This Summer, We’re Walking on Sunshine, and £670 Flip-Flops

If you were to assemble the holy trinity of Q2’s most coveted fashion items, it would look something like this: The Row’s tomato-red £670 Dune sandals, a crisp white tank, and a pair of Adidas’ £55 Adicolor Sprinter shorts in sky blue. At first glance, the combination reads like a beachside thrift haul, until you spot the price tag.

This is the high-low paradox defining luxury right now. The latest Lyst Index for Q2 2025, the definitive ranking of fashion’s most coveted brands and products, has crowned The Row’s £670 Dune flip-flops as the season’s breakout “It” shoe. Worn by everyone from Dakota Johnson to Jonathan Bailey, these unassuming rubber sandals epitomize the current paradox of luxury: context over cost, subtlety over spectacle.

At first glance, The Row’s minimalist flip-flops seem at odds with their price tag. But paired with Adidas’ £55 Adicolor Sprinter shorts (crowned #3), their appeal becomes clear. Today’s fashion statements aren’t about blatant opulence; they’re about knowing how to play the game. High or low, the most powerful looks hinge on cultural intelligence rather than conspicuous logos.

Reclaiming its spot as the world’s hottest brand, Miu Miu proves that stealth wealth still seduces. The brand’s suede loafers (ranked fourth in global demand) feature only the faintest whisper of branding, yet enough to signal status to the initiated. Unlike traditional “old money” aesthetics, Miu Miu’s approach is about belonging without broadcasting, a philosophy that resonates in an era of curated discretion.

Not every heritage brand is thriving. Despite high-profile moves, including its La Vacanza campaign with Sabrina Carpenter and Ding Yuxi, and a viral mini-Tag Bag generating 2.3M Instagram impressions in a week, Versace dropped three spots on the Index. The lesson? Momentum alone doesn’t guarantee staying in power. In 2025, even icons must renew their cultural relevance with each season.

One trend dominates Q2: shoes are the ultimate status signifiers. Six of the Top 10 most-wanted products were footwear, from The Row’s understated flip-flops to Prada’s collapse-sole sneakers and Isabel Marant’s Bekett wedges. In a climate where self-expression trumps excess, what you wear on your feet speaks volumes.

Lyst’s data reveals more than trends, mapping the industry’s future. Three key narratives emerged this quarter:

1. The Rise of Refined RestraintBrands like The Row and COS, crowned the only high-street name in the Top 10, prove that elevated essentials drive demand. Understatement isn’t just tasteful, it’s aspirational.

2. Heritage, ReimaginedBurberry’s return to the Top 20, fuelled by Daniel Lee’s Britpop-infused festival collection and a refreshed take on its iconic check, shows that tradition thrives when reinvented.

3. Maximalism with Meaning Pucci’s 96% demand spike, thanks to Hailey Bieber and Dua Lipa, and the rise of niche labels like Jacques Marie Mage prove that boldness still sells, but only when it’s curated and character driven.

The Q2 Index underscores a fundamental shift, suggesting today’s consumers don’t just want beautiful objects, but narrative, intention, and depth. To succeed, brands must balance heritage without heaviness, minimalism without monotony, and hype without hollowness.

As the industry watches Dario Vitale’s next move at Versace, one truth stands clear: in 2025, cultural currency outweighs financial clout, even when it comes to flip-flops.