Beyond the retail launch of its viral fall 2026 collection, the Prada Wish Pouch became the quarter’s hottest product, with demand surging 500 percent quarter-over-quarter.

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.

Beyond the runway buzz, the Prada Wish Pouch, a style first introduced in 2024, became the quarter’s hottest product, with demand surging 500 percent quarter-over-quarter.

Celine also gained five places, reaching the top 10 for the first time. The brand’s quarter included a collaboration with Reebok, the launch of its L’Été collection, and well-received men’s and women’s shows, which were both ranked among the top 10 collections for the spring 2027 season by WWD.

Bottega Veneta climbed three spots in the period to 11th place, as demand rose 66 percent quarter-over-quarter.

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