At Pret a Voir, we are dedicated to staying ahead of the curve with recent and upcoming trends, and one of our favourite go-to sources for reliable fashion insights is Lyst. Lyst is a leading global fashion search platform, offering a comprehensive overview of the latest trends and consumer behaviours through their meticulous quarterly analyses. These quarterly reports, known as the Lyst Index, analyze the online shopping behaviour of millions of shoppers to rank fashion's hottest brands and products. They cover a vast range of fashion products, from high-end luxury brands to emerging designers, making them a trusted resource for fashion enthusiasts and industry insiders.
Their Q2 2024 report, released today, particularly caught our attention as it highlighted some significant shifts and featured many of our beloved brands and products. Let's dive into the latest trends and see what made the cut.
LOEWE Tops the Charts as the World's Hottest Brand in Q2 2024
Unexpected shifts have swept through the fashion industry, bringing numerous surprises. The latest sees Jonathan Anderson's LOEWE crowned as the world's hottest brand in Lyst Index's Q2 2024 report. Last quarter, Miuccia Prada's Miu Miu and Prada vied for the top spot, with Miu Miu ultimately taking first place and making history on the "Hottest Products List."
LOEWE's return to the top is notable, as it hasn't led since Q2 2023, marking a year since its last reign. Jonathan Anderson has been the most talked-about designer this summer, dressing celebrities like Anna Wintour, Ariana Grande, Taylor Russell, and Luca Guadagnino in dramatic outfits at the Met Gala.
Luca Guadagnino wears Loewe X Paulas Ibiza LW4142IS 01A at the Met Gala 2024
The brand's Spring/Summer 2025 runway at Paris Fashion Week featured striking elongated feather details, while its viral tomato clutch and milk-dripping campaigns have resonated with Millennial and Gen-Z audiences. LOEWE's signature branded tanks and woven basket bags continue to be best-sellers, driving a 29% increase in online searches for Q2 2024.
Interested in sporting sunglasses from Q2's hottest brand? Check out some of our most popular Loewe frames at the moment:
Loewe Double Frame LW40119I 01A
Miu Miu & Prada Follow in 2nd & 3rd
With LOEWE taking the Q2 2024 throne, Miu Miu and Prada shifted to positions 2 and 3. However, we must highlight the remarkable achievements of these two beloved brands at Pret a Voir during this quarter.
Miu Miu's accomplishments include:
- Celebrating its signature matelassé in a new leather goods campaign starring Gigi Hadid
- Launching the Miu Miu ‘Literary Club’
- Introducing Miu Miu ‘Summer Reads’
Explore Miu Miu Glasses & Sunglasses
Prada's milestones include:
- Debuting a new Prada Galleria campaign featuring Scarlett Johansson
- Releasing a documentary with Jake Gyllenhaal
- Hosting the third edition of Prada Frames during Milan Design Week
Additionally, the 10th hottest product of the quarter was none other than the Prada PR 26ZS 16K08Z sunglasses.
Explore more Prada Glasses & Sunglasses
Saint Laurent Secures 4th Place
Among Saint Laurent's Q2 highlights was the introduction of their latest collaboration with Ray-Ban. In an exciting partnership with Saint Laurent Rive Droite, Anthony Vaccarello reimagines the iconic Wayfarer sunglasses by Ray-Ban in a new campaign starring V cover star alum and mom-to-be Hailey Bieber. This campaign continues Hailey's longstanding relationship with the French fashion house, with striking visuals captured by rising photographer Gray Sorrenti.
The all-black sunglasses feature black metal rivets, black hinges, and the house’s iconic G15 lens. Both brands are highlighted in silver on the temple tips, with only 1,750 numbered pieces available, making these glasses incredibly exclusive. Ray-Ban, an iconic eyewear brand since 1937, is known for pushing boundaries with a flair for timeless style. Similarly, Saint Laurent, under Vaccarello's creative direction, delivers a must-have piece that is truly one-of-a-kind. This limited-edition eyewear is perfect for those who crave something special, rare, and effortlessly chic.
Get Hailey's Saint Laurent Ray-Ban style & shop similar
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Saint Laurent Sulpice & Ray-Ban Polarised Wayfarers - Both regularly worn by Hailey
Jacquemus Jump Two Places to Secure 8th Position
A standout highlight from the French luxury house Jacquemus, featured in Lyst's list, was the brand's "La Casa" show in Capri, Italy, last month. Celebrating its 15th anniversary, Jacquemus hosted an Italian holiday-themed event, showcasing their upcoming collection and inviting a host of famous faces to join the festivities, and it certainly wasn't short of Jacquemus sunglasses!
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Above, Dua Lipa wears Jacquemus JAC 4 C5 Sun & Rosie Huntington-Whiteley wears Jacquemus Azzuro JAC 47 C1 Sun
Au Revoir,
PRET A VOIR
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