Updated: Jun 25
As the fashion world continues its high-stakes game of creative musical chairs, consumers are paying attention. Global shopping platform Lyst has just released the Q1 2025 edition of its influential Lyst Index, a quarterly ranking of the hottest brands and products in fashion. The report, covering the period from January to March, captures what people are buying and what they’re searching, craving, and anticipating. An insightful window into how the luxury and mass markets are being reshaped in real time.
At the top of the table sits Loewe, now officially crowned the hottest brand of the quarter. The buzz surrounding Jonathan Anderson’s surprise departure after a decade at the helm ignited a 38% spike in global searches for the label. For shoppers, Anderson’s final Loewe collection has become a piece of fashion history in motion, a wearable relic from a designer who’s defined the surrealist-meets-sartorial wave of the 2020s. As speculation builds over his next moves at Dior, his farewell pieces have triggered a buy-now-or-regret-later mentality, with demand only set to climb.
Perhaps the most unexpected twist in this quarter’s rankings is COS entering the top 10 at number six, being the first time a mass-fashion label has joined the ranks of what’s typically a luxury-led index. With a 44% increase in demand, COS continues to prove that quiet luxury is more than a passing trend. Its minimal tailoring, elevated essentials, and price-accessible design ethos have positioned the brand as a go-to for shoppers looking to tap into the stealth wealth aesthetic without breaking the bank. Chloé, now 9th on the list, makes a notable leap up ten spots. With Chemena Kamali’s recent appointment as creative director and her nostalgic reinterpretation of the house’s bohemian codes, interest in Chloé appears reignited. Her debut collection, romantic, flared, and unapologetically feminine, seems to echo a wider shift away from corporate minimalism towards softer, more emotive storytelling in fashion.
Conversely, Gucci, Valentino, and Bottega Veneta all saw declines, suggesting the consumer response to new creative leadership at legacy houses remains mixed. In contrast, Versace, Balenciaga, and Ralph Lauren climbed modestly, with Ralph Lauren’s versatility across diffusion lines and luxury positioning boosting its relevance in an increasingly fragmented market. On the product front, one name towers above the rest: Kendrick Lamar. His Celine flared MARCO jeans, worn at the Super Bowl, have been dubbed the fashion moment of the year so far. The co-sign caused an astronomical 412% increase in Lyst searches for flared jeans, catapulting the piece to instant sell-out status. Lamar’s style moment not only confirmed Celine’s cultural clout but reintroduced a ‘70s staple with a 2025 filter. Now, expect to see flared silhouettes dominate both runways and streetwear alike.
Also topping the hottest products list is the Adidas Taekwondo, a 25-year-old silhouette re-emerging in global trend cycles thanks to its sleek, low-profile shape. With the Puma Speedcat Ballet and Paraboot Michael also charting, it’s clear that retro-futurist footwear is having a renaissance, merging nostalgic cues with lifestyle-forward designs.
In a more grounded, but equally influential move, Uniqlo’s £3.90 socks became the most affordable product to ever enter the Lyst Index, credited to the power of hyper-accessibility and the rise of micro-investments in trend-led essentials.
Certain names are building momentum. Dries Van Noten, Levi’s, and Duran Lantink, who was just announced as the permanent creative director of Jean Paul Gaultier, are all moving quickly. Lantink’s 69% increase in demand is particularly notable, indicating a growing appetite for designers who challenge traditional systems with circularity and repurposed couture.
Meanwhile, ON, the Swiss performancewear brand, enters the Lyst Index for the first time in 18th place, following a 50% spike in searches. It’s the latest sign that the sports-luxury crossover trend shows no sign of slowing, especially as consumers seek both function and fashion in their everyday wardrobes. This quarter’s Lyst Index paints a clear picture: fashion is in flux, and shoppers are tuned in. As heritage houses recalibrate under new creative visions, it’s the brands blending relevance, cultural capital, and genuine innovation that are gaining traction. From Kendrick’s stage-ready silhouettes to COS’s democratised quiet luxury, and Lantink’s radical couture future, Q1 has proven that the most compelling fashion stories are being written where tradition and transformation collide.
Whether it’s about snagging a last piece of Anderson-era Loewe or investing in the perfect £4 socks, fashion in 2025 is no longer just about aesthetics, it’s about timing, culture, and making the right move when the moment strikes.
