x Nike in the first 24 hours. The trend of the year, the report says, is directly related to the Barbiecore aesthetic. After Margot Robbie was spotted wearing pink during the filming of the Barbie movie in June, the search for anything pink increased by 416 percent, according to Lyst. The Valentino FW22 fashion show and TikTok were also a factor: the hashtag #Barbie was viewed 27.4 billion times on the platform, and users shared pink looks and Barbie-inspired style tips.

The survey concludes by naming Luar as a brand to watch out for. New York-based label Luar, launched in 2020 by Bonnet By Air co-founder Raul Lopez, has quickly established itself. Raul Lopez, the founder of Bonnet By Air, has quickly become one of the city's most exciting talents, winning the award for Accessories of the Year at the CFDA Awards in early November. His signature bag is the sculptural Ana, which has quickly become an "it" bag - searches increased by 106 percent in 2022 as consumers were intrigued by its design and affordable price.