French luxury fashion house Saint Laurent has claimed the title of the world’s hottest brand for the third quarter (Q3) of 2025. Miu Miu, which held this position in the previous year, has traded places with Saint Laurent, reinforcing a familiar hierarchy in the Lyst Index. The latest rankings indicate minimal movement among leading brands, with the top three remaining stable quarter-on-quarter (QoQ). This consistency suggests that established brand identities and well-defined codes are being rewarded over novelty, despite expectations of creative disruption.
Ralph Lauren stood out as one of the strongest performers this quarter, moving up five positions with a 24% QoQ increase in demand. The brand’s renewed focus on its core lifestyle themes has resonated strongly, amplified by seasonal social media trends, particularly the ‘Ralph Lauren Christmas’ aesthetic. Burberry and Gucci each climbed five spots, while Stone Island moved up four positions, benefiting from a remarkable 62% surge in searches. This trend highlights how brands reaffirming their heritage and design discipline are outpacing peers in transition.
Brands that are gaining momentum are those that reinforce their established identities instead of pursuing bold reinvention. H&M group’s COS retained its third-place ranking while recording an impressive 60% QoQ rise in demand on Lyst. Its clean aesthetic and focus on quality materials have continued to resonate globally. The debut of Massimo Dutti at number 16 underscores the increasing demand for accessible, design-driven brands that sit between everyday clothing and fashion credibility.
On the other hand, brands that have dropped in the Index seem to lack a clearly articulated or reestablished creative direction. Lyst indicated that this reflects consumer caution rather than outright rejection, as shoppers adopt a wait-and-see approach during periods of strategic recalibration.
Product trends this quarter leaned towards modern classics and functional staples, indicating a shift from overt Quiet Luxury to more robust, utilitarian aesthetics. Categories such as outerwear, knitwear, and practical accessories showed strong traction, reflecting consumer preferences for longevity and versatility.
The Polo Ralph Lauren cable-knit quarter-zip sweater emerged as the hottest product of Q4 2025, with global searches for quarter-zips rising 132% over the last three months. Its renewed popularity was invigorated by recent luxury runway appearances, reestablishing this classic style in the spotlight. Lyst pointed out that the quarter-zip trend suggests a broader maturation in menswear, as younger consumers gravitate towards smarter, work-ready silhouettes.
Outerwear specialist Barbour also witnessed a demand surge of 147% in Q4, attributed to a series of high-profile collaborations. Meanwhile, Arc’teryx’s Bird Head toque became the world’s hottest headwear item, experiencing an extraordinary 1,058% spike in searches, largely driven by Gen Z and Gen Alpha shoppers.
Among the rapidly rising brands, Tokyo-based A.Presse recorded a massive 191% increase in searches, while heritage shirtmaker Charvet saw a demand rise of 128%, largely due to its visibility in Matthieu Blazy’s debut Chanel collection. According to Lyst, the current Index reflects a more significant industry recalibration, where consumers increasingly favor brands with clear cultural codes, strong product identities, and a confident stance on who they are, rather than those chasing the next trend.