In a year marked by fashion fervor, Miu Miu has once again claimed the throne as the hottest brand of 2023, securing this prestigious title for the second consecutive year. Lyst, the London-based online shopping platform, has just unveiled its annual fashion report, drawing insights from the activities of a staggering 200 million fashion enthusiasts over the past year. This report not only underscores the brands that have taken center stage but also shines a spotlight on pivotal moments that have left an indelible mark on the fashion landscape.
Miu Miu’s continued dominance is substantiated by a remarkable 39% year-over-year surge in searches. What catapulted the brand to the summit once more were a series of viral product launches, star-studded runway spectacles, high-profile collaborations with New Balance and Church’s, and captivating campaigns featuring a constellation of ‘It’ girls, from Emma Corrin and Kendall Jenner to Gigi Hadid and Ethel Cain.
Founded by Miuccia Prada three decades ago, Miu Miu’s librarian-chic Fall 2023 show proved transformative, propelling searches for cashmere cardigans to a 12% increase within a month. Additionally, global demand for Miu Miu’s ballet flats witnessed a staggering 75% increase between March and September.
Miu Miu can also be credited with setting the year’s defining trend: underwear-as-outerwear. Following Emma Corrin’s sensational appearance on the Fall 2023 runway in Paris, bedecked in a pair of gold sequin knickers, searches for this trend skyrocketed by an astonishing 257% year-over-year. This trailblazing trend later made its indelible mark on the Spring 2024 runways of esteemed fashion houses such as Tom Ford, Khaite, Chloé, Stella McCartney, GCDS, and Coach.
Meanwhile, Loewe’s Anagram logo emerged as the most coveted luxury symbol of 2023. Searches for the brand’s Anagram basket bags soared by 170% year-over-year, and the Anagram tank top, which achieved the status of the hottest product in the second quarter, witnessed a remarkable 132% year-over-year surge in searches. The demand for Anagram jeans reached an all-time high in June.
2023 was also hailed as the year of the “naked shoe” within the accessories realm. This trend was prominently featured on the runways of esteemed designers like Loewe, The Row, Khaite, Bottega Veneta, Nensi Dojaka, Chanel, and Stella McCartney. Notably, the Alaïa mesh ballet flats, worn by fashion icons Jennifer Lawrence and Sofia Richie, clinched the title of the year’s hottest naked shoes, with a significant 56% increase in searches on Lyst in February.
In the realm of sneakers, the Adidas Samba emerged as the undisputed star, with searches occurring at a staggering rate of every 1.7 minutes on Lyst. The transformation of these sports shoes into a fashion statement, driven by limited-edition collaborations with Sporty & Rich and Pharrell Williams, garnered more than 836 million views on TikTok. In November, searches for the Adidas by Wales Bonner ponyskin Samba experienced an astronomical surge of 13,227% during the week of its release.
When it came to “It” bags, Uniqlo’s shoulder bag, priced at less than $20, undeniably stole the spotlight. This affordable accessory generated over 119 million views on TikTok and perpetually sold out across various colorways.
The Lyst annual report didn’t just delve into fashion; it also examined cultural moments that resonated with fashion aficionados. Beyoncé’s “Renaissance” tour was singled out as the tour with the most significant fashion impact. Her iconic appearance in a bespoke Loewe “hands” bodysuit led to a remarkable 140% increase in searches for the brand on Lyst. Furthermore, her Miu Miu-designed rhinestone tank and cut-off shorts fueled an 81% surge in demand for crystal-embellished pieces.
Fashion power couple Rihanna and A$AP Rocky commanded the spotlight in 2023, driving a 35% increase in demand for Bottega Veneta since March. Notably, searches for the label’s Andiamo bags surged by a remarkable 263% after A$AP Rocky was spotted with a pink version.
The report also shone a light on significant events, including the final season of HBO’s “Succession,” which significantly influenced the rise of the quiet luxury trend. Jacquemus’ innovative digital campaigns for Le Bambino bags, Versace’s unforgettable Fall 2023 show in Hollywood, Kylie Jenner’s glamorous fashion week appearances, Gwyneth Paltrow’s understated courtroom attire, and the TikTok saga of Nextlevellexuss’ stolen Tabis added layers to the fashion narrative of the year.
Two rising stars captivated Lyst’s attention. “Heartstopper” lead Kit Connor was bestowed with the title of the rising star of 2023, accumulating an astonishing 5.9 billion views of the hashtag #KitConnorFashion on TikTok. As Gen Z’s emerging style icon, Kit Connor adorned himself with pieces from JW Anderson, Acne Studios, Feng Chen Wang, and Carhartt.
London-based fashion designer Dilara Findikoglu emerged as the brand to watch in 2023, with year-over-year searches surging by an impressive 89%. Her designs graced major stars like Kylie Jenner, Zendaya, Margot Robbie, and Emma Corrin.
Despite her last-minute withdrawal from the Spring 2024 edition of London Fashion Week, Dilara Findikoglu earned a coveted nomination for new establishment womenswear designer at the Fashion Awards, scheduled to take place at the illustrious Royal Albert Hall in London.
Katy Lubin, Vice President of Brand and Communications at Lyst, underscored the company’s unique ability to discern fashion trends, stating, “We have built the largest data set in fashion, continually cutting and analyzing shopping data to tell the stories of what the world wants to wear.”
This annual report serves as a comprehensive snapshot of the fashion landscape, allowing for reflection on the trends, moments, and milestones that defined the past year in fashion. It’s a moment to pause and contemplate the cultural and fashion movements that have captivated the world amid the ever-evolving fashion cycle.
In comparison to the 2022 report, certain forces remain steadfast. Luxury monobrands continue to shape the global style agenda, with Miu Miu retaining its title as the brand of the year for the second consecutive year. K-pop stars continue to exert influence over fashion searches, while celebrity fashion icons like Rihanna have cemented their status as trendsetters that transcend seasonal shifts. Amidst this year’s wave of hype products and viral moments, the data also underscores the power of fashion’s wearable, accessible everyday heroes.