It’s that time of year again when we get a data-driven sneak peek into the fashion world’s hottest obsessions. Lyst has dropped the real tea with its 2024 Hottest Brands Index. With 200 million shoppers and the most comprehensive fashion data on the planet, Lyst’s annual ‘Hottest Brands’ index is a reflection of how we’re all spending our cash, swiping, and scrolling through fashion’s wild world.
If you’re wondering who’s really winning the fashion game, keep reading.
This year, it’s clear: the influence of Gen Z is undeniable. They’re calling the shots, and brands are scrambling to keep up (and look cool doing it).
So who’s on top in 2024? Miu Miu continues to dominate the scene, holding the number one spot for three of the last four quarters (with a slight detour in Q2, thanks to Loewe’s momentary surge). But let’s not forget the heavyweights like Prada and Saint Laurent, who have kept their seats in the top three, staying true to their classic appeal. And, in a very welcome twist, we’ve got some surprises this quarter, with brands like Coach and UGG taking up the spotlight, showing just how much the fashion game is shifting.
Let’s talk Coach, shall we? This American classic is on an absolute roll, jumping 10 spots to land at number five. The brand has crushed it by connecting with Gen Z — no easy feat, given the competition — and has seen a jaw-dropping 332% increase in demand year-on-year. The real star of the moment? The Coach ‘Brooklyn’ bag (the one we’ve seen slung over Bella Hadid‘s shoulder) has been absolutely everywhere. Add to that a cherry bag charm (yes, charms are back, people), and you’ve got yourself two of the most covetable items of the year.
Meanwhile, UGG has made a triumphant return, busting back into the top 10 with a staggering 358% increase in demand. We’re talking about a resurgence of the classic tan UGG Classic Ultra Mini Boots, which are now a mainstay in the fashion and TikTok worlds alike. Apparently, styling UGGs with baggy jeans is the move this year, and we’re here for it.
It’s not just the big names causing a stir. COS, H&M Group’s sleek minimalist line, is disrupting the market with a 16% uptick in demand this quarter. The brand’s viral cashmere sweater, which has been dubbed a “dupe” for The Row’s coveted pieces, is now a staple for those looking to snag some high-end style without breaking the bank.
