Loewe has reclaimed the title of the hottest brand in the world, surpassing Miu Miu and Prada according to Lyst's Q2 2024 report. This rise is attributed to various strategic initiatives, including sponsorship of the Met Gala, the launch of the Paula’s Ibiza collection, and high-profile collaborations featuring celebrities like Zendaya. Loewe's products, particularly the basket bags and anagram tank top, saw a 29% increase in searches, reflecting heightened consumer interest. Meanwhile, Coach has made a comeback into the top 20 brands for the first time since late 2022, thanks to the popularity of the Tabby bag. Other brands like Gucci, Balenciaga, and Jacquemus also experienced upward mobility within the rankings, highlighting a shifting landscape in the fashion industry. The report underscores a growing trend towards accessible luxury as brands innovate to captivate middle-market consumers.