According to the latest Lyst report the face of fashion has changed

From the first time this magazine covered Lyst's report (it was way back in 2018) to the present, the substantive structure of the Top 5 most searched brands by online users has remained essentially unchanged: Gucci and Balenciaga at the top with Nike and Louis Vuitton vying for this or that position, and then a competition of big names such as Prada, Valentino, Dior, and so on for the places below. By the end of 2022, however, it had happened that Prada for the first time ousted Gucci from the top position, heralding Lyst's second-quarter 2023 report that for the first time upset every card on the table. In a remarkable leap forward, for example, it is Loewe that is the world's new most searched brand, followed by Prada and Versace, which got a huge boost in popularity, with Miu Miu and Bottega Veneta closing out the Top 5.

The rest of the players in the game remain more or less stable, following the classic fluctuations of fame and algorithm - but three facts remain remarkable: the first is the six-position slide of Nike, which has always been an "outsider" on this list normally populated by major luxury names that, however popular, has begun to lose some of the cultural lusters with which the streetwear phenomenon had cloaked it; the second is the entry of Skims in the Top 20 most searched brands, a sign that Kim Kardashian's is no longer a mere influencer brand but a real force in the market; the third is that JW Anderson's entry into the rankings, although in last place, makes Jonathan Anderson the industry's most appreciated young creative director, as two of Loewe's products, a tank top, and a raffia bag, are also among the most searched products online.