It’s Miu Miu’s Moment
Miu Miu is the hottest brand in the world, moving into the number one spot for the first time. In its 30th anniversary year, Miuccia Prada’s playful line has surpassed ‘big sister’ Prada’s brand heat, thanks to global demand for hero products including ballet flats and the Arcadie bag. With over 223 million views on TikTok and a campaign starring Emma Corrin, Ethel Cain and Zaya Wade, Miu Miu’s Fall Winter line has had a strong impact on sales. In a quarter heavily influenced by the clamorous social buzz of runway season, it’s worth noting that Miu Miu has jumped three positions without even factoring in its Spring Summer 24 fashion show in Paris (which took place after the September Lyst Index quarterly reporting cut-off).