The Lyst Index is a quarterly ranking of fashion’s hottest brands and products compiled by Lyst, the world's biggest and most intelligent fashion shopping platform. With 160m shoppers a year and the biggest data set in fashion, Lyst is a unique source of global fashion intelligence. The formula behind The Lyst Index takes into account Lyst shoppers’ behavior, including searches on and off platform, product views and sales. To track brand and product heat, the formula also incorporates social media mentions, activity and engagement statistics worldwide, over a three month period.

HOTTEST BRANDS

Q1-25

Fashion’s Transfer Window

courtesy of LOEWE

One word can describe how the industry started 2025: turbulence. With eight luxury houses announcing a shakeup in creative direction this quarter alone — four of which are among the Lyst Index’s Hottest Brands — the lineup of designers is wholly unrecognizable compared to this time last year. In January, the appointment of Matthieu Blazy as Chanel’s new creative director sparked a cascade of replacements and announcements of new postings, both expected and surprising. Sabato de Sarno announced his exit from Gucci after two years, giving way to the appointment of Demna Gvasalia, whose replacement at Balenciaga is yet to be named. Louise Trotter was tapped for the top job at Bottega Veneta, becoming the only female creative director of a Kering-owned brand. Glenn Martens moved to Maison Margiela, Michael Rider took over at Celine, and Simone Bellotti stepped in at Jil Sander.

After months of speculation, the official announcement of Jonathan Anderson’s departure from Loewe — where Jack McCollough and Lazaro Hernandez will replace him — sparked an outpouring of online acclaim, and a 38% increase in searches for the brand on Lyst. Reflecting this impactful moment for the brand, Loewe displaces Miu Miu to take back the top spot this quarter. after six months of Miu Miu . With customers keen to shop Anderson’s final Loewe collection before his newly appointed position replacing Kim Jones at Dior Homme, does this mark the beginning of the #OldLoewe era?

Chloé enters the top 10 hottest brands for the first time since the Lyst Index began, moving up nine places. Just over a year after Chemena Kamali’s return to the brand as creative director, the resurgence of the boho aesthetic has helped bring the brand firmly back into the conversation. Styles like the Mini Ruffled Dress, which sits at number 8 on the hottest products, demonstrate the brand’s reimagining of its house codes; the revitalization of Chloé’s signature aesthetic is proving to be a winning strategy. A successful return to brand archives could be a playbook to follow amid designer shakeups.

As the fashion world recalibrates to new creative visions, how have these high-profile changes influenced consumer behavior and brand rankings this quarter?
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Aside from Loewe’s ascent, it’s a mixed reception for those in flux. Versace and Balenciaga both move up one space, while Bottega Veneta, Gucci and Valentino all drop down the table. For the first time, In a first for, a high street brand, COS, surges 11 places into the top ten hottest brands, this quarter with a 44% increase in demand. Thanks to viral products like its barrel-leg trousers — this quarter’s 6th hottest product — COS is now leading the recent breakthrough in mass fashion. Brand moments such as this April’s runway show, which rivalled the production value of any luxury house, could further solidify the brand’s position at the intersection of accessibility and aspiration.

courtesy of CHLOÉ

courtesy of ON

On enters The Lyst Index for the first time, having evolved from a sneaker label to an innovative brand boasting celebrity endorsements from Zendaya, Roger Federer, and FKA Twigs. Collaborations with emerging and luxury brands prove that the industry and customers are welcoming On’s ambitions beyond activewear — the brand released partnerships with Loewe and Post Archive Faction in the past year, and searches on Lyst increased by 50% this quarter. This confluence of sportswear and fashion continues to be explored further through tentpole brands.

Adidas has leveraged its recent Samba-fueled influence over sneaker trends to successfully reintroduce archive silhouettes such as the Taekwondo, this quarter’s second hottest product. Meanwhile, Puma has been riding the wave of the Speedcat’s popularity with the introduction of the Speedcat Ballet. A variation of their viral style that combines the flatter sneaker trend with trending ballet shapes, hitting a similar low-profile niche that the Taekwondo does, despite the styles being 25 years apart. This blending of trends has resulted in a 1200% increase in searches for ballet sneakers this quarter on Lyst.

