With all their towering accessories and exaggerated branding, Gucci, Balenciagaand White have monopolized the top spots of major consumer reports since the mid-2010s. But, as of today, their scramble for attention is now over, as Lyst crowns miu miu as the most popular brand in the world. “With the highly anticipated return of menswear for AW22 and an SS23 collection that generated over 23 million views on TikTok, Miu Miu was the brand to watch on the catwalk, and searches for the label increased by 34% year-over-year,” his research said, spelling the end of a decade’s worth of hypebeast bluster.
All the skanky mini-skirts, ballerina flats and jewel-encrusted briefs, Miu Miu has managed to get into the spirit of the times – helped, of course, by her viral two-piece. What seems to have become increasingly worn with each editorial is one of the industry’s toughest success stories. hot on Miuccia Pradathis year’s heels were Glenn Martenswho repositioned Diesel as a cornerstone for sexy and silly fashions. “In April, the brand became one of the hottest brands of the year, entering the Lyst Index for the first time at number 15. In June, its sold-out 1DR bag became the accessory most searched fashion brand and saw a 248% increase in searches,” the report details, naming the Diesel logo as the most desirable of the year.