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.
Italian fashion house Miu Miu returned to the top spot, overtaking last quarter’s number one, Spanish fashion brand Loewe; the former was closely followed by its sister brand, as Italian fashion maison Prada claimed the fourth spot on the list. The list’s newest contenders include shoe brand Birkenstock at the 19th spot and British fashion house Burberry, which returned to the list after a year-long hiatus to take the 17th spot.
The Q2 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.
One foot forward
Amidst economic uncertainty, footwear dominated the top 10 hottest products list this quarter, as six out of the 10 spots were taken by shoes. The featured shoes speak to a desire for practical-yet-unique styles.
Footwear staples dominated the most popular Lyst Index products this quarter. Image credit: Lyst Index
The $690 Dune sandal by Mary-Kate and Ashley Olsen’s luxury fashion label The Row garnered the number one spot on the list. Though the minimalist style saw searches rise 162 percent throughout the quarter, the interest was heightened after British actor Jonathan Bailey wore the flip-flops during a June press appearance in London.
The shoes helped usher The Row to its highest spot on the hottest brand list yet at number six.
Following The Row’s Dune silhouette, spots four through six were claimed by Miu Miu’s suede loafers, Italian footwear company Vibram FiveFinger’s functional V-Soul flats and the studded Iro Ballet Flats by Ancient Greek Sandals, respectively. The Vibram style saw search rise 110 percent.
The only sneakers to make the list were Prada’s Re-Nylon and suede version at spot 10 and French fashion brand Isabel Marant’s wedge sneakers at spot eight, with the latter harkening to a nostalgia for Y2K style and achieving a 630 percent increase in searches.
Alongside the footwear, sportswear-inspired pieces that are heat-friendly, such as a Skims tank top and Adidas sports shorts, hitting spots two and three respectively, rounded out the list. The final ready-to-wear piece on the list was a strapless maxi-dress from B-Corp certified clothing company Faithfull the Brand, headquartered out of Bali, Indonesia, and Sydney, Australia.
The only accessory on the list was a $595 shell pendant necklace from New York jewelry brand Juju Vera.
Up and coming
At number eight on the brand list, French fashion house Chloé moved up one spot from last quarter (see story) and saw search increase 33 percent. H&M Group-owned COS, the only fast-fashion brand on the list, maintained its place on the list at spot seven, following its April runway show.
Burberry’s return to the top 20 list follows in the footsteps of its commitment to its revamp strategy, Burberry Forward (see story). The company has also recaptured consumers’ imagination with its British-centric campaigns, as seen in the recent Highgrove (see story), Festival (see story) and High Summer (see story) editorials.
Under artistic director Camille Miceli, Pucci has reimagined archival prints for a contemporary audience. Image credit: Lyst Index
Italian fashion label Pucci, which recently partnered with online luxury retailer Mytheresa for a capsule collection highlighting archival prints (see story), saw search increase by 96 percent. Often worn by it-girls, such as American model and businesswoman Hailey Bieber, American TikTok star and musician Addison Rae and British-Albanian singer Dua Lipa, the company’s printed pieces have become synonymous with a glamorous Euro-summer.
Dutch brand Róhe, founded in 2021 by Marieke Meulendijks and Maickel Weyers, saw search rise 27 percent and American eyewear brand Jacques Marie Mage rose 35 percent.