To No One's Surprise, the Margiela Tabi Is the Hottest Product in Fashion Right Now

The Lyst Index‘s ranking of the hottest brands and products of the moment — more specifically, Q3 (July to September) of 2023 — is here, and it really shows the impact a viral moment can have on one’s standing within the industry.

Just in time for its 30th anniversary, Miu Miu has overtaken Loewe as the hottest brand in the world, according to the most recent Lyst Index, which uses online shopping behavior, searches, product views and sales to determine the top industry players and most sought-after items from each quarter. (Not to worry: The Jonathan Anderson-helmed fashion house is now #2.) Miu Miu jumped three spots to become #1 for the first time, largely thanks to its star-studded Fall 2023 campaign featuring the likes of Emma Corrin and Zaya Wade as well as the success of its logo cashmere cardigan. (The viral bejeweled panties might also have turned the tide in its favor.)

Accompanying Miu Miu and Loewe at the top of the ranking are Prada, Bottega Veneta and Versace. (With the launch of the Orbit sneaker and the continued fervor around the brand’s signature intrecciato woven style, Bottega Veneta rose one spot from last quarter to #4; Versace, meanwhile, dropped two spots, now sitting at #5.) Jacquemus is one of the fastest risers, ranked at #9 (compared to last quarter’s #14), which Lyst attributes to the brand’s viral VR marketing campaigns and strategic use of social media. Ferragamo enters the top 20 for first time, as creative director Maximilian Davis heads into his third season at the house.

The Lyst Index also confirms the Toryssance, with Tory Burch crowned as one of the quarter’s “breakout brands” based on its “rapid upwards trajectory,” with searches up 15%. (Its pierced mules — a representation of the #NewBurch look — came in at #6 on the Q3 hottest products list.) Other “breakout brands” include Helmut Lang and Poster Girl, with searches for each one up by 19% and 10%, respectively. (Peter Do unveiled his debut collection for Helmut Lang this New York Fashion Week, while Poster Girl received celebrity co-signs from Winnie Harlow, Dua Lipa and Kylie Jenner.)

As for the hottest products of the quarter, Maison Margiela’s Tabi Mary Jane earned the #1 spot as it transcended its high-fashion roots to enter the mainstream: Tabi searches spiked 342% after the viral “Tabi Swiper” TikTok, and, unsurprisingly, the shoes were a fashion month staple. Miu Miu’s logo cardigan came in at #2, with Cos’ quilted bag coming in right behind it.

With LVMH sponsoring the 2024 Olympic Games in Paris and Taylor Swift making us pay attention to football, fashion and sports are having a moment. The latest Lyst Index reflects this, with the Nike x Martine Rose Shox MR4 Mule taking the #4 spot (and seeing a 70% spike in searches) on the hottest-products ranking, and New Balance’s 550 (the shoes Swift wore to cheer on Kansas City Chief’s Travis Kelce) coming in at #8 (with searches rising by 44%).

See the full Lyst Index for Q3 of 2023, below.