According to the Lyst Index for Q1 2025, Spanish luxury brand Loewe has claimed the top spot as the world’s hottest fashion brand. This comes amid a dynamic and eventful quarter for the fashion industry, marked by significant creative director changes across major luxury labels. Loewe dethroned Miu Miu, which now holds second place, followed by Saint Laurent, Coach, and Prada in the third, fourth, and fifth positions, respectively.
Loewe’s rise to the top was driven by a 38 percent surge in searches following the news of Jonathan Anderson’s departure. Shoppers rushed to grab pieces from his final collection, while speculation about Anderson’s next move—potentially succeeding Kim Jones at Dior Men’s—fueled further interest. Loewe has appointed Proenza Schouler’s Jack McCollough and Lazaro Hernandez as its new creative leads.
This quarter has been described as “fashion’s transfer window” due to widespread creative leadership changes at major luxury houses such as Chanel, Gucci, Bottega Veneta, Celine, Jil Sander, and Maison Margiela. Notably, Louise Trotter made headlines as the only female creative head at a Kering-owned label.
Chloé re-entered the Lyst Index top 10 for the first time, driven by creative director Chemena Kamali’s revival of archival designs. The brand’s Mini Ruffled Dress gained significant traction, earning a spot among the quarter’s hottest products at 10th place.
Mass-market fashion also made waves as high street label COS joined the top 10, supported by a 44 percent surge in demand and the viral success of its barrel-leg trousers, ranked as the sixth hottest item of the quarter. Similarly, athletic label On debuted in the Index, evolving from a sneaker brand into a fashion-forward player. Backed by endorsements from Zendaya and Roger Federer, searches for On jumped by 50 percent.
Among standout products, Celine’s Marco flared jeans, famously worn by Kendrick Lamar during the Super Bowl, experienced a staggering 412 percent increase in searches, making them the top item of the quarter. Uniqlo’s colored socks, offered at just $3.90, became the most affordable product ever to enter the Index.
Heritage fashion also saw a resurgence, with Paraboot’s 80-year-old Michael shoes experiencing a 226 percent year-on-year search increase. Meanwhile, the ‘sneakerina’ trend gained traction, as Puma’s Speedcat Ballet shoes fueled a 1,300 percent surge in searches for ballet-inspired sneakers.
Emerging brands and designers such as Duran Lantink, the new creative director at Jean Paul Gaultier, and Dries Van Noten under Julien Klausner’s leadership, gained momentum as media attention and consumer interest grew.
The quarterly Lyst Index, compiled by global fashion search platform Lyst, analyzed the shopping habits of over 160 million users. The report integrates data on search queries, sales, product views, and social media engagement to rank brands and products capturing consumer attention.
