Lyst's latest report crowns "intellectual luxury" as trend of the year

The new report from Lyst on the most searched brands of the final quarter of 2023 has been released. Analyzing the shopping behavior of over 200 million consumers, the report ranks the most requested online items and names, considering both consumer-visited pages and social engagement. According to the new results, 2023 concludes with a victory for "intellectual luxury," with Prada and Miu Miu taking the top two positions, followed closely by Loewe and Bottega Veneta. Surprisingly, The Row and UGG made their debut in the Top 20 with the Margaux bag designed by the Olsen twins, also crowned as the hottest product of the quarter. The data published by Lyst is clear: even though the demand for luxury is decreasing, consumers are not ready to compromise between quality and price. Moreover, the 93% growth in searches for The Row's Margaux highlights a noticeable shift in luxury marketing, from hype to a more subtle advertising approach, through paparazzi images of celebrities who love the brand.

The brands competing for the podium in 2023 were almost the same throughout the year, but this time, even Miuccia Prada's oldest brand managed to surpass the surreal and playful charm of Loewe, confirming the success of geek-chic aesthetics in fashion. What Lyst calls "style with substance," the trend of consumers investing in items that combine social virality with quality is increasingly felt. The fashion market in 2023 has developed in a complex, innovative, and intelligent manner, rewarding brands that have managed to establish an emotional connection with their customers. It wasn't just the appearances of Jennifer Lawrence, Sofia Richie, and Rosie Huntington-Whiteley that made the Margaux an it-bag, but also the aura of sophistication and exclusivity that the Olsen twins have created around The Row.