For Q3 of 2023, Miu Miu takes first place on the Lyst Hottest Brands Index for the first time, after being named Brand of the Year in 2022, in part due to its perfect grasp on a playful feminine aesthetic that includes its star products: ballet flats and a rising it-staple, its logo cashmere cardigan.
Image Credit: Miu Miu Ballet Flats as the Product of the Year 2022 (according to Lyst)
Regarding spikes in the list this quarter, Jacquemus has climbed six positions into ninth place, making it the highest achieved for the brand. Ferragamo entered the ranking for the first time under the creative direction of Maximilian Davis.
If you wonder, why does this matter so much and what is Lyst? Lyst is an online fashion search platform that tracks and analyzes consumer behavior across a wide range of online retailers. The platform considers various factors to determine the popularity and desirability of fashion brands. This includes social media mentions, online searches, and actual purchase data. Rankings on Lyst can change quarterly, reflecting shifts in consumer preferences and trends. Miu Miu taking first place on Lyst's Hottest Brands Ranking for Q3 signifies a surge in popularity and demand for the brand during this period.
Image Credit: Prada Group
A Look Back
Founded in 1993 by Miuccia Prada, Miu Miu stands as a distinct and avant-garde high-fashion brand under the umbrella of the famous luxury house Prada. The name "Miu Miu" itself is a reference to Miuccia Prada's family nickname, reflecting a personal touch in the brand's identity. Miu Miu has found a unique niche in the fashion landscape, celebrated for its unconventional and innovative designs that seamlessly blend elements of modernity with vintage inspiration. Unlike its parent company, Prada, Miu Miu deliberately targets a younger and more experimental audience, with its creations with a playful spirit.
At the heart of Miu Miu's appeal lies its diverse and eclectic aesthetic, spanning across ready-to-wear clothing, handbags, footwear, eyewear, and accessories. The brand's designs often feature bold patterns and vibrant colors, creating a distinctive and recognizable style. Miu Miu's flagship stores, strategically located in major fashion capitals such as Milan, Rome, Paris, New York, and Tokyo, serve as curated spaces to showcase the brand's ever-evolving collections in an environment that mirrors its creativity.
Miu Miu's impact extends beyond its product offerings, with the brand actively participating in the fashion calendar's grand events. Its runway shows during Fashion Weeks, especially in Milan, are highly anticipated and celebrated for pushing the boundaries of fashion with trend-setting designs.
Collaborations with various artists and designers add an element of exclusivity to Miu Miu's offerings, creating limited-edition collections that capture the essence of contemporary style.
Celebrity faces also support Miu Miu's influence, as prominent figures in the entertainment industry often choose the brand's creations for red-carpet appearances and public events. This alignment with the world of entertainment enhances Miu Miu's cultural relevance and global appeal.
Image Credit: Euphoria star Sydney Sweeney, and actress, model, activist Emily Ratajkowski, for Miu Miu Fall Campaign
The Reasons Behind Taking the First Place
The Power of Collaboration
Miu Miu has launched its first collaboration with British footwear brand Church's, following its Fall/Winter 2023 campaign. The duo's polished personas have been integrated over two heritage-filled styles that reflect beautiful formality.
The Oxford and double monk strapped shoes by Miu Miu x Church are a gentleman's choice, exhibiting a masterclass in exquisite craftsmanship. Church's British experience goes back to the early 1600s, proving its footwear expertise. Both models feature handcrafted leather tops with wide silhouettes for maximum comfort.
Image Credit: Miu Miu
The Launch of Miu Miu Women's Tales Committee
This year, Miu Miu announced a new unique project called the Miu Miu Women's Tales Committee. A group of famous film industry thought leaders will guide the popular short-film series into its next defining phase. Consisting of award-winning filmmaker and director of Women’s Tales #5, Ava DuVernay; renowned actress, writer, and director Maggie Gyllenhaal; and two-times Academy Award-winning costume, production- and set-designer Catherine Martin, alongside co-founding Committee members Miuccia Prada and Verde Visconti, the Committee's responsibilities include reaching out to new fans, creators, and viewers; developing the Women's Tales mission to keep up with improvements in the film world; generating new visibility for the Women's Tales universe; and critically evaluating the Women's Tales story moving forward.
Image Credit: Miu Miu
Miu Miu Summer Club Event in Malibu
The Miu Miu Summer Club is a very stylish, celebrity-heavy version of camp, made to the southern California coast. The event, held on the gorgeous Malibu Pier, attracted the best of California cool and the greatest of California celebs. Mia Goth, Zaya Wade, and Gigi Hadid, as well as Halle Bailey, Natasha Lyonne, Brie Larson, Hailee Steinfeld, and more, were all dressed in their best Miu Miu.
Image Credit: Miu Miu
After all, it was a successful quarter, where every event and product helped the brand to get first place. To give some data and analyze the reason behind being the first, let’s look at what LYST explained to us.
“Miu Miu has claimed the top spot as the world's hottest brand, marking its first appearance in this position during its 30th anniversary year. Surpassing its "big sister" Prada in brand heat, Miu Miu's success is attributed to global demand for “it-girl” products. The Fall Winter line, featuring a campaign with Emma Corrin, Ethel Cain, and Zaya Wade, has significantly impacted sales, with over 223 million TikTok views amplifying its reach. Notably, the logo cashmere cardigan, the second hottest product this quarter, has swiftly attained 'it' status, causing a halo effect for the entire category, with cardigan searches soaring by 44%. Despite not factoring in its Spring Summer 24 fashion show in Paris, which occurred after the September Lyst Index quarterly reporting cut-off, Miu Miu has leaped three positions, underscoring its influence in a quarter dominated by the vibrant social buzz of the runway season.”
In the end, Miu Miu goes beyond traditional fashion norms, embracing innovation, creativity, and a playful spirit. Its journey from niche avant-garde label to a global influencer in the fashion landscape reflects the brand's ability to balance tradition with a forward-thinking approach, ensuring its continued prominence in the ever-evolving world of high fashion. Such a deserved first place!