Which trendy items are the most popular and which brands sell the most clothes? In short: who waves the fashion scepter? Lyst reports on this every three months, and the second quarter results are quite striking. Think: less is more, a touch of nostalgia and yes, that ‘quiet luxury’ trend now seems to be really breaking through.
Every three months, platform Lyst publishes an extensive report on the fashion trends of the moment. With more than 200 million surfers per year, they are experts in the field and the reference for mapping fashion hypes, whether it concerns items, the hippest brands or who exactly drives the trends.
For example, their Q1 2023 report found that UNIQLO’s Moon Bag was the most sought-after item at the time. That was striking, because with a price tag of 15 euros, it is the cheapest bag that has ever graced the first place on their list. Usually, it is mainly luxury brands that appear in the top 10 of their report. No wonder the Moon Bag was constantly sold out.
One relatively unknown brand is remarkably popular
When we look at the report for the past three months, which Lyst calls the ‘Q2 2023’ report, something immediately stands out. No less than two items from Loewe are in the top 10, with one of them in first place. According to Lyst, the Spanish brand is the most popular in the world for the first time ever.
Searches for Loewe are up a whopping 19 percent this quarter, making her the hottest brand worldwide. It rose no less than 13 places in the ranking and thus knocks Prada, who is now in second place, off the throne after a long time. Followed by Versace, Miu Miu, Bottega Veneta, Valentino, Saint Laurent, Moncler, Gucci and Dior.
The Japanese music duo Ami Amiaya and Aya Amiaya, fully dressed in must-have items from Loewe and a necklace from Paco Robanne. ©Getty Images
Why is Loewe’s popularity suddenly rising so much?
As you can see, the ‘relatively’ unknown Loewe beats many leading fashion names. There are several factors in between.
Trendsetter Kylie Jenner is a fan of their effective Anagram tank top, which has since become a must-have for fashionistas. That piece is the most popular item of this quarter and is number one on the list of the ten biggest trends. Although you have to tear your pants to buy it: the simple top costs 320 euros.
Number 4 in the list is their signature wicker basket. That is striking, because it was released a few years ago. The accessory was an instant success and was copied by numerous brands, but continues to thrive year after year. People continue to search en masse for dupes or opt for the real deal years after the first release: their basket bag has thus officially achieved cult status.
Their Inflated Cat Eye sunglasses, which are part of the Fall Winter 2023 Pre Collection, have also been much talked about.
© Instagram @kyliejenner – Getty Images – Getty Images
In addition, Loewe was also allowed to create custom-made looks for Beyoncé’s anticipated Renaissance Tour. The fact that the fashion house is known for its understated but chic designs also contributes to its popularity. ‘Quiet Luxury’, where you dress in unobtrusive chic, is one of the biggest trends of the moment.
Curious about what other items are in Lyst’s top 10?
Below you will get an overview. The Onitsuka Tiger Mexico sneakers, worn by Bella Hadid and Kaia Gerber, provide a good portion of nostalgia and fit within the Y2K trend that is far from dying out.
In third place we see the Maxi Medusa sunglasses from Versace. New Balance sneakers continue to do well. Just like the mocked ‘jorts’, half-length jeans shorts, which we can find on the shelves of just about every retail chain this year. Yet it is the luxury version of Agolde that makes the top 10.
Striking: the iconic Longchamp Le Pliage Bag, which we shamefully stored in our closets for years, is also back. The French brand was searched for three times more in the last three months.
If we analyze the top 10, which mainly consists of simple, but expensive items, we can make one conclusion. Quiet luxury is here to stay.
Read also :
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2023-07-24 09:16:43
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