"Pradaism" has taken over the fashion world. The Italian brand is back on top.

The latest Lyst Index for Q3 2026 ranks Prada as the most desired brand, overtaking Chanel. Prada's silk bag, 'The Wish', is the top luxury product. Despite a 55% increase in demand for Prada, the luxury goods sector faces challenges, particularly in the Middle East. Miu Miu, Prada's younger brand, has seen a slowdown in growth. The report highlights the distinct aesthetic of Prada, termed 'Pradaism', which continues to resonate with affluent consumers. Overall, while Prada leads in desirability, its financial growth remains modest compared to previous years.