Lyst Rating Q4 2024: What Fashion Insights Bring the Numbers

by Barbara Yakimchuk

Lyst Rating Q4 2024: What Fashion Insights Bring the Numbers

11 Feb 2025

Professional stylists and fashion enthusiasts are already talking about it. And even those who do not follow fashion closely can’t help but scroll out of curiosity. What am I talking about? The LYST Index — a quarterly ranking of fashion’s hottest brands and products, compiled by LYST, the world’s leading fashion shopping platform — has just released its Q4 2024 report.

With 200 million shoppers a year and the largest dataset in fashion, LYST offers unrivalled global insights — from trending brands to must-have pieces, all backed by in-depth analysis. If you would rather not read the full report, we have broken down the key numbers and insights below — plus a bonus: expert commentary from a professional stylist.

Key Numbers

Miu Miu was the standout brand of the year, claiming the top spot in three of the last four quarters, with only Loewe briefly taking over in second quarter.
Prada remained a constant in the Top 3, while Saint Laurent steadily climbed within the Top 5.
The average price of a Q4 Hottest Product is down 27% compared to the same period last year, now approximately $628.
The biggest surge is seen with Coach (surged 10 places), securing 5th place and UGG re-entered the rankings, jumping to 10th place.

Photo: @lyst

Key Insights

Coach’s cherry bag charm taps into Gen Z’s love for customisation. Accessories for accessories are on the rise, with shoppers seeking quirky charms, pins, and scarves to personalise their bags. Searches for bag charms on Lyst surged by 77% this quarter.
Beyond “quiet luxury,” shoppers continue to be drawn to sleek, minimalist designs across all price points. The data shows a mix of celebrity-endorsed statement pieces alongside practical capsule wardrobe staples.

Photos: UGG; Coach

UGG Bea Mary Jane440 AED

Cherry Bag Charm350 AED

Coach Shoulder Bag1083 AED

Photos: UGG; Coach

UGG Bea Mary Jane440 AED

Cherry Bag Charm350 AED

Coach Shoulder Bag1083 AED

TikTok and strategic collaborations with influential figures remain key drivers of brand and product demand. Notable moments include the NYC RHW blazer dress, worn by actress and model Rosie Huntington-Whiteley (6th hottest product) and British designer Charlotte Simone’s vintage-inspired coats, worn by Taylor Swift, led to a 242% surge in searches.

Photos: @rosiehw; @2danielfootwear

What does it mean? Comments from the professional stylist

Polina Shabelnikova, stylist and creative director known for styling campaigns for major brands and fashion magazines, shared her insights on the latest Lyst Index.

— How do you assess the overall trend? How accurate is it for the GCC region and which brands would you add to the list?

— Overall, the trend is quite accurate. The only thing to keep in mind is the classic seasonality factor — in the MENA region, demand for winter, warm, and layered clothing is not that high. So, that is a key adjustment to consider. As for brands, I would definitely add Hermès to the list.

— How useful do you think these reports are when shopping? Is it important to follow them?

— I think for traditional shoppers, these reports can be quite interesting, as they help to draw attention to new brands they may not have come across. However, personally, they can also serve as a warning to avoid certain items, especially if they have already been widely circulated and are likely to become more of an anti-trend than a trend soon.

Photo: @lyst

— Coach and UGG have skyrocketed in popularity in the last quarter of 2024, particularly among Gen Z. Why the rapid rise? And how sensitive is Gen Z to marketing campaigns and rapidly changing trends?

— Gen Z picks up on trends at lightning speed — they grab them, chew them up, and move on just as quickly. I also think UGG’s rise is largely tied to the winter season, which is less relevant in the MENA region. That said, one of my favourite things to wear right now is a pair of backless UGGs — perfect even for Middle Eastern winter.

Affordability is another major factor. These brands strike a good balance between price and quality, making them more accessible. And of course, there is the undeniable influence of social media content like TikToks and Instagram Reels — they can catapult a trend overnight.

— Jacquemus is reportedly declining – how relevant is this for the region? What could be the reason behind it?

— As for Jacquemus’ decline, I do not think it is being felt in this region at all. A new boutique has only just opened, and the brand has a very strong PR agency here. Since the store is still relatively new, many locals and expat girls love it. It is fairly accessible in terms of pricing — perhaps slightly more expensive than COS, but not by much.

On a global scale, though, I think people are starting to feel a bit saturated with the brand’s marketing and high-impact campaigns. Jacquemus still maintains an excellent level of branding — stunning shoots, great reels, incredible runway shows — but there is nothing particularly surprising anymore; it is just consistently strong. Also I believe their pieces are not always suitable for everyday wear, and I their price-to-quality ratio sometimes falls short compared to other brands.

Photos: @jacquemus

— A handbag charm has made it into the top four best-selling items. As I know, this is the first time when this type of accessory has ranked so highly. What is the reason behind it?

— The rise of handbag charms is pretty straightforward. They offer the most affordable and accessible way to dip into a luxury brand — essentially, an entry-level purchase. You could clip a Miu Miu charm onto a non-Miu Miu bag, and it still exudes that luxury vibe. It makes perfect sense. Personally, I am curious to see if Prada’s spring collection socks take off in the coming months.

— And what is the situation in MENA? Are charms relevant there?

— Absolutely. For Emirati women and those who wear abayas, handbags are among the most significant accessories. Many have extensive collections, as bags are a focal point of their look. In this context, a charm becomes an accent on an accent. There is even a growing trend around this — at abaya pop-ups, for instance, you can create your own customised handbag charm as part of an interactive experience. So, just like everywhere else, charms are having their moment here too.

Mui Mui Charm2294 AED

Hermes Oran Nano Charm3270 AED

Burberry Bear Charm1520 AED

Mui Mui Charm2294 AED

Hermes Oran Nano Charm3270 AED

Burberry Bear Charm1520 AED

by Barbara Yakimchuk