Prada Takes the Crown as World's Hottest Brand in Q4 of 2022

The Lyst Index for Q4 2022 has dropped, and Prada has now been named the "World's Hottest Brand," somehow... The quarterly report, which details and ranks the fashion industry's most popular brands, has now revealed the Italian luxury fashion house has taken the top spot, knocking Gucci off of its perch.

For many, this might come as a little bit of a surprise. Besides announcing TikToker Charli D’Amelio as the face of Prada Linea Rossa and hiring Andrea Guerra as CEO of the Prada group, the label hasn't really done much to warrant its latest title. One could argue that Prada's 37% increase in searches between October and December is a direct cause of the brand embracing its trademark Triangle logo more in its latest offerings, thus increasing visibility, but that's just our two cents.

Runner up in second place is Gucci, a brand that has generated an impressive total of €2,581 million in revenue in Q3, despite its odd obsession with the metaverse. Unsurprisingly, previous title holder Balenciaga has found itself down in 11th place, but it doesn't exactly take a genius to work out why. For a full breakdown of the Q4 Lyst Index, check out the report here. In other fashion news, Jenna Ortega officially signs as adidas' latest global ambassador.