Just how did a £600 pair of nylon knickers become the hottest property in fashion?

The brand which is doing best of all is Miu Miu – a label whose recent results are anything but pants. On Wednesday, its owner, the Prada Group, announced that Miu Miu’s sales had risen by 89 per cent in the first quarter of 2024, building on a 58 per cent growth in 2023. Launched in 1992 as a more affordable “little sister” range to Prada, Miu Miu is currently overshadowing its elder and more cerebral sibling, whose sales were up 7 per cent in the same period. According to its research, Lyst places Miu Miu as the hottest brand in the world by search data, with Prada in second place. 

Nor is this the result of mere hype, claims Lyst. “Strong storytelling and cultural relevance sets Miu Miu apart,” says Katy Lubin, Lyst’s vice-president of communications. “The brand is seen as hot, but also timeless. Shoppers also love its distinctive styling, which has sparked a new obsession with underwear as outerwear.”

Indeed, thanks to Miu Miu, the “pants for day” trend has been gathering pace for some time, with celebrities including Emma Corrin, Bella Hadid and Alexa Chung all recently stepping out in the challenging look, as well as a host of influencers on TikTok and Instagram. Like all of Miu Miu’s pants (previous iterations have included sequins and silk), its latest £600 pair are perfectly placed to provide those all-important viral moments that so successfully drive sales.