Miu Miu back on top – the hottest brand according to Lyst.
Lyst has just released its data on the hottest brands of the fourth quarter of 2025. Miu Miu climbs one spot to take first place, pushing Loewe down to second. The ranking, based on online search data, sales figures, and social media engagement, makes one thing clear: Prada’s younger sister brand is now leading the game.
There were other notable shifts in the ranking — Burberry returns to the top 20 for the first time in 12 months, while The Row reaches the highest position in its history. And perhaps the most surprising? Birkenstock ranking higher than Valentino.
Since Q4 of 2022, Miu Miu has consistently held a spot in the top three of the Lyst Index. So what has caused this brand — once considered somewhat niche — to surpass even its “older sister,” Prada?
It’s a true phenomenon of modern luxury: full of contrast, youthful energy, viral silhouettes, and an ironic take on femininity. Miu Miu doesn’t just follow trends — it defines them.
Founded in 1993, Miu Miu is relatively young compared to luxury giants like Louis Vuitton or Prada. The brand channels a youthful, rebellious femininity, often pairing conventionally “pretty” elements with something completely opposite. Its silhouettes and runway shows tell stories — often as a form of protest against stereotypical gender roles.
What does it really mean to be “beautiful”? Why is it “unacceptable” for women to have messy hair?
Miu Miu’s aesthetic is defined by intellectual sharpness, imperfection, and beautifully calculated chaos. A key role is played by styling, overseen by one of the most influential and provocative stylists of our time: Lotta Volkova.
Volkova began as Demna Gvasalia’s right hand at Balenciaga. She was one of the first to recognize the potential in his designs. She believed in his vision, but also that his collections needed strong styling to truly work.
Would Gvasalia have been able to tell such compelling stories on the runway without her? It’s hard to say — because styling can often rescue even a mediocre show. One thing is certain: the two made an exceptional team.
From Balenciaga to Miu Miu? Aesthetically, they may live in different worlds, but they share a common purpose: storytelling and challenging stereotypical representations of women.
One of Miu Miu’s most viral and unforgettable moments came with the SS22 show, which brought back the super-mini skirt and merged the office-core trend with early-2000s nostalgia. Crop-top shirts, micro-minis, high socks, and pointy kitten heels screamed from the runway — and were quickly recreated all over social media, with influencers everywhere replicating look number 9 from the collection.
Following this viral success, Miu Miu shot to the top of the Lyst ranking, and prices of its vintage bags and sunglasses soared. Since then, Miu Miu has maintained its spot in the top three brands worldwide.
But it’s not just celebrity-filled shows and campaigns that make Miu Miu a standout player. Projects like “Summer Reads with Miu Miu”, encouraging audiences to engage with physical books, show the brand’s cultural depth. The first edition took place during summer 2024 in London. This year, the initiative traveled to Asia and Paris, transforming public parks into beautifully designed spaces where books practically opened themselves.
We must also mention Miu Miu Club London, a cultural and music event open to the public, where artists like Lil Smizperformed — showing that the brand is just as invested in subculture as it is in style.
Being one of the hottest luxury players comes with enormous pressure. It’s easy to fall into the trap of chasing trends and mass visibility. But this is where Miuccia Prada excels — Miu Miu doesn’t blindly follow fashion. It sets the tone.
Every collection, event, or initiative is rooted in meaning and narrative. Miu Miu tells stories — sometimes playful, sometimes rebellious, but always unexpected.
Authenticity is one of the brand’s core values. But is it still intact?
We should mention the brand’s recent campaign featuring Kylie Jenner, which received widespread backlash. Many online users called it one of the most disconnected-from-reality fashion campaigns in recent memory.
So the question remains: was this a temporary misstep, or a sign that even Miu Miu might be losing balance between authenticity and virality?
After all — what does Kylie Jenner really have to do with this brand?
Fashion exhibitions have now become an important part of museum displays - from Schiaparelli in London to Rick Owens in Paris.
The debate over whether fashion is art has been ongoing for years. Some argue it is primarily a form of craftsmanship – functional, fleeting, and closely tied to commerce. Others see it as a legitimate artistic language, capable of expressing ideas, emotions, and political narratives with the same power as painting or sculpture.
One thing is now certain: fashion exhibitions attract crowds and claim symbolic space that, just a decade ago, was dominated by classical art forms.
In recent years, we've witnessed a true boom in exhibitions dedicated to designers such as Gabrielle Chanel, Iris van Herpen, Alexander McQueen, and Rei Kawakubo. These shows often break attendance records and draw more visitors than retrospectives of great painters. Fashion in the museum is no longer seen as a curiosity — it serves as a cultural mirror of our time. Clothing, as an inseparable part of everyday life, reflects the social, economic, and political context of its era. By analyzing garments, we can gain insight into the values, norms, and lifestyles of past generations – offering a visual glimpse into history.
Why have fashion exhibitions become so popular right now? One practical reason: fashion sells. Designers have become celebrities, and brands objects of cult status. Fashion exhibitions are often immersive, aesthetically captivating, and technologically innovative. Beyond the presentation of garments, they tackle deeply personal and social themes: gender, the body, religion, inequality, and racial identity. They also allow museums to reach new audiences – including those previously disconnected from institutional art.
Fashion in museums is no longer just display – it’s theatre, storytelling, and emotion. Brands like Louis Vuitton and Alexander McQueen present a heritage that not only spans centuries (as with Vuitton), but also revolutionized how we perceive fashion shows as a form of expression. McQueen’s silhouettes were not just innovative – they were radically personal and deeply performative, teetering on the edge of art, theatre, and protest.
While many contemporary collections cater to market trends, some transcend commercialism and become cultural manifestos. Alexander McQueen – and today Daniel Roseberry at Schiaparelli – prove that fashion can rise to the level of high art, with each silhouette telling an emotional and cultural story.
Current fashion exhibitions to see now:
PARIS
Rick Owens: Temple of Love – first major retrospective of Rick Owens at Palais Galliera (28 June 2025 – 4 January 2026)
Louvre Couture: Art and Fashion: Statement Pieces – the Louvre’s first fashion-focused exhibition; until 24 August 2025
NEW YORK
Superfine: Tailoring Black Style – Costume Institute, MET (10 May – 26 October 2025)
LONDON
Gianni Versace Retrospective – Arches London Bridge; until 1 March 2026
Leigh Bowery! – Tate Modern (27 February – 31 August 2025)
Splash! A Century of Swimming and Style – Design Museum (28 March – 17 August 2025)
Cartier at the V&A – Victoria & Albert Museum
Upcoming exhibitions:
Queen Elizabeth II: Her Life in Style – King’s Gallery, Buckingham Palace, London (Spring 2026)
Marie Antoinette Style – V&A, London (20 September 2025 – 22 March 2026)
Cecil Beaton’s Fashionable World – National Portrait Gallery, London (9 October 2025 – 11 January 2026)
Many Shades of Grès – Kunstgewerbemuseum, Berlin (10 October 2025 – 1 February 2026)
Westwood | Kawakubo – NGV, London (7 December 2025 – 19 April 2026)
Schiaparelli: Fashion Becomes Art – V&A, London (21 March 2026 – 1 November 2026)
Back to Top