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 largest 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

Q4-25

The Un-Revolution

MASSIMO DUTTI

On paper, this quarter’s ranking looks oddly calm. The top three brands remain unchanged from Q3, and looking back at the same quarter last year, Saint Laurent and Miu Miu have simply switched positions, returning to a familiar hierarchy that feels almost too neat for a year defined by creative upheaval. In an industry that’s spent the last twelve months priming for disruption — new designers, new directions, new eras. Where are the big shocks? The dramatic reversals? The wholesale resets?

Stability at the top isn’t a sign that nothing is happening. The brands gaining ground aren’t chasing spectacle or novelty. They’re reinforcing codes, refining silhouettes, and leaning into what already works. In a year that was supposed to be defined by change, the real disruption might be how little some of the winners felt the need to move at all.

COS maintains its third-place spot and continues to see significant +60% quarter-on-quarter growth in demand on Lyst. Its sharpened aesthetic, material focus, and consistency of reliable product continue to resonate with a broad, global audience. Its performance reinforces the growing appetite for brands that sit confidently between fashion credibility and everyday wearability. The entrance of Massimo Dutti (number 16) as a new Index entrant also points to the growing demand for brands perceived as accessible, dependable, and design-conscious without leaning heavily on seasonal trend cycles.

Ralph Lauren emerges as one of the Index’s strongest contenders this quarter, moving five positions with +24% increase in demand on Lyst QoQ. The brand's meaningful momentum is driven by a renewed commitment to its core visual and lifestyle narrative, which is resonating worldwide. In December, the ‘Ralph Lauren Christmas’ aesthetic trended on social; spiked with 16.8k posts with the hashtag #ralphlaurenchristmas and 33.3k posts with #ralphlaurenaesthetic across Instagram and TikTok in December. Burberry, Gucci (both moving up five positions in Q4), and Stone Island (moving up four, with +62% increases in searches QoQ) demonstrate that brands actively reasserting their identity — whether through heritage codes, disciplined design language, or cultural alignment — are finding traction in a market that increasingly rewards coherence over reinvention for its own sake.

In contrast, brands moving down the Index right now tend to share a common challenge: the absence of a clearly articulated or fully re-established point of view. Where creative transitions or strategic recalibrations are still bedding in, consumer desire is more tentative. This isn’t a rejection of the brand’s ideas, but rather a wait-and-see attitude as shoppers seek reassurance before re-committing.

XX%

increase in searches for COS on Lyst this quarter

BURBERRY

LAUNCHMETRICS

As such, this quarter’s hottest items skew toward what might best be kindly described as modern classics, or critically as an emergence of a sort of ‘borecore’ aesthetic of intentional restraint: pieces that feel immediately wearable, historically grounded, and culturally familiar. Quiet Luxury is retreating; there’s a more hardwearing aesthetic emerging alongside the cashmere-laden, elegance-infused styles seen previously. Strong product demand for categories such as practical outerwear, simple accessories, and knitwear with a point of difference reflects a consumer mindset focused on longevity and utility.

The Polo Ralph Lauren quarter-zip sweater is Q4’s hottest product. Searches for quarter-zip sweaters spiked 132% in the last three months, with this hero piece leading the global surge in demand. This moment was amplified by Jonathan Anderson’s creative director debut at Dior and Matthieu Blazy at Chanel, pushing Ralph Lauren’s emblematic version back into the spotlight.

The quarter-zip movement, which has taken menswear by storm in 2025, highlights a shift: streetwear heads are maturing into finance bros and entering the workforce with a desire to look the part. It also signals that Gen Z is entering a new phase of societal maturation, reflected in fashion trends now leaning toward classic, smarter styles like those within the Ralph Lauren universe, aligning the brand’s peak popularity with the cultural mood. Barbour (with demand up +147% in Q4) is a fast-moving brand, reinforcing the zeitgeist. Barbour’s growth was bolstered by a year dotted with collaborations, partnering with tastemaker brands like Ganni, Levi’s, and Noah NYC.

Arc'teryx ubiquitous toque hat is the world's hottest headwear, reaching critical mass demand with a dramatic 1058% spike in searches on Lyst in Q4. The Parke sweater, a viral TikTok phenomenon with Gen Z and Gen Alpha shoppers, is this quarter's 7th Hottest Product.
In this quarter’s Moving Fast brands, Japanese label A. Presse saw searches up 191% in the last three months. Iconic heritage brand Charvet (demand up +128% in Q4) is seeing renewed attention thanks to prominently featuring in the debut collection of Matthieu Blazy’s Chanel, making for a new lens through which the brand's shirting can be viewed, cultural cache combined with craft.

For now, The Lyst Index reflects the broader recalibration still underway across the fashion industry. In a crowded and uncertain market, shoppers want brands with clear cultural codes and products that communicate these with precision. Fashion, this quarter, isn’t so much about chasing what’s next, but more about knowing exactly who you are, and standing firmly behind it.

XX%

increase in searches for COS on Lyst this quarter

CHANEL

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 on Lyst. We group colors for styles, and take into account global demand per volume of stock available.

01

POLO RALPH
LAUREN

Cable-Knit Quarter-Zip

02

MASSIMO DUTTI

Puffer Jacket

03

ARC'TERYX

Chunky Sweater

04

BURBERRY

Cashmere Scarf

05

CHLOÉ

Paddington Bag

06

UGG

Zora Ballet Flats

07

PARKE

Varsity Mockneck Sweatshirt

08

SAINT LAURENT

Vendôme Slingback Pumps

09

VICTORIA BECKHAM

Alina Jeans

10

LEMAIRE

Wrap Around

Brands Moving Fast

A.PRESSE

A.PRESSE

Founded in Tokyo in 2021, A.PRESSE is built around refining classic garments through obsessive attention to detail. Drawing on vintage workwear, military clothing, and mid-century menswear, the brand produces restrained, impeccably constructed pieces that prioritise fabric quality, proportion, and longevity.

worn by:Kendall Jenner, Gigi Hadid, Rosie Huntington-Whiteley, Hailey Beiber

Trending Product:Hatti Jacket

+193%

QuARTER-ON-QUARTER RISE IN DEMAND

CHARVET

Charvet

Widely regarded as the world’s oldest shirtmaker. Charvet is known for its exceptional shirting, silk ties, and bespoke tailoring. The brand has long been synonymous with precision craftsmanship and material excellence, with its approach remaining rooted in traditional techniques, emphasising customisation, subtle luxury, and sartorial fundamentals.

Worn by:Jacob Elordi, Jennifer Lawrence, Dakota Johnson, Kendrick Lamar

Trending Product:Nike Jordan 4, White Cement

+128%

QuARTER-ON-QUARTER RISE IN DEMAND

GANNI X BARBOUR

Barbour

A heritage American brand built on denim and ease, Madewell champions unfussy, timeless staples that balance comfort with quiet style.

WORN BY:Dakota Fanning, Rachel Zegler, Jenna Ortega

Trending Product:Transport Early Weekender Woven Tote

+147%

QuARTER-ON-QUARTER RISE IN DEMAND

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.

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press@lyst.com

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