Lyst Index: Prada knocks Chanel off the top – Celine makes the top ten for the first time
Shopping platform Lyst names Prada the most coveted fashion brand of the third quarter. The hottest single item is a silk pouch from the house, with demand up almost 500 percent.
Symbolic image · Photo: Maurizio Moro5153 / Wikimedia Commons, CC BY-SA 4.0 (cropped and resized)
Prada is the hottest fashion brand of the third quarter, according to the Lyst Index published on 28 October. The brand jumped from sixth place to the top, its first time at number one since the fourth quarter of 2023. Chanel slips from first to second, followed by Miu Miu, Gucci and Saint Laurent. According to Oui Speak Fashion, demand for Prada under the joint creative direction of Miuccia Prada and Raf Simons rose 55 percent quarter on quarter.
The hottest product, according to Lyst, is Prada's Wish pouch in silk duchesse, with demand up almost 500 percent since the second quarter. It is followed by a COS bag and the Freestyle Lo sneaker from the Celine and Reebok collaboration. Celine climbs five places to tenth, entering the top ten for the first time; its creative director is Michael Rider. New entries are Dries Van Noten at 16 and Khaite at 20, while Diesel returns at 18.
Lyst calculates the index from the activity of around 160 million shoppers a year, along with search, social media and editorial data. According to the platform, demand driven purely by discounts or negative attention is excluded. Each index covers a three-month period, in this case July to September.