Dive Brief:
- Loewe is the world’s hottest brand, unseating Miu Miu in the first quarter of 2025, according to the latest Lyst Index, released on Wednesday.
- Searches for Loewe rose 38% quarter over quarter, which Lyst attributed to the buzz connected to Jonathan Anderson’s exit from the brand last month. Miu Miu dropped into second place, while its sister brand Prada fell to fifth place. Saint Laurent and Coach nabbed third and fourth place, respectively.
- The Celine Marco jeans worn by Kendrick Lamar during his performance at the 2025 Super Bowl became the quarter’s hottest product. The denim bottoms immediately sold out online, and searches for “flared jeans” on Lyst jumped 412% quarter over quarter, per the report.
Dive Insight:
Ahead of Anderson’s debut for Dior and before the new team takes over at Loewe, shoppers were looking to nab a piece from Anderson’s final collection, per the latest Lyst report. The designer’s 11-year tenure raised the brand’s profile and also helped make Loewe the world’s hottest brand for the second quarter of 2024.
Other brands that seem to have benefitted from recent changes included Versace, which rose one spot to 13th place on the hottest brands chart after long-time designer Donatella Versace stepped down from her role in March.
Designer Chemena Kamali, appointed in 2023, helped the Chloé brand enter the Lyst Index’s top 20 brands for the first time, landing in ninth place. The Chloé Mini Ruffled Dress was also named the 10th hottest product for the quarter.
Balenciaga, whose designer Demna made news when he became artistic director of Gucci in March, also benefited from some buzz and rose one spot to 14th place.
However, not all brands have seen the benefits of a widespread designer reshuffling that has recently reshaped the fashion industry.
Gucci dropped five spots to 17th place on the hottest brands chart following Demna’s appointment. Bottega Veneta and Valentino, who both welcomed new creative directors over the past year, also lost footing on the chart, with Bottega Veneta dropping one spot to seventh place and Valentino falling four spots to 20th place.
Meanwhile, luxury’s instability has opened the door for more accessible brands to enter the fray.
COS rose 11 places to become the world’s sixth hottest brand, with Lyst reporting a 44% quarter-over-quarter increase in demand. It’s the first time in Lyst’s reporting history that a mass fashion label has been in the top 10 brands, and the company’s Barrel Leg Pants were Lyst’s sixth hottest product.
Running brand On entered the Lyst Index in 18th place, with searches up 50% for the quarter.
Mass fashion also made an impact on Lyst’s hottest product chart.
Uniqlo's color socks, priced at a modest $3.90, were the eighth hottest product for the quarter and became the most affordable product on the chart in Lyst Index history, per the report.
Vintage silhouettes were also popular, with the 25-year-old Adidas Taekwondo sneaker style coming in as the second-hottest product, and shoe company Paraboot’s 80-year-old Michael silhouette becoming the quarter’s ninth hottest product. Searches for the lug-soled shoe were up 226% year-over-year, per the report.
Searches for “ballet sneakers” were up 1300% for the quarter, with the Puma Speedcat Ballet sneaker becoming Lyst’s third-hottest product.
Lyst is an online shopping discovery platform that has been reporting on trends since 2018 and its quarterly index ranks fashion’s top brands and items over a three-month period. Ranking is based on factors including social media mentions, consumer searches, product views and sales, and global activity and engagement statistics.
