Prada Takes Over the Reins As the World’s Most-Wanted Luxury Brand

If you’re a fashion lover who’s chronically online, chances are you have a pretty good pulse on what’s happening in fashion at any given moment. Your daily scroll might take you from Instagram to TikTok, with a little Substack, Google News, and Pinterest sprinkled in for good measure. Between the outfit inspo, influencer recommendations, viral products, and endless trend predictions, it’s easy to feel like you have your finger firmly on the fashion world’s pulse.

But here’s the thing: our digital worlds are carefully curated around us. Algorithms learn what we like, who we follow, and what we’re interested in, serving us more of the same until our feeds become something that mirrors our own personal aesthetic. So, while you might have a front-row seat to the trends circulating within your own fashion bubble, what about the styles, brands, and aesthetics gaining traction outside of it? What are people wearing, searching for, and shopping for beyond the corners of the internet you frequent?

That’s where the Lyst Index comes in. Offering a much broader view of the fashion landscape, the quarterly report looks beyond individual feeds, personal preferences, and influencer circles to uncover what’s actually resonating with fashion consumers around the world. Think of it as a pulse check on the industry at large, bringing together the trends and brands making waves across the internet—not just the ones your algorithm thinks you’ll love.

And, as they say, data doesn’t lie. Lyst takes a multifaceted approach to identifying what’s making an impact, analyzing everything from actual shopping behavior and product sales to social media mentions, Google search activity, and more. By bringing these different metrics together, the platform paints a comprehensive picture of the fashion industry’s biggest movers and shakers over a three-month period.

The Lyst Index Q3: Prada Reclaims the Top Spot

The result? A quarterly deep dive into the brands, products, and trends capturing the fashion world’s attention. Lyst’s Q3 Index has officially arrived, and we’re breaking down all the biggest takeaways below!

While Miu Miu has reigned and fought for the top slot as the world’s hottest luxury brand since its viral mini skirt moment in 2022, its big sis, Prada, has quietly remained on the list at a steady, if not podium-worthy, position after falling from number one in 2023. This quarter, that’s all changed, with the Italian brand catapulting five spots and reclaiming the number one spot.

This should come as no surprise to handbag and luxury lovers, as Prada has had some major moments throughout the last year, most recently its Spring 2027 show, which was one of the most buzzed-about of the entire season. Following Miuccia Prada’s skirt-fueled collection, demand for the brand rose by 55%.

The Brands and Bags Defining This Quarter

Still, few things fueled the Prada flames quite like the brand’s Wish pouch, which debuted for Spring 2026 in leather, nylon, and duchesse silk. This divisive, dust-bag-style silhouette was spotted time and time again during fashion month, but the bag isn’t just loved by industry insiders. Searches for the style rose by nearly 500%, proving that the Prada aesthetic is one that is not only closely watched but envied.

Other notable mentions include Celine, which jumps into the top ten for the first time, proving that Michael Rider’s clear, concise vision and French-meets-Americana take on the storied Parisian house is working. At the same time, Dries Van Noten makes its debut on the Lyst Index, popping up at number 16 as demand for the brand increased quarter over quarter. Its popularity makes a case for the return of loud luxury, as the house is known and loved for its texture, prints, and bold colors.

What the Latest Lyst Index Tells Us About Luxury

As for the bags, three handbags made the top ten this quarter as some of the most-wanted products. While we’re not at all surprised by the popularity of the Prada Wish pouch, the second-most-wanted product this quarter is the COS Trullo Flap bag, which is undoubtedly a play on the Chanel Maxi Flap.

Most interestingly, the Balenciaga Rodeo bag, which first appeared on the Lyst Index in Q1 2024, returns to the top ten, even as its designer, Demna, has long since departed for Gucci. All in all, the data offers a clear picture of what’s resonating with consumers and what’s not, especially given the ever-changing luxury climate.

Read the full report now via Lyst.