ā Some of my opinions on the newest āHottest Brandsā ranking Lyst for Q-3 of 2024
To start off, Miu Miu is once again locked into that number one spot, something I can't help but agree on. Every publication that we've seen from Miu Miu over this time period has been nothing but praised. My personal favorite of these being Miu Miu's 2024 campaign with Cara Delevingne.
Past that, I'm a bit impartial to Loewe's current standing on the list. They've been formidable and what they've put out for the other quarters of the year and have help their top spot on the list very well, but as for this quarter specifically, there isn't a deciding factor on their standing.
Although, AlaĆÆa's 12 ranking raise is something I can totally get behind. Similarly to Miu Miu, every time the brand has been brought up in the eyes of the public, only good things have been able to be said. Furthermore, even past the fashion, AlaĆÆa has been in constant fashion buzz and circulation amongst celebrities and fans. Rihanna, Jennie, Ariana Grande, Nicki Minaj, Taylor Russel and more front-page celebrities have all been rightfully directed by their stylists into popping out at events in gorgeous AlaĆÆa pieces keeping the brand at the forefront of everyone's mind. Pieter Mulier has been doing an amazing job directing the brand.
Between Bottega Veneta and Saint Laurent, the two are in pretty interchangeable positions, though I do believe AlaĆÆa should've been placed above both. But both of these brands have had their public interest peaked this quarter by the names involved with the brand. Saint Laurent's with Bella Hadid's return to modeling at their show and Rose's appearance as well; and Bottega Veneta with A$AP Rocky's multiple instances of campaign involvement alongside Jacob Elordi's ambassador title bringing in buzz with speculation of an upcoming role in a new rendition of American Psycho.
In regard to the lower half of the List, the majority of the movement among the charts is pretty fairly justified, though with reasonable room for discourse. Though in Coach's respect, climbing 5 slots on the list was something I wasn't expecting at all, and definitely don't think is justified. The brand hasn't been the most favorable in public view in despite of how much they've been pushing out for the world to have. With multiple collaborations over the period of the last quarter, the brand's biggest mishap in the view of the public had to have been their display at NYFW, as it received quite a bit of mixed reviews, if even covered at all.
Though, to my surprise, Diesel has been removed from the chart entirely. Glenn Martens' recent pull away from Y/Project in light of how poorly the brand had been doing financially, in conjunction with the team at Lyst no longer viewing Diesel as a competitor on the chart personally raises a lot of questions, though Diesel has had very promising publications in the quarter including their Denim Wedding campaign and all denim MFW show set. Hopefully they make their way back into the list in 2024's final quarter with Glenn Martens now having only Diesel to direct.