As global demand for Miu Miu’s distinctive alt-girl aesthetic continues to accelerate, searches jumped a further 30 per cent quarter on quarter (QoQ), UK-based intelligent fashion shopping platform Lyst said on its website.

There has been a 109 per cent increase in sales of premium contemporary brands on Lyst over the last 12 months.

Italian luxury fashion house Prada and French luxury house Saint Laurent ranked third and fourth respectively in the list.

But the real success story this quarter is the impressive ascent of Paris-based Alaia, jumping 12 places to become the fifth-hottest fashion brand in the world. At the helm since 2021, creative director Pieter Mulier has reinvigorated the brand while respecting the house’s heritage, Lyst said.

Desire for Alaia is deepening; demand rose by 51 per cent this quarter, with customers responding to the sensuality and meticulous craftsmanship of Mulier’s collections.

Hero Alaia products are holding their cachet; well over a year since the mighty Alaia flats first appeared in the hottest products ranking in the second quarter (Q2) 2023, the fishnet style is this quarter’s hottest product, with the Teckel and Le Coeur bags also still driving significant demand worldwide.

September’s show season, usually a peak inspiration moment for luxury fashion shoppers, failed to galvanise demand from customers faced with soaring prices, global economic instability and a darkening geopolitical climate, Lyst noted.

This quarter’s data suggests the aspirational fashion fan is still shopping, but is thoughtful and open-minded when it comes to discovering, or rediscovering, the brands worth investing in now.

Entering The Lyst Index in 14th position, Ralph Lauren product engagement has spiked by 151 per cent this quarter. A key player in the ‘Summer of Sport,’ high-profile activations at the Olympics and Wimbledon garnered worldwide attention and helped the brand capture the global trend for status sportswear.

Other new entrants include contemporary Swedish brand TOTEME, taking 16th position ten years after the label was founded by Elin Kling and her husband Karl Lindman, and Victoria Beckham, claiming 19th place with demand driven by trench coats and dresses.

Under the creative direction of Chemena Kamali, the Chloé boho revival is gaining traction and stimulating a halo effect for searches inspired by the brand. Chloé entered The Lyst Index for the first time, in 20th position.

Alaia’s fishnet ballet flats topped the quarter’s hottest product list, followed by the Coach Suede Brooklyn shoulder bag and $100 Puma Speedcat OG sneakers/Red.

Miu Miu girls and boys are wishlisting the $3050 Arcadie bag, this quarter’s fourth hottest product.

Fibre2Fashion News Desk (DS)