Prada has become the most sought-after brand in the world

For several years now, the top spot in the Top 20 hottest brands of the moment published every quarter by the British shopping platform and fashion tech company Lyst has been occupied by the same three brands: Gucci, Balenciaga and Nike. But never more than at the end of last year have the cards on the table been reshuffled, as shown by the recent report The Lyst Index covering the last quarter of 2022. Prada is now the hottest brand in the world, riding both the wave of a recycled gold high jewelry line and a highly successful Linea Rossa campaign and the markets' enthusiasm following the appointment of new CEO Andrea Guerra. Gucci, on the other hand, lost its lead after Alessandro Michele's farewell, although the brand posted positive results in the third quarter of 2022, generating good revenue and finding success through its work with the metaverse. Big surprise instead for Moncler, which gains fourteen positions in one fell swoop, generating revenue of 638.8 million euros in a single quarter, presenting the new phase of the Genius project and launching its own NFT collection. In any case, it remains remarkable that the top five fashion brands in the world are all Italian brands.

Further down the rankings, other surprises come to us from Bottega Veneta and Loewe, which gain five and seven positions, respectively. After Margot Robbie's appearance in Bottega, searches increased 143 percent in 24 hours while Loewe's rise is due to the famous leather bomber jacket. Elsewhere Dior drops and Saint Laurent rises, but it is Balenciaga, Fendi and Louis Vuitton that take hard hits, losing six and seven positions each, along with Diesel, which drops eight marking the sharpest drop in searches in the entire final quarter of the year. But the real surprise is the entry into the rankings (a ranking that represents a kind of exclusive club for luxury brands) of UGG and Coach. Toward the end of last year UGG went viral with its removable rubber soles and boots made from recycled materials, which led to a huge increase in sales due perhaps in part to the cold winter season. For Coach, on the other hand, the big boon was the growth of more affordable bags during the winter vacation season that propelled the brand into the Top 20 for the first time.