The quarterly ranking for fashion’s hottest brands and products uses data from 160 million annual shoppers. Image credit: Lyst Index
The latest edition of the Lyst Index, which tracks the popularity of luxury products and brands, is now live.
For the first time, French fashion house Saint Laurent has claimed the top spot, overtaking last quarter’s number one, Italian fashion house Miu Miu; the former was closely followed by its sister brand, as Italian fashion maison Prada claimed the sixth spot on the list. The list’s newest contenders include Italian streetwear brand Stone Island, which claimed spot 19 after a four-year-long hiatus.
The Q3 2025 Lyst Index is based on global Lyst and Google search data, conversion rates and sales, as well as brand and product social media mentions and engagement statistics worldwide over a three-month period.
Hottest Products
For the second quarter in a row, footwear dominates the top 10 hottest product list, taking five out of the 10 spots. Havaianas flip-flops claim spot number one, replacing last quarter’s $690 Dune sandal from Mary-Kate and Ashley Olsen’s luxury fashion label, The Row.
Footwear dominated the most popular products on the Lyst Index this quarter. Image courtesy of Lyst Index
Loafers from Saint Laurent and The Row claim spots two and four, respectively, while two sneakers from American athletic footwear and apparel brand Nike, one of which is a collaboration with French fashion brand Jacquemus, round out the list. This quarter, the athletic brand, a favorite of American rapper Kendrick Lamar, a newly appointed Chanel ambassador (see story), saw a 7 percent rise in demand.
The only ready-to-wear pieces to make the list include an oversized cashmere sweater from Cos and a midi dress from Polo Ralph Lauren. The former was a contender on 2024’s Q4 top 10 list, and the latter was seen in American singer-songwriter Taylor Swift’s engagement announcement post.
American brands
This quarter, Lyst noted an uptick in searches for American brands, a trend also observed in global consulting group Deloitte’s 2025 holiday retail survey, which found that 29 percent of respondents are open to exploring American-made products this season (see story).
In the top 20 list, brands such as The Row, Coach (see story) and Ralph Lauren held their positions on the list or moved up two spots, as in the case of The Row and Ralph Lauren.
Outside of the top 20, American mall brands are experiencing a renaissance, courtesy of viral campaigns that capture Gen Z’s imagination. American apparel brand Madewell, for instance, saw a 34 percent increase in search this quarter.
Beyond the United States, British fashion house Burberry climbed four positions on the top 20 list to 13, and saw a 14 percent increase in demand, a testament to the company’s Burberry Forward strategy (see story).
French outerwear brand Nour Hammour is a celebrity favorite. Image courtesy of Lyst Index
An up-and-coming brand seeing an increase in demand includes French outerwear brand Nour Hammour, founded in 2013, which saw a 49 percent increase in search volume. The brand is often worn by American celebrities such as Kendall Jenner (see story), Gigi Hadid and Hailee Steinfeld.
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