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Miu Miu has been named the most popular fashion brand of 2024. The Italian fashion brand was the most popular in the world last year, according to the Lyst Index.

Led by Miuccia Prada, Miu Miu held the top spot in three of the four quarters of 2024, falling behind Loewe in Q2. The brand also had the third most popular product in Q4 2024, a fleece jacket, according to Robb Report.

Prada also remained in the top three throughout the year, finishing 2024 at No. 3 in the rankings. Saint Laurent, meanwhile, rose steadily throughout the year, reaching No. 2 in Q4. Rounding out the top five were Loewe at No. 4 and Coach at No. 5. Coach’s rise is quite remarkable, as it moved up an impressive ten spots. Demand for the brand’s products increased 65 percent. Lyst attributed the jump to Coach’s success in attracting Gen Z customers, as well as competitive discounts that allowed more people to buy Coach products. The label also had the most popular product in the fourth quarter of the year, with searches for its Brooklyn bag up 46 percent.

A few other brands also had good luck in Lyst’s latest index, with Ugg making its first appearance on the list, breaking into the top ten. Sales typically rise in the colder months, but searches for Ugg jumped a staggering 358 percent in the final three months of the year. The brand saw a more modest 12 percent jump year-over-year. Meanwhile, the fastest-growing brands were Our Legacy, DeMellier, and Auralee.

Of course, these data cover shoppers’ choices and interests as of late 2024. And we'll soon find out how tastes will change this year.

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