Dive Brief:
- Miu Miu overtook Loewe to become the hottest fashion brand in the world, according to the second quarter 2025 Lyst Index. The Prada Group-owned brand also had the fourth hottest product of the quarter with its suede, logo-embossed loafer.
- Meanwhile, Loewe became the second hottest brand, and Saint Laurent maintained its position in third place for the second quarter in a row. The Prada brand surpassed Tapestry-owned Coach to land in fourth place, while Coach dropped to fifth.
- The Row rose to sixth place — its highest ranking since the Lyst Index began — and the brand’s Dune flip flop was Q2’s hottest product, with searches up 162% quarter-over-quarter after actor Jonathan Bailey wore a pair in June. Burberry reappeared on the list in 17th place following a year-long absence.
Dive Insight:
Notably, H&M-owned brand COS was the only mass market brand in Lyst’s top 10, coming in at seventh place. Other mainstream labels in the top 20 included Skims, which was the 15th hottest brand, with its tank top coming in as the second hottest product for the quarter. Birkenstock entered the index in 19th place, after the brand’s kitten-heel flip-flops were seen on model Hailey Bieber, per the report.
Footwear was one of the biggest trends for the quarter, and six of the period's 10 hottest products were shoes.
“Amid tightening budgets, shoppers turned to small things that offer emotional resonance without high financial commitment,” Lyst said in the report. “Beyond the viral Labubu craze, standout accessories and footwear — lower-lift, high-impact purchases — took center stage as expressive vessels of identity, proving that miniature buys can make major statements.”
Among the quarter’s hottest products were Vibram’s FiveFinger V-Soul sports flat, which ranked fifth; Ancient Greek Sandals’ Iro jelly ballet flat, which ranked sixth; Isabel Marant's Bekett hidden wedge high-top sneaker, which came in eighth; and Prada brand’s Collapse Re-Nylon and Suede sneakers, which landed the 10th spot.
The Adidas Adicolor Sprinter Short, which is generally priced below $50, was the quarter’s third hottest product. Introduced in the late 1970s, the style saw a 121% increase in demand in Q2 due in part to musician Harry Styles and model Bella Hadid, both of whom wore the shorts.
“With an accessible price point and multiple variations of the style available both new and on resale platforms, athletic shorts are a key trend this Summer,” said Lyst. The platform saw a 78% increase in searches for “sport shorts” in the second quarter.
Brand names gaining in popularity outside of Lyst’s top 20 rankings included Pucci, which saw searches increase 96% quarter on quarter. Amsterdam-based minimalist label Rohe also saw increased interest, with searches up 27% quarter over quarter. Eyewear brand Jacques Marie Mage saw a 34% boost from May to June, per Lyst, which attributed the increase to “the rising value placed on accessories that carry narrative and craftsmanship, beyond just branding.”
Lyst is an online shopping discovery platform. The company has reported on trends since 2018 and its quarterly index ranks fashion’s top brands and items over a three-month period. Positioning is based on factors including social media mentions, consumer searches, product views and sales, and global activity and engagement statistics.
