Prada Returns to No. 1 on Lyst's Hottest Brands Ranking

Prada, the Italian fashion house, is back at the top of Lyst's ranking of fashion's hottest brands, WWD reported. It is the first time Prada has held the No. 1 spot since the fourth quarter of 2023.

Lyst, the online fashion platform, publishes the ranking every quarter. In the third quarter of 2026, Prada climbed five places. Demand for the brand rose 55% from the previous quarter.

The brand's Wish Pouch, a style first introduced in 2024, was the hottest product of the quarter. Demand for it jumped 500% from the previous quarter.

Prada's sales were steadier. The company posted 1% underlying growth in third-quarter revenue, Reuters reported, a result broadly in line with what the market had expected. Underlying growth strips out currency movements and one-off effects, so it is not the same figure as reported growth.

Other brands moved as well. Celine, the Paris fashion house, gained five places to reach the top 10 for the first time. Bottega Veneta rose three spots to 11th, with demand up 66%.

Dries Van Noten entered the ranking in 16th place, with demand up 27%. Its Long Wrap Scarf-Skirt landed in the top five among the hottest products. Diesel returned to the list in 18th place after showing its spring 2027 collection, and Khaite debuted in 20th.

Among products, Cos' Trullo Flap came second. Celine's and Reebok's Freestyle Lo came third, and Vans' Premium Authentic came fourth. Balenciaga's Rodeo Bag placed eighth. Demand for Cartier's Tank watch climbed 83%.

The sharpest percentage gains went to older designs and smaller names. Demand for Phoebe Philo's Peak Sunglasses rose 525%. Searches for Conner Ives rose 49%, helped by its Reconstituted Vintage Robe. Demand for Emily Dawn Long, a New York-based label, rose 17%, and demand for Mfpen, a Copenhagen-based label, rose 37%.

For a ranking built on quarter-on-quarter change, a small brand can post a large gain from a low base, while a house at the top has more to lose. The list gives a snapshot of where shoppers' attention went in one three-month period, and the changes will look different in the next one.