Italian version of
20 July 2023
The List released its index for the second quarter of the year on Wednesday. A new name has entered the number one spot among the most attractive brands in the world. So which was the most desirable label from last April to June? Part of the LVMH group, Spanish maison Loewe beat out regulars like Gucci, Prada and Balenciaga on the podium.
With Jonathan Anderson as artistic director, the Iberian label saw a 19% increase in searches during the quarter. According to List, their “commitment to craftsmanship and[their]great creativity” have “captured the imagination of diverse customer groups, awareness For a brand that is currently experiencing increased demand and online sales of its flagship items.
The anointing for Jonathan Anderson is two-pronged: Not content with occupying first place with Lowe’s, the designer can boast a second brand in the top 20: his namesake label, JW Anderson, has actually maintained the spot it already occupied in the first quarter.
In the top 10, Prada dropped one place to second, Versace third (+5), Miu Miu fourth (+2), Bottega Veneta fifth (+1), Valentino sixth (-2), followed by Saint Laurent seventh (+3), Moncler eighth (-5), Gucci ninth and Dior tenth (+1) as last quarter.
Numbers 11 to 20 bring together a truly diverse range of brands, with varying price positions (but still close to luxury), with Louis Vuitton in 11th place, followed by Dolce & Gabbana, Diesel, Burberry, Jacquemus, Skims, Nike, Fendi, and JW Anderson, as mentioned above.
Following a remarkable return to the red carpet of the Cannes Film Festival, Balenciaga managed to climb two places to number sixteen. Will the brand be able to recapture the top 10 and move closer to the top step of the podium in the coming months? We’ll find out by living…
Versace, on its part, is in much better shape and has experienced a second consecutive quarter of rapid growth, reaching its highest score since publication of The List Index. The fashion house managed to capitalize on the strong success of its first quarter and used stars such as Anne Hathaway and Dua Lipa to reach a wider audience.
Louis Vuitton also moved up two spots in the quarter, thanks in particular to the eagerly awaited debut show of Pharrell Williams’ menswear line. The French fashion house “created a pop culture moment of unprecedented scale, generating huge buzz on social media.”
Rising Stars and Flagship Products
According to List, the “rising stars” of the quarter are Goyard, Poussey and Loro Piana, “with a path of continued and rapid growth”.
Goyard, run by A$AP Rocky and Brooke Shields, celebrated its 170th anniversary with a 95% increase in searches during the quarter.
Australian fashion house Poussey saw a 31% increase in searches. This label of “quiet luxury”, the “major trend of the quarter”, has been particularly admired by Sofia Richie, Selena Gomez and Lily Allridge. The “Alice” linen mini dress was their most popular product.
On his part, Loro Piana benefited from the “phenomenon”. succession”, searches increased by 35%. The Italian company’s “Babouche” suede slippers are its trendiest product and the label is admired by Gigi Hadid and Gwyneth Paltrow.
As far as the most sought-after pieces go, some mark the high end of the charts, but other highly sought-after pieces come from brands that aren’t in the top 20.
The list includes two products from Lowe’s: The “Anagram” tank top, seen on Kylie Jenner, emerged as the hottest item of the quarter. The Longshoremen still have a bright future ahead of them.
In fourth place is the Raffia Tote Bag from the House of Spanish. Surprisingly, this popularity has come several years after the initial launch of this basket, which has become “an iconic accessory”. Demand for Paula’s Ibiza products is on the rise again, “thanks to well-thought-out seasonal versions of timeless designs”.
In second place is Onitsuka Tiger’s “Mexico 66” sneakers, which have over 113 million views on TikTok. “2000s-inspired trends continue to attract Gen Z shoppers.” We could see them on the feet of Bella Hadid and Kaia Gerber.
Versace’s “Maxi Medusa Biggie” sunglasses came in third place and were the most requested sunglasses of the quarter behind Dua Lipa. According to Lyst, luxury sunglasses “remained an interesting category for designers this quarter”: demand continued to grow by +35% over the past three months.
In fifth place are the “Aimé Lyon d’Or” shoes from New Balance, which confirms the importance of sneakers.
Agolde’s denim shorts ranked sixth. Baggy voluminous denim shorts, or “jort” in English, are one of the increasingly sought-after keywords. A trend supported by Hailey Bieber, Gigi Hadid and A$AP Rocky, this summer with brands on offer across all price ranges.
Alaia’s mesh flats (7th place), The Row’s “Ginza” slippers (8th place) and Loro Piana’s baseball cap (10th place) made the most wanted list as “the new epitome of discreet luxury”.
Finally, an article that has been a part of the fashion landscape for a long time took the ninth place. The “Le Pliage” bag, an accessible model from Longchamp, “benefited from shoppers’ acute nostalgia for 1990s/2000s trends”. Brand searches increased by 56%.
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