“In its 30th anniversary year, Miuccia Prada’s playful line secured the position of Lyst’s brand of the year for the second consecutive year, with searches surging by 39 per cent year-on-year,” the retailer stated in its annual “Year in Fashion” report.
According to Lyst, these searches are a result of “viral products, celebrity-packed runway moments, hyped collaborations,” and “buzzy campaigns.”
The Italian brand, founded by designer and Prada creative director Miuccia Prada in 1992, has long been a fixture in the fashion industry, but 2023 proved to be Miu Miu’s standout year.
Celebrities, including Kendall Jenner, initiated the brand’s year with multiple campaigns, and figures like Olivia Rodrigo adorned Miu Miu designs for high-profile events such as the Grammys.
By March, Miu Miu had captivated everyone’s attention with its autumn/winter runway show during Paris Fashion Week. The show spotlighted a range of cardigans, coats, and other outerwear, with models wearing the pieces paired with underwear styled as pants.
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One standout piece, a silk pair modeled by Emma Corrin, featured bold gold beaded embroidery and was showcased on the Miu Miu runway with tights underneath, retailing for a noteworthy US$5,800 per pair.
Miu Miu’s influence on 2023 fashion also extended to the realm of underwear-related trends. A TikTok search for “Miu Miu undie” yields videos with over 1.5 million views, showcasing the brand’s signature styling of pants or skirts with peeking-out underwear, displaying both the lingerie waistband and the brand’s designer logo.
An essential part of Miu Miu’s impact on 2023 fashion includes the revival of ballet flats, a trend largely attributed to the Italian brand. The most popular Miu Miu flats, made from satin with a black band bearing the brand’s name, are priced at US$950, inspiring numerous dupes available at retailers like Target and Amazon.
As Miu Miu looks ahead to 2024, the brand’s remarkable success and influence might seem like a challenging standard to uphold. However, if Miu Miu can channel the confidence exhibited by those embracing underwear as pants in the brand’s name, its trajectory is likely to remain impressive.