Miu Miu Was the Hottest Fashion Brand of 2024: Report

We may be in the depths of winter, but Miu Miu should be feeling hot, hot, hot.

The Italian fashion label was the hottest in the world last year, according to Lyst Index data that dropped Wednesday. Led by Miuccia Prada, Miu Miu took top honors for three out of four quarters in 2024, missing out in Q2 thanks to the strength of Loewe. The brand also had the third-hottest individual product in Q4 2024—its fleece jacket.

Prada must be doing something right because her other namesake brand, Prada, also stayed in the top three all year long, ending 2024 in the No. 3 spot on the ranking. Saint Laurent, meanwhile, climbed steadily throughout the year, reaching No. 2 in Q4. The top five hottest brands were rounded out by Loewe at No. 4 and Coach at No. 5.

Coach’s rise is quite notable, as it jumped an impressive 10 spots from Q3 to Q4. Demand for the brand’s wares were up 65 percent quarter on quarter, and a massive 332 percent year on year. Lyst attributed the bump to Coach’s success at attracting Gen Z customers, along with competitive discounts that let more people buy Coach products. The label also had the absolute hottest product in the fourth quarter of the year: Searches for its Brooklyn bag rose 46 percent in Q4.

A few other brands also had good fortunes on the latest Lyst Index: Ugg has made its first appearance on the list, just breaking in to the top 10. Sales generally pick up during the colder months, but searches for Ugg spiked an eye-popping 358 percent over the last three months of the year. (The brand saw a more modest 12 percent jump year on year.) The up-and-coming brands rising the fastest, meanwhile, are Our Legacy, DeMellier, and Auralee.

When it comes to individual products, many of the ranked brands saw their designs make the grade, as we’ve already noted. In terms of larger trends, though, crewneck cardigans were a hit in both menswear and women’s wear. The average price of a hottest product has dropped, though—at $628, it’s a 27 percent year-on-year decline.

Of course, these data encompass shoppers’ choices and interests at the end of 2024. Already a month into 2025, we’ll soon learn how tastes are changing this year.