Prada and Miu Miu are the most viral brands of 2023

For the first time ever Prada Group has taken over the top two positions on the podium of the hottest brands of the moment. According to the Lyst Index for the first quarter of 2023, which analyses online searches for the most popular brands, clicks for Prada increased by 22%, confirming the first place gained by the brand during the last months of 2022. Miu Miu, which was in fourth place in December, reported a leap in searches of 56%, thus overtaking Gucci and Moncler - which, however, managed to keep its third position, thanks to the mega event The Art of Genius and the numerous collaborations planned for the upcoming months. Influencing the results of the new Top 20 were certainly the FW23 shows of the two brands, which ignited social media thanks to strategic cameos such as that of Emma Corrin, Mia Goth, and Ethel Cain for Miu Miu, and the now successful artistic direction of Prada by the Miuccia Prada-Raf Simons synergy duo. 

Versace, which was ranked 13th last year, gained a wave of attention following the Los Angeles show, the event just three days before Oscar night, whose front row was studded with A-list celebrities, such as Miley Cyrus, Elton Jhon, Dua Lipa, Anne Hathaway, Cher, and Lil Nas X, and whose catwalk featured equally famous faces such as Gigi Hadid, Mariacarla Boscono, Jill Kortleve, Emily Ratajkowski, Irina Shayk, Naomi Campbell, and Kendall Jenner. Lyst's ranking includes other surprises: Balenciaga has dropped to eighteenth place, demonstrating a clear move away from the spotlight due to last autumn's controversies and Demna's new minimal creative direction; Gucci, which has always managed to establish itself among the top positions, has recorded new drop-in searches, moving from the second position to ninth, as a consequence of the transition period that the brand is facing while awaiting the arrival of De Sarno. What's more, Coach and Ugg failed to confirm their presence in the Top20, overtaken in the race by Skims and JW Anderson, respectively in seventeenth and twentieth place. These latest results are confirmation of the air of change heralded by the December rankings, reshuffling the fortunes of each of the brands included and proving the Prada Group's power, especially over Gen Z.