Prada Reclaims Lyst Top Spot as Demand Jumps 55 Percent

Prada returned to number one in Lyst's hottest brands ranking for the third quarter of 2026, its first time at the top since the fourth quarter of 2023, on a 55 percent quarter-over-quarter rise in demand. The Milanese house climbed five places to take the position.

Lyst attributed the jump partly to the retail launch of Prada's fall 2026 collection during the quarter, which converted fashion week attention into shopping interest. The show itself ran on an intentionally decayed, layered aesthetic, with 15 models walking the space four times each, adding or removing garments on every pass.

Beyond the runway, the commercial engine was clear. The Prada Wish Pouch, a style first introduced in 2024, became the quarter's hottest product, with demand surging nearly 500 percent quarter-over-quarter. One accessory carried the brand back to the summit.

Who else moved?

Celine also gained five places, reaching the top 10 for the first time. Its quarter included a collaboration with Reebok, the launch of the L'Été collection, and men's and women's shows that WWD ranked among the top 10 collections for the spring 2027 season. The Celine and Reebok Freestyle Lo took third place in the product ranking.

Bottega Veneta climbed three spots to 11th, on a 66 percent quarter-over-quarter demand increase. Lyst said interest centered on Louise Trotter's debut spring 2026 collection, particularly its bags and accessories.

The lower rungs brought new entrants and returns:

• Dries Van Noten entered at 16th, with demand up 27 percent quarterly; its Long Wrap Scarf-Skirt landed in the top five hottest products.
• Diesel re-entered at 18th after its viral spring 2027 show, closing Glenn Martens' five-year tenure at the label.
• Khaite debuted at 20th, driven by searches for its Danielle Jeans and an Oliver Peoples eyewear collaboration.

What does this change for smaller labels?

Lyst namechecked Conner Ives, Emily Dawn Long and Mfpen as fast-rising brands, which suggests the index rewards focused product stories rather than scale alone. Searches for Conner Ives, known for reworking vintage T-shirts and deadstock, rose 49 percent, helped by its Reconstituted Vintage Robe. New York-based Emily Dawn Long saw demand rise 17 percent, while Copenhagen's Mfpen recorded a 37 percent quarterly increase.

The product picture

The product ranking mixed statement pieces with familiar styles. After Prada's Wish Pouch in first, Vans' Premium Authentic reached fourth amid renewed interest in 2010s fashion. Slouchy top-handle bags spanned price points: Cos' Trullo Flap took second, Balenciaga's Rodeo Bag eighth.

Cartier's Tank watch saw demand climb 83 percent quarter-over-quarter. Phoebe Philo's Peak Sunglasses recorded the sharpest rise of all, at 525 percent. Free People's Forever Young Bloomer Pants also placed in the top 10.

What does this change for sourcing and merchandising teams? The lesson is that demand concentration around single carryover styles — a 2024 pouch, a classic watch — can move an entire brand's ranking in one quarter. Expect attention on accessories capacity and licensed eyewear to follow the numbers into the fourth quarter.