If anyone thought Miu Miu was set to run out of steam any time soon, they couldn’t be more wrong. The Prada-owned brand that has been on a remarkable high in recent years is still up there and it’s back at number one in the newly released Lyst index for Q2.

As well as Miu Miu’s ongoing success, Lyst said the quarter saw “a dramatic shift from polished to personality” and fashion shoppers “pivoting to high-impact, lower-cost accessories and footwear amid recession concerns. Beyond the viral Labubu craze, brand heat came from expressive, storytelling brands and standout shoes”.

In fact, 60% of the hottest products were footwear and we’re not talking about just one type as in the not-so-far-off days of sneaker dominance. This time, the hottest products spanned “the functional, nostalgic, and avant-garde”.

More of that later, first let’s look at the top brands. Miu Miu rose one spot back to number one, replacing Loewe, which fell to second place. Saint Laurent was steady at number three, ahead of Prada (+1), Coach (-1), The Row (+2), COS (-1), Chloé (+1), Bottega Veneta (-2) and Moncler (+1).

They made up the top 10 and behind them in the rest of the top 20 were Ralph Lauren (+1), Alaïa (-2), Balenciaga (+1), Jacquemus (+2), SKIMS (no move), Versace (-3), Burberry (re-entering the top 20), Gucci (-1), Birkenstock (another newcomer), and Valentino (no move).

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Why Miu Miu?

Why was Miu Miu so hot? It seems to be striking a chord with affluent youthful consumers and it’s very good at turning out hit products. Its suede, logo-embossed boat shoe/loafer was the fourth hottest item in Q2. “Striking a balance between preppy nostalgia and contemporary edge, the popular boat shoes channel a back-to-school sensibility that resonated across markets,” Lyst said.

Also notable, The Row achieved its highest index ranking to date, buoyed by the performance of the Dune flip flop, which was the quarter’s hottest product. Searches for the $690 shoe rose by 162% this time, with interest rising “significantly” after Jonathan Bailey stepped out in a pair during a June press appearance.

Burberry’s return after a year out of the top 20 saw it “effectively capitalising on a resurgent ‘cool Britannia’ vibe, a strong festival campaign and growing demand for Burberry menswear”.

And Chloé is “creeping up the Top 10, with demand on Lyst up 33% in Q2. The breezy, bohemian Chloé revival continues to gain ground with shoppers worldwide”.

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Meanwhile, H&M Group’s COS remains the only high street brand in the Top 10, with “positioning and demand cemented by [its] critically-acclaimed April runway show”.

As usual Lyst also identified three ‘Moving Fast’ brands and they included a venerable label, Pucci. Endorsed by Hailey Bieber, Addison Rae and Dua Lipa, searches for Pucci increased 96% quarter on quarter. The most wanted pieces for a ‘Pucci Girl Summer’ were the Marmo and Orchidee swirly halterneck mini dresses, tops and swimsuits.

Also strong was Rohe, the Amsterdam-based, minimalist label that saw demand spiking 27%.

And eyewear brand Jacques Marie Mage saw a 34% increase in demand, “reflecting the rising value placed on accessories that carry narrative and craftsmanship”.

Product hits

As for the hottest products globally, as mentioned, six of the top 10 were shoes. The appearance of the Dune sandals from The Row in top spot was pretty surprising even given the fact that they’re an obvious pick for summer. But these shoes come with an ultra-luxury price tag and mimic the kind of flip-flops that can be found anywhere and everywhere. The level of interest in these particular shoes shows just how strong The Row is as a label.

Something similar could be said about the number two product, which was a simple cotton ribbed tank top by SKIMS. It spiked 230% this quarter, “helped by positive TikTok buzz and the continued trend for ‘effortless’ elevated basics”.

It’s interesting after those two simple summer classics were in the top two spots that the third place product also fits into that category. It was the Adidas classic sprinter shorts. First seen in the late 1970s, Q2 saw a 121% increase in demand, with celebrity fans including Harry Styles and Bella Hadid. Athletic shorts are a key trend this summer with searches for sports shorts up 78% on Lyst in Q2.

Miu Miu’s suede loafers were in fourth place as referenced earlier, followed by Vibram’s V-Soul flat that saw a 110% increase in traffic. Lyst said “this continues the hybridisation of performance and fashion we saw in Q1 with Puma’s Speedcat Ballet”. And talking of ballet flats, Ancient Greek Sandals’ Iro version was sixth.

Juju Vera’s shell pendant necklace came in at number seven and we’re told it “signals cultural clout, tapping into the emotional register of handcrafted nostalgia and the ongoing appetite for talismanic, coastal-adjacent jewellery”.

Back with shoes, Isabel Marant’s Bekett wedge sneaker was “the latest shoe to capitalise on a Y2K-fuelled TikTok revival” in eighth place. Demand was up 630% year on year.

In ninth place Faithfull The Brand’s Hedy staples dress was a clear summer hit and rounding out the top 10, Prada’s Collapse Re-Nylon sneakers underscored just how important footwear is this season.