Loewe has been named as the world’s hottest fashion brand of 2023, marking their first time securing a top spot in Lynx’s latest index.
After climbing 12 spots on the fashion tech company’s respected ranking of the best fashion brands and products, the Spanish fashion house replaced Prada in the first place.
According to The Lyst Index, searches for Loewe have increased by 19% this quarter while the brand’s Anagram tank top, which went viral after being spotted on Kylie Jenner, has also been crowned as the hottest fashion product of Q2.
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Loewe has regained popularity among the masses under the leadership of its creative director Jonathan Anderson and garnered social media buzz for designing Beyoncé’s custom looks during her Renaissance tour.
Prada fell to second place, while Versace jumped five spots to third place for its collaboration on the “La Vacanza” collection with pop icon Dua Lipa, pushing the campy Italian fashion brand to embrace modernity.
The fashion industry is also taking on the “quiet luxury” trend, inspired by Gwyneth Paltrow’s everyday styling and clothing in the hit show Succession. In turn, established high-end fashion labels with minimal branding saw a jump on The Lyst Index, including The Row and Alaïa.
Most of the fashion tech company’s Q2 Hottest Products are in line with the “quiet luxury” trend, featuring everyday clothing items such as the Onitsuka Tiger Mexico 66 sneakers in second place, Agolde bermuda jeans shorts in sixth, and the classic Longchamp Le Pliage bag in ninth.
Additionally, Louis Vuitton’s menswear debut headed by its new creative director Pharrell Williams and the fashion brand’s appointment of Zendaya as brand ambassador brought the luxury label up by two spots, to number 11.