Prada has returned to the top of the Lyst Index as the world's most desired fashion brand after a three-year absence, climbing five places to overtake former leader Chanel.
According to the global fashion and technology platform, which tracks shopping activity across more than 200 million users, demand for the Italian luxury label rose by 55% to put it back in the number one spot for the first time since the end of 2023.
Lyst reported that shopper interest in Prada grew especially sharply in September during fashion season, when skirts from its Milan runway show went viral on social media. French fashion house Chanel dropped from first into second place, while Miu Miu took third place to complete the top three.
Founded in Milan in 1913, Prada is the flagship brand of the Prada Group, which also owns sister label Miu Miu, launched by designer Miuccia Prada in 1993. The Lyst Index is an industry ranking that tracks global brand heat across luxury and contemporary fashion labels.
Celine, Dries Van Noten and Khaite gains
Elsewhere in the ranking, French luxury house Celine climbed five positions to enter the top 10 for the first time in the history of the index, taking 10th place. According to Lyst, the rise was driven by the brand's aesthetic under creative director Michael Rider.
Belgian label Dries Van Noten made its debut on the list in 16th place following a 27% increase in demand. Italian denim and lifestyle brand Diesel also returned to the ranking in 18th place, while New York label Khaite took 20th position on the strength of its Danielle jeans and a collaboration with Oliver Peoples.
Full Lyst Index top 20 brand ranking
The complete ranking of the 20 most desired fashion brands in the latest Lyst Index is as follows:
- 1. Prada
- 2. Chanel
- 3. Miu Miu
- 4. Gucci
- 5. Saint Laurent
- 6. Dior
- 7. Burberry
- 8. Ralph Lauren
- 9. Chloé
- 10. Celine
- 11. Bottega Veneta
- 12. Coach
- 13. Massimo Dutti
- 14. The Row
- 15. Moncler
- 16. Dries Van Noten
- 17. Loewe
- 18. Diesel
- 19. Stone Island
- 20. Khaite
