LONDON — For the third quarter of 2026, Prada returned to the top of Lyst ‘s hottest brands ranking for the first time since the fourth quarter of 2023, as the latest index pointed to shoppers’ growing appetite for brands with a distinctive point of view.

The Milanese fashion house rose five places to number one, with demand increasing 55 percent quarter-over-quarter.

Lyst said the retail launch of its fall 2026 collection in the third quarter helped turn fashion week attention into shopping interest.

The show embraced an intentionally decayed, ravaged and layered aesthetic with 15 models walking the space four times each, adding or removing garments with every pass to reveal hidden pieces, such as a 1950s-inflected dress transforming from a flared skirt, or cotton drawers and gray sweaters tucked beneath a trim black pantsuit.

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