Exploration of archive styles expands outside of sportswear, with Paraboot’s Michael style of lug-soled, leather shoe becoming one of this quarter's hottest products — a shoe first designed 80 years ago but is now surging in popularity, with a 226% increase in searches year on year.

Season after season, fashion moments dictated by events outside of the catwalk collections have continued to significantly influence what consumers buy into, and helped shape trends that no AI could have predicted. In February, multi-Grammy Award-winner Kendrick Lamar demonstrated his influence over the menswear zeitgeist when he stepped out in a pair of Celine flared jeans at the Super Bowl. After selling out online, the co-sign of this silhouette drove a 412% increase in searches for ‘flared jeans’ on Lyst. Kendrick’s influence has not gone unnoticed, with the artist becoming the face of Chanel’s S/S25 eyewear campaign this month.

courtesy of XXX

HOTTEST PRODUCTS

To find the world’s hottest products, Lyst’s formula filters more than eight million items by volume of social media mentions alongside searches, page views, interactions and sales in the Lyst app. We group colors for styles, and take into account global demand per volume of stock available.

01

CELINE

Marco Jean

02

adidas

Taekwondo Sneakers

03

PUMA

Speedcat Ballet Flat

04

SAINT LAURENT

Gaby Vanity Bag

05

MIU MIU

Suede Pouch

06

COS

Barrel Leg Trouser

07

ALO YOGA

Accolade Hoodie

08

UNIQLO

Coloured Sock

09

PARABOOT

Michael Shoes

10

CHLOÉ

Mini Ruffled Dress

BRANDS MOVING FAST

courtesy of DURAN LANTINK

DURAN LANTINK

Lantink is best known for remixing deadstock into sculptural, puffed-up silhouettes that spark online debate and discourse. A recipient of the LVMH and Woolmark Prizes, The Dutch designer has been named the permanent creative director of Jean Paul Gaultier.

worn by:Troye Sivan, Doja Cat, and Demi Moore

Trending Product:MISSING

+69%

rise in demand this quarter

DRIES VAN NOTEN

Dries Van Noten rose to prominence in the late 1980s as a member of the Antwerp Six, a group of influential avant-garde designers. Known for its intellectual aesthetic, delicate and precise prints, and eclectic layering, designer Dries Van Noten left his eponymous brand last summer.

Worn by:Ellis Ross, Jeff Goldblum, Ayo Edebiri, Harry Styles

Trending Product:Sneaker MISSING LINK

+11%

rise in demand this quarter

courtesy of DRIES VAN NOTEN

courtesy of LEVI'S

LEVI'S

One of the most iconic names in denim, Levi’s has maintained its category leading status decade after decade. This quarter saw a continued partnership with Beyoncé, exploring archival Levi’s styles and the brand’s storied history.

WORN BY:Beyoncé

Trending Product:MISSING

+35%

rise in demand this quarter

Behind The Lyst Index

The Slow Burn of
Our Legacy

Unpacking what's driving the rise of Scandinavia’s cult brand, as it steps into the global spotlight.

Inside the Ascent of the Crew Neck Cardigan

Discover the backstory of a new wardrobe staple, and key styles powering the trend for men.

Breaking down the
bag charm craze

Your bag is now a canvas for creativity. Explore how and why we’re accessorizing our accessories.

The Desire for Alaïa

Miu Miu reclaims the top spot as Alaïa soars 12 places, with four new brands entering the Top 20 in a major summer shake-up.

Game, Set, Loewe

Loewe, led by Jonathan Anderson, has mastered creativity, craft, and culture, surpassing Miu Miu and Prada to become the world's hottest brand.

Miu Miu Obsession

Searches for Miu Miu increased 8% this quarter, with three Miu Miu pieces in the top 10 hottest products — a first for any Lyst Index brand.

Style With Substance

Prada takes the top spot for the third time, with searches up 41% year-on-year, as its cohesive collections drive demand.

It’s Miu Miu’s Moment

Miu Miu takes the top spot for the first time, surpassing Prada, driven by global demand for its ballet flats and the Arcadie bag.

To request information or images relating to The Lyst Index please contact

press@lyst.com

Behind The Lyst Index

100 Under 300

Stylish items that won’t break the bank.

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