You’ll Never Guess Which It-Bag Topped The Lyst Index

It’s official, quiet luxury is here to stay. At least that’s what we’ve garnered from The Lyst Index’s Q4 findings of 2023. The quarterly trend report has been tracking the popularity of global brands with a formula based on searches, social media views and product sales since 2017. In a win for quiet luxury, The Row has officially made its debut on The Lyst Index as the 18th hottest brand in the world.

While quiet luxury is inescapable, The Row’s inclusion on the index isn’t because of the trend alone. Subtlety might be the name of the game for the Olsen twin’s luxury label, but that doesn’t mean their designs aren’t making an impact. Their Margaux bag has gone viral on TikTok as an alternative to the Hermès Birkin. So viral that it’s officially the hottest product of Q4 with searches spiking after being seen on celebrities including Kendall Jenner, Zoë Kravitz and Jennifer Lawrence.

Less surprising finds in the latest report include Prada remaining the hottest brand in the world. This is the third time the Italian brand has topped the list since 2022, and it’s easy to understand why. Under the co-creative direction of Miuccia Prada and Raf Simons, the dynamic duo have expertly toed the line between conceptual design and mass appeal. Just last month the brand’s history was celebrated with the opening of the retrospective exhibition ‘Pradasphere II’ in Shanghai.

One surprise in the index’s findings was Victoria Beckham being named the quarter’s Breakout Brand. The former Spice Girl turned fashion mogul has faced her fair share of criticisms since establishing her namesake in 2008. Still, it appears in recent years that the tides have officially turned as the brand continues to release covetable accessories like the Frame Buckle belt (landing the number two spot for hottest products).