The top fashion brand of 2023, revealed: Miu Miu sparked pantless and exposed-undies trends, brought back Y2K ballet flats, and was spotted on Olivia Rodrigo at the Grammys and Sydney Sweeney at PFW
After a year of trendsetting, Miu Miu has been named the top fashion brand of 2023 by Lyst.
“In its 30th anniversary year, Miuccia Prada’s playful line became Lyst’s brand of the year for the second year in a row, with searches increasing 39 per cent year-on-year,” the retailer said in its annual “Year in Fashion” report.
Those searches, according to Lyst, are the result of “viral products, celebrity-packed runway moments, hyped collaborations” and “buzzy campaigns”.
The Miu Miu effect
The Italian brand, which was founded by designer and Prada creative director Miuccia Prada in 1992, has long been a staple of the fashion industry. But 2023 was Miu Miu’s year.
And by March, Miu Miu had everyone’s attention following its autumn/winter runway show during Paris Fashion Week.
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A silk pair modelled by Emma Corrin was especially bold with gold beaded embroidery. The underwear, which was shown on the Miu Miu runway with tights underneath, retails for US$5,800 per pair.
Miu Miu’s most popular flats – which are made from satin and have a black band sporting the brand’s name across each shoe – cost US$950. So, naturally, they’ve inspired dozens of dupes like those sold at stores like Target and Amazon.
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This success and influence might seem like a lot for any brand to live up to in 2024. But if Miu Miu can conjure the confidence of those wearing underwear as pants in the brand’s name, it will probably be just fine.
- Lyst’s annual ‘Year in Fashion’ just dropped and the fashion world has spoken – Miuccia Prada’s playful Miu Miu line is the brand of the year as it celebrates its 30th anniversary
- Emma Corrin modelled underwear as pants on the Paris Fashion Week runway, while searching ‘Miu Miu undie’ on TikTok results in videos with over 1.5 million views