As supermodel Heidi Klum repeatedly stated in Project Runway, “In fashion, one day you’re in. Next day, you’re out!”

Well, not exactly out, but the top 20 trending brands in the world are in constant movement in the shuffleboard of popularity, determined by trends, sales, and search. Since we launched Robb Report Hong Kong just last year, Gucci took the top spot and has moved several steps up and down the hierarchy, Prada constantly hovers at the apex but also rises and falls like the heartbeat of a fashionista, and just this week, out of the blue, comes Loewe to snatch the crown.

Indeed, the news took many fashion purveyors by surprise; the humble “quiet luxury” brand from Madrid, known for its fine leather accessories, knocked off the usual suspects (Louis Vuitton, Dior, and Chanel included) from the top slot, according to the industry aggregate website Lyst.

What’s keeping a global audience and customers intrigued is constantly scrutinised by both fashion houses and fashion media, who are looking at sales indexes as well as public interest with equal curiosity. According to the latest study by Lyst, Loewe has been the most buzzing brand of 2023 in the second quarter, followed by Prada, Versace, Miu Miu, and Bottega Veneta.

Lyst theorises that Loewe’s hike up to the top spot as the “hottest brand in the world” is attributed to a few key points: the brand released the wildly popular Paula’s Ibiza 2023 collection, the third instalment of its Studio Ghibli collaboration, and created custom looks for Beyoncé’s ongoing Renaissance World Tour. All hail Queen B!

And the biggest surprise? Louis Vuitton fell off the top 10 list, landing at No. 11, and the Kim-Kardashian-helmed Skims broke the top 20 listicle by attaining the No. 17 slot, a step ahead of a goliath brand like Nike and even historical fashion house Fendi. (Karl Lagerfeld must be spinning in his embossed grave.)

Not in the top 10? It is unlikely that anyone at Louis Vuitton is too concerned by this latest news as, in menswear, and indeed fashion at large, the grand premiere of Pharrell Williams’s debut collection in Paris made headlines globally. As Lyst cites, Louis Vuitton’s trajectory is always high, “Louis Vuitton climbs two places into 11th position [13 the last year], with Pharrell Williams’s highly anticipated debut menswear show—and campaign, starring a pregnant Rihanna—creating a blockbuster pop culture moment of unprecedented scale. With a record-breaking 775 million views on Louis Vuitton’s own platforms, and attended by celebrities including Beyoncé, Rihanna and Kim Kardashian, we’ll be tracking how Pharrell’s bold new direction for menswear impacts the brand moving forward.”

Furthermore, there is no denying the power of celebrity influence as RM of BTS, the first-ever brand ambassador of Bottega Venetta, ensured that the brand was a constant topic of discussion and interest that helped fantastic sales, not just image search for the popular K-pop phenomenon.

In men’s accessories, the definitive quiet luxury brand, Loro Piana, entered the Hottest Products list with its baseball cap, a simple grey accessory with barely a logo in sight. In footwear, the Onitsuka Tiger Mexico 66 and the New Balance Aime Leon Dore sneakers were the most trending and best-selling accessories.

Even “jorts” (jean shorts—heaven help us, the 1980s are back) from the premium denim brand Agolde broke the top 10 trendiest products—the retail footprint of the hottest attire in the summer could not be denied, try as we might. 

Fashion is transitory, style is forever, and the list from Lyst will change momentarily.

All images courtesy of Loewe.